Industry News Archives: B2B Marketing News

July 30, 2014: Email MarketingIn a study released this past June by Gigaom, underwritten by Exotle, 56 percent of survey respondents indicated that email marketing was the most effective strategy for customer retention in particular, but also scored well for conversions (42%), awareness (41%), and customer acquisition (37%).

On top of the 56 percent of marketers who claimed email was highly effective, 86 percent of respondents said that they use email marketing digital programs regularly, as detailed through coverage on eMarketer. Email was followed by social media marketing (72 percent) and search engine optimization (70 percent).

July 29, 2014: On July 22, LinkedIn announced that it had purchased Bizo, a large B2B marketing technology company.  Bizo’s B2B solutions will be integrated with LinkedIn’s content marketing products, with the goal of offering a more effective B2B marketing platform for engagement

bizo b2b offerings

The social networking platform’s transaction was worth approximately $175 million, 90 percent of which was cash. About 10 percent of the value was stock. According to an article on Mashable, the transaction should be finalized in the third quarter of 2014.

July 23, 2014: Content MarketingA new study released by Forrester found that even though half of those surveyed view their content marketing practices as mature, B2B marketers often create content that is too focused on the early buyer stage, leaving prospects at the top of the funnel.

About 47 percent of respondents claimed that they create marketing content for channels such as their company website, email lists and social media channels. Only 12 percent said that they develop content to help prospects better understand their business’ offerings. In turn, the target audience is not always educated on the products and services available.

July 23, 2014: 2014 continues to be a banner year for mobile, as new research reveals that social sharing on smartphones and tablets has increased more than 30 percent, comparing Q2 2014 with the first quarter, while desktop experienced a 5.5 percent decline in that same time period.

ShareThis Report

Social-sharing widget ShareThis analyzed data from more than 2 million publishers and found that mobile activity was up nearly 20 percent overall as well.

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.

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