KoMarketing Associates

What Are Experts Prioritizing in 2018 B2B Marketing Budgets?

KoMarketing Associates

As we wrap up 2017, it’s time to think about top priorities for the new year. Instead of planning for 2018 when you’re already starting it in January, the most prepared B2B marketers already have priorities identified and plans for execution come January 1. We reached out to B2B marketers across different industries and asked them the following question: What are B2B marketers prioritizing in their 2018 budget?

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The backfire effect is elusive

KoMarketing Associates

The backfire effect is when correcting misinformation hardens, rather than corrects, someone’s mistaken belief.

27 B2B Marketing Measurement Reports in Google Analytics

KoMarketing Associates

Google Analytics has over 100 different reports available out-of-the-box. Some reports require additional configuration, such as Events, Ecommerce, or Goals, but a majority of the reports will begin showing collected data on your site visitors and marketing behaviors immediately. For B2B marketing measurement , only about 25 percent of these reports will hold valuable insights into the effectiveness of your marketing programs.

Study Finds Marketers Are Increasing Spend on Original Video Content

KoMarketing Associates

Marketers continue to increase the amount of money they spend on digital video content, but how much of it is original? To find out, IAB recently conducted the “Digital Content NewFronts: Video Ad Spend Study 2018” report. Statistics showed that marketers will spend upwards of $10 million on digital/mobile video advertising this year, and $4.7 million will go toward original content. This is a 68 percent year-over-year increase dating back to 2016.

Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.

74% of Marketers Agree Cohesive Omnichannel Experience is Important

KoMarketing Associates

As customers turn to a wide array of sources to find marketing content, new research suggests it’s becoming more important for marketers to provide an omnichannel experience – but how many marketers have integrated this factor into their strategies? Target Marketing recently conducted the “Omnichannel Marketing: The Key to Unlocking a Powerful Customer Experience” report to gauge how marketers are taking this need into consideration.

How to Leverage New Technology in B2B Marketing

KoMarketing Associates

One exciting thing about digital marketing is that it is always changing. There is always a new strategy to test or a new update that makes you question what you thought you knew.

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B2B Marketers Expect Budget Increases and More Investment in Digital

KoMarketing Associates

As marketers look ahead to the remainder of the year, those in both the B2B services and B2B product sectors expect their budgets to grow in the coming months. The CMO Survey” from Deloitte, The Fuqua School of Business at Duke, and the American Marketing Association discovered that B2B product marketers expect a 9.3 percent increase in their marketing budget in the next 12 months. B2B services marketers foresee an 8.5 percent increase.

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Finding Content Gaps: Moving Buyers Through the Funnel

KoMarketing Associates

Note: The following post is an overview of the presentation given at Digital Growth Unleashed 2018. . It’s no secret I’m passionate about the customer experience and content. I can’t tell you how many times I’ve said it or written about it (hint: It’s a lot ). It’s not that I don’t love all aspects of digital marketing, it’s just there’s something so interesting about the role content plays in getting people to make a purchase.

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GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.

Why B2B Marketers Aren’t Using More of the MarTech They Have

KoMarketing Associates

Ever buy something you didn’t use? Be it a shirt or a timeshare or the latest tech gadget, we’ve all made purchases that sounded great upfront… but never actually got much use. This happens a lot with marketing technology. Depending on the source you cite, the problem is either catastrophic, or simply a missed opportunity. The truth probably falls somewhere in between.

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Survey: 73% Say Customer Experience Is an Important Factor in Purchasing Decisions

KoMarketing Associates

Marketers are continuing to work to provide a memorable customer experience, but how many prospects and customers are expecting this from businesses? To find out, PwC recently surveyed 15,000 people from 12 countries to gauge customer attitudes toward brands and the buying process. A total of 73 percent of respondents claimed that customer experience is an important factor in their purchasing decision.

How to Create an Effective B2B Case Study

KoMarketing Associates

Today’s B2B buyers, like most of us, spend a lot of time online. In fact, data shows that “89% of B2B researchers use the internet in their research process and they conduct 12 searches prior to engaging on a specific brand’s site.”. As a result, most B2B buyers are the majority of the way through the buying process before they even interact with a sales representative, making it more important than ever for B2B organizations to have valuable content on their websites.

5 Ways to Target B2B Customers Through Email Marketing

KoMarketing Associates

Here’s some news that might come as surprising: a recent study in the UK of IT professionals working in B2B said they preferred that companies market to them using email by a gross majority: 57 percent. What’s even more interesting, the second largest preferred marketing method wasn’t even marketing at all: 36 percent that they’d rather reach out to the company themselves than be marketed to.

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5 Steps to an Agile B2B Content Marketing Strategy

KoMarketing Associates

Agile marketing, an approach inspired by agile software development , focuses marketing efforts on short-term campaigns, continuous testing and data pulling, inter-departmental collaboration, and quick responses to change. If you’ve been thinking about implementing an agile marketing strategy, you certainly aren’t alone – a 2018 study found 37 percent of marketers have adopted an agile approach.

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2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

70% of B2B Marketers to Increase DemandGen Budget in 2018

KoMarketing Associates

As B2B marketers look ahead to the remainder of 2018, new research suggests that they are shifting their focus to demand generation. Recently, DemandGen Report conducted its “2018 Demand Generation Benchmark Survey Report” to gauge how B2B marketers intend to utilize their budget over the coming months. Approximately 70 percent of respondents said that they expect their demand gen budgets to grow this year. Thirty-six percent claimed that they predict that it will increase by up to 10 percent.

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10 Principles of Effective Landing Page Optimization

KoMarketing Associates

You can learn a lot from a company’s landing pages. It’s one of the best measurements of how well their marketing is run. First of all: Do they have any landing pages at all? Even a few years ago, only 67 percent of medium-sized companies used any landing pages (!). And only 48 percent built a new landing page for each marketing campaign. Even now, you only have to click a few online ads to find a company that’s still sending traffic to a generic page.

How to Create the Best Content For Your Marketing Automation System

KoMarketing Associates

Most content marketers have two core beliefs about content: That “good” content (high-quality content) will outperform “bad” content every time, i.e. that good content gets more results. That good content takes more time to create than bad content. For instance, an epic blog post that takes 20 hours to create will get more business results than a blog post that takes just one hour to dash off. A 20-hour post will always outperform a one-hour post. Right? Except it just ain’t so.

Pubcon Austin 2018: Visual and Video Content Marketing

KoMarketing Associates

I talk a lot about content so when I had the opportunity to talk about using visuals at Pubcon Austin , I was excited. See, we often get stuck thinking that content has to be blog posts or product information, FAQ pages or ebooks. But when we really think about content, content isn’t just words.

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Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. But, connecting and building trust with buyers has never been harder. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it's an incredibly powerful tool to understand customer motivation and increase lead conversion.

Call-To-Action Strategy: What To Offer B2B Buyers That Stands Out

KoMarketing Associates

Calls-to-action (CTAs) are an integral part of content marketing – and have been ever since marketers started using content to drive conversion, engagement, and sales. But, just as with any required part of content, CTAs can get a little stale. Simply writing “contact us today to learn more!” seems like it fits the bill, but there’s actually a lot more B2B marketers can be doing with their CTAs.

Survey: CMOs Struggle to Connect Marketing Efforts with Company Success

KoMarketing Associates

Although marketers are constantly evolving their strategies, CMOs are still struggling to tie marketing efforts to improvements in their overall bottom line. Korn Ferry recently conducted the “2018 CMO Pulse Survey” to determine how many marketing initiatives can be tied back to company success. About half of CMOs (52 percent) claimed that they could not make a direct correlation between their marketing team’s results to company performance.

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70% of Marketers Are Sharing Video Content on Facebook

KoMarketing Associates

Facebook continues to be a popular platform among marketers, but how big is its return on investment? Furthermore, how does video content perform across the website? To better understand its overall impact on marketing strategies, Buffer and Social Media Week recently conducted the “State of Social 2018.” The majority of respondents (96 percent) claimed that their business is actively using Facebook.

Report: Marketers Are Confident in Their ABM Strategies

KoMarketing Associates

Marketers have been integrating account-based marketing (ABM) into their overall strategies, but how confident are they in executing this part of their plan? To find out, Openprise recently surveyed marketing executives for its “2018 Marketing Operations Benchmarking Report.” Respondents were asked to rank their responses based on a scale of 1 to 5, with 5 being considered the best.

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Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

Content Marketers Look to Provide More Value to Customers

KoMarketing Associates

Marketers who have invested in content marketing know that customers expect to get a certain amount of value out of their assets, but how much? Furthermore, how does this line up with what customers want from marketers? To gauge customer expectations, Meyocks recently surveyed a group of customers for their “The Case for Mentor Branding” white paper. According to the statistics, nearly 90 percent of customers believe that marketers should provide value-added information to their customers.

Expert Insight: How Can Marketers Improve Campaign Integration Efforts?

KoMarketing Associates

Although the majority of marketers believe that their ad campaigns are fully integrated and effective, previous research suggests that many customers disagree. In the “AdReaction: The Art of Integration” report from Kantar Millward Brown, statistics showed that 89 percent of marketers believed their campaign strategies were integrated, but only 58 percent of customers agreed. To take a closer look at the disconnect, we spoke to Bethany Gostanian, VP of Research at Kantar Millward Brown.

How Should B2B Advertisers Use Dynamic Search Ads?

KoMarketing Associates

Is your company in a niche or expanding to a new market? Does your website have a large inventory? If the answer is yes to either of these questions, then you have probably encountered the following: Low search volume. Difficulty identifying your best keywords. Challenges in keeping up with new product launches and keyword expansion. Fortunately, there is a tool that can help you stay on top of these issues – and in front of your buyers: Dynamic Search Ads (DSA).

B2B Customers Consult About Five Information Sources During Buying Journey

KoMarketing Associates

As marketers strive to deliver content that best suits their customers’ needs, new research indicates that B2B customers still prefer to consult a wide array of assets during the buying process. According to the “2018 B2B Buying Disconnect” report from TrustRadius, B2B buyers consult 4.9 different information sources on average during the buying journey.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

10 Infographics to Inform Your 2018 B2B Content Marketing Strategy

KoMarketing Associates

It can be argued that content marketing is the most important digital marketing strategy available today. Without new and fresh content, it’s almost impossible to achieve the results you’re striving for. Recent data from the Content Marketing Institute backs up this claim, as 91 percent of respondents to the “2018 Benchmarks, Budgets, and Trends” report say they use content marketing.

Should Your B2B Company Be On Instagram?

KoMarketing Associates

When most B2B marketers think of Instagram, they may think of teenagers or millennials who are using it to post photos about their lives and what they are into. But using Instagram in B2B marketing actually isn’t a bad idea: a 2017 Marketing Profs infographic reports that Instagram is the fastest growing platform for B2B marketers and it actually has the highest engagement rate amongst all social media platforms.

The Why and How of Glossary Pages for Your B2B Website

KoMarketing Associates

“Google it.”. This is a phrase we use with our family, friends, trivia teammates (just kidding!), and coworkers. Googling it” has become a part of everyday life for most of us, and since we are all humans, it only makes sense to capitalize on it from a business perspective, including within the B2B space. In fact, 90% of B2B buyers start their B2B purchases with a search.

Survey: Marketers Predicting Budget Increases in the Coming Months

KoMarketing Associates

According to new research, marketers are optimistic about the future of their marketing budgets and customer spending. Recently, the American Marketing Association surveyed marketers from businesses of various sizes to gauge their confidence in the industry. They also compared the 2018 responses to results they gathered from a similar survey conducted in 2016. According to the statistics, 34 percent of marketers are optimistic that their budgets will increase over the next six months.

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9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

How to Prove ROI for a B2B Social Media Strategy

KoMarketing Associates

If your organization is struggling to measure the success of a B2B social media strategy, you are not alone in this challenge. As detailed in news coverage last year, a report from Simply Measured discovered that 61 percent of brand and agency marketers were struggling to determine the ROI of their social media initiatives. Fast forward almost 10 months later and challenges are similar despite the rapid adoption of marketing technology to aid in these efforts.

What to Include in a B2B PPC Proposal

KoMarketing Associates

It can be easy to fall into the trap of sending the same long form statement of work to each potential prospect. In many cases this may make sense. We tend to have a strong base of elements that comprise the meat of all of our projects. Services, platforms, technology, reporting, analytics, and more – we are successful marketers because we have a solid roadmap we use to drive program results. We can also agree that the B2B PPC space is getting smarter, faster, and more demanding.

12 Statistics to Guide Your B2B Marketing Investment in 2018

KoMarketing Associates

The new year is a fresh start: new budget, new ideas, new ambitions, and new resolutions. As 2018 unfolds, B2B marketing teams will be challenged to evolve, to measure, to execute, and meet (or exceed) the expectations of both their customers and their supervisors. While most B2B marketers have an idea of their budget spend for the year by this point, at least from a high level, there should be room for tactical and strategic shifts as the year progresses and numbers roll in.

Survey: 3 out of 10 Marketers Lagging in Implementing Email Marketing Automation

KoMarketing Associates

Many marketers are turning to email to reach out to customers and prospects, but in terms of automation, new research suggests that they are still lagging. GetResponse and SmartInsights recently conducted the “Email Marketing and Automation Excellence 2018” report, and statistics showed that 28 percent of respondents consider themselves to be “basic” when it comes to email marketing automation. This is to say that they do not use many of the features of marketing automation.

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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.