Industry News Archives: B2B Marketing News

July 28, 2016: WeChat-logoA recent report found WeChat, a social media app, has more than 700 million monthly active users and more than half (61 percent) are opening the app 10 or more times each day. The multifunctional app is widely used in China for messaging, news, sharing content, and mobile payment.

The “2016 WeChat Impact Report,” a joint effort by Tencent Penguin Intelligence and China Academy of Information and Communications Technology (translated by WalktheChat), shows the app is being leveraged as a marketing tool as well – more than 560,000 businesses have official WeChat accounts.

July 27, 2016: As digital marketing becomes a priority for enterprises, new research indicates that understanding marketing technology (MarTech) is a growing necessity for those looking to be successful.

The “Modernizing the Mix: Transforming Marketing through Technology and Analytics” report from DataXu has discovered that the 78 percent of U.S. marketers believe that understanding MarTech is becoming an increasingly important skill.

martech, marketing, technology

Seventy-two percent of U.S.-based marketers also said that understanding digital media is growing into an essential skill. In general, less than half of U.S. marketers (43 percent) said they are currently more digitally advanced than their competitors.

July 26, 2016: As marketers look to generate more opportunities from the use of AdWords, research shows that some B2B industries are performing better than others.

The “2016 AdWords Industry Benchmarks Report” from Bizible has discovered that AdWords’ contribution to revenue is highest in the financial services (34 percent) and business services (27 percent) industries.

Further, the average ROI from AdWords (including projected revenue) between December 2015 and May 2016 was 364 percent for the financial services sector. AdWords projected to yield a 332 percent ROI for business services marketers in this same time frame.

Average ROI

July 25, 2016: New research shows that marketers use multiple strategies to manage their daily tasks, and an increasing number are adopting agile methodologies.

A report published by Workfront has discovered that 40 percent of marketers use a combination of methodologies to handle all of their daily tasks. However, 30 percent are turning to an agile methodology, in particular, to accomplish their objectives.

agile marketing, marketing, b2b

Agile methodology, or agile marketing, involves creating small goals that are designed to be achieved over a short amount of time. Thirty-two of respondents said that other departments within their organization currently use agile methodologies.

July 20, 2016: The recent “Sales Enablement Practitioner Survey 2016” from Highspot and Heinz Marketing found 70 percent of respondents agree that sales reps must have easy access to content in order to improve the quality of customer conversations.

Other top actions sales enablement teams are taking to improve sales effectiveness include increasing efficiency (75 percent), sharing best practices (63 percent), and improving training (63 percent).

Screen Shot 2016-07-20 at 10.33.27 AM

However, respondents agree that working in CRM, researching target accounts, attending internal meetings, and searching for content are all time-consuming activities that take away from their selling time.

July 19, 2016: Personalizing the customer experience is the most important goal for 70 percent of data-driven marketing strategies, according to new survey results from Ascend2.

Acquiring new customers (43 percent) and measuring data-driven marketing ROI (40 percent) round out the top three priorities for data-driven marketing.

data-driven goalsThe survey results show marketers are feeling positive about the current state of their data-driven marketing efforts; 37 percent consider their data-driven strategy to be “best-in-class” and 44 percent called their current strategy “above average” when compared to the competition.

data driven success

July 18, 2016: New research reveals that B2B marketers are feeling more pressure to generate leads in 2016.

A survey conducted by B2B Marketing and The Telemarketing Company has discovered that the majority of B2B marketers (59 percent) say they are “significantly” pressured to generate additional leads from upper management.

marketing, b2b, lead generation

However, there is still confusion surrounding lead generation and the ROI of new leads. About 24 percent said that sales and marketing do not have a shared definition of a “lead.” A quarter of respondents stated that they are “quite unconfident” or “very unconfident” in tracking leads from cold to close.

July 14, 2016: Targeting CustomersNew research shows that a majority of marketing professionals believe they are efficiently utilizing behavioral and attitudinal customer data to create content, but most content consumers are unsatisfied with how enterprises interpret their buying habits.

The “Inspire Customers With Emotionally Engaging Content” study conducted by Forrester Consulting on behalf of Persado has discovered that 89 percent of marketers claim they are “excellent” at using behavioral and attitudinal customer data. However, 58 percent of consumers believe that brands’ abilities to make a resonating offer is “poor.”

July 13, 2016: As more buyers turn to social media while conducting research, a new survey has discovered that it’s increasing in value to marketers and their organizations.

The “Social Media Marketing Survey 2016” from Clutch has revealed that 78 percent of enterprises consider social media to be more critical for business success compared to other digital marketing strategies.

social media, marketing

Facebook (95 percent), Twitter (74 percent) and LinkedIn (66 percent) are the most commonly used social media platforms for B2B enterprises.

July 12, 2016: Seventy percent of China’s newest internet users prefer to access the web via mobile devices, according to a new report published by iResearch China. In addition, the data shows the rate at which the Chinese are adopting mobile grew in 2015 as well, from 85 percent to 90 percent.

number and share

As of December 2015, the number of mobile internet users approached 620 million in China, with overall internet users reaching 690 million. The iResearch report drew data from the annual statistical report on internet development conducted by the China Internet Network Information Center (CNNIC).

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