Tag Archives: B2B Marketing

Sponsor an Event or some merchandise at #Wales Biggest Business Expo – One of the leading UK Business Exhibitions…

We have lots of different Sponsorship opportunities for Prices from just £1,995 + vat. For all the available sponsorship opportunities please see our sponsorship opportunities page on the main Introbiz website.

http://passionateaboutnetworking.com/2017/01/14/sponsor-an-event-or-some-merchandise-at-wales-biggest-business-expo-one-of-the-leading-uk-business-exhibitions/

Sponsor an Event or some merchandise at #Wales Biggest Business Expo – One of the leading UK Business Exhibitions…

We have lots of different Sponsorship opportunities for Prices from just £1,995 + vat. For all the available sponsorship opportunities please see our sponsorship opportunities page on the main Introbiz website.

http://passionateaboutnetworking.com/2017/01/14/sponsor-an-event-or-some-merchandise-at-wales-biggest-business-expo-one-of-the-leading-uk-business-exhibitions/

Sponsor an Event or some merchandise at #Wales Biggest Business Expo – One of the leading UK Business Exhibitions…

We have lots of different Sponsorship opportunities for Prices from just £1,995 + vat. For all the available sponsorship opportunities please see our sponsorship opportunities page on the main Introbiz website.

http://passionateaboutnetworking.com/2017/01/14/sponsor-an-event-or-some-merchandise-at-wales-biggest-business-expo-one-of-the-leading-uk-business-exhibitions/

Building B2B marketing relationships: Quick tips for landing pages

By Ryan Clark, transportation editor at MultiView A landing page is your company’s digital representation in the speed-dating atmosphere that is online digital display advertising. You only have a few moments to forge the closest thing you can to a relationship with the objects of your desire. Plus, never forget: This is a competition – […]

http://blog.multiview.com/2015/09/28/building-b2b-marketing-relationships-quick-tips-for-landing-pages/

B2B Marketing on Facebook?

New post on Online Marketing Hub

B2B Marketing on Facebook? Yes! So Say IBM, Volvo, Salesforce & Lattice Engines
by christopherjanb

It goes without saying that Facebook is most commonly associated with consumer marketing since it’s hardly a place for industrial engineers to talk about the latest manufacturing process or for enterprise software companies to promote side by side feature comparisons.

But behind those companies are people – both on the brand and the buyer side of the B’s in B2B. B’s are people too and those people use Facebook to connect with peers socially. They may not look for product spec sheets for manufacturing hardware on Facebook, but they can get an idea of the people behind the companies they buy from as well as a more personal look at companies outside of nuts and bolts, hardware and software.

Enter our experts in B2B Marketing who use Facebook to do just that. At MarketingProfs B2B Forum last week, Joel Book from Salesforce Marketing Cloud, Katie Keating from IBM and Amanda Maksymiw from Lattice Engines came together for a panel on B2B Marketing and Facebook.

The panel moderator was John Haydon from Inbound Zombie.

First up was Joel Book @JoelBook, Principal, Marketing Insights at Salesforce Marketing Cloud (formerly ExactTarget). Joel talked about his client, Volvo Construction Equipment of North America and how they have been using Facebook for B2B. If you haven’t heard of Volvo CE, they compete with CAT, Deere and other manufacturers of heavy equipment.

Volvo’s multichannel strategy for acquisition, selling and service of customers includes:
Twitter, Facebook, YouTube, Trade Shows, Remarketing Email, Volvo Construction Dealers, volvoce.com, Monthly Email and more. But Facebook has been particularly effective. Said one Volvo executive:

“For Volvo Construction Equipment, Facebook has been the number one social media technology for posting equipment as well as promotions and generating leads”
In Spring of 2013 Volvo CE started using Facebook ads to engage prospects by providing links to content which sent traffic to volvoCE.com. There they could convert to email subscribers. After that, Volvo began targeting existing customers with Facebook ads.

Targeted Facebook Ads were very successful for Volvo CE. Some of the targeting options focused on Facebook users with interests in the kinds of equipment Volvo CE customers buy as well as construction equipment brands that are competitive to Volvo CE.

Volvo partnered with Lego to create a Lego Technic L350F toy targeted towards individuals with specific interests in construction equipment. Promoted on Facebook and elsewhere, this was a big PR success and created brand awareness as well as adding 1,200 names to their prospect email list.

A few tips on Facebook Marketing for B2B companies from Joel:

1. Create a “social profile” of your best customers using a tool like Active Audiences from Salesforce Marketing Cloud, then use that profile to identify and target prospective customers with direct response ads using Facebook Custom Audiences.

2. Use Facebook Custom Audiences to target and attract prospective email subscribers. 68% of B2B brands say email is “core” to their business. And more B2B brands are discovering that Facebook is their top source for attracting new subscribers.

Next up was Katie Keating @ThingsSheSaid and Engagement Strategist at IBM. Katie manages all corporate social media channels for IBM, including Facebook. Her advice for B2B marketers on Facebook:

Visuals are essential. Show things behind the scenes, people, clients, and products. These are all important for driving engagement.

Think like a B2C – How do people experience your brand if they can’t touch it? For IBM it’s through their employees. IBM is spending effort on empowering employees to be brand advocates on social networks.

Try new tactics – IBM has tried things like Facebook chats and influencer research. They actually created a tool to mine influencers in India and engaged with them. This was all organic.

Let your audience “exhale” with content that’s just for fun. B2B Facebook content needs to break from products and services. Use Facebook ads to make sure you’re reaching target audiences.

On IBM’s Facebook page, they share the company’s history of innovation and behind the scenes content. Facebook post performance is closely monitored and if a post resonates organically, IBM will support it for further amplification with Facebook ads.

Last up is Amanda Maksymiw @amandamaks Content Marketing Manager at Lattice Engines, which sells predictive analytics to mid market and enterprise companies.

The Lattice Engines product is a new thing, predicting who your next customers will be, so a lot of their content is educational.

Lattice Engines’ goal with Facebook: Humanize the brand to attract and retain talent, drive engagement with Lattice Engines brand, retarget influencers, prospects and customers. Facebook ad targeting is based on interests of buyers and competitors.

Along with posting content on Facebook are offers such as the opportunity to attend a webinar.

The Lattice Engines company Facebook page is very employee focused. They engage with Facebook fans through images, conversations, text and video content.

A few tips form Amanda for B2B Marketers on Facebook:

Create and share a blend of personality and professional content. Post pictures of employees and content efforts.
Post pictures with short text – it leads to higher engagement.
Hone targeting and retargeting skills to grow, engage and convert your audience. Target based on email addresses, (custom audiences) location and interests.
So it sounds like a “human to human” approach beyond the business side of B2B actually has some legs when it comes to social networks like Facebook. Like any effort to connect with business buyers in new ways, it makes sense to experiment. See what is already happening in a B2B context in your industry, amongst competitors and early adopters within your own company. Decide what your goals are and be committed to both understanding the targeting options within Facebook as well as the type of content that will connect with business buyers when the situation is not all business.

Are you using Facebook as part of your B2B marketing mix? What lessons have you learned?

B2B marketing on Facebook?:
http://omhub.wordpress.com/2014/10/13/b2b-marketing-on-facebook-yes-so-say-ibm-volvo-salesforce-lattice-engines/

B2B Marketing on Facebook?
Posted “By Mike Armstrong”

Recent post from the Online Marketing Hub Blog – content marketing tips & B2B marketing statistics!

New post on Online Marketing Hub:

The Number One Secret to B2B Content Marketing Success Plus 150 B2B Marketing Statistics

by christopherjanb

Who doesn’t like a secret? Especially the single, most important content marketing secret to success for B2B companies.

This year’s Benchmarks, Budgets, and Trends—North America report from Content Marketing Institute (CMI) and MarketingProfs offers us that one, most important piece of advice and more. So what’s the secret? Simple:

Document your content marketing strategy and follow it closely.
If you’re feeling a bit underwhelmed, here’s the thing:

35% of B2B marketers in this year’s survey said they have a documented content marketing strategy
48% said they have a content marketing strategy, but it is not documented.
OK fine, most companies have some idea of how their content marketing efforts fit into the marketing plan. What’s the big deal?

This is the big deal with documenting your content marketing strategy: “Content marketers who have a documented strategy are eight times more likely (60% vs. 7%) to rate themselves as being effective content marketers vs. those who have no strategy, written or otherwise.” MarketingProfs

That’s not the only data-supported nugget from this report. After reviewing the 150 plus statistics, here are few actionable opportunities for B2B Marketers that stood out:

Let’s Hear it for Webinars!

Webinars or webcasts are the second most effective content marketing tactic (64%)
And yet they are one of the least often used, ranking 12th out of 14 tactics
Are You Playing “Follow the Heard” Content Promotion?

84% of marketers distribute content through Facebook, yet only 32% of marketers rank Facebook as one of the most effective social channels
Print or other offline promotion ranks the #2 top content promotion tactic, yet print ranks fifth out of six for effectiveness
Similarly, banner ads are the third most popular content promotion tactic, but banner ads rank last for effectiveness
What About eBooks?

eBooks don’t make it into the list of content marketing tactics used (out of 14 listed)
But they do rank as one of the top 10 most effective content marketing tactics
Four of the Top B2B Content Marketing Challenges Are Directly Addressed Through Participation Marketing

54% of B2B companies say producing engaging content is a top content marketing challenge
50% of B2B companies say producing content consistently is a top content marketing challenge
42% of B2B companies say producing a variety of content is a top content marketing challenge
41% of B2B companies say a lack of budget is a top content marketing challenge
Creating a variety of engaging content on a consistent basis without a huge budget is exactly where content co-creation comes in to play for B2B marketers. This “participation marketing” approach is exactly what we at TopRank Marketing used to promote the Content Marketing World conference and the MarketingProfs B2B Forum, which is happening this week in Boston.

In fact, I will be giving a presentation at the B2B Marketing Forum on how we co-create conference eBooks, Friday Oct 10th at 2:00pm, “Influencing B2B Influencers and the Magic of Co-Created Social Content“. The group of B2B marketing smarties at this event is really impressive, including Ann Handley, Michael Brenner, Laura Fitton, Doug Kessler, Jason Miller, Joe Pulizzi, David Meerman Scott, Viveka von Rosen, Jon Miller, Pam Didner and many more. I hope to see you there!

We’ve reviewed the report and pulled out over 150 individual statistics and present them here in a format that is easy to tweet, create image tiles for sharing on social networks or include in your next presentation. Yes, Google will probably think we’re cramming keywords, but this post was written for B2B marketers, not Google. We hope you find it useful.

150+ B2B Content Marketing Statistics for 2015
86% of B2B companies are using content marketing
(last year this was 93%)
14% of B2B companies are not using content marketing at all

Content Marketing Effectiveness

38% of B2B companies are effective at content marketing.

Broken down:

8% of B2B companies are very effective at content marketing
30% of B2B companies are effective at content marketing
42% of B2B companies are neutral about their content marketing effectiveness
17% of B2B companies are not very effective at content marketing
2% of B2B companies are not at all effective at content marketing
Content Marketing Strategy

35% of B2B companies have a documented content marketing strategy
48% of B2B companies have an undocumented content marketing strategy
14% of B2B companies do not have a content marketing strategy
42% of B2B companies’ content marketing strategy guide content marketing efforts very closely
51% of B2B companies’ content marketing strategy guide content marketing efforts somewhat
4% of B2B companies rarely use their content marketing strategy
Content Marketing Resources

47% of B2B companies have a dedicated content marketing group.

Broken down:

12% of B2B companies have an independent content marketing group
35% of B2B companies have an dedicated content marketing group that works horizontally across the organization
15% of B2B companies do not have a dedicated content marketing group but plan on having one
38% of B2B companies do not have a dedicated content marketing group with no plans on adding one
Where Does Content Marketing Sit in the Organization?

23% of B2B companies content marketing is accountable to the owner/C-level executives
19% of B2B companies content marketing is accountable to product marketing
18% of B2B companies content marketing is accountable to demand gen marketing
15% of B2B companies content marketing is accountable to PR and corporate communications
6% of B2B companies content marketing is accountable to social media and social CRM team
Top Goals for Content Marketing

84% of B2B companies say brand awareness is the most important content marketing goal
83% of B2B companies say lead generation is the most important content marketing goal
81% of B2B companies say engagement is the most important content marketing goal
75% of B2B companies say sales is the most important content marketing goal
74% of B2B companies say lead nurturing is the most important content marketing goal
69% of B2B companies say customer retention and loyalty is the most important content marketing goal
57% of B2B companies say customer evangelism is the most important content marketing goal
52% of B2B companies say upsell/cross-selling is the most important content marketing goal
How B2B Marketers Measure Content Marketing Performance

63% of B2B companies use website traffic to measure content marketing success
49% of B2B companies use sales lead quality to measure content marketing success
48% of B2B companies use higher conversion rates to measure content marketing success
43% of B2B companies use sales to measure content marketing success
40% of B2B companies use sales lead quantity to measure content marketing success
39% of B2B companies use SEO ranking to measure content marketing success
39% of B2B companies use time spent on website to measure content marketing success
35% of B2B companies use inbound links to measure content marketing success
33% of B2B companies use qualitative feedback from customers to measure content marketing success
30% of B2B companies use subscriber growth to measure content marketing success
Content Marketing ROI for Business Marketers

5% of of B2B companies are very successful at tracking content marketing ROI
16% of of B2B companies are successful at tracking content marketing ROI
33% of of B2B companies are neutral about their ability to track content marketing ROI
21% of of B2B companies are not very successful at tracking content marketing ROI
10% of of B2B companies are not at all successful
15% of of B2B companies do not track ROI
Content Creation

70% of B2B companies are creating more content over the last 12 months.

Broken down:

27% of B2B companies are creating significantly more content
43% of B2B companies are creating more content
21% of B2B companies are creating the same amount of content
5% of B2B companies are creating less content
4% of B2B companies are not sure if they are creating more or less content
Audience Targeting with B2B Content

6% of B2B companies target 10 audiences with separate content marketing strategies
7% of B2B companies target 7-10 audiences with separate content marketing strategies
26% of B2B companies target 4-6 audiences with separate content marketing strategies
46% of B2B companies target 2-3 audiences with separate content marketing strategies
7% of B2B companies target 1 audiences with separate content marketing strategies
8% of B2B companies are unsure of how many audiences they target
The average number of audiences B2B companies target with different content marketing strategies is 4

B2B Content Marketing Tactics

92% of B2B companies use social media content (other than blogs) as a content marketing tactics
83% of B2B companies use eNewsletters as a content marketing tactics
81% of B2B companies use articles on your website as a content marketing tactics
80% of B2B companies use blogs as a content marketing tactics
77% of B2B companies use in-person events as a content marketing tactics
77% of B2B companies use case studies as a content marketing tactics
76% of B2B companies use videos as a content marketing tactics
69% of B2B companies use illustrations or photos as a content marketing tactics
68% of B2B companies use white papers as a content marketing tactics
65% of B2B companies use online presentations as a content marketing tactics
62% of B2B companies use infographics as a content marketing tactics
61% of B2B companies use webinars or webcasts as a content marketing tactics
48% of B2B companies use research reports as a content marketing tactics
47% of B2B companies use microsites as a content marketing tactics
The average number of content marketing tactics used is 13

The Most Effective Content Marketing Tactics

69% of B2B companies say in-person events are an effective content marketing tactic
64% of B2B companies say webinars or webcasts are an effective content marketing tactic
60% of B2B companies say videos are an effective content marketing tactic
60% of B2B companies say blogs are an effective content marketing tactic
58% of B2B companies say case studies are an effective content marketing tactic
58% of B2B companies say white papers are an effective content marketing tactic
58% of B2B companies say research reports are an effective content marketing tactic
58% of B2B companies say eNewsletters are an effective content marketing tactic
55% of B2B companies say eBooks are an effective content marketing tactic
54% of B2B companies say Microsites are an effective content marketing tactic
Content Marketing and Social Media

94% of B2B companies use LinkedIn to distribute content
88% of B2B companies use Twitter to distribute content
84% of B2B companies use Facebook to distribute content
72% of B2B companies use YouTube to distribute content
64% of B2B companies use Google+ to distribute content
41% of B2B companies use SlideShare to distribute content
33% of B2B companies use Pinterest to distribute content
24% of B2B companies use Instagram to distribute content
20% of B2B companies use Vimeo to distribute content
The Most Effective Social Networks for Content Marketing

63% of B2B companies say LinkedIn is the most effective social media platform
55% of B2B companies say Twitter is the most effective social media platform
48% of B2B companies say YouTube is the most effective social media platform
42% of B2B companies say SlideShare is the most effective social media platform
40% of B2B companies say Vimeo is the most effective social media platform
32% of B2B companies say Facebook is the most effective social media platform
25% of B2B companies say Pinterest is the most effective social media platform
24% of B2B companies say Instagram is the most effective social media platform
20% of B2B companies say Google+ is the most effective social media platform
Content Publishing and Promotion

42% of B2B companies publish new content daily or multiple times per week.

Broken down:

16% of B2B companies publish new content daily
26% of B2B companies publish new content multiple times per week
17% of B2B companies publish new content weekly
19% of B2B companies publish new content multiple times per month
12% of B2B companies publish new content monthly
8% of B2B companies publish new content less than once per month
Top Content Promotion Tactics

58% of B2B companies use search engine marketing to distribute /promote content
52% of B2B companies use print or other offline promotion to distribute / promote content
49% of B2B companies use traditional online banner ads to distribute / promote content
48% of B2B companies use social media ads to distribute / promote content
42% of B2B companies use promoted posts, like promoted tweets to distribute / promote content
34% of B2B companies use native advertising to distribute / promote content
13% of B2B companies use content discovery tools to distribute / promote content
The Most Effective Content Promotion Tactics

52% of B2B companies say search engine marketing is the most effective paid advertising method to distribute content
41% of B2B companies say promoted social posts are the most effective paid advertising method to distribute content
38% of B2B companies say social media ads are the most effective paid advertising method to distribute content
36% of B2B companies say content discovery tools are the most effective paid advertising method to distribute content
30% of B2B companies say print or other offline promotions are the most effective paid advertising method to distribute content
26% of B2B companies say traditional online banner ads are the most effective paid advertising method to distribute content
Content Marketing Budgets

2% of B2B companies are spending 100% of their marketing budget on content marketing
4% of B2B companies are spending 75-99% of their marketing budget on content marketing
10% of B2B companies are spending 50-74% of their marketing budget on content marketing
14% of B2B companies are spending 25-49% of their marketing budget on content marketing
19% of B2B companies are spending 10-24% of their marketing budget on content marketing
25% of B2B companies are spending 1-9% of their marketing budget on content marketing
3% of B2B companies are spending 0% of their marketing budget on content marketing
23% of B2B companies are unsure what percent of their marketing budget they are spending on content marketing
Content Marketing Budgets in the Next Year

9% of B2B companies expect their content marketing budget to significantly increase in the next 12 months
46% of B2B companies expect their content marketing budget to increase in the next 12 months
32% of B2B companies expect their content marketing budget to remain the same in the next 12 months
2% of B2B companies expect their content marketing budget to decrease in the next 12 months
11% of B2B companies are unsure about any changes to their content marketing budget
Top Challenges B2B Content Marketers Face

54% of B2B companies say producing engaging content is a top content marketing challenge
50% of B2B companies say producing content consistently is a top content marketing challenge
49% of B2B companies say measuring content effectiveness is a top content marketing challenge
42% of B2B companies say producing a variety of content is a top content marketing challenge
41% of B2B companies say a lack of budget is a top content marketing challenge
34% of B2B companies say gaps in knowledge and skills of internal team is a top content marketing challenge
32% of B2B companies say finding trained content marketing professionals is a top content marketing challenge
30% of B2B companies say lack of integration across marketing is a top content marketing challenge
29% of B2B companies say lack of buy-in or vision from higher ups is a top content marketing challenge
20% of B2B companies say technology related challenges are a top content marketing challenge
Here’s the full report with colorful graphs and all (2015 B2B Content Marketing Benchmarks, Budgets and Trends – North America) from Content Marketing Institute and MarketingProfs:

B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America reports on the findings gathered from the fifth annual content marketing survey conducted by Content Marketing Institute and MarketingProfs and sponsored by Brightcove. More than 1,800 B2B marketers in North America from diverse industries and a wide range of company sizes responded to the survey in July and August 2014.

For more from this Article or the online marketing hub blog see:
http://omhub.wordpress.com/2014/10/06/the-number-one-secret-to-b2b-content-marketing-success-plus-150-b2b-marketing-statistics/

Page Posted “By Mike Armstrong”