It is one of these questions many B2B marketers would love to get an answer: How many of the B2B business professionals that can be reached by B2B media and live events are involved in purchasing decisions or supplier selections?
Well, a recent study by American Business Media’s “Value of B-to-B” report, which was based on 6,682 responses from business professionals, 74 marketers and 111 business publishers and released Wednesday, gives an answer: Of those purchase business decision makers responding to the survey 74% can be reached by B2B media and live events.
The web plays a critical role here. The study states that 87% of those use industry-related websites on their customer journey and research in the decision making process. What they predominantly use is print magazines (65%), industry conferences and trade shows (58%) and e-newsletters (55%).
However, we all think the world is completely digital these days, the study makes clear that 74% use both digital and traditional media to get latest best practices and get the right information for their business. The industry-related focus of the print publications is relevant for (68%) as they spend more time with those publications than with mainstream business or consumer publications.
PS: There are good signs for the media industry, too. Almost half of the responding marketers (45%) expected an increase in B2B advertising budgets for the next 12 months.
We had written about a Curata content marketing survey some months ago. Now, I came across another research which is making it’s way through the web, and I am glad as I have been asked at a University St. Gallen event for some new insights on the topic today.
The Content Marketing Institute’s 2013 benchmarks shows what the challenges for marketers are: producing enough content (64%), producing the kind of content that engages an audience (52%), or producing a variety of content (45%).
Sounds like we have heard that before, right…?
If you think lack of budget is still the issue, you might find yourself being in the wrong corner. Just 39% of the respondents said that they lack budget. Furthermore, traditional restrictions and limits like buy-in/vision (22%) or finding trained content marketers (14%) is falling out; not even senior level buy-in is their biggest challenge (7%).
All lies? Well, seems like that… And when just 14% say, they are having problems hiring in this field, i would suggest some clever journalists or PR managers have found a way to market themselves.
So, a questions arises that also came up today in my moderation: What is the real issue, why marketers don’t challenge the content marketing business?
We have probably all heard what Outbrain told us today in their speech that push is the new pull, advertising becomes marketing, creation the modern editorial, campaigns are the always-on of tomorrow which makes sprints the new marathons. Still, the question is whether marketers understand why this should become the new budget engine for a change in an emerging shift towards content marketing and away from advertising?! Maybe marketers need to understand what makes them a media-house? Content curation, distribution and measurement might be more of a big bang theory to address…
The challenge might actually arise in the definition where content marketing gets propelled. Many marketers see still search engine advertising (SEA) their wholly grail. If companies get turned around into SEO engines, the whole result-driven aspect of the fluid content marketing world would not be questioned any longer. It just depends on getting the right people engaged inside the office and to find the commitment that lets the formerly outsourced world stand in the shade. And have companies ever understood the value of content? Content is not a test budget! It is an attitude towards business, towards communication, towards social business. Or have you ever put into question why you send out newsletters, flyers, whitepapers, or even company brochures? Blogs, status updates, tweets… written in an intelligent way, is increasing the way your conversations will arise…
Are you really hiding in the content marketing fields, marketers – or is it a real challenge…?
After our input on Twitter’s growth yesterday, let’s have a look at the performance of the other social networking platforms: Google+, Facebook, LinkedIn, Pinterest and… ok, again Twitter.
The guys from Pardot had a look at the changing social landscape and the challenges for marketers with respect to those social platforms in 2012. With many other challenges like lead generation, email marketing, offline activities or media, the selection of the right social networks becomes more and more difficult.
In order to offer some advice to marketer, Pardot created the following overview of each major social network’s performance in 2012. The ROI estimates are based on audience, growth rate, and audience composition, and are calculated to convey potential return for B2B marketers, says their blog post.
Embedded from the Pardot Blog
Most professors might answer in a diplomatic manner: “There is always two sides of the coin!” Smart bloggers love to look into the future and prefer outlooks to reviews. However, those always rely on findings and insights which bring them to life in the end.
So, I have dared to head for an outlook in 2015, into the future of web strategy. As many managers are not quite familiar with the term “web strategy”, let me define it our way. In 2012, we have often realized that there is quite some misunderstanding what web strategy really means:
“Web Strategy translates the organisational targets and values in roadmaps for the top management and their teams in terms of all generated and doable business processes via the Web. Web Strategy creates a picture of the future of client communication which connects the networking trends of the Internet and the tools of modern web development with the individual business tactics of a cooperation in order to develop a superior company vision. ©The Strategy Web GmbH 2012″
Bearing this in mind, I have written a blog post that defines a futuristic view on some new job titles. It shall illustrate which old job roles might become critical as well as which new challenges arise in companies when changing or restructuring organisational frameworks in companies. So, let me define some new job roles that clever managers should be thinking about. Each top management should be thinking carefully whether or not they will need one of these job roles in their company. I am quite sure that these job roles will become important in the future on web strategy.
And don’t be surprised when I give those job roles kind of a hierarchy. The formula behind it is quite simple…Knowledge x Data x Content x Culture x Clients = Company Success
a.) Corporate Knowledge Officer
The main challenge for any HR department is to tie the pearls of the corporate value chain long-term. These employees are the knowledge of the company, the pillars of productivity. If one of those pillars leaves the company behind, the person takes the knowledge with them, and often all of their knowledge gets lost. But what if employees understand that the feeding hand of a company offers less pension protection by 2025? What if by 2020, Millennials, the generation that will make up almost 50% of the global workforce, will deny the traditional workplace mentality and start making their knowldge available more on a project basis? What if knowledge workers stop working for one company but prefer to share their knowldge in a “buy-my-brain” mode?
Leaders who believe in Social Business, those who want to secure knowledge and make it “always-on” available shall consider the position of a Corporate Knowledge Officer. They are game changers for analysts, market researchers and leading consulting corporations.
b.) Corporate Data Scientist
The world speaks Big Data. Buzzword or biz value? There were not many words you could hear in 2012 at web events, where “web stategy” still often is a foreign word. Why Big Data rules? Well, just look at how much data is being generated in 60-Minuten on the web, or how fast reactions and conversations evolve. That’s why data is becoming a challenge for the whole value chain of the company. However, which business is able to accomplish a job role which is said to become one of the sexiest in the future according to Harvard Business Review? Where is this person located in the excel sheets of businesses that unites the capabilities of a logician, explorer and mathematician in one person? There are not many avalaible yet. Corporate Data Scientists are those brains who know how to turn the process of 0 and 1 upside down in order to draw some conclusions for new content and values.
Leaders that don’t want to stop at data mining or business intelligence processes should figure out the value of the Corporate Data Scientist. They are challengers for PR and marketing decision makers who need to prove their credibility by showing facts to their CEOs.
c.) Corporate Content Officer
Content forms data. The problem? Content is the weakest production department of companies. In most cases PR experts or publishing houses have taken over the content production. Although most media companies are struggling themselves with unique content generation. But who is meant to do the content research? Who is able to write and schedule stories? Who can prioritize, aggregate and curate content? And where will companies find the publishing expertise to become a media company? If content marketing is the future, who will pioneer on the path from PR and marketing to the journalistic hybrid of corporate publishing and community management in the company?
Leaders who see conversations as an opportunity and understand the sense of integrated communities in websites will evaluate the position of Corporate Content Officers. They are the media coaches and editors-in-chief of businesses who bring all company departments to produce content for their special business area.
d.) Chief Culture Officer
The modern development in content and data generation as well as a new understatement for knowledge management is walking on the stage of change management. A stage that Grant McCracken featured in his book. Employees need to find the deeper sense in the evolution of new platforms in business processes. Employees need to understand the complete benefit of tools and tactics before they will be forced to make use of them. Especially, for those employees who do not like email communication but shall start working with communication streams and updates all of a sudden. Stream-Working is a culture of openness and transparency which is not everybody’s friend. And sometimes the best lighthouses might not embrace those changes.
Leaders who know about the challenges of working with multiple project platforms will appreciate the additional benefit of a Chief Culture Officer. This job role will be the prolonged arm of the management team, the “personified culture geek” and at the same time working very close with the HR team.
e.) Chief Customer Officer
Customer change the rules of the game via open communication, praise and critic. What was top-down is now bottom-up. Customers are kings. A sentence that made people cry some years ago. Today, the 3R’s of the social customer -Rating, Review, Recommendation- make managers and leaders start crying. They let whole revenue streams start shaking at times. Those managers who get their experience from digital conversations with customers, who appreciate when data becomes content, and who create a culture of cooperation and collaboration, then you live and breathe the values of empathy that customers are longing for. Then companies create the right fascination for brands, products and their own company.
Leaders who accept the community of customers as the ecosystem of perception, and who believe in brand advocates, critics and moaners as equal process partners will think about integrating a Chief Customer Officer as an institution that is meant to drive business growth. They will be game changers for sales people and customer service employees.
Never before have I spoken about and discussed so much about new job definitions and job roles in my life like in 2012. On congresses as a moderator, on B2B events as speaker, or as a rebellious start-up panelist.
Will one or some of these job roles become reality? You decide…
Social Business still far away for companies? B2B Execs see Social Media reputation as a corporate blind spot
Is Social Media really so far behind in the mindset of executives, especially in B2B? Well, according to the Zeno’s Digital Readiness Survey conducted by Harris Interactive it is. The poll asked 300 U.S. corporate executives of various industries and titles of VP or higher, including C-suite executives (primarily B2B) with annual revenues of at least $1 billion. The study comes to a conclusion that surprises us: Many executives fail to consider Social Media reputation when making business decisions. Over one-third of executives (36%) stated that the CEO of their company does not care or cares little about the company’s reputation in Social Media.
Although many companies out there like us advice the leading management how to work with Social Media and how to turn the company into a Social Business, the findings show that still 10% of organizations do not take any action at all to engage with audiences online to address a damaging article or Social Media post. And when it claims that managers would at least take some action to respond to an online crisis, it tells me that Social Media is still not a hotspot for companies and brands.
The main findings of the survey…
- B2B executives (43%) say their CEO largely ignores their company’s online reputation (B2C only 30%) when making business-decisions.
- B2B executives are slower in response. Only 45% of business executives see their company can respond to a negative online post within 24 hours (B2C 63%)
- B2B executives are twice as likely (13%) to say that their firm would not engage an audience online at all to defend their reputation (B2C 6%)
- Executives in larger firms (10,000 employees+) are more likely to say their CEO always or sometimes considers their company’s Social Media reputation versus those in smaller companies (71% versus 55%).
- Executives in smaller firms ignore Social Media reputation when considered business decision-making more than larger firms (45% versus 29%)
“Given the explosive growth of today’s digital platforms, the Zeno Digital Readiness Survey shows a much larger percentage of companies than one would expect turning a blind eye to valuable customer views and insights. (…) These businesses, regardless of sector, risk serious reputational damage, as well as miss out on important stakeholder feedback, when they ignore social media conversations about their companies and their industries.” Mark Shadle, Managing Director, Zeno Corporate Practise
The study claims that Social Media is a “corporate reputation blind spot,” especially for B2B companies. From our work in 2012 we can only agree with these findings. Although this is surprising when considering that Social Media accounts for almost 25% of people’s time spent online, and that consumers allow companies and brands a response time of 60 minutes for customer service. Companies that don’t want to ignore their online reputation, meaning their business community from clients to partners to employees, should think about the 5Cs of Social Business and how to turn their companies around in order not to put their business reputation at risk.
A recent study by Curata identified the main drivers of content marketing activities in B2B companies. The findings are based on Curata’s poll of 465 B2B marketing professionals in October 2012 from business owners, VPs of Marketing, CMOs, managers, marketing consultants and agencies.
The study explains that content marketing continues to become more and more important for B2B marketers. However, the drivers for content strategies are shifting towards thought leadership and market education.
The results show that 87% of responding B2B marketing professionals use content marketing for business goals targets (5% increase to 2011). Content marketing gets followed by SEO (67%) and event marketing (60%) as further leading channels in marketing strategies in 2012.
Further findings of the study show that although engaging customers (81%) has top priority for their content marketing efforts, thought leadership and educating the market are increasing in their importance for the business. More than half of B2B marketers (56%) state thought leadership as a key objective (13% increase to 2011). Also, educating the market (47%) increased by 3% to last year. Just 24% see SEO as a key objective (still a 5% increase to last year). Former top marketing tactics (print/TV/radio) went down from 32% to 26% this year.
Lead generation is still one of the key marketing goals for B2B marketers according to the survey. Most B2B marketers (82%) see driving sales and leads as their top marketing goal. Establishing thought leadership (42%), increasing brand awareness (40%), or increasing Web traffic (32%) follow in the next places. Content curation is also getting traction as the next step in content marketing. 57% of B2B marketers see it as an important evolution step. However, content curation is in it’s infancy when only 34% of curating content marketers have done it since six months or less. Quite scary I found that a staggering 43% of B2B marketers don’t measure the efficiency of their content marketing efforts. I found interesting that the topic brand advocates was not on the spot in terms of content marketing in this study.
The long discussion whether Social Media impacts sales in the business-to-business (B2B) space gets some new basis. According to the Technology Decision-Maker Study by Hill+Knowlton Strategies, many executives and IT managers are in exchange with their peers when it comes to making B2B technology purchases. The study shows the increasing role Social Media plays in driving revenue and reputation for technology companies. Although traditional media is still leading the bunch in tech, word of mouth drives B2B technology revenues in terms of comments from peers and experts.
The research conducted by Research+Data Insights (RDI), a division of H+K Strategies, interviewed 813 IT purchase decision-makers in the US and UK. The basic intend of the study was to understand which communications channels had most impact on purchase decisions, and tried to figure out how much participation theses decision makers put in Social Media, and what makes them contribute content and opinions online.
These were the main findings from the respondents…
- The top two drivers of technology purchase decisions are word of mouth from peers and industry analyst commentary.
- Financial analyst reports, corporate web sites and traditional media sources (both online and offline) followed close after.
- 48% responded that word of mouth from peers frequently changed their decisions about their business priorities, not just their purchase decisions.
- 76% said they actively post opinions and comment on what they read online at least a few times per month, with 49% saying they actively comment at least weekly.
- If marketers want to generate most effective online commentary from B2B decision-makers, the best option is to publish a thought-provoking question related to current events.
- Most impact on final purchase decisions have analyst commentary and consultations.
“We’re seeing a change in how technology purchases are being influenced. Word of mouth from peers and industry analysts has grown in influence significantly since the 2009 study, and social media is the carrier signal for that influence. These findings lead us to strongly recommend communications programs for B2B tech companies that integrate reputational research, social media, analyst relations and traditional media.” Joshua Reynolds, Executive Vice President, H+K Strategies.
Study: European B2B Buyers use Content Marketing & Social Media for their purchase process, process complex though
The “2012 Buyersphere Report” conducted by The Base One Buyersphere Team interviewed 800 B2B customers in the France, Italy, Germany and the UK. The study reports that B2B buyers in Europe are actively using supplier-produced content and Social Media in order to speed up their purchasing decisions. It defines the importance of combining content marketing with inbound marketing tactics like (social media, search, or PR) for revenue generation.
The study concludes that B2B buyers find most whitepapers (86%) and blogs (71%) via web search. However, seminars and videos (44%) get recognition via e-mail. Still, search (71%) is the most important purchasing information sources, followed by word of mouth (55%) and Social Media (20%). However the general use of vendors’ web sites (73%), articles in the trade press (47%), supplier e-mails (39%), and downloaded white papers (20%) suggests that the world has not massively changed in the last two years.
Nevertheless, for the B2B world, face-to-face is again a key element in the influence process. Offline events and webinars get more and more influence on the information gathering and purchase process.
Mobile is on the rise: Accessing information from mobile devices is increasing. 13% are using their tablets and smartphones to access buying data. The way information is shared is still quite traditional though: 90% emails and 44% company intranet. Seems it is still a long way to become social.
In terms of Social Media the study made clear that B2B buyers are more selective when using modern media. LinkedIn generates half of the social media mentions with an increasing trend. When using Facebook for business only 5% were using the platform in 2012 compared to 15% last year. For the under 30 year olds Social Media was more useful than word of mouth. The report suggests that Social Media is WOM to this group which I would fully understand as well.
In the buying process B2B buyers use different information sources at different stages, the study reveals. First they are relying on white papers, industry press articles, and press advertising when they are defining the demand. When it comes to detect suppliers, web search, Linkedin and supplier websites become important. And when the final supplier is selected, supplier emails, Twitter, Facebook and word-of-mouth lose their importance. Interestingly enough, the importance of communities are almost stable in their influence throughout the purchase process. The study makes clear how important a multi-platform communication and clever content marketing strategy becomes in the future.
Those references and quotes would help us raise awareness. It would define and differentiate customer confidence. It would foster our sales funnel. And it would be the key to convert our sales opportunities much faster.
In other industries like hotels or restaurants, there was always a guestbook. People could tell the owners and managers what they liked, why they liked it and what made the location appear different from the competitors. In a B2B world, this was not possible. And there were reasons for it…
Who wanted to ruin the company’s tough won conditions of purchase?
Who would risk annoying their bosses for deeper supplier engagement?
Who said openly how highly rated the quality of a supplier’s communication effort was?
Who started positive questions and conversations by themselves without having a need to?
Who rates, reviews and recommends a B2B solution or a product without a need?
Today, people do that. In the B2B space maybe less than in the B2C world. But they do. And a reference in a B2B business has more value, more credibility and more sales power than when somebody likes a chocolate bar or some pair of sports-shoes – especially when not done on a social network but a corporate community.
But there are challenges coming along with this modern B2B reference development…
Companies and brands need to listen and monitor what their community is saying, and where they mention them. They need to categorize the value of a “Like” versus the impact of a comment on a corporate blog. They need to define ways for measurement criteria. And they have to know when and where to store a comment – whether positive or negative.
Positive comments are a blessing. But what if the comment disappears on Twitter after some weeks? What if the Facebook comment losses attention as of permanent posting in a company’s timeline? What value has the “Like” in general, if people don’t value Facebook as a B2B platform? Anf what if your company has a high Klout score but your clients have no clue what the impct of Klout score has for B2B?
Negative comments are an opportunity. Why not take the chance to answer to someone who was disatisfied with the solution or product? Assuming there are other clients experiencing the same problems, challenges, or undeliverables, B2Bs better respond. Is there a better chance to learn in order to get more references? Being “open” is authentic, is valuable, is generating more conversations.
Companies and brands should be grateful. Today, we have platforms where we can get references: corporate communities, forums, blogs, social network accounts and so on. But we need to make sure, we create Social Media guestbooks which display and keep the reference, the business people that have shared them, those that have retweeted, repinned or “re-used” them. Or why did we create and display case studies on our B2B websites for years?
I am asking myself the question, why are companies giving their hottest assets in the hands of Facebook, Twitter and the likes. And why they are not just changing their mindset. Answers welcome…!
We have already shared some information on a Google and Compete study that shows why B2B and mobile have a close connection. And the most relevant information from a mobile point of view can be taken from eMarketer graphic.
The importance of mobile for B2B is partly as business decision makers are frequent travelers, thus most connected business people, and partly as smartphones and tablets have given them a new freedom. And today, we also know from CNBC research that executives in Europe see the increasing value of being engaged on Twitter. B2B managers can and have their conversations anytime-anywhere from their devices.
But what is the marketing potential it offers for companies then?
As business decision makers by their definition have to be fast in their decision making process, today’s professionals need to be connected, informed, and productive wherever they are traveling, or whenever they are in meetings. As of that mobile devices give B2B marketing new opportunities to open up new relationships if using apps, QR codes or video in an intelligent way.
In her YouTube channel, on Twitter and in her blog) Christina CK Kerley shares her knowledge on mobile B2B strategies alongside some good cases. Her latest video gives some insight in how B2B marketers can use mobile to connect the offline and the online world in order to leverage B2B printed ads, to integrate the customers’ voice into video, or to bolster B2B thought-leadership content through images, video and text.