Industry News Archives: B2B Marketing News

April 28, 2016: As digital marketing continues to grow in prominence, a new survey reveals that CMOs are seeing the value of this tactic and how it impacts their marketing team’s success.

In fact, the “2016 CMO Summit Survey” conducted by Spencer Stuart recently discovered that 62 percent of CMOs believe digital marketing skills, including social media, are most critical to their team’s accomplishments.

Digital marketing surpassed other key skills like data analytics (49 percent), strategic thinking (48 percent) and brand marketing (28 percent) on the list.

marketing, cmo, digital marketing

April 27, 2016: PromotionThe “2016 Webinar Benchmarks Report” from BrightTALK uncovered several key insights driving top webinar programs and found that promotions earlier in the week had the highest registration numbers.

In addition to considering the best day of the week for promotion, businesses can include ratings and feedback, Q&A sections, polls, and attachments during webinar events to encourage user engagement. Companies saw a 46 percent engagement rate per webinar using ratings, 37 percent using a Q&A and 27 percent using polls.

The best days to host, according the report, are mid-week. Researchers note that, “For marketers looking to maximize their live audience conversion rates, try to plan your webinars on Tuesdays or Wednesdays to avoid the peak presentation day.”

April 27, 2016: New research indicates that B2B marketers now have a better understanding of predictive analytics, and it’s boosting their demand generation initiatives.

The “B2B Demand Generation and Predictive Analytics” report from Demand Metric and Radius has discovered that when predictive analytics are applied, 55 percent of B2B marketers see their demand generation process performance significantly increase.

b2b, marketing, analytics

“Our research found a strong relationship between the use of predictive analytics and the efficacy of demand generation processes,” said Jerry Rackley, chief analyst at Demand Metric. “When predictive is part of the demand generation picture, the entire process performs better. This finding provides a compelling reason for B2B marketers to look at enabling their demand generation with predictive technology.”

April 25, 2016: customer journey text write on paperIn an effort to gauge the top concerns of CMOs, Leapfrog recently participated in “The Millennium Alliance’s Transformational CMO Assembly,” which brought together more than 50 top marketing leaders. Overall, the participating CMOs indicated that they are still heavily invested in connecting to the customer journey.

Specifically, the majority of CMOs claimed that they would like to be able to measure and report their marketing team’s impact across the buyer’s journey. CMOs showed a desire to connect sources of rich customer data to interactions with their brand.

April 22, 2016: As marketing leaders shift their focus to the buyer’s journey, recent findings indicate that they expect to master their view of their customers in the coming years. The “Path to 2020” report from Marketo and The Economist Intelligence Unit (EIU) found that 86 percent of CMOs believe they will own the end-to-end customer experience by 2020.

Improving brand perception and increasing customer loyalty were named the top two goals of CMOs focusing on the customer experience.

April 21, 2016: Despite the fact that organizations are invested in the reputation of their businesses, research shows that there is a major disconnect between the internal organizational brand culture and their customer-facing brand values.

The “Brand Experience Survey 2016” conducted by Brandworkz and CIM discovered that just 53 percent of respondents believe internal-external brand alignment is present in their workplace.

More than three-quarters of marketers believe their organization’s employees care about what customers think of their company. However, just 17 percent enable all employees to look for ways to improve the customer experience.

customer experience, marketing

April 20, 2016: The “B2B Enterprise Content Marketing 2016” report from the Content Marketing Institute recently revealed key differences between the “most effective” content marketers and those that struggle with their strategies.

According to the data, enterprise marketers with defined content marketing strategies outperform those without outlined plans. About 64 percent of respondents who claim that they are “most effective” at content marketing say that their organization is clear on what a successful content marketing program looks like. Just 18 percent of the “least effective” respondents could say the same.

April 19, 2016: A recent survey of senior marketers reveals companies that are practicing account-based marketing (ABM) are committed to their efforts. In the “2016 ABM Metrics Report” produced in partnership by Bizible and Terminus, about 80 percent of respondents indicate their success with ABM is either moderately or highly successful, and none plan on scaling back efforts.

In fact, roughly 60 percent plan on doing “a lot more” ABM over the next six months.

future ABM

Last month, early results from this survey (reported here) discovered that ABM shortens the sales and marketing cycle from 120 days or longer to 90 days or less for the majority of companies utilizing ABM.

April 14, 2016: New research from Experian shows that marketers continue to struggle to create a single view of their ideal customer. In fact, the “2016 Digital Marketer Report” discovered that 81 percent of marketers face this challenge, with several obstacles inhibiting their efforts.

About 54 percent claimed that they are challenged by the technology they use to integrate customer data in real-time. Forty-nine percent said they don’t have the ability to integrate multiple data sources and technologies, and 48 percent stated that they cannot easily access data across their organization.

digital marketing, marketing

April 13, 2016: The most recent Ascend2 survey, “Marketing Data Management,” uncovered how organizations are using data to achieve success. Sixty-eight percent of respondents cite that the most important goal of a marketing data management strategy is to improve ROI measurability.

An additional 63 percent hope to improve data quality, and 55 percent hope to increase data use and accessibility.

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Fifty-four percent of companies agree that making more accurate business decisions is the most valuable benefit of employing marketing data. The majority (60 percent) of respondents also believe that their data strategy is above average compared to competition.

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