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.

(For more information visit

Generating Content for SEO Remains A Must Do

Thanks to Optify’s 2012 B2B Marketing Benchmark Report, marketers can gain some insight to help ensure their web content performs as well as it can. Optify reported on referral traffic, organic search, social media, email, paid search and other aspects of content marketing, showing that marketers must focus on a variety of channels to see success. Here are their key findings:

1. There is clear cyclicality in the B2B space with first quarter of 2012 and from September to
mid-November, showing the strongest performance in terms of traffic.
2. Google is the single most important referring domain to B2B websites, responsible for over
36% of all visits.
3. Social Media is still a small fraction of traffic and leads to B2B websites, contributing on
average less than 5% of all traffic and leads.
4. Email shows high engagement rates as well as strong conversion rates with an average 2.9%
lead conversion rate.
5. Paid search usage showed a constant decline among B2B marketers in 2012. Over 10% of
companies in the report discontinued their paid search campaigns during 2012.
6. Twitter is the strongest social media channel for generating leads, outperforming Facebook and LinkedIn 9-to-1 with 82% of social media leads coming from Twitter.

What really stood out from this report, was that Google remains the top referring domain for B2B websites. The search engine behemoth accounts for 36 percent of all website traffic. And, the study suggests that organic search really drives a significant amount of traffic overall, accounting for 41 percent of B2B website visits. With so much traffic generated organically without the paid search tools via sites like Google and Bing, it’s clear that high-tech marketers should focus their efforts on generating content for SEO and keep their brands at the forefront in SERPs.

- Jack Bradman
Sr. Client Partner, G2Market


Understanding the Ladder of Credibility

On the Path to Effective Consultative Content Initiatives

- Key considerations for preparing an editorial and distribution strategy that convert audiences into clients and customers.

This is Part 2 of our “Anatomy of a Successful Consultative Content Campaign” e-book series that explores the keys to designing and implementing a successful ongoing consultative content marketing initiative. In this report we explore the difference between subject matter experts and thought leaders as we examine how to deliver consultative messages that are credible and authoritative to earn a position as “trusted advisors” among technology buyers.

Click here to download your Free Copy.

B2B Lead Generation for the Complex Sale – Easy-to-Use Cheatsheet for Marketers

A quick but far-reaching reference guide for B2B marketers – and anyone responsible for generating leads within their company.

This easy-to-read four page piece is designed to be the guide and the reminder for developing your lead generation process and the campaigns that fuel them.

  • What makes quality content?
  • How do you select tactics and channels that consistently generate leads?
  • What are the key metrics for your lead generation process?
  • Which types of technology and systems should be investigated?
  • And much more

Get answers to such questions  - plus your own To-Do list to guide you to lead generation success. Free Download

35 Top Direct Marketing Tips from 2012

To close out the year, the Target Marketing editorial staff reviewed all the content from the magazine, Today @ Target Martketing e-newsletter and blogs in 2012. They hunted down the best marketing ideas and tips from their top experts. The year-end issue features Lois Geller of Lois Geller Marketing Group  who shares six secrets to successfully leverage social media influencers for direct marketing.  And Bob Bly provides 17 tips to kickstart B-to-B mobile marketing efforts. Read The December Issue