33 Thought-Provoking B2B Social Media and Marketing Stats

As noted in the 2016 B2B Marketing Trends report, B2B marketing strategies and practices are in the midst of significant change, driven by new technologies and evolving buyer expectations for more “consumer-like” experiences.

These changes are affecting tactics, budgets, messaging, and metrics as illustrated in the compilation of B2B marketing facts and statistics below. Here are five key takeaways from this research:

Align B2B marketing with sales

Image credit: e_Strategy Trends

B2B marketing budgets are shifting to digital and social. Overall, B2B marketing budgets are expected to increase, on average, by about 5% in the coming year. But spending on digital marketing programs is projected to rise three times as fast, and over the next five years, the share of budget dollars dedicated to social media marketing will more than double.

We want programmatic advertising—even if we’re not sure what that is. Although nearly two-thirds of B2B marketers say they plan to spend more money on programmatic advertising in 2016, 44% admit they either don’t know how it works or have only a small amount of knowledge about it.

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7 Tactful Ways of Facing The Horrors of Digital Marketing

Guest post by Philip Masterson.

Digital marketing is growing rapidly. It’s the primary channel for every startup, given its expansive reach and capability to provide quick and detailed results. Compared to traditional marketing mediums, digital marketing is definitely cheaper, too.

So far, so good.

However, like everything else, there are horror stories that haunt digital marketing too. Stories scary that are enough to keep any digital marketing practitioner up at night, stories that can happen to you, too. In this article, we’re going to discuss seven digital marketing horrors and provide tactful ways to handle these scary situations.

Horror #1: The Haunted E-commerce

Your higher-ups have already provided substantial financial support for your team’s plan to ramp up and promote a brand new e-commerce system. So far, everything is in order. You have tailored activities for various digital channels, continuous PPC campaigns, the site is filled up with quality content to the brim, and other forms of digital assets are in place.

Everything’s lined up for a sale. Only one thing’s missing: customers.

How you feel when you’re prepped for ecommerce but there are no customers

Image credit: Pixabay

The solution

Before you panic, make sure every digital effort is properly deployed and in sync with other elements. If you have already checked every digital marketing activity at least three times and find everything’s running smooth, it’s time to consider the prospective customer’s level of trust with your e-commerce site.

To easily build trust, opt for tested and proven payment solutions that offers quick, easy, and secure transactions like PayPal. Offer clear and user-friendly policies so that prospective customers understand the details of the transaction and they’re more inclined to part with their money.

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17 Excellent Email and Mobile Marketing Stats and Facts

Even with the continual introductions of shiny new tools for marketers, email remains the workhorse for lead generation. Most CMOs view it as effective and volume continues to grow.

But its popularity has led to overstuffed email inboxes. Consumers and business buyers alike have raised expectations of what’s required for marketers to get, and keep, their attention.

email and mobile marketing statistics 2015

Image credit: AdWeek

Based on the research below, here are five key takeaways for success in email and mobile marketing.

  • • Experiment with video. Integrating video with email marketing can increase click-through rates by more than 90%.
  • • Opt-in only. Getting permission before emailing isn’t just the law, it’s a great idea. 90% of C-suite executive say they never respond to cold calls or email blasts.
  • Keep social media in perspective. Integrating social media with email can increase reach and impact, but prioritize email strategy. As noted below, 61% of adult workers cited email as “very important” to doing their jobs. Just 4% said the same for social networking sites like Twitter, Facebook and LinkedIn.
  • • Open your wallet. Email accounts for 18% of digital marketing budgets on average,and 61% of marketers plan to increase spending on email this year.
  • • Mobile is untapped opportunity. Though half of B2B buyers are comfortable using smartphones for business buying, and 40% of purchases are directly influenced by smartphones, only 3% of digital marketing is allocated to mobile.

Find more insights and guidance in this collection of email and mobile marketing facts and statistics.

8 Email Marketing Stats and Facts

1. There were 191 billion emails sent every day on average in 2014. That figure is expected to increase to nearly 297 billion by 2017. (The Wonder of Tech)

2. 58% of CMOs say email marketing is effective. (AdWeek)

3. On average, email accounts for 18% of digital marketing spending. (MarketingProfs)

4. Video and e-mail marketing can increase click-through rates by more than 90%. (41 Stories)

5. U.S. spending on email marketing will reach $2.3 billion in 2015.  (MediaPost)

6. 61% of marketers plan to increase spending on email this year. About half plan to grow their social media budgets while 40% will allocate for for mobile. Print and direct mail are areas most likely to see spending cuts. (Direct Marketing News)

7. 90% of C-suite executive say they never respond to cold calls or email blasts. (Biznology)

8. 61% of adult workers cited email as “very important” to doing their jobs. Just 4% said the same for social networking sites like Twitter, Facebook and LinkedIn. (MediaPost)

9 Mobile Marketing Facts and Statistics

9. Though the total number of new Internet users is now growing at less than 10% per year, the number of new smartphone subscribers ist growing at a 20%+ rate. (TechCrunch)

10, Mobile devices (tablets and smartphones) accounted for 25% of total web use in 2014. (TechCrunch)

11. 35% of CMOs say that mobile will account for more than half of their total marketing spend within five years. (AdWeek)

12. Though 83% of respondents identify mobile as significant or highly significant, only 3% of digital marketing is allocated to mobile. (MarketingProfs)

13. Almost 400 million Facebook users are mobile-only. (Ber|Art)

14. B2B buyers are comfortable using multiple devices for work-related purchases with half saying they use smartphones. (V3B Blog)

15. In 2014, U.S. adults spent 23% more time on mobile during an average day than in 2013. (iMedia Connection)

16. 40% of purchases are directly influenced by smartphones. (iMedia Connection)

17. 22% of corporate marketers cite mobile search optimization as a top SEO challenge. Just 1% say that mobile search optimization is the “most effective SEO tactic their company uses.” (MediaPost)

This was post #6 of Marketing Stats Summer (#statssummer) on Webbiquity.

#1: Welcome to Marketing Stats Summer!

#2: 34 Compelling Content Marketing Stats and Facts

#3: 21 Spectacular SEO and Search Marketing Stats and Facts

#4: Five Intriguing Inbound Marketing Stats [Infographic]

#5: 31 Sensational Social Media Marketing and PR Stats and Facts

#6: 17 Excellent Email and Mobile Marketing Stats and Facts

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In B2B Marketing, Don’t Forget the Basics

Marketing professionals, particularly those who work with technology companies, strive to stay ahead of the curve. What’s the next new tactic, channel or trend we need to have on our radar?

Social media and content marketing are now mainstream. Even mobile marketing is losing its shiny newness. Which technologies do we need to watch next, to understand their impact on marketing strategies and tactics—”big data” analytics? Wearables? The Internet of Things? Micropersonalization?

It’s not just a matter of being distracted by shiny new things. It really is important to watch trends and understand the business impact of new technologies (case in point: Blockbuster).

But lead generation remains the top priority for B2B marketers, and when it comes down to what pays the bills, it’s imperative not to lose sight of the basics, of what works. And even in a hyper-connected app-driven world, old-school techniques like live events, direct mail, and email still rule.

Consider recent research from Chief Marketer (see below). Other than social media and content marketing (no surprise), the top three sources for B2B lead generation are email (87%), trade shows & conferences (62%), and direct mail (49%).

Top Channels for B2B Lead Generation

The Chief Marketer report also notes that, other than referrals, the tactics that produce the largest number of qualified leads are face-to-face sales interaction (such as at trade shows and conferences), email, and direct marketing.

And among other recent research findings reported here, “Despite all the hype about online, 67% of B2B content marketers consider event marketing to be their most effective strategy,” and “The vast majority of buyers prefer to contact vendors through email (81%) or phone (58%). Just 17% want to use live chat and 9% social media.”

Though best practices for using these channels continue to evolve, the tactics themselves are decidedly old-school. Industrial trade shows date to the late 18th century, and direct mail originated even earlier, with William Lucas’s seed catalogue in 1667.

Even email has reached middle age. As shown in the infographic below:

  • • The first electronic message was sent 44 years ago, in 1971.
  • • The term “email” was first used in 1982.
  • • The word “spam” (pertaining to email) was added to the Oxford Dictionary in 1998.
  • • And by 2012, 90 million Americans were accessing email on mobile devices—64% of them daily.

The challenge for B2B marketers is to continue to embrace and experiment with new technologies and tactics, while not neglecting proven techniques.

The History of Email

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