Impact, Integrity and Integration Are Key in B2B Marketing Success

AN&V_logoFor B2B marketing success today, communication techniques with impact – like video and interactive demos – and sources with integrity – like social posts from colleagues – have grown in importance and effectiveness, according to a survey recently completed by BizTechReports.

In a recent  national survey of B2B buying habits, BizTechReports evaluated the influence of various forms of content in integrated marketing campaigns and social media. Here are some key findings:

• High-impact communication methods are working. While once relatively unimportant in the B2B marketing mix, video is now deemed “very influential” by 67% of B2B buyers during both the awareness and evaluation stages. Additionally, interactive demonstrations are now cited as “very influential” by more than 73% of buyers during these two stages. And, when testimonials and case studies are integrated into video and interactive demos, the communication’s effectiveness is further improved.

• In social media, the source’s integrity is key. Social media has grown in importance in B2B marketing, but not all social media content is created equal. 64% of B2B buyers stated that the most helpful social media content is “relevant posts from peers and colleagues,” followed by information on “new products and solutions” at 61%. “Promotional offers” were identified by 48%, and “corporate news” lags at 27%. B2B buyers also place more value on interactions with peers on community sites (cited as very influential by 72%) than interactions with peers in less-focused communities like LinkedIn, Twitter or Facebook (identified as very influential by 47%, 41% and 49% respectively).

• Multichannel integration and communication consistency are important. The B2B buyer research affirmed that a wide range of communications alternatives can be effective – including industry press, emails, webinars, direct mail, blogs, community sites, word-of-mouth, vendor directories, trade shows, web searches, banners and advertising. However, the reliability of the product itself and the reputation of the company behind the product are paramount. Marketers should make sure their product reliability and brand reputation are consistently reinforced through an integrated communications campaign that leverages channels that have proven effective in the past or are now proving effective for competitors.

G2Market Inside Scoop: While it’s not surprising that impact, integrity and multichannel integration are key elements of successful B2B marketing efforts, it bears repeating. While content marketing is on track to markedly shift the B2B marketing paradigm, it’s critically important to have a strategy that is well grounded not only in the hottest new tactics and technologies, but in how those exiting emerging approaches can enrich your brand’s image and ability to engage your target audience.

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The Majority of B2B Buyers Indicate Content Will Have Impact On Online Purchasing, Study Says

CMO CouncilThe majority of B2B buyers, at 87 percent, indicate that content will have an impact on their online purchasing, according to a recent The Chief Marketing Officer (CMO) Council and NetLine Corporation report. Additional findings from the study include:
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Video Use on the Rise in Content Marketing Campaigns, Uberflip Says

uberflip.gifIf you’ve been wondering how significantly video may be changing the content marketing mix, Uberflip’s latest video infographic offers up a few clues. Most notably, the content tracking and measurement firm’s recent research suggests dramatic growth in the way marketers use video in their content marketing campaigns.

Uberflip, which used data sources such as Vine, Instagram, Cisco, comScore and eMarketer to measure the video use by marketers discovered these key facts:

• Every month, 75 million people watch online videos in the US
• 87% of marketers use video for content marketing campaigns
• Video ad spending in the US is projected to grow to $6.3 billion by 2015
• Vine was downloaded 13 million times during its first week in the Apple app store

“As adoption of new platforms grows, marketers need to make sure that their video strategy covers them,” explains Jose Sanchez, Marketing Manager at Uberflip. “Video marketing doesn’t just involve creating a 30-second TV spot anymore. Marketers need to diversify their strategy and incorporate new channels.”

G2Market Inside Scoop: The role of video in content marketing activities is growing in size and scope as apps like Vine and Instagram engage business-to-consumer (B2C) and business-to-business audiences alike. This is a trend likely to gain momentum in a world increasingly driven by content consumption on mobile devices. The winning edge for marketers is to include a video component to content strategies now in time to gain experience with the medium and its impact on target audiences.

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