Tag Archives: B2B

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.


Oracle Uses B2B Videos Well

3 Nov

Oracle is a leader in business-to-business (B2B) software and cloud applications. For 2017, it is listed ninth largest worldwide among B2B firms in sales. It is quite active regarding the Internet of Things. And Oracle uses B2B videos well to help market its products. The firm has a YouTube channel with over 1,250 videos.

A while back, we discussed What Works in B2B Marketing and Social Media. Now, we examine the growing role of videos for B2B firms.


Background: B2B Firms and Video

Consider these comments from Jeremy Goldman (Founder and CEO, Firebrand Group), writing for Inc.:

“Some customers are harder to find. There’s plenty of consumer-facing video out there these days. But what about the B2B crowd? That’s something I’ve been following quite closely, ever since Firebrand Group released its Future of Video 2017 report in Q4 ’16 (the follow-up due out the same time in 2017).”

“By the end of 2017, 74 percent of all Internet traffic is expected be video. 79 percent of B2B marketers use video as part of their content strategy. And 69 percent consider it to be an effective tactic. 7 in 10 B2B marketers believe video to be more effective than any other form of content to convert qualified leads. When it comes to ROI, 73 percent of B2B companies say video marketing has a positive impact. Marketers who insert the word “video” in the subject line of an E-mail see open rates jump 19 percent. In addition, they experience 65 percent higher click-throughs, with unsubscribes dropping 26 percent.”


Oracle Uses B2B Videos Well: Overview

What exactly is Oracle? “Today, 430,000 customers in 175 countries use Oracle technologies to seize business opportunities and solve real, tangible challenges. Oracle supports customers on every step of the digital journey, with consulting, financing, support, and training services.”

As noted at the start of this post, Oracle is a great practitioner of video marketing. Watch this first video for an overview.



Now look at these two videos for specific B2B Oracle examples.



Oracle Uses B2B Videos Well: Lessons to Learn

According to Firebrand Group’s Goldman, B2B marketers can learn six lessons from Oracle:

  1. Involve the customer — 98% of Fortune 500 companies use Oracle. And the firm has highly credible, satisfied customers singing its praises. Given that, why not let those customers create engaging content for your?”
  2. Understand consumer preferences — B2B enterprises often draw few viewers because they don’t keep pace with consumer preferences. Oracle’s CX Factor re-imagines the customer testimonial as engaging content as opposed to a sleepy testimonial. Oracle clients share experiences throughout the customer journey.”
  3. Don’t shy away from humor and entertainment — Most people would rather watch prank, entertainment, or how-to videos than a typical B2B video. Yet, if the video is funny, educational, and fast-paced, there’s a good chance your audience will watch and possibly share.”
  4. Make it identifiable — B2B brands can create a ‘day-in-the-life’ experience with current customers and shoot it in an entertaining and compelling way. These stories resonate with prospective customers who need the same problems solved.”
  5. Think about the funnel — Set up a lead funnel for videos. If you’re talking about a pain point that you solve in the video, make sure to have an E-book or infographic a user can download after the video is over.”
  6. Involve Influencers — Find a customer pain point, illustrate it, and then get influencers to show prospective customers how to solve their problem using your product. It comes across far better when done by an influencer.”


Click the image to read more advice from Goldman.

Oracle Uses B2B Videos Well. How the enterprise software giant reinvented the testimonial - to great effect.

Credit: Getty Images


Which Are the Leading B2B Firms?

23 Mar

A lot of public attention is paid to business-to-consumer (B2C) companies, far more than to business-to-business (B2B) firms — even though B2B firms generate trillions of dollars of revenue per year. Interestingly, some of the leaders in B2B are also leaders in B2B!

To partly close the public visibility gap, Sacunas annually publishes a list of the top 100 business-to-business companies:

“We believe the best brands don’t just command the most market share; they’re the companies that also make experience a part of their success. We took a holistic approach to identifying the Top 100 Global B2B Brands of 2016 to find those that focused on more than revenue. We measured multiple brand data points across their people, products, digital footprints, market command, and innovation. Our companies to watch are digitally-savvy market leaders who will be defining their industry landscapes for 2017. They are forward thinkers who know how to push the right boundaries, treat employees, and simply have some serious B2B swag.”

“In today’s economy, price point no longer defines market share; experiences are the strategic differentiator for brands. Consumers, especially millennials, are willing to pay a premium for optimally designed experiences. The companies that rose to our top ten B2B brands are experience connoisseurs – they know how to design for their customers and end consumers. These companies not only do their research and make great products, but they also design seamless experiences and invest significantly in innovation – driving the design economy towards the next big thing.”

The top 5 organizations in the new B2B list are [click the company names to see why]:

  1. Google/Alphabet
  2. General Electric
  3. Intel
  4. AECOM
  5. Apple

Note: About 15 of the top 100 B2B firms also have a significant in B2C markets.
Click the image to see the full list of 100 organizations.


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