- 15 Apr
New Webinar Benchmarks Study Gives Clues for Success
from Marketing Charts
As countless studies have demonstrated, webinars are a highly valued content format. This is especially true with B2B buyers and at various points in their ‘buyer’s journey’.
Once again, this year, ON24 has released its webinar benchmarks report [download page]. The report is based on an analysis of more than 22,000 webinars conducted on its platform in 2018.
But, Exactly How Do Webinars Perform?
Even though we accept that webinars, as a B2B content tool, work, there are still lingering questions that we all have. Like, what days of the week are most effective? Or, how about the length of the session? And what should we expect as a registration-to-attendance rate?
To learn the answers, and see some of the highlights of this study, read the full article at MarketingCharts.com
- 12 Apr
Should B2B Marketers Gate Their Content? Or Not
from Marketing Charts
As the argument goes, . . . “to gate content only serves as a barrier to prospects.” And the response . . . “yes, but the content needs to work for me and I want to gain contact information.”
To Gate or Not to Gate. . . . That is the Question
It seems that some 44% of B2B companies gate content. But why is that the case? While it’s a safe assumption that it’s about acquiring more leads, there are also other benefits. This, according to a recent report [download page] from Walker Sands.
While it’s true that close to two-thirds of the B2B marketers surveyed for the report who gate content cited earning qualified leads as their reason for doing so, more than half said they used gated content to add prospects into an automated marketing program.
To see more of the data and insights, read the full article at MarketingCharts.com
- 10 Apr
Four B2B Marketing Trends to Watch This Year
One of the promises of digital technology was to put an end to the dilema John Wanamaker faced almost a centry ago. He once mused that he knew that half of his marketing spend is wasted. But, he just didn’t know which half. So for B2B marketers, it’s not too much of a surprise that less than 4% of those surveyed for a report by Wpromote [download page] plan to reduce their digital budgets next year.
But What Are The Factors in Play?
There are some significantt trends that surfaced from Wpromote’s study. Most of which connect with other themes as featured previously on MarketingCharts and show a clear picture of the four B2B marketing trends that merit watching.
To these trends and some probing insights, read the full article at MarketingCharts.com
- 06 Apr
How to Measure Event Marketing Performance and ROI
by David Becker
Event marketing has consistently grown in popularity over the past few years. Why is that? Well, it’s becuase they work well for attendees, sponsors and vendors. But, for most companies, they are often one of the biggest marketing expenses they have.
Why do so Few of us Actually Measure the Real Impact of Event Initiatives?
As is the case with accurately measuring any marketing program, it all begins with assigning the right metrics to your goals. But, before looking at the metrics and tools needed to measure success, you must have a clear vision on the outcome you want to achieve from your events.
In this article, David Becker from Marketo shares an ROI attribution model that will help you to more accurately measure the results from your events. So, to learn how it all works, read the full article on the Marketo Marketing Blog.
- 05 Apr
Which Types of B2B Influencer Content Do Buyers Find Valuable?
from Marketing Charts
We know from previous research that B2B leaders say content spurs their buying processes. In fact, almost all respondents to a new survey [access page] by Demand Gen Report and ON24, say they are now placing an even higher emphasis on the trustworthiness of the source of information for the content.
“TRUST” is Easy to Spell But Hard to Achieve
For those of us in the B2B content business, this means, using trusted influencers in a content campaign can prove fruitful. But what formats work best when running influencer campaigns? To see more of the data and to find out what works best, read the full article at MarketingCharts.com
- 02 Apr
Most B2B Buyers Admit to Postponing Purchases. How Should Vendors Respond?
It seems that content marketing still has a lot of power in the market. In fact, according to Aberdeen report [download page], content ,in one form or another, kick-starts buyer journeys for about half of B2B buyers. But, still, they found that a substantial number of purchasing decisions don’t go anywhere. A whopping 53% of B2B buyers saying they postpone decisions on at least half of their purchases.
What is to Blame for These Stalled Decisions?
Many buyers appear to point the finger at the vendors, reporting that they cancelled or postponed a purchase because they saw no differentiation between solutions. And more than half claiming that no vendor met their needs. And, it also seems that buyers are not overwhelmingly confident that their needs have been clarified when they are involved in making a purchase.
The report suggests a number of remedies that vendors should consider to address this buying confusion. And to learn what they are and to download the original report, read the full article at MarketingCharts.com
- 25 Mar
B2B Customer Experience: Why It Matters and Where to Start
Customer experience matters. And it does so to the tune of $1 billion a year for SaaS-based companies alone. And most CMOs know customer experience matters. But sadly, only 57% of them report marginal customer experience impact.
Good or Bad, Customer Experience Impacts Your Business’ Bottom Line
In support of that proposition is a recent study from the Temkin Group. They found that when faced with a positive customer experience customers actually spend more. They also found that 86% of buyers are willing to pay more for a great customer experience. And that 73% of buyers point to customer experience as an important factor in purchasing decisions. Plus they discovered that 65% of buyers find a positive experience with a brand to be more influential than great advertising.
So, customer service matters. We have long accepted that principle in B2C. But today it is even more important for B2B companies. And to learn exactly where to start, read the full article at Heinze Marketing’s Blog
- 15 Mar
New Report: Impact of Original B2B Content – Builds Brand Trust
A newly released report from Vennli, which surveyed 100 senior-level B2B marketers on the role content strategy plays in building brand trust. And they found that, while third-party data from respected research firms have name recognition, it didn’t do much more. In fact, they found that it doesn’t do as much to create trust as first-party, original research.
This is likely because so many companies have access to the same material. And so it doesn’t carry the same weight as original research. In fact, original research, quotes from customers and comments from industry experts are top performers. They found that those are the top three elements in content that help build B2B brand trust.
It seems that a whopping fifty-seven percent of respondents named branded content as the best tool to build B2B brand trust. But there’s more to the report and to see some additional data and insights, read the full article at Chief Marketer.
- 14 Mar
New Data: B2B Leaders Say Content Spurs Buying Processes
from Marketing Charts
Content remains one of the most effective ways of initiating the buyer’s journey. Indeed, almost half of the more than 200 B2B marketing leaders who took part in a survey by PathFactory and Heinz Marketing said that their company’s buying process was initiated by someone on their team coming across a prospective company’s content they found interesting.
Content is The Spark That Lights the Fire . . .
In terms of acting as a catalyst to the buyers’ journey ran a close second. Discovering interesting content was second only to someone vocalizing a pain point or challenge that needs to be addressed. It’s often the function of content to address these pain points. However, close to half of the survey’s respondents said that one of the biggest issues they have with the content they receive is that it isn’t relevant to their pain points or challenges.
It’s true that content marketers experience challenges when it comes to procuring and utilizing their marketing data in order to tell the right stories. So what other challenges do marketing leaders experience with content? To find out read the full article at Marketing Charts.
- 11 Mar
Five Surefire Ways to Boost Your B2B Marketing Content’s Readership
Today there is an increasing importance and use of content marketing as a staple of B2B marketing. Plus, it is also fast becoming one of the top tools used by buyers in their purchase journey. But is the content you use really working? Probably not since only 20% of B2B marketers describe their approach to content marketing as “very successful,” according to a survey by MarketingProfs and Content Marketing Institute.
So, Why Is It Just Not Working Well?
That’s because, as the survey noted, over 83% of those on the receiving end of online marketing messages reported being overwhelmed by both the amount and the length of communications. So, what is the answer? How can you boost your B2B content readership?
In reality, its quite simple. If you want your B2B marketing content to gain readers, the first thing you must do is think like a journalist. And to learn how to do this for your content marketing program, read the full article at MarketingProfs
- 05 Mar
B2B Email: Customers Crave Curated and Customized Content
Today, B2B marketers who rely upon email marketing are facing some huge challenges. Long gone are the days of batch and blast. Now, challenged by expectations in the market, we need to personalize email content, making it relevant to the recipient. And that means going way beyond just dropping someone’s name in the subject line and calling it customization. It means giving them what they want.
It All Comes Down to Creating Relevant Content
Relevant content that people crave is crucial to your email campaign success. But, many brands still have a hard time generating content at scale to fuel their B2B email marketing initiatives. And if you don’t have the content, or it isn’t something people want, then your campaigns simply don’t yield the results you need.
In this article, Beth Negus Viveiros, Managing Editor at ChiefMarketer Networks, gives some interesting insights into B2B email marketing. She looks at how curated and customized content can impact email success. So, to learn how you can make it work for you , read the full article at Chief Marketer.
- 21 Feb
What is the Value of B2B Thought-Leadership Content?
by Ayaz Nanji
Have you ever wondered what is the impact of thought leadership content? And what do your customers think about your content? Now those may seem a silly question to ask but that didn’t stop Edelman and LinkedIn. They asked those very questions in a recent study [SlideShare available].
The report was based on data from a survey of 1,201 businesspeople in the United States who work for firms in a wide rage of industries. And they found that a 89% of B2B buyers say that thought leadership content from vendors has impact for them. In fact, they indicated that it increased their awareness of sellers. Additionally, 45% even indicated that it was that thought leadership content that led them to invite them to bid on a project.
The value of thought leadership content didn’t stop there however. They also found that 58% indicated that it directly led them to award business to an organization. And the buyers said that increased the value they placed on the vendor and that it enabled the vendor organization to command a premium price.
Still not convinced that thought leadership content works? Then see even more of the numbers, view the original report at MarketingProfs.com
NOTE: A pop-up opens on this site and a Free MarkeitngProfs Registration may be required to read the full article.
- 14 Feb
How Important Are Online Reviews for Local Businesses?
by Ayaz Nanji
Being in business has become an increasingly complex proposition. Whether you’re a small local shop or a regional manufacturer, because of the internet, your business life has changed. One of the newer and more complex ‘moving parts’ of this complexity are online reviews.
And that’s because consumers, especially younger ones, are becoming increasingly reliant on online reviews. According to recent research from BrightLocal, more and more consumers rely upon those reviews to assess local businesses. In fact, some 86% of respondents say they read the online reviews of local businesse
To see all more insights and to download a copy of the original report, read the full article at MarketingProfs.com
- 12 Feb
5 Infographics to Teach You How to Easily Make Infographics in PowerPoint
by Erik Devaney
Don’t belive the headlines over the past several years proclaiming “infographics are dead.” Actually, infographics are alive and well. In fact, as of 2018, the use of infographics among B2B marketers has increased. And, this was the most of any in the last four years, now at 65%.
According to John Medina, adding an image to written content can increase the retention of that information by 55%. Wow! But how can those who don’t necessarily have a design background, or the budget to hire a designer create professional-looking infographics?
Here’s a Little Secret: Use the Software You Probably Already Have
That’s right, PowerPoint can be your best friend when it comes to visual content creation. And to help you get started, the active minds over at HubSpot have some great advice plus templates you can download and use for free. So, read the full article and get your free templates at HubSpot.com
- 02 Feb
The Importance of Using Social Media in B2B Advertising
Most marketers are aware of the value of social networks in B2C campaigns. However, they often overlook social media as a useful part in B2B advertising. But, dispelling the myth that social media cannot be a utility for B2B advertisers starts with understanding the role social plays.
Facebook, Instagram Twitter, YouTube and LinkedIn Too?
Each social media platform has a place and purpose in B2B brand building. After all, business decision-makers have social lives and social accounts, too. We can assume that users may not immediately be in a business mindset when using Facebook or Instagram. But, with tailored content that serves as an introduction can unobtrusively spark interest.
Now, to learn how to do that, read the full article at TargetMarketingMag.com