Industry News Archives: B2B Marketing News

July 29, 2015: The “Lead Flow That Helps You Grow” report released by the CMO Council has found that many B2B marketers still do not find their demand generation strategies to be effective. In fact, just two percent of respondents labeled them as “highly effective.”

According to the data, the bulk of respondents (32 percent) said their strategies’ effectiveness falls “someplace in the middle.” Thirteen percent said their strategies are “moderately ineffective.”

Demand Gen Effectiveness

B2B marketers cited causes for their lack of effectiveness in the report. Only 12 percent believe they have content marketing engines programmed to target the right audiences. Twenty-one percent of marketers say they are total partners with their sales and business counterparts, while 22 percent that sales teams are often roadblocks.

July 28, 2015: A recent study conducted by xAd found that more than three-quarters of today’s mobile marketing campaigns employ location targeting, with the ads also focusing on user’s search behavior and interests.

Using location to optimize mobile ad campaigns is done for several reasons, according to the results. It’s primarily used to target a specific audience, but to also engage customers near the advertiser’s business:

2015 Global Location Snapshot

Setbacks With Location Targeting in Mobile Campaigns

Out of those surveyed who weren’t using location targeting in their mobile advertising campaigns, many found the following issues, in order:

  1. Inability to measure success

July 27, 2015: A new survey from Visage has revealed that marketers are frequently publishing content, but they may be missing out on data-rich content opportunities.

The visual content company surveyed 504 marketers to determine how they are using content and data on a regular basis and found that about 73 percent said they were publishing content weekly, while 21 percent published it multiple times per day.

Forbes-1

In terms of data-rich content, approximately 22 percent of respondents say they conduct market research at least quarterly. However, a greater number (27 percent) said that they only share data and insights privately, rather than externally.

July 24, 2015: A new report by Adobe and Econsultancy shows B2B marketers believe customer experience, personalization and big data hold the most promise for B2B marketing over the next five years, as the focus on digital continues to grow.

Nearly a quarter of B2B respondents (22 percent) named customer experience as the greatest opportunity; followed by personalization (16 percent) and big data (13 percent). These responses matched up with B2C marketers, indicating digital tactics for both segments are converging.

B2B vs B2C opportunities

July 21, 2015: A recent report from DialogTech has found that consumer calls from mobile ads have increased 34 percent in the past six months. Additionally, the report shows that if you aren’t using call tracking, your cost per lead or ROI on your ad campaigns could be grossly higher than what they should be.

As you can see from the graphic below, when phone calls aren’t taken into account, it almost doubles your average cost-per-lead metric.

call attribution

July 20, 2015: Ascend2’s “2015 Lead Generation Trends” report shows that 70 percent of marketers believe improving the quality of leads is their most important lead generation objective. Increasing sales revenue (58 percent) and boosting the overall number of leads (54 percent) are also top objectives for marketers.

“Increasing the number of leads generated is important, but improving the quality of leads and increasing sales revenue are the top objectives,” wrote the researchers. “Marketing and sales teams are in agreement that lead quality is directly related to the rate of conversion from lead to sales revenue.”

July 16, 2015: The “State of B2B Social Media Marketing 2015″ report, released by Regalix, has found that 99 percent of B2B marketers believe social media is critical to their communication campaigns, with 94 percent indicating their key social objective is to build brand awareness.

Out of all of the social media platforms available to B2B marketers, LinkedIn and Twitter are the most popular, according to the report. Ninety-three percent of respondents said that Twitter was the most effective channel in terms of helping them reach their target audience, while 91 percent said LinkedIn allowed them to connect with their primary customers.

July 13, 2015: New research released by Simply Measured shows that many companies do not know where social media should live within their organization, how big the team should be and how the team should be structured.

About 57 percent of respondents said that social media rolls into marketing, while 16 percent wrote in their own answers. These responses ranged from, “Each department manages their own social media outreach” to “It used to be in communications, then marketing, then customer service.”

SimplyMeasured Infographic

In addition, most companies only have 1-3 people working on their social media team. Just 25 percent of respondents said they have five or more people handling social media responsibilities.

July 10, 2015: In a report titled, “The Promise of First-Party Data,” researchers from Econsultancy and Signal found that two-thirds of marketers believe first-party data provides the best path to understanding their target customer. This trend marks a shift away from third-party data, which has been the mainstay of digital marketing for years, according to the authors of the report.

First-party data can be defined as the information directly collected and stored by a company. Data from the report showed that first-party data yields the highest ROI of any data type, and it has the greatest potential to do more. About 82 percent of respondents said they will use first-party information over the next year.

July 8, 2015: According to the new “Content Marketing Benchmarking Report 2015″ by B2BMarketing.net and CircleResearch, an impressive 99 percent of respondents agreed that content marketing was important to the overall success of their marketing efforts.

However, there is some disconnect between agreeing it’s important and actually implementing content into B2B strategy. The survey found that just 69 percent currently have a formal content marketing strategy and plan in place.

Other important findings from the study include:

  • Content marketing now makes up 31 percent of our respondents’ marketing budgets, an increase of 3 percent when comparing to the previous year.

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William Vuong

"KoMarketing is instrumental to the success of CDNetworks global search marketing efforts. The relentless attention to detail and strategic approach continues to push us toward greater results." - William Vuong, Senior Marketing Manager

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