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Verticals > Business-to-Business

Here’s How Often Digital Ad Campaigns Reach Their Intended Audiences

December 22, 2016

Digital ad campaigns reached their intended audiences 59% of the time in Q2, a rate relatively unchanged from Q4 2015's 61%, according to a recent report [download page] from Nielsen. The report indicates that mobile on-target percentage has grown substantially, now matching desktop performance. Read more »

What Are B2B Marketers’ Biggest Struggles With Demand Gen Campaigns?

December 15, 2016

B2B marketers this year have been prioritizing lead quality over lead quantity, but findings high-quality leads isn't coming easily. In fact, according to a new survey report [download page] commissioned by SnapApp, identifying new lead sources is the top challenge that B2B marketers are having with current demand generation campaigns. Read more »

Top 10 Marketing Charts of the Month – November 2016

December 7, 2016

mctop10nov-16-entryThis month's quick-hit set of top charts includes the following topics: social network user demographics; product discovery on social; digital display ad benchmarks; reducing email list churn; what finance wants from marketing; B2B social content effectiveness; constructing B2B buyer personas; content strategists' top initiatives; top trends in marketing technology; and holiday 2016 retail spending forecast. Read more »

Email Reigns As Most Popular B2B Customer Acquisition Channel, But W-O-M Has Biggest Revenue Impact

November 30, 2016

bizible-most-popular-effective-b2b-marketing-channels-nov2016Used by almost 9 in 10 respondents, email marketing is the most popular channel used by B2B marketers to acquire customers, according to The State of Pipeline Marketing Report 2016 [download page] from Bizible. The report - based on a survey of more than 360 marketers, 90% of whom are B2B-focused - also shows that social media and content marketing are currying favor with B2B marketers. Read more »

What Are the Most Popular Lead Stages Used by B2B Enterprise Marketers?

November 15, 2016

annuitas-lead-stage-used-by-b2b-enterprise-marketers-nov2016Two-thirds of B2B marketers at enterprise organizations (at least $250 million in revenues) have defined lead stages, lead qualification stages and definitions that both marketing and sales agree on, per results from the 2016 B2B Enterprise Demand Generation Survey [download page] from ANNUITAS. The report offers insights into lead scoring criteria and lead stages used by these marketers. Read more »

B2B Marketers Plan Programmatic Advertising Spending Hike

November 14, 2016

dunbradstreet-b2b-marketers-programmatic-advertising-spending-plans-nov2016Almost two-thirds (65%) of B2B marketers in the US now buy and sell advertising programmatically, up from 54% last year, according to a recent survey [download page] from Dun & Bradstreet. The study is supported by recent research from Kantar SRDS similarly showing that roughly 2 in 3 B2B media buyers are now at least sometimes buying digital display advertising programmatically for their campaigns. Read more »

How Enterprise-Level B2B Demand Gen Marketers Are Constructing Buyer Personas

November 11, 2016

annuitas-criteria-used-b2b-enterprise-marketers-develop-buyer-personas-nov2016Almost two-thirds of B2B marketers at enterprise-level organizations (at least $250 million in revenues) utilize buyer personas in the planning of demand generation programs and activities, and another 22% are in the planning stages. That's according to the 2016 B2B Enterprise Demand Generation Survey [download page] from ANNUITAS, which details an increase in the use of buyer personas in demand generation programs. Read more »

B2B Marketers See Customer Experience As An Exciting Opportunity. So What Are Their CX Priorities?

November 7, 2016

econsultancyadobe-improving-the-customer-experience-nov2016Optimizing the customer experience is the single most exciting opportunity for B2B marketers this year, and will remain one of the most exciting opportunities in five years' time, according to the B2B Digital Trends 2016-2017 report [download page] from Econsultancy and Adobe. Strategy is the most important element to success, per the survey's respondents, though well-designed user journeys are also considered critical by many. Read more »

Top 10 Marketing Charts of the Month – October 2016

November 4, 2016

mctop10oct-16-entryThis month's quick-hit set of top charts includes the following topics: traditional TV viewing trends; optimizing video ad effectiveness; teens' favorite social platform; when social post engagement rates peak; most annoying aspects of marketing emails; mobile shopping obstacles; B2B content marketing trends; conversion rate optimization methods; most-used analytics tools; and brand loyalty leaders. Read more »

B2B Social Media Marketers: Content Effectiveness Varies by Type, Platform

November 2, 2016

regalix-effectiveness-of-b2b-content-types-across-platforms-nov2016The vast majority (86%) of B2B marketers invest in social media marketing, and a slight majority (52%) feel that social media is very important to their organization's marketing efforts, according to a new report [download page] from Regalix. While LinkedIn (89%) and Twitter (78%) are considered the most effective social media platforms, some types of content work better on Facebook. Read more »