Business-to-business (B2B) companies aren’t big spenders on digital ads. Only 4.6% of the total ad spend gets allocated to digital advertising. To get a better understanding of the various challenges B2B companies face, several industry experts weighed in on eMarketer’s recent “US B2B Digital Advertising Trends” report. Below are their findings. B2Bs Still Rely on … Continue reading »
Top Factors Driving Marketing Budgets in 2019
Eight in 10 B2B marketers at technology companies expect their budgets to increase or remain the same, according to a Spiceworks survey of more than 350 B2B tech companies across North America and Europe. Of the 37% of who plan to increase their marketing budgets, more than half (51%) pointed to an increased priority on marketing as a … Continue reading »
How B2B Companies Are Using ABM [Survey]
Determining just how many business-to-business (B2B) organizations are implementing an account-based marketing (ABM) strategy is difficult. In fact, data points on adoption are all over the map, especially since many of the surveys about the topic are commissioned by ABM vendors. Those are just some of the conclusions from eMarketer’s new report, “Account-Based Marketing 2017: … Continue reading »
B2B Social Media Engagement, by Industry and Platform [Report]
According to the TrackMaven report, B2B brands active on social media saw their highest engagement rates (number of interactions per post per 1,000 followers) last year on Instagram, though that may change as interaction rates are declining on the platform and an algorithm change is pending. Beyond Instagram, brands saw relatively high engagement rates on … Continue reading »
Most Effective and Difficult Digital Marketing Tactics
Email is the most effective digital marketing tactic, and it also benefits from a relative ease in execution, per the survey from Ascend2 and its Research Partners. Given the B2B skew (66% of respondents), fewer selected paid search as being effective as did social media (34% and 41%, respectively). That’s despite other indications that paid … Continue reading »
Effective B2B Lead Gen Objectives [study]
Sales Qualified Leads (SQLs) are the most useful metric for measuring lead gen performance. Business-to-business (B2B) marketers want quality over quantity when it comes to lead generation. A July 2015 Ascend2 study asked B2B marketers worldwide about the most important objectives for an effective lead generation strategy, seven in 10 pointed to improving the quality … Continue reading »
B2B Marketers Using Email Automation [report]
Business-to-business (B2B) marketers have email automation work to do, based on March 2015 research by Spear Marketing Group. US B2B marketing executives surveyed were most likely to report that fewer than 25% of their current email campaigns were triggered, limiting them from responding automatically to recipient actions, such as website visits or event registrations, in … Continue reading »
B2B Marketers Focus on Customer Acquisition [report]
B2B marketers from mid-size companies (50-1000 employees) are focusing their attention and budgets more on customer acquisition than retention, and relatively few report having management objectives tied to customer retention, customer satisfaction, and up-sell revenue metrics. That’s according to a new report from Act-On Software conducted by Gleanster Research, which examined customer relationship management at … Continue reading »
B2B Advertisers’ Spending Trends
Ad spending by the 100 largest B2B advertisers grew by 3.4% year-over-year in 2013 to an estimated $4.9 billion, according to Ad Age DataCenter’s analysis of Kantar Media measured media spending data. Broadcast and cable TV combined to account for a leading 56% of that spending, up by 3% from 2012. Not surprisingly, spending on … Continue reading »
Content Marketing Trends
Content marketers have fairly clear-cut objectives, but the majority are falling short of meeting them, per a report from OneSpot and 614 Group. The survey finds that B2B marketers are largely focused on lead generation, echoing other research on the subject, while brand engagement is the top objective among B2C marketers. For the time a … Continue reading »
Marketing Automation and B2B Lead Nurturing
Bizo recently released a survey that found lead nurturing is a critical tool for marketers, but at the same time, there is plenty of room for optimization, particularly when it comes to email. Some of the key findings of the survey “The State of B2B Lead Nurturing,” are included in the infographic below. Are you … Continue reading »
B2B Marketers Search Trends [survey]
Roughly 8 in 10 B2B marketers from around the world (but primarily in North America) say that their content marketing and SEO efforts are at least somewhat integrated, per results from a Regalix survey, making content marketing the most highly integrated with SEO of a variety of digital marketing disciplines. About three-quarters are creating content … Continue reading »
How B2B Companies Use Tablets to Aid Sales
23% of B2B companies have deployed tablets in sales-related activities, according to newly-released results from Corporate Visions. The survey uncovers conflicting findings: few companies who haven’t yet deployed tablets have plans to do so, even though three-quarters of the respondents overall indicated that the ability to deploy content and coaching to salespeople’s tablets could improve … Continue reading »
What Are Marketers Most Excited About in 2014?
What are marketers most excited about this year? That was one question posed by Econsultancy and Adobe in their latest quarterly intelligence briefing. That it depends on who’s asked. While a surprising area topped the list for in-house marketers, the responses differed significantly when respondents were split into various groups. According to the global survey, … Continue reading »
B2B Marketing Budgets Set to Rise 6% in 2014 [study]
Marketing budgets at B2B companies are set to rise 6% in 2014, according to a Forrester Research report released Tuesday. Despite that solid increase, spending will still trail pre-recession levels. The report, conducted in conjunction with the Business Marketing Association (BMA), found that marketing budgets will go back up to 4% of company revenue in … Continue reading »
B2B Marketers to Increase Content and Mobile Budgets in 2014
Content marketing is coming to the forefront this year. According to a December 2013 study by Advertising Age, three-quarters of business-to-business (B2B) marketers planned to up content spending in 2014, and just 1.3% said they would decrease their content budget. Digital is fueling the rise in content marketing, with B2B marketers planning to increase spending … Continue reading »
B2B Content Marketing: Which Assets Are Most Influential, and When?
Eccolo Media has released its latest “B2B Technology Content Survey Report” based on 503 respondents responsible for influencing or making technology buying decisions in the 6 months prior to the survey. The study covers a host of content marketing topics – including which collateral types are most frequently consumed and considered most influential – as … Continue reading »
How To Increase Your Lead Conversion Rates By 391% [case study]
Last year, a study from Leads360 found that speed-to-call is the single largest driver of lead conversion, with the headline result being that a phone call to a new prospect within a minute of lead generation improves conversion rates by 391% compared to later times making the first call. Now new data from Software Advice … Continue reading »
2014 Content Marketing Trends [infographic]
Here are the upcoming content marketing trends for 2014. Expect more business-to-business companies developing content, more “director of content” positions created, and the optimization of content for mobile and tablet devices. Take your content marketing to the next level. Call 877.447.0134 today.
How B2B Buyers Search and Their Content Preferences [study]
Almost three quarters (72%) of buyers planning to purchase a business product begin their research with a Google search, according to a recent report by Pardot. After an initial search, 70% of buyers then return online 2-3 times to do additional research, and 12% return online more than three times. Just under one in five … Continue reading »
Ten Years of LinkedIn [infographic]
LinkedIn users are affluent, educated and influential. Plus 50% of Fortune 100 companies use LinkedIn Marketing Solutions. Here’s a summary of what’s happened on LinkedIn from 2003 to 2013. Learn how to generate leads with Linked. Call 877.447.0134 today.
B2B Content Marketing Trends 2014 [infographic]
Check out the latest business-to-business content marketing trends. To increase your leads call us today at 877.447.0134.
Why B2B Buying is Extremely Personal [Google Study]
B2B brands need to consider emotion as well as reason when marketing to buyers, according to a new study by Google, the Conference Executive Board (CEB) and Motista. That’s because the research finds perceived personal value to have twice the impact of perceived business value for buyers across a range of business outcomes. The researchers … Continue reading »
8 Benefits of Social Media Marketing For B2B
As more businesses launch successful social media campaigns, it’s becoming clear that opting out of the social revolution can put companies at a competitive disadvantage. Social media offers the immediacy and interactivity consumers want and anticipate. It can intensify customer engagement, drive quality leads and produce higher ROI. Brands understand just how essential and effective … Continue reading »
The Best Ways For B2B Exhibitors To Share Product Info
B2B exhibitors say that their most important objectives for participating in exhibitions are to build brand awareness and identify and reach new customers, according to a new study released by the Center for Exhibition Industry Research (CEIR). But how best to share product information in order to support those goals? Results from the study suggest … Continue reading »
B2B Marketers Ad Budgets To Increase Next Year [research]
Last year also saw increases Marketers operating in the business-to-business (B2B) realm have seen a steady uptick in dollars dedicated to marketing over the past year. According to April 2013 research from American Business Media (ABM), a B2B industry association, 29% of US marketers reported increasing their B2B advertising budgets over the preceding 12 months, … Continue reading »
B2B CMOs Say Marketing’s Role is Expanding Quickly [study]
Almost all B2B marketing leaders agree that marketing must do things that it hasn’t done ever before to be successful, finds Forrester Research in a recent study conducted in partnership with the Business Marketing Association. Along with their expanding responsibilities, 78% say the marketing organization’s influence on corporate strategy is much greater, and 56% agree … Continue reading »
Best B2B Platforms for Reaching Customers and Prospects
A recent survey from ABM asked B2B media users which media types they rely on for decision-making. The study also contains some interesting results from the marketer side: which platforms do they think are most successful in creating awareness among existing customers and generating targeted leads of prospective new buyers? It turns out there’s quite … Continue reading »
How B2B Decision-Makers Are Using Social Media [survey]
Social media use is ubiquitous among B2B decision-makers in North America and Europe, according to results from a newly-released Forrester Research study. That said, their motivations for using various platforms differs greatly, and understanding those patterns is a crucial element for figuring out appropriate marketing strategies. The data suggests that among popular sites, Facebook is … Continue reading »