Study: Value of social media analytics tools still not understood

Pin It

The findings of a study by Demand Metric and Netbase sound positive – but not on a second glance. Although most marketers seem to have understood why they need to work with social media analytics tools, they still haven’t figured out how it helps them to find the social ROI. At least, 61% of responding marketers use social media analytics tools, and of those 53% started working with the tools in the last two years.

The study based on 125 marketers (70% B2B-focused, 13% B2C and 17% split) shows that marketers find social analytics tools most valuable for helping with campaign tracking, brand analysis, and competitive intelligence. 60% of the reponsing people use social media analytics tools for campaign tracking, brand analysis (48%), competitive intelligence (40%), customer care (36%), product launches (32%), and influencer ranking (27%).

Demand Metric SM Use Case Optimization

It still surprises me that the majority of respondents (66%) states that social media analytics tools are most valuable to help assess and quantify the degree of engagement. Is there more in it like understanding where engagement of the company is needed, leveraging content for production and curation, spoting the mentality and value of influencers, identifying engaged communities or platforms, or detecting features and traffic of personal brand advocacy? Obviously, most marketers are still far behind in understanding how to use and leverage social media analytics tools.

Demand Metric ROI SM EffortsSpot On!
Although most marketers see the opportunities to leverage the social ROI, most are still in their infancy in converting data in findings, and leveraging social media in their daily business. The findings show that most of those marketers (70%) still cannot quantify their social media ROI. The question is why they cannot do so? Do you have any ideas or experience where the main challenges are? Is it a problem of resources, of technology misunderstanding, or simply not clear which social KPIs make sense to meet the overall business targets? Let us know what you think…

B2B Study: Buyers behavior insights on conversion and engagement

Pin It

Are you planning your lead generation programs at the moment? Well, you better be quick then. Why? The conversion rates for B2B online lead campaigns generate the best results when the year starts – so now! The reasons are quite obvious: Budget are fresh or renewed. Funds are starting. Conversion falls below average in the Christmas month, probably as of intense planning activity and budget cuts. Not surprisingly, the summer months show a significant decrease in conversion activity.

The findings are coming from some recent analysis by Software Advice, based on data generated from over six million visitors to the Software Advice website in the last 5 years. Although this might be some very detailed experience for the B2B software industry, it is still valid and applicable for the whole b2b industry if they do lead generation programs.

Study Software Advice Conversion By Month

The report shows that B2B buyers were most active on the Software Advice website Tuesday through Thursday, with Tuesday being the most active day and Wednesday driving the highest conversion rates.

Study Software Advice Conversion By Day

Interestingly enough, traffic peaks in the first half of the day, and especially around lunch time. 53% more unique visitors showed up during work hours when compared with Software Advice’s unique visitor traffic.

Study Software Advice Conversion By Hour

Spot On!
Comparing this with other engagement studies from the social media world (here and here), we see that the time around midday seems to be best to get people engaged in content marketing, social media and lead generation. Speaking from our own experience with silicon.de over ten years, I can say that the morning hours when people get their first coffee were also successful in lead and demand generation.

Study: B2B commerce moving from offline to online

Pin It

Most of us know that B2B is massively moving away from offline to online. But where is the proof? A recent survey by Intershop -based on a survey of 280 European and 120 US senior IT and business decision makers from merchants with a B2B focus and annual online revenues of $1 million to over $100 million- shows that with 57% the majority of B2B vendors sees B2B commerce fundamentally shifting from offline to online.

Intershop - B2B Business Shift 2013

The company manager that responded are aware of the shift (51%) and replied that they are changing their organizational structures and business models accordingly. Furthermore, 44% of those responsding managers find that B2B vendors adopt B2C best practices in order to improve their B2B purchasing processes.

Intershop - B2B Challenges 2013

The following numbers show what the main drivers of change seem to be. Most of the respondents (81%) found that changing consumer expectations are driving the changes in B2B commerce. And another 74% see new technology delivering new and unseen experience access.

Intershop - B2B Drivers of Change 2013

Still, not all is shining bright in the world of B2B commmerce. When 96% replied to be facing challenges in adapting to new B2B commerce trends, it speaks a clear message. Thus, the challenge is for…
– 50% to provide intuitive and user-friendly interfaces for multiple touchpoints (B2B online stores and mobile apps)
– 48% to manage complex organizational structures
– 47% to convince offline customers to use e-commerce and self-service channels

Spot On!
It is a good sign that almost all companies (92%) market their products on the Web and the rest is planning to do so. Even better is the fact that of those companies marketing their products online, 95% plan to boost the online part of their revenue in the future. This may be a wish, this may be a dream, this may be hope. However, the main issue in our eyes from several cases we worked on is an internal cultural challenge: Understanding that a shift to online is a personal and a leadership topic. If companies face it and get some good advice, the change to a new B2B commerce is not causing red eyes.

B2B: What data lead generation should deliver to marketers

Pin It

In an era where Big Data rules in many companies‘ marketing departments, it is interesting to see where pay-per-lead marketers see the best value in. A recent survey by Business.com conducted in May 2013 of 500 active pay-per-lead advertisers (with SMB market focus) states that most B2B marketers value a buyer’s purchasing time horizon as the most important data point they want (51%). The problem is: They often cannot get that data set.

The second most important data point for leads is the employee size figure of the buyer’s company (31%) which these marketers say would be extremely valuable to get. In the third place comes the industry sector (29%) and then the job title of the business decision maker (20%).

Business.com 2013 Content Marketing Leads
As shown here and here in different other studies, the survey concludes that content marketing becomes more and more valueable for lead generation.

More than half of the people responding (51%) the study said that leads generated via whitepapers are valuable or extremely valuable. Webinars are also on the rise with 34% responding that leads from hosted webinars that feature their company or products are valuable or extremely valuable. Leads generated via sponsored email still find their interest among B2B marketers. Still, 38% stated these are valuable or extremely valuable, followed by case studies (38%) and video (35%).

Business.com 2013 Webinar Leads

Spot On!
If we think of the „old BANT process“, the study lacks some answers and findings in terms of making us understand the importance of budget in these days. Not surprisingly though, the study still mentions that 42% expressed strong interest in „hot transfer“ leads (connecting companies immediately with leads as they come in) which probably are most promising in terms of fast lead conversion. When 60% see lead scoring as essential for the lead generation process, individual leads still is assigned a score reflecting the likelihood of a response. Maybe this should serve an answer on the BANT budget topic. For me that was not quite clear though.

SO, what would be your answer: IS the BANT process still valid? And what data set would be important to your sales process?

ABM Study: The impact of B2B media on purchase decisions

Pin It

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%).

ABM B2B Resource Usage 2013

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.

Study: Content Marketing – a challenge? B2B hiding behind false excuses…?

Pin It

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.

Challenges For Content Marketing 2013So, 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…

Measurement for B2B Content Marketing Success 2013Spot On!
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…?

Study: Content Marketing is becoming big in B2B, focus is shifting…

Pin It

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.

Spot On!
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.

How Mobile Marketing and B2B work together (video)

Pin It

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.

Survey: How Top B2B companies generate more leads via Social Media

Pin It

The challenge for all B2B companies is to find the balance between inbound and outbound marketing today. And the main question is how to generate leads with Social Media. A new study conducted by Aberdeen Group sponsored by Silverpop and Eloqua, offers some insights in how Best-in-Class B2B companies generate leads through Social Media platforms.

The findings of the study „B2B Social Meeting Marketing: Are We There Yet“ show that on average 17% of the Best-in-Class B2B companies generate their leads via Social Media channels. Compared to their peers, this is almost 230% more marketing-generated leads through Social Media than other companies (5%). 84% of the responding B2B companies were using social marketing in some form.

The study differentiates between Best-in-Class (top 20% of aggregate performers) versus the industry average (middle 50%) and laggard (bottom 30%) organizations by using the following metrics…

1. The average annual company revenue growth of 20%, compared with 8% for Industry Average and -3% for Laggard firms.
2. An increase of 10% year-over-year improvement of marketing leads in average resulting in closed business – versus 3% for the Industry Average and -1% for Laggard firms.
3. A lead pipeline of 44% in sales-forecast generated by marketing – versus 10% for Industry Average and 5% for Laggard firms.
4. A 73% annual customer retention rate – versus 27% for Industry Average and 7% for Laggard firms.

The Best-in-Class companies show an outstanding adoption of various social technologies…
– 51% use website social sharing tools, versus 36% of Industry-Average firms.
– 49% use keyword-based Social Media monitoring, versus 39% of Industry-Average firms.
– 21% use social sign-in, versus 8% of Industry-Average firms.

Best-in-Class companies have experienced the opportunity of utilizing Social Media for the sales funnel, and know how to generate leads through social engagement. 
– 80% of Best-in-Class companies are more actively engaged in Social Media marketing – versus 73% of Industry-Average firms and 60% of Laggards
– 47% of Best-in-Class companies see expanding lead generation as their primary strategy with Social Media marketing, and 13% cite generating leads as their secondary strategy.
– 23% of Best-in-Class companies said developing clear business processes for social marketing as their top strategy, and 8% cite process development as a secondary strategy. 

Spot On!
All-in-all, the study shows the challenge of creating the right Social Media strategy for business when you want to succeed with lead generation via Social Media. But it is not only strong engagement the company needs. It is also the clever combination of using Social Media alongside the right communication techniques like email and SEO, and how Best-in-Class companies succeed here. They are 27% times more likely to integrate email with Social Media than Industry-Average firms, and 33% more likely than Laggards to do so. And they are also 24% times more likely than Industry-Average firms to integrate SEO with social media (even 69% more likely than Laggards).

What is your experience in lead generation through Social Media? How did your company perform, and what else could you add? Looking forward to learning from you…

The value of being „Linkedin“

Pin It

Although some people still mess about the value of social networking, some platforms have already proven their success and benefit for companies and brands. From a B2B point of view, LinkedIn and Twitter are probably the two platforms that make most sense to marketers.

If Facebook has some value for brands that might be seen more from a B2C perspective. LinkedIn and Twitter have immediate B2B business impact. And business people predominantly use it for people searches it seems to understand their 3 Ps of their business: profession, position and potential.

LinkedIn is the star in this space in terms of business input, lead generation and some deep information exchange with their groups. This infographic from OnlineMBA states some valuable and interesting data about LinkedIn…

– 150m+ professionals globally (LinkedIn company profile stats – February 9, 2012)
– 44m+ members in EMEA region (LinkedIn company profile stats – February 17, 2012)
– registered business professionals from over 200 countries
– executives from every Fortune 500 companies
– 74% have a college degree, 26% even a graduate degree
– 1% of users are responsible for 34% of the traffic
– 1 million new users every 12 days = equals 1 new user per second
– 69% of users with at least $60K annual income
– 39% of users with more than $100K annual income
– 2 Billion people searches in 2010

« Vorherige SeiteNächste Seite »