b2b marketers

Nearly Half of B2Bs Expect a Marketing Budget Bump in 2014

source: http://www.emarketer.com/Article/Nearly-Half-of-B2Bs-Expect-Marketing-Budget-Bump-2014/1010238

More use video sharing

Business-to-business (B2B) marketers are already looking ahead to 2014, and the outlook for the year seems positive. The Sagefrog Marketing Group surveyed US B2B marketing and management professionals from a cross-section of industries in the summer of 2013 and found that 45% of respondents expected to see an increase in budgets in the next year, while 52% thought their outlays would remain the same.

The top four most popular marketing channels for B2Bs were all digital, according to the survey. Websites were the most uniformly employed technique, used by 85% of those polled. Email marketing was second at 72%, followed by social media (67%) and search engine optimization (56%). Just under half of respondents relied on trade shows, while four in 10 used direct marketing.

Eighty-four percent of B2B marketers used social networks this year, up from 79% in 2012, while both blogs and microblogs saw a decline in B2B use this year. Photo sharing also saw a precipitous decline over the last year. Video sharing, however, continued its growth trend, in use by 37% of surveyed B2B marketers.

In September, B2B Magazine released an analysis of data from Kantar Media, which found that ad spending among t! he top 50 B2B advertisers in the US had increased by 4.8% between 2011 and 2012 for a total of almost $4.3 billion. However, the only channels that saw ad spending growth were television, outdoor and consumer magazines. Online display ad spending dropped by 1.3%, according to B2B Magazine. Still, online display ads accounted for 10.5% of US B2B ad spending, behind only television (59.6%).

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Tuesday, September 24th, 2013 news No Comments

Only 1 in 2 B2B Marketers Agree That Marketing’s Financial Value is Clear to Their Business

source: http://www.marketingcharts.com/wp/topics/business-to-business/only-1-in-2-b2b-marketers-agree-that-marketings-financial-value-is-clear-to-their-business-36369/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

ForresterResearch-B2B-Marketing-Impact-on-Biz-Sept20132 in 3 US CMOs are feeling pressure from the board to prove marketing’s value, according to recent research, and it seems that B2B marketing leaders may have some work to do in this regard. According to a Forrester Research survey [download page] of 174 B2B marketing leaders, while 72% agreed that it’s clear to their leadership how marketing impacts the business, just 51% agreed that marketing’s financial value is clear to the business. Respondents themselves may be to blame.

That’s because just 4 in 10 believe that measuring marketing’s value and contribution to the business is either very important or critical, per the researchers. What’s more, only 45% of respondents expressed confidence that they know which metrics or business outcomes their key stakeholders care about. A symptom of a larger problem: while roughly two-thirds publish a marketing dashboard, slightly fewer than half share it with an executive team.

Then again, perhaps providing key stakeholders with the relevant data wouldn’t matter. Separately in the study, when asked to what extent key stakeholders are using the data, metrics and/or analyses developed by marketing, respondents were twice as likely to say that the CEO does not use marketing data at all (16%) than to believe that the CEO relies on marketing data to make decisions (8%). The gap was even more pronounced when it came to their beliefs regardin! g how the! CFO or finance team uses marketing data (25% ignoring; 4% relying). Only the sales team is seen more likely to rely on marketing data (15%) than to not use it at all (10%).

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Tuesday, September 3rd, 2013 news No Comments

Benefits of Social Media Marketing According to Small Businesses

source: http://www.emarketer.com/Article/How-B2Bs-Working-Social-Leads/1010162

While tried-and-true B2B marketing techniques such as search engine optimization (SEO) and email still bring plenty of prospects to the door, social media entices them to enter a dialogue, pick up some information of value and step into the sales funnel. Social provides an environment where salespeople can develop a relationship with potential purchasers. Moreover, according to a January 2013 survey of both business-to-consumer (B2C) and B2B marketers at small- and medium-sized businesses (SMBs) worldwide by Social Media Examiner, it provides a host of other benefits as well.

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Monday, August 26th, 2013 news No Comments

How Do Landing Page Objectives Differ for B2Bs vs. B2Cs?

source: http://www.emarketer.com/Article/How-Do-Landing-Page-Objectives-Differ-B2Bs-vs-B2Cs/1010161

The greatest percentage from both groups considered conversion to be the most useful metric for analyzing the performance of their landing pages, cited by 57% of B2B respondents and 69% of B2C respondents. Clickthrough rate (CTR) was also important to B2B marketers, significantly more so than to B2Cs.

This disparity is likely a reflection of the differing objectives of B2Bs and B2Cs for their landing pages. More than three out of five B2B marketers sought to increase leads from the landing page—thus a click would be worth quite a bit to these respondents. By contrast, only 34% of B2Cs showed interest in generating leads from the landing page.

B2C marketers were far more interested in the lead-to-customer conversion rate, as well as increasing direct sales from the landing page, again underscoring that closing the deal remains the unparalleled end goal for these companies.

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Monday, August 26th, 2013 news No Comments

For Driving Engagement, B2B Marketers Put a Premium on Content – eMarketer

source: http://www.emarketer.com/Article/Driving-Engagement-B2B-Marketers-Put-Premium-on-Content/1009790

Segmented, personalized content and more of it are top content marketing strategies

Since the days of company newsletters sent via snail mail, business-to-business (B2B) marketers have used content marketing as a lead generation and customer relationship technique.

Digital makes content marketing easier—but not easy, according to a new eMarketer report, “B2B Content Marketing: Best Practices for 2013.” eMarketer defines content marketing as using content that is not, at its core, promotional material, but which is interesting or valuable for its own sake. B2B marketers should add one qualifying sentence: It is content geared to help businesspeople do their jobs better.

An August 2012 Content Marketing Institute (CMI) and MarketingProfs survey, sponsored by online video platform Brightcove, found that more than nine out of 10 B2B marketers in North America used content marketing. CMI is a consultancy that walks marketers through the process of content marketing.

And surveys of B2B marketers suggest content marketing is only getting more investment. For example, the CMI and MarketingProfs study also found that the majority of respondents had planned to increase content marketing spending for the last two years. Fifty-four percent of B2B marketers in North America said they planned to increase spending in 2012, with 60% reporting! the same in 2011.

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Thursday, August 22nd, 2013 news No Comments

B2B Marketers Rank the Best Platforms for Reaching Customers and Prospects

source: http://www.marketingcharts.com/wp/television/b2b-marketers-rank-the-best-platforms-for-reaching-customers-and-prospects-35674/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

ABM-B2B-Marketers-Most-Successful-Platforms-Aug2013A recent survey [pdf] 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 a bit of consensus: face-to-face event attendance is rated the most successful platform, by a fairly wide margin.

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Friday, August 9th, 2013 news No Comments

B2B Marketing Budget Outlook Improves

source: http://www.marketingcharts.com/wp/print/b2b-marketing-budget-outlook-improves-26247/

BtoB-Marketing-Budget-Outlook-2013-v-2012-Jan201348.7% of B2B marketers expect to increase their budgets this year, per findings from a BtoB study. Generally speaking, marketers appear to have a rosier budget outlook this year than last: respondents were 21% more likely this year to say they would increase their budgets (48.7% vs. 40.1%), and 12% less likely to say they would cut them (9.5% vs. 10.8%). Most of that money will be spent on demand generation and customer acquisition, the top goal for 69.3% of respondents.

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Friday, July 12th, 2013 news No Comments

Facebook drives most social B2B traffic, but Twitter is top for conversions: report

Source: http://econsultancy.com/us/blog/61999-facebook-drives-most-social-b2b-traffic-but-twitter-is-top-for-conversions-report

In fact, Twitter achieves a higher conversion rate (2.17%) than the average for all channels combined (1.6%) including organic and paid search. In comparison, LinkedIn and Facebook achieve conversion rates of 0.8% and 0.74% respectively.

But when it comes to the number of pageviews per visit, LinkedIn is the top performer with 2.48, followed by Facebook (1.94) and Twitter (1.51).

Social media breakdown

Overall though, organic search massively outperforms social in terms of traffic and leads.

Organic search drives 41% of traffic to B2B sites, of which Google accounts for 90%, while social contributes an average of only 5% of all traffic and leads.

B2B conversion rates by source 2012

The data in this report was collected using Optify’s visitor and lead tracking software and includes only US .com sites with between 100 and 100,000 monthly visits.

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Wednesday, January 30th, 2013 news No Comments

Content Marketing Getting More Attention; B2B Sees Lead Gen Potential

Source: http://www.marketingcharts.com/wp/direct/content-marketing-getting-more-attention-b2b-sees-lead-gen-potential-23856/

Content marketing is becoming increasingly popular among B2B and B2C marketers, finds a pair of studies released in October. 84% of B2B marketers are planning to increase their content marketing over the next 12 months, reports Optify [download page], while 9 in 10 B2C and B2B marketers and agencies say they believe content marketing will […]

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Thursday, October 4th, 2012 news No Comments

Effectiveness of B2B Online Display Advertising Questioned

Source: http://www.addon.tv/media-news/effectiveness-of-b2b-online-display-advertising-questioned.html

Effectiveness of B2B Online Display Advertising Questioned

According to a new report from Forrester, summarized by MarketingProfs, only 13% of B2B interactive marketers say they have increased online display budgets in 2011 relative to 2010 levels, in large part due to perceptions of ineffectiveness.

71% of B2B marketers surveyed say they used display advertising during the fourth quarter of 2010, whereas 86% of B2C marketers reported doing so.

Attitudes toward online display are negative, particularly toward ad exchanges, DSPs (demand-side platforms), and ad networks:

  • 27% of B2B marketers say they anticipate increased effectiveness of display advertising via exchanges over the next three years
  • 21% expect increased effectiveness of display media via DSPs over the next three years
  • 16% expect increased effectiveness of display ads via ad networks over the next three years

Given lengthy and complex purchase cycles, says the report, most B2B marketers focus display efforts on increasing brand awareness, lead generation, reaching key target audiences, and driving direct sales.

Only 20% of marketers focus display efforts on increasing site visits (e.g., using campaigns to drive clicks to lead-securing and nurturing opportunities such as webinars, whitepapers, and virtual events). Still fewer marketers focus display efforts on driving brand favorability (17%) and customer lifetime value (14%), observes the report.


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Wednesday, July 18th, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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