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
Some 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
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
Source: 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.
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
It 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
US CMOs Rank Key Concerns
source: http://www.marketingcharts.com/traditional/cmos-biggest-concerns-44653/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink
Asked 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
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%.
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
3 in 4 marketers believe that marketing assets are somewhat (67%) or very (9%) effective, but only 46% of salespeople concur, finds a new study [download page] released by Demand Metric. The survey – fielded mostly among B2B respondents – focuses on the causes and impacts of “bad” sales interactions, finding numerous instances of disagreement between sales and marketing teams, with each seeing problems with the other.
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.
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
Only 1 in 7 B2B marketing leaders believe that their content marketing efforts have very effectively delivered business value during the past 12 months, with a slight majority 51% feeling instead that their efforts have only been somewhat effective, finds a recent study [download page] from Forrester Research, the Business Marketing Association (BMA), and the Online Marketing Institute (OMI). Part of the problem identified in the study is an outsized focus on content production that isn’t optimized for the buyer’s full journey.
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.
Digital Consigliere
Collaborators – Digital Profs
Pages
Popular Posts
- The JKWeddingDance video was real; the viral effect was MANUFACTURED - Post 1 of 2
- What is Web 3.0? Characteristics of Web 3.0
- Lady Gaga "Poker Face" X-Rated Lyrics Hidden in Plain Sight
- Samsung 52 inch HDTV $9.99 at BestBuy - purchase receipt below (6:21a eastern time August 12, 2009)
- Logo Changes That No One / Someone Noticed
- Facebook advertising metrics and benchmarks
- Technology Adoption Curves Show Much More Rapid Rise to Mainstream
- Marketing Costs Normalized to CPM Basis for Comparison
- Twitter's Path To 33 Billion Tweets Per Year
Tags
Prototype Web Services
- drag2share – quickly share news items by drag and drop on email addresses
- LivePhotoFrame – upload and remotely manage a digital photo frame via unique URL
- MedleyTuner – create a continuous listening experience by uploading mp3s
- MusicSamplr – discover new artists and music, listen to samples
- SharedMost – what links on ANY webpage are shared most?
- Signatory – sign and date a document and verify it hasn't been altered since that exact time.
- WebTeleprompter – just what it says it is
Archives
- February 2016 (2)
- January 2016 (6)
- October 2015 (2)
- September 2015 (7)
- August 2015 (6)
- July 2015 (2)
- June 2015 (5)
- May 2015 (4)
- April 2015 (32)
- March 2015 (57)
- February 2015 (79)
- January 2015 (86)
- December 2014 (69)
- November 2014 (98)
- October 2014 (150)
- September 2014 (109)
- August 2014 (44)
- July 2014 (92)
- June 2014 (118)
- May 2014 (173)
- April 2014 (130)
- March 2014 (247)
- February 2014 (167)
- January 2014 (222)
- December 2013 (167)
- November 2013 (111)
- October 2013 (116)
- September 2013 (214)
- August 2013 (210)
- July 2013 (200)
- June 2013 (87)
- May 2013 (87)
- April 2013 (70)
- March 2013 (114)
- February 2013 (89)
- January 2013 (136)
- December 2012 (96)
- November 2012 (130)
- October 2012 (147)
- September 2012 (93)
- August 2012 (93)
- July 2012 (112)
- June 2012 (71)
- May 2012 (82)
- April 2012 (80)
- March 2012 (122)
- February 2012 (114)
- January 2012 (129)
- December 2011 (60)
- November 2011 (54)
- October 2011 (29)
- September 2011 (17)
- August 2011 (30)
- July 2011 (18)
- June 2011 (19)
- May 2011 (22)
- April 2011 (23)
- March 2011 (52)
- February 2011 (69)
- January 2011 (108)
- December 2010 (82)
- November 2010 (67)
- October 2010 (68)
- September 2010 (44)
- August 2010 (101)
- July 2010 (61)
- June 2010 (28)
- May 2010 (28)
- April 2010 (26)
- March 2010 (33)
- February 2010 (21)
- January 2010 (13)
- December 2009 (4)
- November 2009 (2)
- October 2009 (14)
- September 2009 (6)
- August 2009 (19)
- July 2009 (34)
- June 2009 (11)
- May 2009 (4)
- April 2009 (6)
- March 2009 (13)
- February 2009 (32)
- January 2009 (25)
- December 2008 (1)
- October 2008 (1)
- June 2008 (1)
- November 2007 (1)