Industry News Archives: B2B Marketing News

August 20, 2014: TwitterOn Aug. 12, Twitter announced on its blog that it will be launching a beta test of Promoted Video, a new program that allows marketers to stream videos onto users’ timelines. David Regan, the author of the blog post, wrote that promoted video tests have shown better engagement from users.

“Promoted Video builds upon the Twitter Amplify program, and brings a new set of video tools to high-quality content producers,” writes Regan. “By using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content.”

August 18, 2014: Leader Networks, a communication organization that facilitates relationships with executives, compiled their annual study of the environment of social business in the B2B industry for 2014. One of their key findings was the confusion between social media marketing and social business, as more than 50% of respondents reported that they did not differentiate between the two when it came to their strategy as a company.

social-371648_640 (1)According to Leader Networks, the difference between the two is as such:

  • Social Media Marketing: The use of social media for marketing.

August 15, 2014: Content MarketingToday, many B2B marketers believe their content marketing efforts align with business goals and engage buyers on all stages of the buying cycle. In reality, this isn’t the case. According to a 2014 study by Forrester Research, the Business Marketing Association and the Online Marketing Institute, 51% believe their content marketing practices are mature, but a larger 85% of B2B marketing leaders fail to connect this activity to business value, which causes marketers to fail in customer retainment and shows a weakness in the later stages of the buying cycle.

August 14, 2014: LinkedIn SolutionsAn internal document leaked to Business Insider reveals LinkedIn’s plans to utilize Bizo to market its own comprehensive B2B marketing platform. The memo provides rare insight into the motivations behind LinkedIn’s acquisitions and its plans to become a $1 billion company by 2017.

By Q1 2015, LinkedIn plans to enhance its B2B marketing solutions by incorporating Bizo’s primary product, Bizo Multi-Channel Nurturing. BMN allows marketers to re-target and nurture prospects. LinkedIn also anticipates both companies’ sales teams to be fully combined by the end of Q1, according to the memo.

August 13, 2014: According to a new report, The 2014 Benchmark Report on B2B Content Marketing and Lead Generation, by Starfleet Media, 93% of B2B marketers invest in content marketing in an effort to raise brand visibility.

The report shows that generating more leads (89%) and generating higher quality leads (86%) are also important factors for B2B marketers when investing in content marketing. Additional objectives sought after with assistance from content marketing include:

  • Driving more website traffic: 81%
  • Improving search rank (SEO): 72%
  • Demonstrating thought leadership: 64%
  • Reducing costs in other traditional marketing areas: 56%

August 12, 2014: A new way to optimize campaign performance with Twitter Ads   Twitter BlogsAs Facebook revamps its advertising offerings, Twitter is changing its advertising program as well. The social networking platform, known for its 140-character updates, now plans to give companies multiple ways to purchase ads.

Twitter announced on Aug. 7 that marketers will be able to use “objective-based” campaign tools to reach out to target audiences. In the past, Twitter had a cost-per-engagement model, and users only had to pay for promoted tweets when people interacted with them, according to AdAge.

Now, marketers can decide how they want their money to be used. For instance, they can choose to pay when a Twitter user retweets an update or favorites a tweet.

August 6, 2014: LinkedIn Sponsored UpdatesAs LinkedIn continues to expand its pool of marketing solutions for users, the social networking site has rolled out LinkedIn Direct Sponsored Content. The feature is an extension of Sponsored Updates, which gives users the ability to personalize content for their audience.

Direct Sponsored Content is unique in the sense that marketers can test out content in their news feed without having to originate posts on their company page beforehand. Being able to test personalized content prior to pushing it live can help marketers ensure that they have everything just right for their target audience.

August 6, 2014: FacebookAlthough some think Facebook will eventually fail to help brands reach out to the masses, new research from Sharablee shows that companies can still rely on the social networking platform and that organic reach has been consistently increasing for the average brand.

The study looked at 150 Facebook pages between October 2013 and March 2014 with a goal of measuring the reach of the average piece of brand content, the reach of each page, over the course of a month, and the impact of post frequency and content engagement on organic reach, among other actions.

August 5, 2014: Study Reports Human Insight Should Override DataAccording to a July 2014 study by FORTUNE Knowledge Group and gyro, almost 2/3 of B2B decision-makers say that human insight should proceed hard data when it comes to make decisions on behalf of the company, according to MarketingCharts. Company culture, corporate values, and long term partnerships are all subjective factors that increasingly make a difference.

The collaborative study was made up of 720 executives in the United States, with a majority (80%) representing a company that has an annual revenue of $500 million or higher. Over 40% had a revenue annually of $10 billion or greater.

August 4, 2014: Twitter Best PracticesEarlier last month, Twitter upgraded its analytics dashboard, now offering tools that measure impressions and engagement of organic tweets, as well as performance over time, which it hopes will help users “effectively optimize their content strategy.”. This revealed in a recent blog post announcement by the social network.

Advertisers, Twitter Card publishers and verified users can now visit the Analytics tab at to see how many users have viewed their tweets on desktop and mobile, the number of engagements (favorites, retweets, mentions, link clicks), and an engagement rate percentage. The featured graph will also calculate the number of organic impressions an account’s tweets earned over the last 28 days.

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