Industry News Archives: B2B Marketing News

July 22, 2014: Mobile FacebookA new study conducted by the research group IDC shows that more than half of the total U.S. population uses smartphones. In turn, mobile devices have given people a way to stay connected to social networks such as Facebook and Twitter on the go. Marketers have also gained more opportunities to connect with companies via mobile.

Approximately 40 percent of study participants said that they feel more connected when using Facebook, and about 70 percent of respondents use Facebook on their phone every day. However, social apps aren’t the only smartphone features that have people hooked on their devices – 60 percent of respondents say they use their phones for games, while 78 percent claim that they use them for email.

July 22, 2014: DHL, also known as Deutsche Post in Germany, has released a new report, Global E-Tailing 2025, which covers their predicted trends for the industry in 2025 and beyond. The study was compiled by trend scouts, which visited businesses and cities around the world to identify key trends for e-commerce in the next ten years. Among their top trends where shifting consumer behavior and expectation, individualized marketing, and increasing focus on sustainability and energy efficiency.

etailing DHL report

July 18, 2014: Mobile e-commerce is soaring, but is it dominating desktop? With revenue on track to reach $50 billion by the end of this year, it sure seems like it. According to a new report by analytics platform Custora, this is an $8 billion increase from 2013, and a 1,875 percent increase since $2.2 billion four years ago. With rising mobile revenue comes higher traffic as well, up 34 percent in the last four years.

Mobile E-commerce

July 17, 2014: MarketersA study published on July 16 by Forrester has found that 85 percent of B2B marketers fail to connect their content activity to business value. As a result, they do not gain the loyalty of customers and struggle with client retention.

The Forrester Research/Business Marketing Association/Online Marketing Institute study, “Compare Your B2B Content Marketing Maturity,” was conducted during Q2 of 2014. About 14 percent of those who were surveyed said that they were able to give their content practices a high rating in terms of providing value to their company. Nearly 72 percent of individuals also said that less than half of their marketing staff has a hand in the overall content marketing effort.

July 16, 2014: A business’s online reputation is more important than ever, with nine out of 10 people putting the same amount of trust in reviews on the internet as much as personal recommendations, according to a new report by BrightLocal.

Up from 79 percent in 2013, this number shows just how seriously potential customers take review sites like Yelp, and how business owners should make a priority out of keeping a positive reputation under control.

Most people turn to online reviews to determine the quality of a business, with about 40 percent doing so on a regular basis.  About 15 percent are searching for reviews every day, which is more than double the amount of people from 2013.

July 15, 2014: According to a new study by video marketing and sales provider Vidyard and marketing research and tool provider Demand Metric, 63% of B2B marketers are planning to spend more on video in the coming year. B2B video marketing isn’t a new concept: 69% of those polled said they have used some form of video in their marketing campaigns, with the remaining 31% saying they are planning on doing so in the new future.

July 9, 2014: LinkedIn AdsLinkedin has begun a pilot program to give marketers the opportunity to place targeted ads across the web, according to the Wall Street Journal. Marketing teams are gaining access to LinkedIn’s large amount of data in order to direct their advertisements accordingly. Thus far, the results of this pilot program have been mediocre at best.

Those who want to place advertising on LinkedIn can do so through a “private exchange.” This means that companies can now target specific groups of people, unlike what happens when utilizing an open exchange.

July 9, 2014: 79% of B2B Marketers Say Customer Experience Will Transform Selling and SupportAccording to a new study released by Accenture titled, B2B Customer Experience: Start Playing to Win and Stop Playing Not to Lose, customer experience has a major influence on how companies are communicating with potential and current customers.

79% of those surveyed estimate that wanting an effective customer experience will not only influence the way B2B companies sell to their business customers, but 73% also state that it influences the way they support and service their existing customers.

Level of Customer Experience Experts

In addition to these statistics on the importance of customer experience, the study also split respondents into three main persona groups:

July 1, 2014: Marketers are more important than you think. 60% of B2B marketers report that they are responsible for at least 20% of their company’s revenues, whereas 25% report that they contribute over 40%, according to a new study from Bizo and Oracle Marketing Cloud, which surveyed 500 B2B professionals in May 2014.

The study focused on lead nurturing in the B2B marketing industry, including budget allocation, strategy, and outlets. The study, called The State of B2B Lead Nurturing, found that 94% of those surveyed have some form of lead nurturing in place, whereas 64% claim their budget they spend over 25% of their budget on prospecting new leads.

June 30, 2014: The Internet has officially gone mobile, according to a new report from comScore revealing that 60 percent of time online was spent on smartphones and tablets in May, up 10 percent from 2013.

comScore Media Metrix Report

More than 80 percent of that time was spent in apps, which accounts for over half percent of all digital media time.

Comscore, a digital metrics firm, analyzed the data of 10 digital media categories with at least 10 billion minutes of total engagement throughout the month, and the results are remarkable. Ninety-six percent of digital media time spent listening to the radio is done via mobile thanks to music services like Pandora, and 90 percent of map use is on phones and tablets as well, with Google Maps and Apple Maps as key players.

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