b2b marketing 2016: 5 digital must-dos [infographic]

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B2B MARKETING 2016: 5 DIGITAL MUST-DOS We’ve sorted through dozens of research reports to identify five key digital approaches that are already working well for marketers and that have substantial future growth potential. We believe that if you smartly spend on each, you’ll be well positioned for the year ahead—and beyond. Which areas should B2B marketers devote additional digital spend to in 2016? What are the best approaches and tactics to focus on? B2B organizations are going all-in on content in 2016: of B2B marketers plan to increase content production Lead quality is the foundation of content marketing: Better leads come from a better understanding of customers: B2B organizations that utilize predictive analytics are... B2B marketers are investing in automation tools: They’re already champs; B2B marketers rank: THEY’RE WIDELY USED—AND GROWING: Millennial buyers do 12 web searches on average before reaching out to sales reps of B2B buyers view videos/webinars during the evaluation process, with 48%+ watching for more than 30 minutes on average plan to increase their spend on marketing automation platforms in 2016 B2B COMPANIES ARE USING PREDICTIVE ANALYTICS TO... …BECAUSE AUTOMATION PLATFORMS PRODUCE MORE LEADS: OF B2B MARKETERS SAY LEAD QUALITY IS A KEY BAROMETER FOR MEASURING EFFECTIVENESS FOCUS ON CONTENT QUALITY Savvy B2B organizations have realized that content marketing is a powerful tactic, and that it can be made even more effective by targeting content quality, not just quantity. 76% expect to spend more budget on content marketing 51 say producing high-quality content is a challenge 60% are focusing on creating more-engaging content In 2016, go beyond surface-level metrics to truly understand which digital content pieces are driving action. This will help convert increased content traffic into additional sales and revenue. The key benefit of predictive analytics is that it allows companies to identify the best approaches, potential customers, and strategies beforehand—rather than waiting to find out. Don’t forget about tried-and-true digital tactics like SEM and webinars in 2016. These approaches may not be new, but they’re increasingly efficient and effective. The key to understanding the customer journey is to invest time and budget into developing an in-depth, data-driven map of the full buying process. 72% PRODUCT 100% QUALITY MAP THE CUSTOMER JOURNEY B2B marketers rank improving lead quality as one of their top current business challenges. What’s the best way to get better leads? By properly mapping out the customer journey. Marketers are looking to create better content this year: DIVE INTO PREDICTIVE ANALYTICS Some 55% of B2B organizations are hiring for marketing analytics roles in 2016. Why? Because many have come to see the immense benefits of predictive analytics. DON'T FORGET ABOUT SEM AND WEBINARS Some 46% of B2B buyers are now Millennials. This group is much more likely to research online before reaching out to a sales rep, which makes SEM and webinars more valuable than ever. OF B2B MARKETERS SAY MAPPING THE CUSTOMER JOURNEY IS ESSENTIAL TO DIGITAL SUCCESS 66% 2X MORE LIKELY TO BOOST SALES WITH MARKETING AUTOMATION How can you nurture enough new leads at every step of the buyer journey to significantly increase revenue? One increasingly important approach is marketing automation. have annual revenue growth rates above 10% Understand how high-value customers engage Target new leads and marketing opportunities Optimize marketing spend to reach the right buyers have a larger market share compared with competitors exceed their annual marketing ROI goals SOURCES ASCEND2, B2B MULTICHANNEL, CINTELL, CIRCLE S STUDIO, CONTENT MARKETING INSTITUTE, DIGITAL MARKETING DEPOT, DUN & BRADSTREET, FORRESTER CONSULTING, INFORMATICA, INFORMATION AGE, MARKETINGPROFS, REGALIX, SALESFORCE. Twitter: @MDGadvertising mdgadvertising.com SEM AS MOST-EFFECTIVE PAID TACTIC WEBINARS AS MOST-EFFECTIVE UNPAID TACTIC 70% #1 #2 @MDGadvertising by Automation platforms boost the sales pipeline by 10% on average Creating an integrated automation system isn’t simple—52% of B2B marketers say they struggle with it—but, if done well, it can make your marketing more efficient across the board. 52% % % 87 % 87

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Page 1: B2B Marketing 2016: 5 Digital Must-Dos [Infographic]

B2B MARKETING 2016:5 DIGITAL MUST-DOS

We’ve sorted through dozens of research reports to identify five key digital approaches that are already working well for marketers and that have substantial future growth potential. We believe that if you smartly spend on each, you’ll be well positioned for the year ahead—and beyond.

Which areas should B2B marketers devote additional digital spend to in 2016? What are the best approaches and tactics to focus on?

B2B organizations are going all-in on content in 2016:

of B2B marketersplan toincrease content production

Lead quality is the foundation of content marketing:

Better leads come from a better understanding of customers:

B2B organizations that utilize predictive analytics are...

B2B marketers are investing in automation tools:

They’re already champs; B2B marketers rank:

THEY’RE WIDELY USED—AND GROWING:

Millennial buyers do12 web searches on average before reaching out to sales reps

of B2B buyers view videos/webinars during the evaluation process, with 48%+ watching for more than 30 minutes on average

plan to increase their spend on marketing automation platforms in 2016

B2B COMPANIES ARE USING PREDICTIVE ANALYTICS TO...

…BECAUSE AUTOMATION PLATFORMS PRODUCE MORE LEADS:

OF B2B MARKETERS SAY LEAD QUALITY IS A KEY BAROMETER FOR MEASURING EFFECTIVENESS

FOCUS ON CONTENT QUALITYSavvy B2B organizations have realized that content marketing is a powerful tactic, and that it can be made even more effective by targeting content quality, not just quantity.

76% expect tospendmorebudget on content marketing

51 say producing high-quality content is a challenge

60% arefocusingon creating more-engagingcontent

In 2016, go beyond surface-level metrics to truly understand which digital content pieces are driving action. This will help convert increased content traffic into additional sales and revenue.

The key benefit of predictive analytics is that it allows companies to identify the best approaches, potential customers, and strategies beforehand—rather than waiting to find out.

Don’t forget about tried-and-true digital tactics like SEM and webinars in 2016. These approaches may not be new, but they’re increasingly efficient and effective.

The key to understanding the customer journey is to invest time and budget into developing an in-depth, data-driven map of the full buying process.

72%

PRODUCT

100%

QUALITY

MAP THE CUSTOMER JOURNEYB2B marketers rank improving lead quality as one of their top current business challenges. What’s the best way to get better leads? By properly mapping out the customer journey.

Marketers are looking to create better content this year:

DIVE INTO PREDICTIVE ANALYTICSSome 55% of B2B organizations are hiring for marketing analytics roles in 2016. Why? Because many have come to see the immense benefits of predictive analytics.

DON'T FORGET ABOUT SEMAND WEBINARSSome 46% of B2B buyers are now Millennials. This group is much more likely to research online before reaching out to a sales rep, which makes SEM and webinars more valuable than ever.

OF B2B MARKETERS SAY MAPPING THE CUSTOMER JOURNEY IS ESSENTIAL TO DIGITAL SUCCESS

66%

2X MORE

LIKELY TO

BOOST SALES WITHMARKETING AUTOMATIONHow can you nurture enough new leads at every step of the buyer journey to significantly increase revenue? One increasingly important approach is marketing automation.

have annual revenue growth rates above 10%

Understand how high-value customers engage

Target new leads and marketing opportunities

Optimize marketing spend to reach the right buyers

have a larger market share compared with competitors

exceed their annual marketing ROI goals

SOURCES

ASCEND2, B2B MULTICHANNEL, CINTELL, CIRCLE S STUDIO, CONTENT

MARKETING INSTITUTE, DIGITAL MARKETING DEPOT, DUN & BRADSTREET,

FORRESTER CONSULTING, INFORMATICA, INFORMATION AGE,

MARKETINGPROFS, REGALIX, SALESFORCE.

Twitter: @MDGadvertisingmdgadvertising.com

SEM AS MOST-EFFECTIVE PAID TACTIC

WEBINARS AS MOST-EFFECTIVE UNPAID TACTIC

70%

#1

#2

@MDGadvertisingby

Automation platformsboost the sales pipeline by10% on average

Creating an integrated automation system isn’t simple—52% of B2B marketers say they struggle with it—but, if done well, it can make your marketing more efficient across the board.

52%

%

%87 %87