As Fortune's Brian Dumaine says: "Once in a great while a leader makes a truly game-changing decision that shifts not only the strategy of a single company but how everyone does business as well.
As marketers, we have some idea of what works when marketing to our customers. But what about when B2B firms market to marketers?
Here’s an interesting infographic from LeadJen.
What will business-to-business firms be doing in 2014 with regard to online marketing?
In the infographic shown below, “CMI and MarketingProfs report that 93 percent of B2B organizations rely on content marketing for brand building and demand generation. Most importantly, B2B marketers are getting better at content marketing; in fact, 42 percent of respondents indicated that they are more effective at content marketing in 2013, compared with 36 percent in 2012.”
Click the infographic for a larger image.
The Wall Street Journal recently published a story related to innovation and small business: “You Have a Great Idea. Now What Do You Do?”
Now, click on the image below to access a very interesting audio clip.
Gartner, a marketing research company, recently conducted a survey on companies’ use of marketing. Overall, Gartner found that the companies studied spent 10.4 percent of their total revenues on marketing. The percentage ranged from 9.1 for high-tech firms to 12.7 for media firms.
With regard to digital marketing, Gartner found that: “The majority spends between 10% and 50% of their marketing budget on digital marketing activities — the average is 25%.” This means that the companies surveyed spend an average of 2.5 percent of their total revenues on digital marketing. For some firms, this amount is higher than than net profit margins!!
We know that business-to-business marketers often operate in a different business space than business-to-consumer companies — in terms of customers, suppliers, distribution channels, media, and so on. Nonetheless, B2B businesses can learn from their B2C colleagues and vice versa.
Consider these observations from Derek Singleton, writing for MarketingProfs: “I think some of the best B2B marketers are not only thinking like B2C marketers but also borrowing marketing strategies that have already proven successful in the consumer world. In the tech sector, borrowing from the consumer world has been dubbed the ‘consumerization of IT.’ In my view, we’re also starting to see the consumerization of B2B marketing. That is, B2B marketing — at least in the tech world — is starting to mirror the simple marketing, transparent pricing, and frictionless buying process of the B2C world. Although this trend is still developing, several ways that B2B companies can borrow strategies from the consumer world are already evident.”
Click the image to read more.