In a recent report by Sticky Content, it was found that a third of all respondents said senior management had the most negative impact on quality of content. The C-Suite were followed closely by technical/product managers and then legal/compliance teams. In the case of legal and product managers, their input is vitally important to ensure any content is not misleading and does not risk legal ramifications.Read More
Is your business struggling to prove content marketing is providing a solid ROI? According to a recent survey, this is a common problem among B2B marketers...Read More
As the number of communication channels available to B2B marketers continues to grow, so too does the metrics which can be tracked and measured – e.g. Likes, shares, Retweets. But are any of these as important as measuring ROI? According to CMO.com, ‘93% of chief marketing officers say that they are under more pressure to deliver measurable ROI’ – so apparently not.
A recent survey of 100 chief marketing officers by The CMO Club in partnership with IBM found that ‘57% of respondents indicated their budgets would increase over the next 2-3 years’. This statistic is in addition to the findings that ‘Overall, marketing budgets were reported up, due to either strategic funds or strong organic increases, but so are expectations. Furthermore, CMOs are planning to increase their spending across every stage of the buyer journey over the next two years by an average of 50%’.
Nearly half (44%) of people are willing to pay a premium of more than 5% for a better customer experience - Oracle
In a blog about B2B marketing responsiveness, the statistic above may seem slightly out of place, but that’s not strictly the case. The fact is, in today’s modern world, if your buyers don’t get the service or user experience they are looking for, they’ll simply go to one of your competitors. And what does this have to do with responsiveness? Well, the user-experience they desire so badly will be based around their engagement with your business via various communication channels such as the website, emails, social media etc. If your marketing doesn’t respond to their needs or the device they’re using, they’ll be sure to quickly find an organisation that can.
According to the Oxford dictionary, the definition of specious is ‘superficially plausible, but actually wrong’. For those of you who are fans of the Simpsons, you may remember the episode where Lisa uses specious reasoning to sell Homer a rock which apparently keeps tigers away. Her comeback when Homer asks how the rock works is a simple one… “It doesn’t work, it’s just a stupid rock, but I don’t see any tigers around here”. And this got me thinking, are marketers using specious reasoning instead of ROI to justify their worth?
The recent B2B Marketing Content Benchmark Report in association with Circle Research found that only 2% of respondents measure the ROI of their content every time. In addition to this, the study found that a whopping 69% of marketers measured ROI only sometimes, rarely or never.
Email marketing has had a tough time of it in recent years. With the introduction of new and exciting digital marketing alternatives, email marketing has had to compete with the growing popularity of channels like social media and mobile marketing.
A lot is written for marketers about how to align a content strategy with business objectives. But not a lot for the actual business leaders.
Most of us are aware that content is great for business – it helps with SEO, generates engagement and can be used to nurture leads in a (relatively) cheap way. That’s why companies are creating more content than ever. The chances are you are one of them, or at least considering it. I know this because according to The Content Promotion Manifesto, over 2.73 million blog posts are published every day.
On Thursday, January 2nd 2014, a fictional marketing manager named Mary returned to her office to continue on from where she’d left off in 2013. Surrounded by her small team of enthusiastic marketers, her company was more than capable of spreading their marketing messages via email, direct mail and across multiple social media channels. But things wouldn’t be this simple for long.
Just 6% of marketers claim to be converting tradeshow leads into new business extremely well, and just 8% consider their teams highly proficient in generating strong ROI at events – ifbyphone.com