Jul 7, 2010
eMarketer, 7/7/10
Marketers that focus on ROI and other financial metrics more likely to employ sophisticated techniques
While online marketers continue to rely on the click as a major measure of effectiveness, often to the neglect of other marketing channels that played a role in earlier stages of the purchase funnel, business-to-business (B2B) marketers around the world have a similar problem, according to the “2010 Lead Generation Marketing ROI Study” by the Lenskold Group.
Nearly half of B2B marketers surveyed said their highest level of lead generation measurement capability was to give all credit to the last marketing touchpoint. Fewer were able to employ more sophisticated techniques that would more accurately attribute lead generation across multiple touchpoints, and a fifth of marketers did not use this type of measurement at all.
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Jun 9, 2010
6/9/10, MediaPost
According to a recent study by digital marketing firm White Horse, only 18% of B2B companies say they have no current social media activity, compared to 14% for B2C. The degree of engagement varied widely, says the report. Nearly half of B2B marketers have only a basic social media presence, e.g., a Twitter and Facebook account, or a company blog, and only one-third are engaged in social media day-to-day.
The results of the study indicate that while some B2B marketers’ social media engagement statistics are similar to those of B2C marketers, overall B2B marketers are less engaged in social media than their B2C counterparts.
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May 3, 2010
5/3/10, BtoB
With 233 million unique visitors each month, according to comScore, YouTube.com is a popular destination for entertainment, fun and—in some cases—education. But despite its consumer leaning, YouTube, which served up 11.9 billion videos in February, is also an excellent tool for b-to-b marketers—as long as they know the best ways to take advantage of the site.
“It’s something that our b-to-b clients ask us about all the time because they’re not sure whether or not a consumer site will attract their customers,” explained James McQuivey, VP-principal analyst at Forrester Research. “And our answer for many of them: Yes.”
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Apr 12, 2010
4/12/10, BtoB
B-to-b organizations are well along in their measurement of social media. This was just one of many findings in a just-completed survey by BtoB and the Web Analytics Association.
The “B-to-B Web Analytics Survey” found that nearly half (48.3%) of respondents are already measuring social media. This finding seems to map with another clear interest among the survey respondents—reputation management. Nearly a quarter (24.3%) said they planned to increase their budgets this year to monitor public sentiment.
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Feb 8, 2010
2/8/10, BtoB
This is the year mobile marketing goes mainstream.
Or so we’re told.
“We now think 2010 will be an inflection point [for mobile advertising], as the prevalence of iPhones and Android phones makes this technology more mainstream,” a recent report from J.P. Morgan concluded.
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Jan 26, 2010
1/26/10, BtoB Daily News
Spending on “content marketing” is expected to increase this year, according to Junta42’s annual content marketing survey.
Fifty-nine percent of the 250 marketing professionals polled by the custom content company plan to increase their spending on content marketing initiatives this year. Only 7% of respondents predicted they would spend less than in 2009.
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Jan 18, 2010
1/18/10, BtoB
BtoB is kicking off an awards program to honor marketers and agencies for superior use of social media channels.
Created by BtoB and sponsored by IDG—the world’s largest technology, media, event and research company—the award program will be divided into seven categories: Best use of Facebook, Best use of Twitter, Best use of LinkedIn, Best use of viral video, Best corporate blog, Best closed community and Best social media integrated campaign (across more than one social channel).
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Jan 11, 2010
1/11/10, AdAge
Marketers Still Rely on Survey Research Despite Free Discourse on Web
“Listening” ostensibly has become the rage in consumer research, but the Advertising Research Foundation is finding that many marketers view what would seem one of the digital age’s biggest gifts to marketers — the torrent of unsolicited consumer opinion — as more of an added expense item than a blessing.
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Jan 6, 2010
1/6/10, BtoB
Mark Wilson, VP-corporate marketing at database technology company Sybase, has learned a lot about marketing in a recession, particularly when it comes to being frugal.
Like other b-to-b marketers, he and his marketing team faced budget cuts last year and developed ways of doing more with less. In the following interview with BtoB, he shares his views on leading trends for 2010, as well as lessons learned during the recession.
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