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 http://www.biztechreports.com).

Highlights from the CDW 2013 Network Optimization Conference in Atlanta, Georgia

 
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How Mobile Marketing Trend is Changing Relationship Between IT and Marketing Organizations

- John Robinson, Chief Strategy Officer – Panvista Mobile

Between the rapid adoption of new tablet computers, and the proliferation of smartphones that feature high-fidelity screens, consumers are replacing laptops and desktops as the primary vehicle for accessing the information resources that they want and need from their online brands.  Companies that do not have a strong mobile marketing strategy will increasingly find themselves at a competitive disadvantage if they do not integrate dedicated mobile device outreach and relationship management strategies.  In this webcast we explore how these critical marketing trends are changing the relationship between IT and the enterprise. Watch Video