3 Good Reasons to Sharpen Your B2B Marketing Accountability Now You are using an outdated browser. There are several critical elements of a successful B2B digital marketing strategy and it may be difficult to decide which digital tactics B2B companies should be focused on.
To help figure it out, take a look at this infographic created by MDG Advertising, B2B Marketing 2016: 5 Digital Must-Dos. Whether you're well-established or a start-up, we've got the products to help keep your business moving in the right direction.
Due to Facebook’s larger population and longer engagement times, B2B marketers must include it with LinkedIn in their social network strategy. LinkedIn seems like the optimal place for B2B marketing - industry networking is the top activity on the professionally-oriented social network. Due to sheer numbers more business thinking is happening while logged into Facebook than on LinkedIn, since more members spend more time per person logged in to the former than the latter. Despite the business orientation of LinkedIn, B2B companies still need a Facebook marketing strategy. About usL'Atelier detects examples of "disruptive innovation" that bring about concrete changes for companies and their employees. It communicates these key trends through its various communication channels and helps position companies to catch these ideas early on.
You are using an outdated browser For a better experience using this site, please upgrade to a modern web browser. Report findings showed that that only 35% of survey respondents had a documented content marketing strategy, which in turn has led to more effective content marketing programs. Fortunately, the vast majority of B2B marketers realize the importance of content marketing regardless. As content marketing continues to grow, the demand for talented employees who can work in this vertical is also increasing. B2B content marketing tactics are still used for a wide range of organizational goals and performance benchmarks.
Content marketing is also being used across a variety of different mediums in order to reach the widest range of audiences possible.
Additionally, other B2B content marketing strategies used include white papers, presentations, case studies, infographics, videos, and more. The report also found that almost 100% of all respondents (94%) utilized LinkedIn to distribute content, which was also rated as the most effective B2B social platform.
When it comes to paid distribution, about 58% use search advertising, naming it the most effective paid platform for content marketing and distribution. Finally, how do respondents decide whether or not their content marketing efforts were a success?
Welcome!Our goal is to present ideas, thoughts and opinions related to Online Marketing, including SEO, PPC, Social Media , and Content Marketing. If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team. According to Loop Demand Gen, an integrated business-to-business (B2B) demand generation and telemarketing services company, the majority of B2B marketers will have at least the same marketing budget in 2010 as they did in 2009.

In a survey the company found that only 25 percent of respondents will add marketing positions in 2010, which suggests that marketers are challenged with accomplishing more with fewer staff. 10 percent of respondents plan to include event or trade show marketing and sales tools in their 2010 marketing mix. 20 percent of all respondents allocate between 25 percent and 50 percent to outside marketing communications vendors and services.
The company further states that when quizzed about marketing budgets, 30 percent of respondents replied that they plan to increase their marketing budgets this year. On the other hand, 48 percent was of the opinion that they plan to leave their 2010 marketing budget unchanged from 2009.
Many marketing professionals reported that they are exploring new markets and increasing communication programs in the markets they currently serve. Additionally, respondents said that social media and online marketing communications are the topics, they are most interested in exploring. Over 70% of respondents said they are using online lead generation tools such as web forms and email marketing as part of their selling process. Among the main challenges for B2B companies the survey found “tight budgets, the economy and finding time to do everything”. Loop’s report on marketing communications trends was the result of phone surveys, conducted via telephone of 77 B2B marketing managers, marketing directors and marketing vice presidents across the US.
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About J-P De ClerckJ-P De Clerck is a 360° customer-centric business and marketing consultant, strategist and trainer.
START SIMPLESome companies have developed marketing dashboards with some 150 metrics and dials feeding into it. It condenses the insights from dozens of research reports and identifies the key approaches that are both already working for B2B marketers and that have substantial future growth potential.
Many such companies have acquired customers from the non-professional network successfully.
Top level executives use LinkedIn primarily for industry networking and promoting their businesses. Executives and business owners do not shut off all business-related thinking when they log off of LinkedIn, and then log into the other network. 41 percent of B2B companies that use Facebook for marketing have acquired a new customer through the network.
You’ll then need conduct market research online to uncover how to move your audience from their current state into the top funnel.Leverage Your AudienceOnce you have a handle on how to create an “engaged audience,” the next step is to leverage that audience, transforming them from listeners to co-promoters of your brand.
While the adoption of content marketing has certainly become prevalent across B2B organizations, the separation between good and great organizations revolved around one key theme: documentation. 60% of respondents who had actual documentation rated their strategy as highly effective, versus only 32% of those who had no documented strategy (or no strategy at all). 86% of B2B marketers reported using some form of content marketing in their overall marketing strategy. 70% of respondents reported creating more content than they did a year ago. Not surprisingly, while brand awareness led all responses, sales-oriented goals were related to 5 of the top 7 responses (and 3 of the top 5).

Twitter, Facebook, and YouTube all scored favorably as well although popular consumer platforms rated poorly right now (Pinterest at 33% and Instagram at 24%).
Most of the respondents said an increase in website traffic and sales lead quality were their biggest indicators, along with higher conversion rates.
We hope to provide an opportunity to engage in discussion and insight related to our campaigns, online initiatives and research in the field of search engine marketing. This indicates that more B2B companies are looking for new solutions to marketing challenges. Read why in the white paper and discover the new Kodak Info Input portfolio, designed to help businesses simplify document capture. For (very) large marketing departments (often also in the B2C arena) this may be a necessary solution. The demographics show the potential benefit of a Facebook presence - business decision makers are typically older, and there are more older users on Facebook than on LinkedIn - only 22.5 million US LinkedIn users above the age of 35, and 51 million US Facebook users aged 35 to 64. For any type of company, a consistent and dynamic social media presence is important - 93 percent of business buyers believe all companies should have one, and 85 percent think companies should interact and engage with social media.
Not having enough trained employees could bring about difficulties to content marketing teams when it comes to strategy implementation. Putting together the right initial documentation when it comes to the types of content created and distributed, and defining metrics of success that can be used to evaluate campaign performance. Daily, Facebook users update their status, comment on other users’ posts, Like content, or send a private message. Marketers should know that the mindset of the target does not preclude effective advertising - B2B companies run ads during sporting events, for instance.
Successful examples of marketing campaigns of this nature include Lincoln Financial Group’s “Chief Life Officer” campaign, Progressive insurance’s “Name Your Price,” campaign, Obama’s “Yes We Can” election campaign.These are the types of campaigns which are successful for B2C but which naturally translate exceptionally well into the B2B marketplace. This makes for much longer engagement - users spend about 326 million minutes per month on LinkedIn, and 53.5 billion minutes monthly on Facebook. Data collected from Unbounce and BOP Design structures the importance of a broader social network strategy for such businesses.
However from speaking with fellow B2B Marketers, many are looking to improve their marketing accountability in a practical way without getting bogged down into complex dashboards with more dials than they can shake a stick at. The most common reason for this is that B2B corporations usually are filling a void in the market and providing a service which is valuable to other business professionals who may feel overwhelmed or unhappy with their current service. Other benefits include:The increased transparency caused by a sharper measurement of what marketing really contributes to the business may be slightly uncomfortable at first. However if you feel you do want to take -even a small- step in advancing your B2B Marketing Accountability, now may be the best time to do it.Why Now?Now, or any time outside the annual planning season of your company may be the best time to review and sharpen your marketing accountability.
Once you have a few planning cycles under your belt it will also greatly help to predict what you resources you need to achieve your next set of challenging objectives.

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