According to analysis by iProspect, the share of Google paid search clicks for smartphones has increased from 38.3% in Q3 2016 to 42% in Q3 2017. The share of desktop paid clicks decreased slightly from 54.5% to 53.4%.
A survey by Regalix and SalesDemos on sales enablement solutions shows that an enhanced sales collateral repository is wanted by 76% of B2B respondents. Integration with CRM is a feature sought by 64% and ability to rapidly create/edit content is wanted by 48%.
According to a survey by Bizible, B2B marketers view converting leads into customers as their top priority (42%) in 2017. 35% prioritized generating leads and 10% are focused on aligning sales and marketing.
A survey of B2B marketers by Regalix show the effectiveness of B2B content types across platforms. Videos and gaming content performed best on Facebook. Infographics and blog posts performed best on Twitter. Research reports and whitepapers performed best on LinkedIn.
According to a global survey by Econsultancy and Adobe, B2B marketers ranked the most exciting future opportunity. Customer Experience topped the survey at 22% -- followed by Personalization (16%), Big Data (13%) and Multichannel Campaign Management (12%).
44% of sales leaders cite better messaging as a way B2B Marketers can help sales win more deals. This is closely followed by more qualified leads (43%) and better marketing materials (37%).
A survey by Accenture shows that B2B leaders look at new entrants within their markets as having an advantage in terms of customer experience. Nearly 67% are considering acting as new entrants within certain markets.
Survey by Cintell provides insights from B2B marketing and business professionals on data included in B2B buyer personas. Top responses included drivers and motivators, role in the buying process, and fears and challenges.
What are B2B Content Marketer considerations? 94% cite the need to ensure content is fact-based and credible. 72% consider how their content impacts overall experience audience has with the organization.
Influitive and Heinz Marketing survey asked who has responsibility for generating B2B referrals. 43% of B2B professionals cited sales and marketing as sharing this responsibility.
The trade show market in the United States grew from $11.4 billion in 2012 to $14.3 billion in 2017. It is expected to reach $16.8 billion in 2021.
Adobe survey asks consumers about the most annoying aspects of marketing emails. 47% reported that emails are too frequent and 25% cited emails that are too wordy and poorly written.
According to a survey by XING Events, 66% of attendees learn about events from friends and acquaintances. 59% learn about events in emails and newsletters.
Forbes Insights asked 300 executives their preferred format to acquire business insights. 22% cited articles and reports, while 21% preferred business books.
According to a survey by Econsultancy, generating higher quality leads and increasing revenue are the top reasons B2B marketers choose to implement a marketing automation system. These are followed by the goal of aligning sales and marketing.
Personal brand preferences of B2B buyers and personal engagements impact buying decisions. In North America, 87% of B2B buyers are more likely to consider or buy based on brand preferences and engagements.
B2B buyers are willing to exchange basic information in exchange for content -- name, company, email, title and industry. However, less than 34% are willing to share phone numbers, budget, purchase timing, and annual revenue.
What content is wanted by B2B buyers when engaging with vendors? According to a survey by Demand Gen Report, 76% want more data and research to support content. 74% want vendors to curb the sales message.
How do B2B marketers score Marketing Qualified Leads (MQLs)? 66% cite inbound communications and 62% report event registration and sign in as a scoring criteria.
A survey by ANNUITAS examined the lead statges used by B2B marketers. 83.2% reported the use of Marketing Qualified Leads (MQL) and 81.4% cited Sales Qualified Leads (SQL). 68.1% utilized Inquiry/Contact as a lead stage.
According to a survey by Edelman and LinkedIn, 88% of respondents reported an increase in respect and admiration for an organization after engaging with thought leadership. 82% reported increased trust.
According to a report by HubSpot, the cost per lead across company types is $198. IT has the highest cost per lead at $370 and non-profits have the lowest at $43. Companies making over $500M have an average CPL of $429.
What are the pressing challenges with content management for B2B marketers? 56% cited one-off update requests by sales people and 52% report that content goes unused by sales.
A survey by Merkle shows that poor customer service is the primary factor in the erosion of B2B buyer loyalty. Other factors include high prices and costs, low product quality and reputation.
For comparing and purchasing products and services, most B2B buyers turn to a vendors' website. Email is the second most utilized channel in the buyer decision-making process, according to a survey by Marketo.
70% of B2B buyers have higher expectations on the experiences they have in the buying process. 62% desire a more convenient buying process and 58% expect a digital experience.
According to a survey from LinkedIn, B2B buyers who reported stronger relationships with vendors cited trust (52%) as the top reason. 45% reported improvements due to personal relationships and responsiveness.
According to an Openprise study, ZoomInfo is the leading data provider for B2B marketers, with 41% of respondents. InfoUSA is a close second at 36%, followed by Data.com (35%), Salesgenie (31%) and D&B/Hoover's (30%).
B2B marketers using account-based marketing have two main metrics for success. 46% cite conversion of engaged account to opportunity and individual campaign and channel metric as top KPIs.
In 2014, B2B buyers cited supplier websites (83.4%) and Google search (77%) as the top research channels. A distant 3rd was user product reviews (41.8%), followed by Third-party Websites (34%).
For B2B marketers, email provides the most leads (62%) and the highest ROI (61%). A close second is live events, followed by SEO, Content Marketing and Social Media.
A LinkedIn survey of buyers, marketers and salespeople provides insights on departments with the largest influence on B2B buying decisions by industry.
Marketing and sales professionals identify creating relevant content as the most effective (60%) and challenging (59%) lead nurturing tactic. Targeting by persona and decision stage are also cited as challenges.
What are the components of the customer journey analysis? 71% of survey respondents cited source of customer, while 66% included customer preferences for products and content.
Job function (68.1%) and job title (65.5%) are the main criteria used by B2B marketers to develop buyer personas. Additional criteria includes size/revenue of company (56.6%), buyer pain points (55.8%) and purchase authority/influence (46%).
65% B2B buyers cite frustration with vendors who are more interested in selling their products/services than listening to their needs. An additional 31% conveyed the belief that sales reps don't understand their needs.
For gated content, white papers, e-books and webinars are most often used in B2B nurture campaigns. Ungated campaigns most often use video, thought leadership and infographics content.
Less than 34% of sales teams always follow up with marketing-generated leads. 49.1% follow up most of the time and 14.9% follow up sometimes. 2.5% rarely or never follow up.
How do B2B content marketers better understand their audiences' needs? According to a survey by Akoona, 48% of B2B marketers look at buyer's journey maps and 47% interview customers.
For B2B marketers, content marketing is the top priority (37%). This priority is followed by brand building (24%), targeting and personalization (23%) and social media engagement (23%).