A recent infographic by Domo has highlighted just how quickly internet usage is growing and also how much data is becoming available every single day. To put into perspective just how fast the number of internet users is growing, consider this… the global internet population grew 18.8% from 2013-2015 and now represents 3.2 billion people.
In the infographic ‘Data never sleeps 3.0’, Domo reports that 300 hours of new video is uploaded to YouTube every minute, Twitter users send 347,222 Tweets every minute, and Apple users download 51,000 apps every minute of the day.
What this means for B2B marketers…
The growing level of internet usage should be considered an attractive prospect for B2B marketers as it means an increase in potential ways to contact, engage with, and convert new business opportunities. However, this is not necessarily the best outcome from the latest development in human behaviour. The fact is, as more and more people venture online, the greatest benefit for B2B marketers is an increase in data availability.
B2B marketers and data
All marketers know that the greater the knowledge about the prospect/lead, the more targeted the message can be, and ultimately the better engagement they’ll get. So, as more and more people venture online and use multiple different sites (particularly social media), it becomes easier for marketers to research prospects, leads, and customers, and then target them more effectively with the right message, in the right place, at the right time. For example, if usage levels of sites like LinkedIn and YouTube are increasing and businesses know their prospects are active on these sites, then a well-timed post or video can generate much better engagement.
Marketing automation’s input
B2B marketers that are currently using marketing automation software will know that the tool is capable of gathering information from a variety of sources relating to a single lead. For example, when a lead downloads a piece of content and enters into the software’s database, the marketing automation tool will typically also look for additional information like their social media usernames and activity. This increase in available data and information is excellent news for marketers as it enables further segmentation and more targeted messaging. However, it also means a requirement for data management tools and storage solutions. The result then, is that to generate the best result from the ever-growing amount of internet usage, marketers need to be considering B2B marketing automation. If having this type of tool in-house is not yet a possibility, consider outsourcing the task to an expert agency that is capable of generating results for your business.
To find out more about marketing automation and how it can help generate ROI and business growth for your business…