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How Your Competitors Will Shift Their Digital Marketing Strategy in the Next Two Years

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More than half of companies with revenue under $50 million already spend the majority of their marketing dollars online. And roughly 70% plan to increase the share of budget devoted to digital marketing over the next two years.

But the channels they focus on change as their companies grow. Understanding where your competitors are allocating their spending and how your efforts should evolve as your firm’s revenue increases is vital to your marketing success.

Disruptive Shift in Digital Strategy reportThose are among the findings in 300 Marketers Reveal Disruptive Shift in Digital Strategy, a new report from Ignite Visibility. The reports breaks down digital marketing practices and plans for small to midsized businesses in six ranges. Among the high-level findings:

  • Businesses under $1 million in revenue invest the most in social media, while businesses between $1 million and $5 million invest the most in search engine optimization (SEO); businesses with $5-10 million invest most in online advertising; companies in the $10-20 million revenue range invest most in email marketing, and firms over $50 million invest roughly evenly between all channels.

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Six Ways to Connect with Hard-to-Reach Business Buyers

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It’s a paradox of modern marketing that even with today’s ubiquitous high-speed wifi and cell connectivity, wide range of devices, and abundance of communication channels, business buyers seem harder to reach than ever.

Many corporations have tight email filtering in place which renders many externally originating messages invisible. And even with those filters in place, inboxes are often overflowing, leaving buyers with little time or bandwidth to deal with any but the most urgent messages.

How to connect with hard to reach business buyersSocial media is the top digital marketing channel for vendors, but organic social media reach continues to decline,  LinkedIn’s strategy for groups remains muddled, and many business buyers aren’t even on Twitter.

Banner ads? Sure, those work great—if you’re happy with a click-through rate of 0.05% (yes, that is five clicks for every 10,000 people who see your ad). Business Insider humorously reported a few years ago that you are statistically more likely to be dealt a full house in a poker game, win the Mega Millions lottery, have twins, be accepted into Harvard, complete Navy SEAL training, or survive a plane crash—among other things—than you are to click on a display ad.

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How B2B Brands Can Drive More Leads This Year

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Guest post by Brandon Brown.

In survey after survey, year after year, lead generation is a top priority for B2B brands. No matter how big or small, B2B businesses can’t survive without new leads. Generating high-quality leads is essential to get more sales and more revenue. And every business wants more revenue to grow and expand.

No leads means no clients and therefore, no sales. However, the process of lead generation is not that easy. In fact, according to the 2017 State of Inbound report, lead generation is the biggest challenge for  63% of marketers.

Top B2B marketing challenges

Image Source: The 2017 State of Inbound Report

Businesses are continuously seeking out new ways to generate more leads in a world of increasingly educated, tech-savvy, and digitally advanced consumers.

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Five Situations Where Marketers Should NOT Use Automation

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Guest post by Godwin Adoga.

Automation has been a big win for small and large businesses alike. Any one of us can think of many things we’d rather do instead of laboring over repetitive tasks that a computer could easily take care of. You could have spare time for lunch breaks, hangout runs and whatever you love doing once your tasks are handled by a machine.

When to avoid marketing automation

Image credit: untitled exhibitions on Flickr

Automating means your business can continue to convert and nurture visitors to leads, and leads to opportunities, at any hour of the day.

However, the problem with getting bots to do something is that sometimes they handle things the wrong way. And it can get very, very messy.

When you’re weighing your options to know whether if automation is the solution, think clearly and objectively. You might be saving yourself time and cash in the short term while hurting your brand in the long run.

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In B2B Marketing, Don’t Forget the Basics

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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).

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