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State of Marketing Today – Salesforce Study

11 Jan

As we know, marketing is always evolving. And this is due to the Internet, social media, smarter shoppers, etc. With that in mind, let’s consider the state of marketing today – Salesforce study. Then, see what we can learn.

First, check out these related posts:


State of Marketing Today – Salesforce Study

When studying the state of marketing today, there are many factors to consider. In our view, they include the following. Changing consumer demographics and lifestyles. Also, changing shopping behavior. The use of digital media and technology. The Internet of Things. The decline of traditional media. Global competition. The availability of big data. Competition between bricks and clicks. And much more!

For a good overview, we turn to the state of marketing today – Salesforce study . As Salesforce notes at the report’s sign up page:

“Learn how customer experience is reshaping marketers’ mindsets in our survey of 3,500 marketing leaders worldwide. In the study, we explore these topics. Shifting priorities that spark organizational change. Marketing technology that makes waves across the broader business. And how AI raises the bar for 1-to-1 marketing and efficiency.”

You may also click the report cover to access the FREE sign up. Moreover, this is a 50-page report.

Below the image, we note some Salesforce conclusions.

State of Marketing Today - A Salesforce Study

Salesforce’s Major State of Marketing Conclusions

  • In general, “high-performing marketing teams represent 12% of the survey population. Those surveyed include B2B, B2C, and B2B2C teams.”

State of Marketing Today - Salesforce Study

  • As noted in the executive summary, there are four takeaways.

(1) “Marketers Move to Evolve Journeys, but Data Woes Linger. Even now, marketers still wrestle with gaining a single customer view. In addition, there are elevated customer expectations and newer channels. While high-performers better coordinate marketing across channels, most others fail to adapt messages.”

(2)Shifting Priorities Spark Organizational Change. With the flood of customer data, firms are rethinking everything from job roles to how marketing functions. From account-based marketing to closer alignment with customer service, top marketers are change agents.”

(3) “Marketing Tech Makes Waves. In general, marketers expect use of marketing technologies to skyrocket. And high-performers tend to be heavier tech users. Most of them report that  current tech does this. It aids collaboration. It increases productivity. And it drives a cohesive view of data. Also, top teams cite data management as key for 1-to-1 marketing across each touchpoint.”

(4) “Marketing Embraces the AI Revolution. AI is the technology where marketers expect the most growth. Internally, marketers view AI as way to create more efficiency. For customers, most marketers want get more from their data and ramp up personalization without burdening their teams.”


U.S. B2B Digital Advertising Spending Trends

5 Jan

As we have reported before, digital ad spending is on a roll. In the U.S. and worldwide. And this will continue well into the future. With this in mind, let’s examine overall digital ad spending trends. Then, we study U.S. B2B digital advertising spending trends . B2B digital spending is also growing.

U.S. Digital Advertising Trends: Overall Spending

According to eMarketer:

  • In the U.S., digital ad spending will rise from $71.60 billion in 2016 to $105.44 billion in 2019.
  • Amazon and Facebook dominate U.S. digital ad spending. In 2019, they will account for two-thirds of spending.
  • Digital ad spending tops traditional spending.


U.S. B2B Digital Advertising Spending Trends

B2B digital ad spending is dwarfed by B2C spending. But, it too is growing. We again turn to eMarketer for its U.S. B2B Digital Advertising Spending Trends:

“The B2B digital ad market is dwarfed by total digital ad spending (which is more than 20 times larger) and total media ad spending (more than 50 times larger). B2C firms still drive the clear majority of spend and will likely continue to do so. Yet, at many B2Bs, the media mix is evolving, with a stronger emphasis on digital buying and placement than in the past. This change is led mostly by big-spending, high-tech B2B companies.”

In the following chart, we see that B2B ad spending will rise from $2.13 billion in 2013 to $4.60 billion in 2018. That represents a 111 percent increase!

U.S. B2B Digital Advertising Spending Trends
For its B2B ad spending study, eMarketer also conducted an audio interview: “In the latest episode of ‘Behind the Numbers,’ eMarketer’s Jillian Ryan and Oscar Orozco break down eMarketer’s latest B2B digital ad spending figures. This episode is made possible by Criteo.” [To listen, please click the sound wave, NOT the play button.]


Marketing Content for Selling Technology to B2B Buyers

3 Jan

In marketing technology, we must remember that business-to-business (B2B) buyers represent a large share of the market. For that reason, it is vital to use the best marketing content for selling technology to B2B buyers.

Overall, the marketing of technology cuts across many topics. And in both the B2C and B2B segments of the marketplace. For example:

Now, let’s cover marketing content and the B2B buyer.


Marketing Content for Selling Technology to B2B Buyers

In general, the marketing content presented to B2B technology buyers must differ from that presented to final consumers.

As Kaitlin Loyal notes for Scribewise:

“B2B technology buyers thirst for knowledge. Their jobs change incredibly fast. And it’s very important that they keep pace with the latest innovations. In that way, they keep their firms on the cutting edge. Also, they help them run securely and efficiently. Yet, finding reliable, believable information is not always easy.”

“And that’s an opportunity for B2B technology firms. CTOs (chief technology officers) and CIOs (chief information officers) consume technology content marketing. They read white papers, E-Books, blog posts, etc. They look for helpful information. But not too sales-oriented. Firms that deliver build a trust-based relationship with their customers and prospects. In the long run, that type of relationship can mean shorter sales cycles and more sales.”

To show the impact of high-quality, thought leadership-oriented content, Scribewise has created the following infographic. It details the importance of developing and delivering content to the high-tech market.


Infographic: Fighting Against Data Breaches

22 Dec

As many companies know, cybercrime continues to be an epidemic. And each time a type of breach is fixed, a new one pops up. Thus, the topic of today’s post is an infographic: fighting against data breaches from 3rd parties.

In July, we noted the following. It still applies today:

Interpol describes the types of cybercrime that exist — “Cybercrime is a fast-growing area of crime. More and more criminals are exploiting the speed, convenience, and anonymity of the Internet. They commit a diverse range of criminal activities that know no borders, either physical or virtual. And they cause serious harm and pose threats to victims worldwide. Although there is no one universal definition of cybercrime, law enforcement makes a distinction between two types of Internet-related crime. Advanced cybercrime (or high-tech crime) involves sophisticated attacks against computer hardware and software. And cyber-enabled crime includes ‘traditional’ crimes that have taken a new turn with the advent of the Internet.”

According to Brian Wallace, writing for Business 2 Community:

“When you have a small business, you rely on third-party vendors. For everything from your networking to your credit-card processing. Unfortunately, 63% of data breaches come from such vendors. And regardless of the source, your firm will be left holding the bill to clean it up. Data breaches cost more than money. They can irreparably harm your reputation. The good news is that there are some precautions to to make sure third- parties don’t compromise your business. But you just have to know what to look for.”

“The average cost of cleaning up data breaches varies between different industries. Medical records can be an average of $355 to clean up for every record breached. While public sector records can be more like $80 per record to resolve. The average cost to clean up breached records has gone up 29% since 2013. Thus, preventing data breaches before they happen is crucial. And reputational damage is even costlier and takes longer to fix!”


Infographic: Fighting Against Data Breaches

United Mail developed the following infographic. It “illustrates how to combat a data breach by using best practices, the latest technology, and helping you decide whom you can trust.”


Infographic: Fighting Against Data Breaches from Third Parties


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