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The Top Sources and Trends in B2B Website Traffic

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B2B marketers have been on a wild ride over the past five years, as the economy went into and then came out of COVID-era shutdowns. How have the primary drivers of B2B website traffic changed, particularly search and social media? How do those trends vary between different segments like enterprise software, B2B professional services, and B2B healthcare?

B2B search and social website traffic trends

Image credit: Mikael Blomkvist on Pexels

Here’s a dive into those questions, plus the detail behind them, such as a breakdown of social media traffic by source. The total sample size is less than 30, so your mileage may definitely vary. But the charts and findings below show the trends within this sample, which give an indication of broader industry experience.

B2B Website Traffic Trends Over Time

The charts below are divided into six 10-month time periods, covering the past five years:

May 2019 through February 2020 — Pre-COVID: This was the “Goldilocks economy” (low unemployment, low inflation, strong growth) period immediately preceding the nightmare that was 2020.

[Read more…]

The Founder Interview Series #42: Mu Okonkwo, SitEat

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Matching the demand of fans at sporting events with the capacity of concession stand vendors to serve up food and drinks has been a problem for more than a century. But while most sectors of the economy have been improved or disrupted by digital technology, stadium concessions have remained stuck in the early 1900s.

Until now—as one Minneapolis startup is out to change that.

Mu Okonkwo

Image credit: Kinetic

According to the Lebanon (Pennsylvania) Daily News, “Very few jobs have escaped the sweeping changes that the advancement of the microchip brought about over the past several decades.  However, one job, stadium vending…has been left untouched by the advancement of time and technology with the earliest concession stand appearing in 1906.”

The century-old system still works—sort of—but is less than ideal for everyone involved. For concession stands, it means lots of downtime punctuated by huge spikes in business during quarter or period breaks. For fans, it means standing in long lines and missing the action on the field, court, or rink.

[Read more…]

Event Marketing Trends for 2022 and Beyond: Insights from 10 Timely Research Reports

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The past few years have been devastating for those in the live events industry. Millions of workers across travel, entertainment, venues, technology, and event services had to pivot from panic as events evaporated, then fitfully returned. Is the worst of the pandemic storm now past?

Events industry research reportsThe signs are positive. COVID-era restrictions are pretty much done. While new variants continue to emerge, they are more like the flu than the plague, milder and far less deadly than earlier waves.

In that light, marketers, event producers, and prospective attendees are all expressing optimism about the road forward. What’s clear though is that the industry will never return to 2019. The live events industry will rebound, but with new processes and priorities.

Here are key findings from 10 research reports released since the beginning of April, 2022.
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The Founder Interview Series #38: Davis Clark, Futuremodel

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It’s a perpetual problem: business professionals are virtually drowning in data yet starved for insights.

Or as Davis Clark puts it, over “the past 20 years, we’ve made extraordinary progress in our ability to collect, store, extract data, but relatively little progress in our ability to integrate and make sense of that data.”

Davis Clark of FuturemodelThe problem isn’t new: how do we enable the people who need data to make decisions within their area of expertise—finance, operations, sales, marketing, supply chain, whatever—but who aren’t experts in data analytics, to use data effectively?

Davis isn’t the first to try to answer the question, but he is approaching it from a unique perspective. Here’s his story, and the story of the company he founded to solve this conundrum, Futuremodel.
[Read more…]

Eight Key Trends in B2B Tech and SaaS Marketing [Research]

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While B2B marketers initially saw a surge in digital activity after the COVID outbreak in the spring of 2020, 73% of B2B tech marketers say they have seen “digital fatigue” set in since then. “In a world where every business has been investing in digital, it seems it’s harder to stand out from the crowd. Quality of content and uniqueness of digital experience are more important than ever.”

B2B tech and SaaS marketing trends 2021Those are among the findings from 2021 B2B marketing trends in tech & SaaS, a research report published by FINITE, the global B2B technology marketing community in partnership with B2B digital marketing agency 93x.

The joint study focused on B2B marketing trends in 2021 and 2022 for B2B tech marketers. Per the authors, the research looked “back at the year gone by, but more importantly (looked) forward. We wanted to understand how our members have tackled 2020, and what they’re planning for 2021 (and 2022) by exploring trends, challenges, channels and budgets.”

Here are eight more key findings from the research. [Read more…]

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