Aug 24, 2010
Media Business, 8/24/10
More than two-thirds of b2b marketers plan to decrease spending on print advertising in the next “two to three years,” according to “The B-to-B Marketing Leadership Study,” which was released last week.
On the other hand, the same study found that 67% of b2b marketers plan to increase spending on social media efforts in the same time frame. Additionally, 64% of the study’s respondents said they planned to boost digital spending.
The study was conducted jointly by American Business Media, the Association of National Advertisers and consulting firm Booz & Co. Among the purposes of the research is to help b2b media companies grow their businesses in this time of transformation of the industry.
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Aug 23, 2010
DM2Media News Release, 8/23/10
IDG Enterprise CIO Forum
Executives Involved in The Campaign: Michael Friedenberg
Bob Melk
Adam Dennison
Campaign Brief: The CIO Forum was created to extend the CIO brand to new audiences, and leverage LinkedIn’s professionally-focused social media channel to grow community for content distribution, discussion and research. It has achieve resounding success on all levels.
The CIO Forum, facilitated by CIO.com/CIO magazine, is where “members of the CIO community can connect and collaborate to move their business technology initiatives and careers forward.” Membership to the group is restricted to practicing enterprise IT professionals and each application is individually vetted before access to the group is granted. Although 100-200 requests for membership are received daily, only approximately 20% of applicants are approved, as the remainder are consultants, and technology company line of business, sales and marketing professionals who would like access to this gated, concentrated IT professional forum.
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Aug 19, 2010
Social Media B2B, 8/19/10
Facebook just announced their location-based check-in system called Places and many within the social media world are wondering what effect this will have on existing location only applications. Some of them have partnered with Facebook to send check-ins in both directions. But the majority of people, including those at B2B companies, are wondering what location-based applications even are, and why they would want to check-in anywhere. Now that Facebook has rolled this out to iPhones and touch-screen based smartphones, people will begin to see the value of checking in as they see their Facebook friends in different Places. And as people continue to use Facebook as an information consuming tool and grow their professional network on Facebook, here are some uses for B2B companies to use Places.
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Aug 17, 2010
BtoB, 8/16/10
ComScore’s Video Metrix 2.0 eyes new ways of measuring viewing activity
Online video has, in a relatively short period, become de rigueur for b2b companies that want to market their products and services online, as viewing online video content via the Web and other digital devices becomes second nature for b2b buyers. But selling online video advertising is another story.
The number of online videos viewed through April grew 81%, compared with the same time period last year, according to comScore Inc. However, the growth of online video advertising revenue was 36% during the same time period, according to a study conducted by the Internet Advertising Bureau and PricewaterhouseCoopers.
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Aug 17, 2010
BtoB, 8/16/10
b2b companies are connecting with customers by providing original, relevant content in a variety of media
As b2b marketers produce more custom content—from magazines to white papers and from webcasts to blogs—it’s getting harder to tell the marketers from the publishers.
“Custom content is about marketers as publishers and publishers as marketers,” said Joe Pulizzi, founder of Junta42, an online service that matches marketers with custom content vendors.
Pulizzi is a custom content evangelist. One of the true believers Pulizzi has influenced is Scott Maxwell, senior managing director of OpenView Venture Partners, a venture capital firm focused on software companies.
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Aug 16, 2010
Social Media B2B, 8/16/10
Social selling is a revolution, and like all revolutions, the transition from traditional practices to modern application is laced with lessons learned and innovative processes to conquer mundane tasks. The revolution of the B2B selling process through social selling is no exception.
Social selling has skyrocketed in popularity thanks to easy-to-use and easy-to-implement technologies and practices. Sales professionals across all generations now have the ability to modernize their selling strategies with convenient tools to gather more information in real-time, and with greater accuracy than any database was capable of throughout years past.
Here are three of the most valuable ways that social selling has improved the B2B selling process:
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Aug 16, 2010
BtoB, 8/16/10
b2b mobilization may be less about the buzz of iPhone apps and more about extending already finely tuned online marketing practices straight to the customer’s pocket
Mobile marketing has tempted marketers with the promise of some flashy uses: slick iPhone or iPad apps; fancy mobile loyalty or couponing opportunities on check-in services such as Foursquare; or even futuristic interactive billboards that change messaging for each passer-by. The truth, b2b marketing experts say, is that mobile shouldn’t be thought of as a fancy new toy—nor as a simple after-thought to be added to existing campaigns—but as another tool that savvy marketers can use as part of their integrated digital marketing toolbox. Spending on mobile marketing is beginning to rise, although it’s yet to represent a huge chunk of marketing budgets. Earlier this summer, Forrester Research said it expected b2b mobile marketing spend to increase from $26 million in 2009 to $106 million in 2014—not a big number, especially compared to Forrester’s estimates of $4.8 billion in overall b2b interactive marketing spend in 2014, but it does represent a quadrupling in mobile marketing activity over the next five years, said Forrester analyst Michael Greene.
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Aug 9, 2010
eMedia Vitals, 8/10/10
The “vendor as publisher” model once threatened to marginalize publishers’ role in connecting brand marketers with a target audience. Now, the fast-growing practice of custom media, aka content marketing, is providing a promising revenue stream for many media companies.
Content marketing represents a significant extension of traditional custom publishing. Where once publishers managed a tidy side business producing custom magazines and other advertorial for their marketing clients, they are now tapping into a much broader and more fertile marketing services business, creating (and often running) everything from websites to live events to social media initiatives.
Last year, U.S. companies spent $47.2 billion on branded content, according to the Custom Content Council. In the B2B sector, marketers are allocating 26% of their marketing budgets to content marketing programs, according to new research co-sponsored by Junta42, MarketingProfs, American Business Media and the Business Marketing Association. More than half of the 1,100+ respondents to the Junta42 survey, due to be released shortly, said they planned to increase their content marketing spending over the next 12 months.
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Aug 4, 2010
Social Media B2B, 8/4/10
Below are a collection of B2B social media statistics collected from various sources covering a wide range of topics. We hope you enjoy digging into the numbers. If you have any other interesting stats, please add them in the comments and include the source with link.
Usage:
- 86% of B2B firms are using social, compared to 82% of B2C. (Source)
- B2B firms aren’t as active in their social media activity with only 32% engaging on a daily basis compared with 52% of B2C firms. (Source)
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Aug 3, 2010
Marketing Sherpa, 8/3/10
We wanted to know how the performance of B2B email newsletters compares to the performance of B2C email newsletters, so we asked nearly 1,500 marketers.
Check out this week’s chart to learn how B2B email newsletters compare to B2C email newsletters in open rate, clickthrough rate and conversion rate.
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