The B2B Research Blog

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B2B social media: Highlights from new benchmarking research

The B2B Research Blog

B2B social media; is it a case of the Emperor’s New Clothes? The social media Emperor is getting dressed, but is still in his underpants. B2B social media has reached the tipping point and in doing so it’s following the classic technology evolution curve. Social media is being used then, but how? There was a lot of talk. Inexperience (11%).

Social media in B2B – the latest stats

The B2B Research Blog

The allure of social media in B2B is growing rapidly. Over four in five marketing teams (83 per cent) now post on social media – an activity that consumes one fifth of their time (20 per cent) – and three quarters (77 per cent) expect to spend more time doing this over the next 12 months. Instead, social media needs to become the star performer in its own right.

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Email marketing: Overcoming message overload

The B2B Research Blog

And as a bonus, not only will good content optimise email success, but it can feed other activity such as social media, events and PR. I’ve always felt my groaning inbox bore testament to the popularity of email marketing. Now my suspicions are confirmed. . Remarkably, amongst those doing so almost one half (44%) broadcast emails once a week or more often. Second, hook them in.

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How B2B brands approach Twitter

The B2B Research Blog

Social media has become a bit of an obsession for me. It all began with a study Circle Research conducted for B2B Marketing late in 2011 to establish the ‘state of the nation’ in B2B social media. It harvests data from a user’s social media accounts and crunches it to establish three characteristics: The number of people actively engaging with the user. The result is a Klout score that shows the quality of a social media personality on a scale of 1 – 100. B2B marcomms B2B Marketing Magazine column B2B social media Twitter

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media.

Top ten B2B marketing challenges

The B2B Research Blog

For all the column inches given to new trends like social media and marketing technology, it’s still the fundamentals which seem to keep marketers awake at night. . Holger Schulze, Marketing Director at SafeNet, recently posted a great question to the 9,040 members of LinkedIn’s B2B Marketing group. Can you use ONE WORD to describe the biggest challenge facing B2B Marketing today?”.

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A blueprint for customer service excellence

The B2B Research Blog

This formula holds true regardless of how customers make contact – by phone, email, online or social media. Relationships matter in B2B. But for many B2B businesses it’s simply not commercially viable to individually account manage each customer. This means that when issues arise, customers need to be directed to ‘mass service’ channels – usually a contact centre. I’ve recently spent a lot of time with Vodafone exploring what great customer service looks like. Above all then, a good experience is one which resolves the issue to their satisfaction. perspective.

SME marketing channel preferences revealed

The B2B Research Blog

Second, seek the implicit endorsement of trade media. Avoid telemarketing and use social media appropriately. Fifth, use social media channels by all means, but don’t necessarily expect them to gain the attention of SMEs. Now that’s not to say social media doesn’t have other valuable roles. We explored differences in opinion between five sectors – Financial Services, Marketing & Media, Business & Legal Services, Retail and ICT. Retailers seem to be avid consumers of trade media. There are 1.3 An overview. Take blogs.

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The seven R’s of thought leadership

The B2B Research Blog

It’s social media ‘food’ and SEO ‘link bait’. Social media channels, especially blogs and Twitter, have opened up new opportunities to connect but require a constant stream of quality content. Thought leadership content gives you fuel for social media activity and helps form relationships early in the buying cycle. Thought leadership. Everyone’s claiming it but, by very definition, only a handful ever delivers. So how do you ensure that your content marketing strategy positions you as one of the few? . It’s a showcase. It’s a conversation starter.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media.

The 19 B2B brands in the Klout 50 ranking

The B2B Research Blog

There used to be a debate about whether social media was relevant in B2B. Now, those holding out against the social tidal wave are few and far between. Indeed, many B2B brands are social media pioneers. The study ranks the 50 most influential brands on social media. Just four years ago, less than one quarter (23%) of B2B marketers described it as ‘highly relevant’ to their brand (source: B2B Barometer ). Lithium Technologies ’ recently published Klout 50 study is testament to this. Brands like Coca-Cola, McDonalds and Nike. Hats off to you all!

Generation Y: Implications for the workplace

The B2B Research Blog

They’re from an age where the internet, mobile and social media were normal. A client recently asked us to present to a group of CIOs from their enterprise customers. What implications, they wanted to know, does Generation Y have for the workplace? Defining Generation Y. First, let’s define Generation Y. That’s not as easy as it sounds. Generations have ‘fuzzy edges’ so it’s not always clear where they start and end. Some definitions of Generation Y include anyone born from the late 1970s all the way up to the early noughties. Why is everyone of this age grouped together?

B2B content marketing research

The B2B Research Blog

Most commonly this includes email (94% use), their website (87%), social media (83%), events (71%), their blog (62%) and one-on-one meetings (49%). Content marketing works. So maybe you already have a content strategy, but want to know what your peers are doing. Or perhaps you’re developing a content strategy and want some pointers. Focus on quality not quantity. Make time.

The B2B marketer’s world is changing

The B2B Research Blog

website) is declining to allow investment in more interactive, dynamic channels such as mobile and social media. Whilst many of the principles of marketing remain unchanged across these territories, marketers find that globalising their approach to social media poses a particular challenge. Different cultures use different social media platforms, have different attitudes to the use of social media in business and find different topics engaging. It’s tougher being a marketer nowadays than it ever has been.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media.

Is programmatic advertising relevant in B2B?

The B2B Research Blog

After all, it wasn’t that long ago that social media was seen as purely the preserve of B2C marketers. One number in t he recently published B2B Barometer study caught my eye. Two thirds (64%) of B2B marketers describe programmatic advertising as irrelevant. That’s striking because an estimated 59% of digital ad spend in the UK, that’s £1.8 is sent to an ad exchange.

Benchmark your digital marketing activity

The B2B Research Blog

For example, three channels – website development, email marketing and social media – consume 56% of the ‘average’ B2B marketer’s digital budget and 58% of the time they dedicate to digital. Have you ever wondered how other B2B marketers spend their digital marketing budgets? Where they invest the greatest amount of time? And how effective they feel different digital activities are? I certainly have so when Omobono and The Marketing Society asked Circle Research to survey B2B marketers and establish how they behave in relation to digital, we jumped at the chance.

B2B content marketing research

The B2B Research Blog

Most commonly this includes email (94% use), their website (87%), social media (83%), events (71%), their blog (62%) and one-on-one meetings (49%). Content marketing works. Almost three fifths (56%) of the 175 B2B marketers Circle Research recently surveyed for B2B Marketing Magazine’s Content Marketing Report have seen content marketing boost sales (most of the remainder simply don’t know the impact as measuring ROI is tough). So maybe you already have a content strategy, but want to know what your peers are doing. Either way, the survey results provide valuable guidance.

Three customer insights for your marketing plan

The B2B Research Blog

Take social media. Spring. As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights. But insights into what exactly? Here are three things that would top my list. What really matters? We all know that successful marketing propositions perfectly align with customer needs and wants. But here assumption and guess-work abound. The remedy is a two-step process. But beware; people don’t always really know why they do, what they do. How are we performing?

Plan 22

Three customer insights for your marketing plan

The B2B Research Blog

Take social media. Spring. As birds migrate north to secure nesting ground, gaggles of marketers flock to secure budget for their marketing plans. The most fruitful of these plans are built on customer insights. But insights into what exactly? Here are three things that would top my list. What really matters? We all know that successful marketing propositions perfectly align with customer needs and wants. But here assumption and guess-work abound. The remedy is a two-step process. But beware; people don’t always really know why they do, what they do. How are we performing?

Plan 16

The Times They Are a-Changin’

The B2B Research Blog

They told us about a shift in the balance of power driven by the rise of social media. Standing apart through creativity, using interruptive channel strategies and deploying media that are easily consumed. . Our friends at Marketing Options International (MOI) have just launched the Mind Share Café. Marketers from players like Dell, Microsoft and Cisco. The solution?

Map of the B2B buying process

The B2B Research Blog

Brand awareness driven by face-to-face channels, content marketing and trade media. 51% suggest advertising in trade media. Approaching B2B buyers through telemarketing or by reaching out directly on social media may make them aware of your brand, but it will be coupled with negative sentiment from the outset. Indeed, 52% of B2B buyers dislike suppliers who use telemarketing to target them and 35% dislike those who reach out directly through social media. Click to enlarge. The winner is often preordained. How can you create such a powerful advantage?

Air Cargo News: Interview with Circle’s Andy Booth

The B2B Research Blog

In the future, Booth reckons SMS or text messaging and social media options such as Twitter, will also play a greater role. I recently had the pleasure of being interviewed by legendary aviation journalist Peter Conway for Air Cargo News. Here are my edited musings… Market research, brand development, and customer segmentation may be unfamiliar ideas to many sections of the air cargo business, but the director of London-based Circle Research is on a mission to change all that. Who needs marketing in the air cargo sector? This research will be carried out on a global basis.

Understanding Generational Social Media Preferences

grow - Practical Marketing Solutions

I’m starting to wonder if marketers are too caught up with millennials to really think about generational nuances on social media. Social works on us too, ya know! According to the Q1 2017 Sprout Social Index. Gen Xers are twice as likely to follow a brand on social as Baby Boomers are. YouTube is their second favorite social platform. By Brooke B.

The 29 Best Social Media Monitoring Tools

Webbiquity

Social media monitoring is vital for virtually every B2B or B2C brand. 58% of consumers follow brands on social media. 71% say they are likely to purchase an item based on social media referrals; in fact, consumers report that social media plays almost as big a role in purchasing decisions as does television. ” — Social Media Today.

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115 Facts You Never Knew About Social Media [Infographic]

Webbiquity

It’s something that you use almost every day, but how much do you really know about social media? Social Media Is The New Newspaper. Did you know that Reddit is the most popular social media platform as a source of news? Younger people are more likely to be making the change to news on social media. Social In Sixty Seconds. It is.

Social Media Explained. Really.

grow - Practical Marketing Solutions

With every client I meet, every class I teach, and every speech I give, there is always a group of people who desperately need to understand social media marketing but don’t have the time to do it. If you are thinking to yourself, “This world does NOT need another social media book,” you’re partially correct. The post Social Media Explained.

3 Tips for Using Social Media for B2B Marketing

Webbiquity

Social media can be a great business tool to use for marketing, sales, PR, customer service, and HR. However, most of what’s written about social media functionality on a professional level tends to be focused on businesses that work directly with consumers (B2C) rather than B2B enterprises. Employ Someone Who Knows Social Media, Not Just Your Business.

47 Superb Social Media Marketing Stats and Facts

Webbiquity

Social media use isn’t quite universal—but it’s getting close. population now has at least one social networking profile; more than half use two or more social networks. The number of worldwide social media users is projected to grow from 2.1 90% of young adults—ages 18 to 29—use social media (compared to just 35% of those over age 65).

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Why it takes so long to achieve social media success

grow - Practical Marketing Solutions

If you’re impatient, social media is probably the wrong marketing channel for you. This is data from the recent research released by Social Media Examiner. Let’s take a close look at what we can learn from the feedback provided by these active social media marketers. Social media success takes time. Weak relational links.

The Future of Social Media

B2B Marketing Insider

Social networks are becoming more and more popular. In 2016, about 70% of Internet users are social network users and these figures are expected to grow. The post The Future of Social Media appeared first on Marketing Insider Group. Social MediaMany well-known […].

23 Outstanding Social Media Marketing Guides

Webbiquity

Though the use of social media and social networks for marketing is now nearly ubiquitous, and 78% of companies have dedicated social media teams, many marketers sill struggle with certain aspects of social marketing, such as formalizing strategies and measuring results. What trends and changes in social media do marketers need to stay on top of?

How to Get More Leads From Social Media

Act-On

What’s your impression of how hard it is to generate leads on social media? My impression used to be that social media lead generation is unusually hard—much harder than content marketing. But in a recent survey of marketers from Ascend2 , content marketing actually surpassed social media in terms of difficulty. And today even generating leads from social media is no longer impossible. There was a time, just a few years ago, that lead-gen efforts on social media were kinda … disappointing. It’s becoming pronounced, too.

The first step in social media marketing is not social media

grow - Practical Marketing Solutions

“I’m kind of overwhelmed,” he wrote me, “I’m trying to get a social media program going and I really don’t know where to start.” Shouldn’t I dive into social media for them? Sometimes the first step in social media marketing … is NOT social media! I had an email from a young guy recently.

How to turn social media connections into an actionable audience

grow - Practical Marketing Solutions

Probably the biggest myth — and mistake — I see regarding social media marketing is the idea that audience equals action. Most of the time, your social media connections begin as “weak relational links.” Social networks are effective at increasing participation —by lessening the level of motivation that participation requires. Fowler.

Your social media strategy plan: Where do you START?

grow - Practical Marketing Solutions

When I work with businesses, there is often an enthusiastic attitude about moving on to the social web but confusion about how to actually get started. And by the way, your social media initiative doesn’t start with a Facebookpage. Assess the company culture You might be wondering what the company culture has to do with social media success. What did I miss?

70 Rising Social Media Stars

grow - Practical Marketing Solutions

Sometimes I weary of social media lists that are simply popularity contests or a cheap way to promote some start-up or PR agency. Who are the unknown stars who will be rocking the social media conferences two or three years from now? 70 rising social media stars. She is currently Senior Manager, Social Media Strategy at CVS Caremark. Jay_zo.

7 Social Media Mistakes Bloggers Should Avoid

Writing on the Web

A Note from Patsi: This week’s guest post is about social media and it’s really important. Because if you want to engage your business blog readers and grow your reader base, you need to use social media. S ocial Media. Here are Paul’s 7 Social Media Mistakes Bloggers Should Avoid. Ignoring social media return on investment.

Why Every CEO Should Have a Social Media Presence

Onalytica B2B

We live in a technology obsessed society where your average millennial’s reality blurs into one with their virtual online world; posting anything and everything from their latest fashion purchases, to their selfies and social life goings on. Of the F500 CEOs, not one has a presence on all 6 major social media platforms. WHY SHOULD I BE ON SOCIAL MEDIA?