social-media-b2b

B2B Buyers Increasingly Researching, Making Purchases Online

source: http://www.marketingcharts.com/online/b2b-buyers-increasingly-researching-making-purchases-online-47045/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

AcquityGroup-B2B-Buyers-Research-Channels-Oct2014Some 94% of B2B buyers report conducting some degree of research online before making a business purchase, including 55% who do so for at least half of their purchases, finds the the latest annual State of B2B Procurement study [download page] from Acquity Group, part of Accenture Interactive. And while a growing proportion are now purchasing goods online, many are bypassing suppliers and buying from third-party sites. › Continue reading

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Wednesday, October 8th, 2014 news No Comments

US B2B CMOs Expect E-Commerce to Account for ~10% of Sales in the Next Year

source: http://www.marketingcharts.com/online/us-b2b-cmos-expect-e-commerce-to-account-for-10-of-sales-in-the-next-year-45681/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

CMOSurvey-Forecast-Online-Share-of-Sales-by-Company-Type-Sept2014Source: The CMO Survey [pdf] (Duke University’s Fuqua School of Business)

    Notes: As B2B vendors see commerce shifting online in response to customer demand, US CMOs from B2B product and services firms expect roughly 10% of their sales (10% and 9%, respectively) to be through the internet in the next 12 months. Not surprisingly, that’s a lower share than forecast by CMOs at B2C firms, who envision 14-15% of their sales to come via the internet.

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    Tuesday, September 9th, 2014 news No Comments

    US CMOs Predict Digital Marketing Spending Hike as Traditional Media Dips Again

    source: http://www.marketingcharts.com/online/cmos-spending-changes-digital-traditional-media-45638/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

    TheCMOSurvey-Projected-Digital-Traditional-Budget-Changes-Sept2014It was only 6 short months ago that the oft-cited trend for increased digital marketing spending and decreasing traditional media spend appeared to be leveling off. But the latest biannual installment [pdf] of The CMO Survey from Duke University’s Fuqua School of Business strikes a familiar tone once more, as forecasted spending growth rates for digital and traditional media are again taking on different trajectories. › Continue reading

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    Thursday, September 4th, 2014 news No Comments

    Top 100 B2B Advertisers

    source: http://www.marketingcharts.com/traditional/top-b2b-ad-spend-by-medium-44835/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

    AdAge-Top-B2B-Advertisers-Media-Spending-Trends-in-2013-Aug2014Source: Ad Age

      Notes: 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 internet display ads grew most quickly, by 25.3%. The only other medium to see an increase among the top 100 was outdoor (+2.4%), with magazine spending relatively flat (-0.3%), newspaper spend down by 9.4% and radio spend declining by 13.7%. › Continue reading

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      Tuesday, August 12th, 2014 news No Comments

      US CMOs Rank Key Concerns

      source: http://www.marketingcharts.com/traditional/cmos-biggest-concerns-44653/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

      KornFerry-US-CMOs-Biggest-Concerns-Aug2014Asked to choose from 4 issues that keep them up at night, a plurality 34% of CMOs cite the creation of sustainable and engaging customer relationships and improving the customer experience as their top concern, according to data provided to MarketingCharts from a recent Korn Ferry survey. › Continue reading

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      Monday, August 11th, 2014 news No Comments

      Top B2B Marketers Increased Digital Ad Spend Most

      The 100 largest business-to-business advertisers last year spent an estimated $4.9 billion on U.S. b-to-b ads, up 3.4% over 2012, according to Ad Age DataCenter’s analysis of measured-media spending data from Kantar Media.

      Estimated 2013 U.S. measured-media spending for the universe of b-to-b advertisers — the BtoB 100 and everyone else — declined 0.5% to $10.2 billion. The top 100 accounted for nearly half of that spending.

      B-to-b spending for advertisers smaller than the BtoB 100 fell 3.8% last year.

      Figures include estimated b-to-b ad spending across TV, internet (display ads only), magazines (including business publications), newspapers, radio and outdoor.

      The divergence in spending of big vs. small b-to-b marketers tracks with overall (business-to-consumer and b-to-b) ad spending. Overall measured-media spending last year rose 3.2% for Ad Age’s 100 Leading National Advertisers and 3.3% for midsize advertisers (Nos. 101-1,000) but dropped 6.6% for small spenders (Nos. 1,000-plus), according to data from WPP’s Kantar Media. Total U.S. measured-media spending last year grew by 0.9%.

      The fastest-growing b-to-b measured medium last year was internet display advertising, where spending for the BtoB 100 surged 25.3% over 2012. The BtoB 100’s spending on internet display ads last year passed spending in magazines.

      See expanded BtoB 100 ranking (Ad Age DataCenter subscription required).
      The top 100 boosted TV ad spending by 3.0%. Spending on outdoor ads among the BtoB 100 increased 2.4%.

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      Monday, August 11th, 2014 news No Comments

      Content Marketing Trends: Goals, Distribution Channels, and Budgets

      source: http://www.marketingcharts.com/online/content-marketing-trends-goals-distribution-channels-and-budgeting-44507/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

      OneSpot-Top-Content-Marketing-Objectives-B2B-v-B2C-Aug2014Content marketers have fairly clear-cut objectives, but the majority are falling short of meeting them, details a new report [download page] 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 being, though, a slight majority feel that they’re not meeting their content marketing objectives, and most feel that they’re underperforming when it comes to the business results of their efforts. › Continue reading

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      Friday, August 8th, 2014 news No Comments

      Minority of B2B Salespeople Find Marketing Assets Effective

      source: http://www.marketingcharts.com/wp/traditional/minority-of-b2b-salespeople-find-marketing-assets-effective-44475/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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      Part of the problem on the assets front relates to collaboration, per salespeople, as only one-quarter of sales respondents feel that their collaboration with marketing around asset development occurs very (8%) or somewhat (16%) well. Presumably, if they felt better about that collaboration they’d be less likely to find the assets ineffective…

      It’s not the first time that sales teams have complained of being left out of the content development process: a survey released late last year by Brainshark found 7 in 10 B2B sales reps indicating that they get sales materials from marketing, but 42% of those saying that they “rarely” or “never” have a hand in the development process.

      Overall, roughly half of sales respondents in the Demand Metrics study indicated that marketing’s support for sales is either far less (16%) or slightly less (33%) than adequate. As might be expected, marketers weren’t quite as quick to malign themselves: only 31% feel that marketing’s support is lacking, while close to half feel that it is more than adequate.

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      Thursday, July 31st, 2014 news No Comments

      Which Practices Are B2B Content Marketers Focusing On?

      source: http://www.marketingcharts.com/wp/traditional/which-practices-are-b2b-content-marketers-focusing-on-44273/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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      According to the study, some 62% of respondents agreed that they develop content on a campaign by campaign basis, an ad hoc approach that the study’s author interprets as ignoring the ways in which buyers encounter the content over time.

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      Tuesday, July 22nd, 2014 news No Comments

      Top Objectives and Most Useful Metrics

      source: http://www.marketingcharts.com/wp/online/marketing-automation-top-objectives-and-most-useful-metrics-44282/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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      Beyond productivity and lead-focused objectives, fewer respondents are looking at marketing automation to improve marketing-sales alignment. Indeed, recent research from Regalix suggests that while half see marketing-sales alignment as a benefit of marketing automation use, it’s a secondary benefit behind lead management and nurturing.

      The Ascend2 survey respondents’ most useful metrics for measuring marketing automation performance largely reflect their objectives. A majority 57% of respondents cited lead conversion rate as a useful metric, with revenue generated (42%) and lead generation ROI (40%) also in the mix. Basic metrics such as open and click-through rates (21%) and website traffic (17%) take a backseat to lead-focused metrics such as cost-per-lead (32%) and leads generated (32%).

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      Tuesday, July 22nd, 2014 Uncategorized 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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