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B2b Marketing News & Analysis

Companies Embrace Advanced Analytics But Not Big Data

Advanced analytics is becoming an enterprise essential. But most companies appear content to stick with the benefits of the "small data." the technology generates rather than make the necessary investments to capitalize on big data.

That's true even though a majority agree that big data is important, according to a new study commissioned by Dell and the International Institute for Analytics.

The study defines advanced analytics as predictive and prescriptive analytics rather than simple reporting.

Do Analytics Matter for B2B Marketers?

B2B marketers use analytics and gain value from them in their campaigns and marketing programs, a survey released today claims.

But earlier this year, another study claimed otherwise. It found only about a third of organizational projects include marketing analytics. And it further claimed there has been no significant gains for how marketing analytics contribute to a company's overall performance.

Who do you believe? Your call.

Today is ON24's day in the sun. The webinar-based marketing solutions provider based its findings on a survey distributed last month to 221 US-based B2B marketers experienced with marketing analytics. Redshift Research administered the survey and ON24 released the results today.

B2B Marketers: Think More Like Brand Marketers

2014-24-November-Think.jpgYou’d think there would’ve been more people like me at the Brand Innovators "mega-trends" in digital marketing conference. In fairness, the event was targeted at top digital marketers who work at leading consumer brands and agencies. So what was a B2B marketer like me doing there?

I wanted a glimpse into the future of B2B marketing.

How To Leverage Twitter Analytics

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I use Twitter on daily basis — so much so that I sometimes overlook how some people still struggle with understanding how to write a basic tweet.

Twitter has answered that struggle in launching Twitter Analytics, a dashboard suite. The dashboard is helpful in highlighting how well a profile is engaging with its followers, but is also supports the reach strategy for Twitter’s recent advertising services.

Here’s how reporting in Twitter Analytics can ensure that your social media strategy is effective.

B2B Marketers Unite with National Advertisers #ANAMasters

digital marketing, B2B Marketers United in Merger with National Advertisers #ANAMastersThe technology's there, and the door's open for innovation. But everything is so complicated.

It's an interesting dichotomy for B2B marketers -- where technological advancements are met with increased difficulties in the world in which they market.

"Complexity is exploding," said Stephen J. Liguori, founder and CEO of Liguori Innovation and the global chairman of the Business Marketing Association (BMA), the 17-chapter, 2,500-member network of B2B marketing peers. "B2B marketers have all the opportunities and challenges in reaching their customers in new ways just like B2C companies."

However, Liguori continued, "we additionally work in extremely complex markets and companies. Examples: digitally connecting healthcare equipment in hospitals to support doctors, nurses and patients. Building apps for airline pilots to fly shorter, smoother routes to save money and time. So gaining new skills and expertise to successfully navigate this complex world is critical."

Marketing Challenge: Social Recommendations or Content Marketing?

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Why aren't B2B marketers doing more to generate recommendations for their brands? I mean every B2B marketer (or head of sales, for that matter) understands how important positive word of mouth and referrals are, right?

And these days, it’s easy to leverage social media to amplify favorable comments about your brand, products or content. Yet my experience is that few B2B marketers are making it a priority to generate these “social recommendations” as part of their marketing strategy.

Why is that?

Three Tips For a Bang-Up Blog

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Looking to get the most bang for your blog?

Follow the three-step playbook created by Anum Hussain, a growth marketer for HubSpot's inbound sales division, created after staring down the daunting challenge of creating a new blog HubSpot’s sales acceleration product, Sidekick. 

It's not enough just to have a blog, she said, you've got to create the right one.

Tweets to Treasure: Better Trend Analysis

2014-28-August-Sean Goggins and Ian Graves.jpgThere’s something intriguing about wandering anonymously through the day, going wherever you want, doing whatever you want — no questions asked, no calls from the office.

Too bad that rarely happens anymore.

Thanks to social networks like Twitter, a worldwide broadcast of your every move and mood is just 140-characters away. We've come a long way since 2008, when many of today's most tweet-happy users (myself included) complained about their fears of being followed and argued that the minutia of someone else's life isn’t interesting enough to distract their attention.

Nope, we've learned that Twitter really is the gateway to deeper, more meaningful communication — and allows people to more deeply connect, share resources, share online opportunities and collaborate.

And now researchers at the University of Missouri claim they've found a way to make Twitter even more useful for those who believe there's actually a lot of treasure in those tweets.

5 Ways to Sharpen Your B2B Marketing on LinkedIn

digital marketing, Five Ways to Sharpen Your B2B Marketing on LinkedIn

Raise your hand if you've been told LinkedIn is the best platform for B2B social media marketing

So we've all heard that one.

And here is the thing. It might be true for your company. Or it might not be.

If it is, though, there are a few things you should know — not the first of which is the new marketing features LinkedIn itself produced last week that focus on testing and personalization.

And if your company is investing in it as a B2B marketing platform, here are a few things to know as you take the plunge.

Do Omnichannel Principles Work for B2B?

2014-07-July-Magic-8-Ball.jpgYou may be familiar with the poster children for omnichannel B2C marketing -- Tesco, Macy’s and Nordstrom’s. The companies gained significant admiration for their ability to gain insights from shopping patterns and then offer that same user the perfect pair of shoes, or coupon, whenever they are ready to purchase -- be it in store, in-app or online.  

In the B2B world text messages, in-store shopping and coupons are close to irrelevant. Impulse buys never happen, acquiring a new customer unsolicited is unlikely, and while e-commerce does exist, its intent is entirely different. It’s not surprising that omnichannel is not a hot buzzword in this space.

The question remains “why?” Is it because it’s not relevant or because it’s relevant, but still too complex to generalize? Will omnichannel as a trend carry a significant shift in how we operate in the entire business world in the next few years?

Sales and Marketing Strategies from the #WorldCup

digital marketing, Five Ways Marketers Can Empower Sales With Strong Leads

World Cup soccer is a marketing goldmine. Just ask McDonald's.

So what lessons can we apply from this major sporting event to B2B marketing and sales? Officials at marketing software provider CallidusCloud say record-breaking viewership confirms that quality performance can deliver high returns. And this is a lesson that can be applied to sales and marketing.

Giles House, chief marketing officer at CallidusCloud, said marketers should try to balance the needs of sales when they pass on leads.

House shared five steps every marketer should take to keep the sales team supplied with quality leads.

There's More to E-Commerce than Mobile and Social

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Mobile and social. Invest in them now, right?

Well, if it's not those two surging platforms that are doing the trick for your organization, why put so much stock in them?

EPiServer’s third annual 2014 e-Commerce Survey of e-commerce practitioners, conducted at the 10th annual Internet Retailer Conference and Exhibition, the world’s largest e-commerce event, revealed that mobile and social may not be as "surging" as they seem.

For instance, 64 percent of those surveyed claimed less than 20 percent of their business sales came through mobile transactions. But mobile ranked as the top priority in regards to future investments for those surveyed. 

Similarly, 93 percent of those surveyed said transactions are made through their website rather than their social site. However, social ranked third in terms of future investment areas for those surveyed.

EPiServer's message? Put your money in what's working now.

Good News for B2B Marketers to Share with the C-Suite

Marketers are usually a paranoid bunch, we've come to learn. Will I go extinct? Does my work even matter?

Bizo says it does. Its annual State of B2B Lead Nurturing Report revealed 60 percent of marketers deliver at least 20 percent of B2B company revenues — and almost 25 percent contribute more than 40 percent. 

"Marketing organizations everywhere are taking on more influential roles when it comes to supporting company revenue growth targets," Jennifer Agustin, senior director of marketing at Bizo, told CMSWire. "Data like this supports the idea that marketing is more accountable than ever, and can play a more active and strategic role in the way companies are run."

How to Set Social Media Marketing Goals

2014-26-June-Goal.jpgI have a lot of conversations with B2B marketers. And you know what? They’re all struggling to figure out what the right goals are for social media.

I’m not saying they don’t know what they hope to achieve (hint: leads). It’s just that these smart marketers seem unsure of themselves when it comes to setting measurable goals for social media. No wonder there’s still confusion about Social ROI!

So what’s going on?

B2B Marketing and Twitter: Strong Marriage, Legitimate ROI?

customer experience, B2B Marketing and Twitter: Strong Marriage, Legitimate ROI?

Dag Holmboe trekked along the 26.2-mile running route from Hopkinton, Mass., to Boston for the 2014 Boston Marathon in April.

Meanwhile, Holmboe put his Twitter analytics engine to work.

Holmboe, CEO and founder of Klurig Analytics in Boston, had a deep interest in the Twitter sentiment around the 118th running of the Boston Marathon.

He's done about a handful of them now, including the 2013 race when two bombs were detonated around the finish line, killing three and wounding close to 300.

Not deterred, Holmboe, 55, came back this year again and completed this year's race, finishing in three hours, 23 minutes and 42 seconds.

Meanwhile, his Twitter engine was picking up stats on the #BostonStrong and #BostonMarathon hashtags while analyzing top words, top tweeters and sentiment both positive and negative.

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