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Digital & Mobile Marketing Toolkit
Interesting Tips, Essential Tools & great Infographics for Digital Marketers to learn,manage and optimize Digital Planning, SEO/SEM, Social Media, Presentations, Mobile Strategy & Co
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2013 B2B Content Marketing Benchmarks, Budgets and Trends [Research Report]

2013 B2B Content Marketing Benchmarks, Budgets and Trends [Research Report] | Digital & Mobile Marketing Toolkit | Scoop.it

The Content Marketing Institute (CMI) and MarketingProfs are excited to publish our third annual research results: The 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America, sponsored by Brightcove.

sophiedesc's insight:
> B2B Marketers considers Events, Case Studies, Webinars and Blogs as the most effective Content Marketing Tactics ! 

Here are the detailed stats included in this report: 

91% of B2B marketers use content marketing

Breakdown of B2B Content Marketing Tactics in Use:

87% of B2B content marketers us social media (other than blogs)83% of B2B content marketers use articles on their website78% of B2B content marketers use eNewsletters77% of B2B content marketers use blogs71% of B2B content marketers use case studies70% of B2B content marketers use videos70% of B2B content marketers use articles on other websites69% of B2B content marketers use in-person events61% of B2B content marketers use white papers59% of B2B content marketers use webinars or webcasts44% of B2B content marketers use research reports40% of B2B content marketers use micro sites38% of B2B content marketers use infographics38% of B2B content marketers use branded content tools33% of B2B content marketers use mobile content32% of B2B content marketers use eBooks31% of B2B content marketers use print magazines29% of B2B content marketers use books28% of B2B content marketers use virtual conferences27% of B2B content marketers use podcasts26% of B2B content marketers use licensed or syndicated content26% of B2B content marketers use mobile apps25% of B2B content marketers use digital magazines24% of B2B content marketers use print newsletters11% of B2B content marketers use games or gamification

B2B Content Marketing Tactics Usage Trends:

Use of research reports has risen from 25% in 2011 to 44% in 2012Use of video has risen from 52% in 2011 to 70% in 2012Use of mobile content has risen from 15% in 2011 to 33% in 2012Use of virtual conferences has risen from 10% in 2011 to 28% in 2012

Most Effective Tactics:

67% of B2B marketers rate in-person events as the most effective content marketing tactic64% of B2B marketers rate case studies as the most effective content marketing tactic61% of B2B marketers rate webinars or webcasts as the most effective content marketing tactic59% of B2B marketers rate blogs as the most effective content marketing tactic58% of B2B marketers rate videos as the most effective content marketing tactic58% of B2B marketers rate newsletters as the most effective content marketing tactic57% of B2B marketers rate research reports as the most effective content marketing tactic57% of B2B marketers rate white papers as the most effective content marketing tactic55% of B2B marketers rate eBooks as the most effective content marketing tactic53% of B2B marketers rate articles on website as the most effective content marketing tactic50% of B2B marketers rate articles on other websites as the most effective content marketing tactic50% of B2B marketers rate microsites as the most effective content marketing tactic49% of B2B marketers rate social media effective or very effective as a content marketing tactic

Content Distribution and Promotion:

87% of B2B marketers use social media to distribute content, up from 74% in 2011B2B marketers use an average of 5 social media sites to distribute content83% of B2B marketers use LinkedIn to distribute content80% of B2B marketers use Twitter to distribute content80% of B2B marketers use Facebook to distribute content61% of B2B marketers use YouTube to distribute content39% of B2B marketers use Google+ to distribute content26% of B2B marketers use Pinterest to distribute content23% of B2B marketers use Slideshare to distribute content12% of B2B marketers use Vimeo to distribute content10% of B2B marketers use Flickr to distribute content10% of B2B marketers use StumbleUpon to distribute content7% of B2B marketers use Instagram to distribute content7% of B2B marketers use Tumblr to distribute content6% of B2B marketers use Quora to distribute content

Organizational Goals:

79% of B2B marketers use content marketing to achieve brand awareness goals74% of B2B marketers use content marketing to achieve customer acquisition goals71% of B2B marketers use content marketing to achieve lead generation goals64% of B2B marketers use content marketing to achieve customer retention and loyalty goals64% of B2B marketers use content marketing to achieve thought leadership goals63% of B2B marketers use content marketing to achieve engagement goals60% of B2B marketers use content marketing to achieve website traffic goals45% of B2B marketers use content marketing to achieve lead nurturing goals43% of B2B marketers use content marketing to achieve sales goals

B2B Content Marketing Measurement:

60% of B2B marketers use web traffic to measure effectiveness of content marketing51% of B2B marketers use sales lead quality to measure effectiveness of content marketing45% of B2B marketers use social media sharing to measure effectiveness of content marketing43% of B2B marketers use sales quantity to measure effectiveness of content marketing41% of B2B marketers use direct sales to measure effectiveness of content marketing41% of B2B marketers use qualitative feedback from customers to measure effectiveness of content marketing41% of B2B marketers use SEO ranking to measure effectiveness of content marketing39% of B2B marketers use time spent on website to measure effectiveness of content marketing35% of B2B marketers use inbound links to measure effectiveness of content marketing26% of B2B marketers use benchmark lift of company awareness to measure effectiveness of content marketing24% of B2B marketers use increased customer loyalty to measure effectiveness of content marketing22% of B2B marketers use benchmark lift of product/service awareness to measure effectiveness of content marketing13% of B2B marketers use cross-selling to measure effectiveness of content marketing5% of B2B marketers use cost savings to measure effectiveness of content marketing

B2B Content Marketing Budgets:

54% of B2B marketers will increase their spend on content marketing over the next 12 months34% of B2B marketers spend on content marketing over the next 12 months will remain the same2% of B2B marketers spend on content marketing over the next 12 months will decreaseContent Marketing Budgets:33% of B2B marketing budgets are now allocated to content marketingCompanies with fewer than 10 employees allocate 42% of their marketing budget to content marketingCompanies with over 1,000 employees allocate 24% of their marketing budget to content marketing

Content Creation In-House and Outsourcing:

56% of B2B marketers create content in-house exclusively, an increase of 18% over 20111% of B2B marketers outsource all content creation and 43% use a combination of in-house and outsourced content creation65% of large companies outsource content creation and 44% overall outsource B2B content creation91% of B2B content marketers tailor their content in at least one way:59% of B2B content marketers segment content by individual decision maker profiles52% of B2B content marketers segment content by company characteristics42% of B2B content marketers segment content by stage in the buying cycle23% of B2B content marketers segment content by personalized content preferences8% of B2B content marketers do not segment content
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Comment communiquer en BtoB sur les réseaux sociaux ?

Comment profiter de toute la force des réseaux sociaux pour communiquer en BtoB, faire grossir son audience et développer son business sur Internet

Via Véronique LIORET
sophiedesc's insight:

A retenir: 

 

> Les réseaux sociaux générent 2% du trafic des sites BtoB et représentent 4,75% en terme d'opportunités d'affaires (lead generation).

 

> Facebook apporte le plus de trafic sur les sites BtoB (54% de redirection) loin devant Twitter (32%) et même LinkedIn (14%). 

 

> Twitter est roi en terme de lead generation BtoB (82% des résultats) et de taux de conversion (2,17%). 

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[Infographie] 9 plugins LinkedIn pour socialiser un site BtoB

[Infographie] 9 plugins LinkedIn pour socialiser un site BtoB | Digital & Mobile Marketing Toolkit | Scoop.it

Via Mounira HAMDI
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Mounira HAMDI's curator insight, April 8, 2013 7:20 AM

Parmi les neuf plugins, on retiendra par exemple:

  • Le plugin « partager », qui, dans une optique de content marketing, permet à un site d’augmenter son trafic en diffusant du contenu sur le réseau social.
  • A associer avec le plugin « suivre » pour créer une communauté autour de l’entreprise et augmenter encore la diffusion de vos contenus.
  • Le plugin « se connecter avec LinkedIn » qui facilite la relation entre l’internaute et votre site BtoB comme par exemple dans le cadre du remplissage d’un formulaire. Ceci permet à l’entreprise de disposer de précieuses informations sur les internautes pour recruter, vendre…
  • Ou enfin, dans le cadre de la fonction première du réseau professionnel, les plugins « les postes qui pourraient vous intéresser » et « candidater avec LinkedIn » qui offrent une plus grande visibilité à vos offres et facilitent le processus de recrutement.
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Infographic: Why Business Blogging is Awesome Sauce | Business Blogging Stats

Infographic: Why Business Blogging is Awesome Sauce | Business Blogging Stats | Digital & Mobile Marketing Toolkit | Scoop.it
Discover why business blogging is something of a silver bullet in this stats and facts-packed infographic!
sophiedesc's insight:

Some interesting Business Blogging Stats, eg: 

 

> "US visitors spend 3X more time on blogs and social media than on their email"

> B2B Companies who blog get 70% more leads than those who don't". 

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Why B2B Brands Must Invest In Social Media In 2013 [INFOGRAPHIC]

Why B2B Brands Must Invest In Social Media In 2013 [INFOGRAPHIC] | Digital & Mobile Marketing Toolkit | Scoop.it
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