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State of B2B Marketing

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2015 STATE OF B2B MARKETING In the fall of 2014, we surveyed thousands of marketers for our second annual State of Marketing report. We wanted to learn marketers’ top priorities for 2015 across all digital channels — and how their budgets, metrics, and strategies supported their goals. We understand that business-to-business (B2B) marketers have different goals and strategies than business-to-consumer (B2C) marketers, and wanted to provide deeper insights into the digital marketing landscape for each in 2015. This report focuses on the more than 2,100 responses from B2B marketers who completed this year’s survey. 2015 State of B2B Marketing Table of Contents Executive Summary......................................................................................................3 Finding a Focus for 2015.......................................................................................... 4 Ranking the Top Obstacles......................................................................................6 Budgets on the Rise.....................................................................................................8 Using Technology to Craft the Customer Journey....................................11 Email Keeps a High Profile...................................................................................... 13 Raising the Stakes on Responsive Design.................................................... 17 The Year of Mobile Has Arrived — for Real This Time............................19 Small Screen, Big Impact: Integrating Mobile............................................22 Social Takes the Spotlight......................................................................................26 2015 Recommendations.........................................................................................29 Survey Methodology and Demographics.....................................................36 2 /2


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Executive Summary The 2015 State of Marketing survey asked marketers about their budgets, priorities, channels, strategies, and metrics for 2015. Here’s a snapshot of key findings based on cumulative responses from B2B marketers around the world. Most Pressing Business Challenges #1 New business development #2 EMAIL Quality of leads #3 Demand and lead generation N=1,259* 73% of marketers believe email marketing is core to their business 48% report click-through rate as the most important email marketing metric 84% of B2B marketers plan to increase or maintain their spend in 2015. 34% of B2B marketers plan to shift spend from traditional mass advertising to advertising on digital channels. 48% always/often use responsive design to build emails 27% don’t know what device subscribers are using to read emails MOBILE Top 5 Areas for Increased Spending Content marketing Marketing automation 66% N=868* 64% of marketers believe mobile marketing is core to their business Mobille applications 65% 66% Locationbased mobile tracking 53% have integrated mobile marketing into the overall marketing strategy Social media advertising 65% 43% have a dedicated mobile marketing team 40% rate mobile website or app traffic as the most important mobile marketing metric 64% Technologies Most Critical to Creating a Cohesive Customer Journey Social media marketing 64% SOCIAL N=1,288* 56% of marketers believe social media marketing is core to their business 51% have a dedicated social media team CRM tools 57% Marketing analytics 54% Mobile applications 53% 40% rate social media traffic and audience engagement as the most important social marketing metric 18% are not currently managing conversations on social media * Percentages represent data from the base of respondents who indicated that they use this channel. 2015 State of B2B Marketing 3


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Finding a Focus for 2015 Technologies, channels, and strategies continue to evolve at rapid pace, tasking marketers to evaluate, test, and implement in near real-time. B2B marketers are managing these shifts by implementing technologies and strategies that will target their customers with personalized content wherever they are. In our research, we see that B2B marketers are placing the customer at the core of their strategy, and aligning their challenges and success metrics. The three most pressing business challenges for B2B marketers — new business development, quality of leads, and demand and lead generation — directly align with the top three metrics they will use to define success in 2015. The high value that B2B marketers place on customer satisfaction and customer retention rates when evaluating overall marketing success reaffirm that building a cohesive customer journey with 1:1 interactions is imperative. Marketers are investing more heavily in the tools to help them create this experience, such as marketing automation, mobile applications, location-based mobile tracking, and social media marketing. These findings match with a recent article predicting 2015 B2B marketing trends, which included: • B2B marketers will adopt a mobile-first approach • Content marketing will continue to be a cornerstone of B2B marketers overall marketing strategy • Micro-targeting and personalization will play a large role in improving the customer journey • More B2B marketers will adopt predictive analytics to help identify, prioritize, and close more deals.1 As you’ll see on the next page, B2B marketers who are currently using marketing automation and location-based mobile tracking boast some of the highest effectiveness rates of all channels and strategies surveyed. Similarly, industry experts predicted increased adoption in marketing automation and mobile in 2015.2 Which marketing channels are most popular among B2B marketers, and how effective are these channels? The chart on the following page provides some answers. It also shows the percentage of marketers planning to use a particular channel in the next 12 months. Top 5 Digital Marketing Metrics for Success 36% 30% 24% 24% 23% Revenue growth 1 2 Customer satisfaction Customer retention rates Return on investment Lead generation http://www.business2community.com/b2b-marketing/7-b2b-marketing-trends-watch-2015-01073432 http://blog.visual.ly/five-b2b-marketing-trends-2015/ 2015 State of B2B Marketing 4


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Finding a Focus for 2015 Popularity and Effectiveness of Digital Marketing Channels and Strategies Currently Using Piloting/Plan to Use in Next 12 Months 11% 66% Corporate website 61% 50% Email marketing 65% 46% SEO/SEM 62% 28% 8% 29% 45% Landing pages 63% 27% 8% 27% 43% Social media engagement 55% 43% Social media marketing 56% 39% Display/banner ads 53% 39% Videos 58% 39% Blogging 55% 38% Content marketing Social media listening 57% 34% Recommendations via email 26% Data targeting and segmentation 26% 29% 13% 27% 14% 25% 32% Social media advertising 60% 29% Web personalization Native advertising 54% 26% Lead nurturing and scoring 26% Mobile application(s) 61% 26% Marketing automation 26% 25% Offer management 66% 23% Video advertising 60% 23% Guided selling 64% 21% Mobile text (SMS) messaging 62% 17% Mobile push notifications 66% 15% Location-based mobile tracking 67% 15% Podcasting 61% In comparing the B2B response with overall marketing response to this question, we see a jump in popularity for the email channel. Whereas more B2C marketers are using social channels to connect with their customers, more B2B marketers use traditional digital channels like email. 2015 State of B2B Marketing 9% 8% 11% 27% 25% 7% 10% 69% 23% 5% 14% 27% 68% 26% 13% 30% 66% 29% 10% 29% 66% 33% 22% 14% 63% 34% 8% 20% 29% 66% 34% 26% 31% 21% 8% 10% 25% 22% 24% 27% 25% 25% 23% 25% 27% 7% 7% 7% 26% 28% 29% Very effective/effective 27% Somewhat effective 26% Not very/not at all effective 30% Don’t know 29% 33% 27% 31% 28% 31% 26% 27% 6% 29% 10% 24% 7% 26% 7% 9% 24% 26% For recommendations on how to make the most of the digital marketing channels and strategies you choose to implement in 2015, flip to the “Recommendations” section on page 29 of this report. 5


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Ranking the Top Obstacles Attaining customer satisfaction and business success is increasingly challenging as marketers navigate the ever-changing digital marketing landscape. As part of this survey, we asked B2B marketers to share the top challenges that they face while executing their marketing strategy. Last year, we asked about business challenges primarily in the context of email lifecycle marketing. This year, we expanded our focus to include business challenges that encompassed the entire customer journey, as shown in the following chart. B2B marketers agree that nurturing the customer journey is crucial to growing a business (see the section “Using Technology to Craft the Customer Journey”). We first asked marketers to select all of their most pressing business challenges from the list. Of the business challenges they selected, we then asked them to rank their top three business challenges, which are reflected in the rankings on the right side of the chart. Most Pressing Business Challenges RANK New business development 33% Quality of leads 32% Remaining up to date with current marketing technology and trends 30% Customer acquisition 29% 1 2 5 4 Quantifying marketing's return on investment 27% 6 Demand and lead generation 27% 3 Integration of marketing tools/systems 26% Producing unique, original content 24% 8 10 Creating a personalized cross-channel experience 23% 12 Budgetary constraints 23% 9 Building deep customer relationships 22% 7 Using existing data to drive more relevant messages and experiences 21% 11 Keeping pace with competitors 21% 14 Staying ahead of social media trends 21% 18 20% Talent acquisition and retention 19% Understanding what data to analyze 13 17 Channel expansion and device adoption 18% 15 Shifting consumer demographics 18% 16 16% Enterprise-level system optimization Other 2015 State of B2B Marketing 2% 19 20 6


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Ranking the Top Obstacles As mentioned, B2B marketers rank new business development, quality of leads, and demand and lead generation as their most pressing business challenges showing a distinct focus on filling the marketing pipeline. Marketers also feel pressure to stay up to date with current technology and trends — a finding that aligns with what senior marketing leaders report as their growing responsibility to teach their teams how to perform new functions and develop their marketing technology and analytical skills.3 See the recommendations at the end of this report for guidance on how to improve marketing results while traversing these challenges. The biggest challenges of 2015 are new business development, quality of leads, and demand and lead generation. 3 The State of Marketing Leadership, Salesforce Marketing Cloud and LinkedIn, November 2014 2015 State of B2B Marketing 7


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Budgets on the Rise On average, 84% of B2B marketers surveyed plan to increase or maintain their digital marketing spend in 2015. Geographically, Canada and Brazil lead this trend among those surveyed with 95% of marketers planning to increase or maintain their spend. The chart here shows how other countries rank. Take a look at the percentage of B2B marketers in each country that plan to increase or maintain their overall marketing spend in 2015. US Canada Brazil Japan Australia UK Germany France Nordics N=1,101 N=97 N=240 N=251 N=100 N=142 N=148 N=148 N=71 79% 95% 95% 80% 88% 89% 91% 89% 92% With spending on the rise, how exactly are B2B marketers planning to spend their budgets? Thirty-four percent of B2B marketers are planning to shift budgets from traditional advertising to digital channels in 2015. Content marketing Marketing automation Mobille applications 66% 66% 65% 2015 State of B2B Marketing The five key areas where B2B marketers plan to focus their budgets in 2015 are detailed below. These percentages represent B2B marketers who plan to increase spend substantially/somewhat on each channel. Locationbased mobile tracking 65% Social media advertising Social media marketing 64% 64% 8


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Budgets on the Rise When we filter the 2015 State of Marketing data by B2B marketers we find that they are still taking a slightly more wide-sweeping approach to their marketing strategy when compared to marketers as a whole. The primary report found that the top five spending areas were all mobileand social-focused, but with B2B, content marketing garners the highest increase in spend (66%). In another study by MarketingProfs and the Content Marketing Institute, 70% of B2B marketers said they were producing more content now than they did in 2014.4 more efficient and effective 1:1 customer journeys. Increasing spend on mobile (65% mobile apps and 65% location-based mobile tracking) and social (64% social media advertising and 64% social media marketing) may show that B2B companies are trying to get up to speed with their B2C counterparts in terms of building out communication strategies in relatively new channels. Mobile is reported as a critical enabler of B2B products and services by 60% of B2B marketers using the channel; for social, that percentage dips only slightly to 55%. Ranked equally at 66%, marketing automation is helping B2B marketers traverse the massive amount of real-time data available, using it to create 55% of B2B marketers see social media marketing as a critical enabler of products and services and 60% see mobile marketing as a critical enabler of products and services. Why is Mobile Marketing Core to Your Business? 21% 60% 19% Our business’ primary revenue source is directly linked to mobile marketing Mobile marketing is a critical enabler of our products and services Mobile marketing indirectly impacts our business performance Why is Social Media Marketing Core to Your Business? 17% 55% 28% Our business’ primary revenue source is directly linked to social media marketing Social media marketing is a critical enabler of our products and services Social media marketing indirectly impacts our business performance 4 http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/ 2015 State of B2B Marketing 9


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Budgets on the Rise The chart below provides a detailed look at how B2B marketers plan to increase, maintain, or decrease their budgets across various digital marketing channels and strategies. Areas of Increase and Decrease in 2015 Budget 3% Content marketing 66% 27% Marketing automation 66% 29% Mobile application(s) 65% 28% 3% Location-based mobile tracking 65% 28% 5% Social media advertising 64% 28% Social media marketing 64% 30% 2% Data targeting and segmentation 63% 31% 2% Lead nurturing and scoring 63% 30% 4% Videos 62% 29% Mobile push notifications 61% 32% Social media engagement 60% 33% 3% Web personalization 60% 33% 3% Video advertising 59% 29% SEO/SEM 58% 34% 4% Email marketing 58% 36% 3% Podcasting 57% 33% 5% Mobile text messaging (SMS) 57% 33% 6% Social media listening 56% 36% Display/banner ads 55% 35% 6% Guided selling 54% 37% 5% Offer management 54% 36% 5% Landing pages 54% 39% 3% Corporate website 53% 40% 3% Blogging 52% 41% 3% Recommendations via email 52% 40% Native advertising 48% 38% 0% 2015 State of B2B Marketing 20% 40% 60% 80% 3% 3% 4% 4% Increase substantially/increase somewhat Stay about the same Decrease somewhat/decrease substantially Don't know 5% 3% 5% 9% 100% 10


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Using Technology to Craft the Customer Journey For the past 10 years, digital channels and data points have been accumulating at breakneck speed. Every industry has been disrupted. The customer now rules, and speed is the new currency of business. Marketers have scarcely had a moment to make sense of it all with a single big idea that ties everything together. Enter the customer journey. A growing number of marketers today are envisioning their entire marketing strategy under the umbrella of a cohesive customer journey, which we defined in this survey as “all interactions your customers have with your brands, products, and/or services across all touchpoints and channels.” According to recent research, 86% of senior-level marketers say that it’s absolutely critical or very important to create a cohesive customer journey. Another 11% view the customer journey as moderately important.5 Technology is the essential glue that connects various moments along the customer journey to create 1:1 experiences. From analytics that help marketers create personalized interactions, to mobile applications that create personal brand experiences for every interaction, to CRM tools that let marketers track the span of a customer relationship, the customer journey relies completely on its technological elements. The following chart shows which technologies marketers find most effective at creating a cohesive customer journey. The left column shows the percentage of marketers that rate that technology absolutely critical/very important to the customer journey. The Effectiveness of Various Technologies at Creating a Cohesive Customer Journey Absolutely Critical/ Very Important 57% Customer relationship management (CRM) tools 44% 30% 25% 54% Marketing analytics 43% 30% 25% 53% Mobile applications 44% 28% 26% 52% Content management 42% 32% 24% 42% Marketing automation 37% 29% 31% 39% Collaboration tools 36% 32% 29% 38% Predictive intelligence 33% 37% Social publishing tools 39% 36% Social listening tools 35% 31% 31% 32% Enterprise resource planning (ERP) software 37% 30% 28% 0% 20% Very e ective/e ective 2 28% 35% 29% 40% Somewhat e ective 29% 60% 80% Not very e ective/not at all e ective 100% Don't know The State of Marketing Leadership, Salesforce Marketing Cloud and LinkedIn, November 2014 2015 State of B2B Marketing 11


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Using Technology to Craft the Customer Journey B2B marketers rate three technologies as most critical or very important to the customer journey: CRM tools, marketing analytics, and mobile applications. The best-rated technologies varied widely in their functionalities, from content management to social listening tools, demonstrating that customer journey touchpoints can transpire anywhere and require specialized attention to meet customer needs. Consult the recommendations at the end of this report for specific suggestions on mapping and optimizing your customer journey. Technologies Rated as Most Critical and Important to the Customer Journey #1 Customer relationship management (CRM) tools #2 Marketing analytics #3 Mobile applications 86% of senior-level marketers say that it’s absolutely critical or very important to create a cohesive customer journey.6 6 The State of Marketing Leadership, Salesforce Marketing Cloud and LinkedIn, November 2014 2015 State of B2B Marketing 12


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Email Keeps a High Profile Email is an integral touchpoint along the customer journey for the majority of B2B marketers: 73% of B2B marketers agree that email marketing is core to their business. Fifty-nine percent of B2B marketers rate email as a critical enabler of products and services. the following page, 70% of marketers report that email marketing is producing or will produce ROI. Note: All percentages in this section represent data from the base of respondents who indicated that they use email marketing. The following charts depict the current email marketing landscape for B2B marketers, from ROI to annual send volume. As you can see on Why is Email Core to Your Business? 20% 59% 21% Our business' primary revenue source is directly linked to email operations Email is a critical enabler of our products and services Email indirectly impacts our business performance Email is an integral touchpoint along the customer journey for the majority of B2B marketers: 73% agree that email marketing is core to their business. 2015 State of B2B Marketing 13


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Email Keeps a High Profile To support more ambitious email efforts, email marketing teams are getting bigger, as revealed in the chart “Email Team Size.” The following charts depict the current email marketing landscape, from ROI to annual send volume. Email Team Size Is Email Marketing Producing ROI? Produces significant ROI 20% Produces some ROI 30% 18% 19% 1 person 2-3 people 70% 91% Will eventually produce ROI 4-5 people 6 or more people 22% 20% 41% Indirectly produces ROI 21% Not likely to produce ROI Unsure 3% 5% Annual Send Volume 32% Less than 100,000 14% 12% 100,000-499,999 500,000-less than 1 million 9% 1 million-less than 5 million 7% 5 million-less than 10 million 6% 10 million-less than 25 million 25 million-less than 50 million 2% 50 million-less than 100 million 2% More than 100 million Don't know 2015 State of B2B Marketing 5% 10% 14


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Email Keeps a High Profile We asked B2B marketers to share which email campaigns they use and how effective they find these campaigns. Not surprisingly, newsletters are the most often used campaigns; however, they rank lower for overall effectiveness. Conversely, mobile opt-in and birthday campaigns are rated the most effective, but are not widely used. Looking for ways to create and measure better email campaigns based on this data? See the recommendations on email at the end of this report. Usage Rates of Email Marketing Campaigns and Their Effectiveness Piloting/ Plan to Use in Next 12 Months Currently Using 62% 51% 64% Newsletter 66% Promotional content 8% 26% Web opt-in 59% Post-purchase 66% 35% Welcome series 70% 32% Transactional 74% 31% Reengagement 61% 31% Loyalty 70% 26% Social opt-in 64% 23% 25% Win-back 62% 28% 22% Browse retargeting 70% 22% Mobile opt-in 76% 21% Anniversary Birthday 0% 34% 6% 28% 10% 32% 8% 28% 5% 20% 20% 7% 15% 80% Don't know 20% 7% 19% Somewhat effective Not very effective/not at all effective 26% 6% 17% Very effective/effective 28% 5% 22% 60% 23% 11% 21% 40% 32% 7% 18% 27% 20% 25% 6% 22% 76% 26% 6% 26% 71% 20% 27% 72% Abandoned cart 22% 11% 38% 36% 20% 24% 7% 27% 21% 100% Metrics Used to Measure Email Marketing Success 48% 41% 38% 36% 35% 23% 19% 17% 12% 2% Click-through rate Conversion rate 2015 State of B2B Marketing Lead genaration Click-to-open rate Unique open rate Unsubscribe rate List growth rate Bounce rate Inactive user rate Other 15


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Email Keeps a High Profile Eighty-one percent of B2B marketers view the content and design of their email as the most critical/important feature to creating successful email campaigns, followed closely by contact management (76%). The Importance and Effectiveness of Email Features Absolutely Critical/Very Important 64% 26% 9% 81% Email content and design 76% Contact management 55% 30% 14% 75% Campaign management 54% 31% 13% 73% Data and analysis 70% Quality control 67% Device friendliness 49% 67% Responsive design 50% 61% Integration 57% Templates 55% Support 51% 56% 18% 29% 18% 32% 17% 29% 49% Very effective/effective 13% 29% 56% 20% 16% 30% 47% 0% 2015 State of B2B Marketing 31% 13% 32% 40% Somewhat effective 60% 14% 80% Not very effective/not at all effective 100% Don't know 16


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Raising the Stakes on Responsive Design If you’ve been keeping an eye on your email analytics, you know that mobile email is likely the rule — not the exception. Here are some stats to consider: • Nine countries likely surpassed 50% mobile penetration in 2014.7 • Responsive design can lead to a 130% increase in email clicks.8 number may seem lower than what you may expect, consider this: 27% of marketers say they don’t know if subscribers are reading their emails on a mobile device. As with any area of business, if you don’t know the problem, you can’t deliver a solution. By tracking mobile opens, marketers can begin to understand each customer’s preferences and habits, and also identify where metrics like click-through rate might be suffering due to a lack of device optimization. Twenty-nine percent of B2B respondents report that at least 50% of their subscriber base reads emails on a mobile device. While that Volume of Subscriber Emails Read on a Mobile Device 25% 19% Less than 30% 7 8 30-49% 50-69% 75-89% 90% or more 13% 11% 3% 1% 27% Don't know 70-74% Worldwide Smartphone Usage to Grow 25% in 2014, eMarketer, June 2014 Responsive Design A/B Testing Leads to a 130% Increase in Clicks, Litmus, November 2014 2015 State of B2B Marketing 17


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Raising the Stakes on Responsive Design Sixty-seven percent of B2B marketers view responsive design and device friendliness as absolutely critical/very important to building email-marketing campaigns. If you’re among the 18% who struggle to effectively design responsive emails, make it a priority in 2015 to not only appreciate the importance of responsive design, but also become highly effective at implementing it. You can get the ball rolling by providing your designers with educational resources to help them learn. You may also consider hiring a temporary designer who’s skilled in this area to show your team the ropes. Read our email recommendations at the end of this report for more ideas on responsive design implementation. Usage Rates of Mobile Responsive Design 21% Email 27% 18% Landing Pages Always 2015 State of B2B Marketing 19% 29% Often Sometimes 18% Rarely Never 11% 12% 14% 15% 8% 9% Don’t know 18


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The Year of Mobile Has Arrived — for Real This Time Last year, a Forbes article declared 2014 “the third annual year of mobile.”9 Marketers cry “mobile” like the boy who cried “wolf,” but this year, it’s looking like the real thing. Thirty-nine percent of B2B marketers surveyed are using some form of mobile marketing, which the survey defined as either SMS, push notifications, mobile apps, or location-based functionality. Forty-three percent of B2B marketers have a dedicated team to manage their company’s mobile marketing program; 60% say mobile is a critical enabler of products or services. With smartphones quickly becoming the number-one Web access device, every touchpoint along the customer journey must be planned with a mobile-first mindset — and B2B marketers are adopting this mentality in 2015. B2B marketers are becoming more proactive and shifting their focus to deliver more tailored, 1:1 mobile interactions. Note: All percentages in this section represent data from the base of respondents who indicated that they use mobile marketing. Mobile Marketing Return on Investment Mobile Marketing Team Size Produces significant ROI Produces some ROI 9% 19% 10% 23% 67% 87% Will eventually produce ROI 35% Indirectly produces ROI 4-5 people 6 or more people 19% Not likely to produce ROI 35% 1 person 2-3 people 6% 8% Unsure 36% Mobile Marketing Impact on Business 21% 60% 19% Our business' primary revenue source is linked to mobile marketing Mobile marketing is a critical enabler of our products and services Mobile marketing indirectly impacts our business performance http://www.forbes.com/sites/kimberlywhitler/2014/02/06/is-2014-finally-the-year-of-mobile/ 9 2015 State of B2B Marketing 19


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The Year of Mobile Has Arrived — for Real This Time With this rise in mobile activity, how are B2B marketers actually using the channel? Mobile holiday or event campaigns are most widely used with loyalty campaigns and mobile welcome SMS coming in a close second. Marketers who haven’t run a mobile reengagement campaign or tested mobile-exclusive offers should consider experimenting with these in 2015, since they were commonly ranked as highly effective. Overall, a majority of B2B marketers using mobile rated all campaign types as highly effective, further supporting mobile’s crucial position in marketing strategy. Mobile Campaign Popularity and Effectiveness Piloting/ Plan to Use in Next 12 Months Currently Using 33% Holiday or event campaign 83% 32% Loyalty 86% 32% Mobile welcome SMS 82% 32% Drive cross-channel engagement via SMS 83% 31% Promoting email subscription via SMS 82% 31% Reengagement 85% 30% Mobile-exclusive deals 85% 29% Conversation via keyword 84% 29% Win-back 80% 0% 20% 40% 13% 3% 11% 13% 34% 13% 11% 31% 3% 15% 36% 1% 1% Very effective/effective Somewhat effective 32% Not very effective/not at all effective 35% 3% 4% Don't know 30% 32% 2% 11% 60% 3% 3% 12% 16% 31% 32% 80% 100% Metrics for Measuring Mobile Marketing Success 40% 38% 37% 32% 31% 28% 24% 22% 2% Mobile website or app traffic Lead generation 2015 State of B2B Marketing Conversion rate Overall brand awareness/ preference Revenue directly attributed to mobile device transactions Volume of mobile phone interactions Number of SMS/push notification opt-ins Mobile app ratings Other 20


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The Year of Mobile Has Arrived — for Real This Time B2B marketers measure mobile marketing success by mobile website or app traffic. Through our research, we see that 26% of B2B marketers have a mobile application, with support for Android slightly edging out iOS support (70% and 68%, respectively), as shown in the following chart. Another 28% are piloting or planning to create a mobile application in the next 12 months. Mobile App Support for Operating Systems Marketers Tracking Mobile App Analytics 70% 68% 9% 7% 45% Yes No 27% Don’t know 63% 19% 2% Android iOS Windows Blackberry Other In our 2014 Mobile Behavior Report, we reported that 76% of smartphone users agree that location sharing provides more meaningful content, and 73% believe location sharing is somewhat or very useful. Among smartphone and tablet owners, 79% have allowed location sharing when using an app and 70% allowed push notifications. Despite this interest, B2B marketers have just started 10 dipping a toe into the geolocation pool. The good news is that 67% of the small group of B2B marketers (15%) who use location-based tracking rate it as very effective/effective. Sixty-five percent of all B2B marketers plan to substantially/somewhat increase their spend in this category in 2015 as depicted in the chart below. Marketers Using Location-Based Tracking 15% 24% 25% 67% 7% 65% Very effective/effective at using Somewhat effective at using Piloting 10 Planning to use in next 12 months Substantially/somewhat increase spending in 2015 Mobile Behavior Report, Salesforce Marketing Cloud, February 2014 2015 State of B2B Marketing 21


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Small Screen, Big Impact: Integrating Mobile A successful customer journey requires integrating mobile into your marketing strategy. Among B2B marketers using mobile channels, 53% have integrated mobile marketing into their overall strategy — meaning they’ve incorporated either SMS, push notifications, mobile apps, or location-based functionality. Sixty-one percent rate the integration as very effective or effective and 31% rate it as somewhat effective. B2B companies trail B2C when it comes to integrating mobile marketing into their overall marketing strategy (53% vs. 77%, respectively). While 53% of B2B marketers have integrated mobile marketing into their overall marketing strategy B2B marketers who have integrated mobile are focused on staying updated with current marketing technologies and new customer acquisition, those who have not are more concerned with demand and lead generation and quality of leads. Note: Unless otherwise stated, charts in this section exclude respondents who answered “Don’t know” to the question “Have you integrated your mobile marketing programs into your overall marketing strategy?”. 61% of B2B marketers rate their integration as very effective/effective 7% 6% 31% 53% 41% 61% Yes No 2015 State of B2B Marketing Don't know Very effective/effective Somewhat effective Not very effective/not at all effective Don't know 22


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Small Screen, Big Impact: Integrating Mobile How Mobile Integration Affects Marketers’ Challenges Total All B2B Respondents 1 2 3 Integrated New business development Not integrated New business development Remaining up to date with current marketing technologies Enterprise-level system optimization New business development Demand and lead generation Customer acquisition (audience and/or list growth) Demand and lead generation Quality of leads A rising tide lifts all ships, and this tide is mobile integration. B2B marketers who have integrated mobile see significant increases in marketing effectiveness, as noted throughout this section. As marketers integrate mobile into their overall approach, the volume of mobile sales dramatically increases, as seen in the chart on the following page. Percentage of Sales Occurring on Mobile Device by Mobile Integration Integrated 10% 26% Not Integrated 1% or less 2015 State of B2B Marketing 28% 10% 12% 2-5% 6-10% 26% 10% 8% 11-15% 18% 27% More than 15% 8% 18% Don’t know/not applicable 23


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Small Screen, Big Impact: Integrating Mobile As mobile impacts sales, it also impacts marketing spending. B2B marketers who have integrated mobile are shifting more of their marketing spend from traditional advertising to digital channels like mobile app ads, social ads, and display ads. Additionally, the total spend dramatically increases as they integrate their mobile marketing; this is perhaps a cyclical trend, where increased ROI from mobile integration fuels increased spending, so on and so forth. Among those who have fully integrated mobile, 81% are increasing their total digital spend substantially/somewhat, compared to 71% for those who haven’t. B2B marketers who have integrated mobile rate their ability to effectively implement various technologies — from CRM to social listening tools — much higher than those who have not. This supports the notion that mobile can’t be treated as an isolated channel, but rather as a key component of the customer journey and enabler of other channels. We see the same pattern when they rate the effectiveness of individual channels and strategies, as seen in the chart on page 25. In short, when mobile is integrated, all marketing technologies, channels, and strategies become more effective. B2B Marketers Shifting from Traditional Advertising to Digital Channels by Mobile Integration B2B Marketers Increasing Total Digital Spend Substantially/Somewhat by Mobile Integration Integrated Not Integrated 45% Integrated Not Integrated 81% 31% 71% B2B Marketers Rating Technologies as Very Effective/Effective by Mobile Integration 72% 72% 69% 55% 46% Mobile applications Marketing analytics 70% 54% Customer relationship management (CRM) tools 66% 52% Content management 44% 41% Marketing automation Predictive intelligence Integrated 2015 State of B2B Marketing 69% 65% 71% 67% 46% Collaboration tools 46% Social listening tools 68% 48% Social publishing tools 46% Enterprise resource planning (ERP) software Not integrated 24


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Small Screen, Big Impact: Integrating Mobile Effectiveness of Channels and Strategies by Mobile Integration Integrated 5% 77% 17% Marketers Who Have Dedicated Digital Teams by Channel Not Integrated Corporate website 69% 20% 3% 19% 78% Email marketing 64% 27% 5% 17% 78% SEO/SEM 64% 11% 28% 4% 76% 9% 14% 4% 14% Landing pages 77% 18% Social media engagement 16% 6% 20% Videos 72% 4% 20% 76% 5% 17% 77% Content marketing 6% 17% 7% 20% 5% 14% 80% 5% 15% 79% 80% Web personalization 1% 19% 4% 6% 5% 4% 7% 22% 12% 19% 18% 8% 3% 8% 22% 18% 13% 35% 16% 74% Mobile push notifications 5% 18% 75% Location-based mobile tracking 51% 6% 18% 100% 80% Podcasting 75% 60% 40% 20% 0% 20% 13% 36% 10% 25% 40% 60% 3% 11% 29% 65% 0% 31% 6% 35% 53% 76% 5% 24% 51% 20% N=294 3% 25% 70% Not Integrated N=386 7% 27% 64% 4% Integrated 16% 79% Mobile text (SMS) messaging 70% SOCIAL 8% 9% 67% Guided selling 77% 21% 23% 44% Video advertising 68% 9% 78% Offer management 75% 11% 7% 36% Marketing automation 77% 17% 71% 8% 22% 51% Mobile application(s) 75% N=356 9% 26% 66% Lead nurturing and scoring 79% Not Integrated N=458 23% 67% Native advertising 72% Integrated 2% 28% 63% MOBILE 10% 27% 69% Social media advertising 36% 8% 31% 61% Data targeting and segmentation 80% 15% 68% Recommendations via email 73% N=293 32% 58% Social media listening 76% N=318 15% 33% 60% Blogging Not Integrated 11% 27% 52% Integrated 9% 26% 57% Display/banner ads 74% 6% 22% 62% Social media marketing 80% 8% 68% EMAIL 8% 7% 80% 100% Very effective/effective Somewhat effective Very effective/effective Somewhat effective Not very effective/not at all effective Don't know Not very effective/not at all effective Don't know 2015 State of B2B Marketing 25


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Social Takes the Spotlight A study by MarketingProfs and the Content Marketing Institute revealed that B2B marketers use an average of 13 content marketing tactics, with social media sitting at number one. More than half (55%) of B2B marketers agree that social media marketing is a critical enabler of products and services.11 Fifty-six percent also agree that social media marketing is core to their business. In fact, 64% of B2B marketers are increasing their social media advertising and social media marketing budgets. With bigger social budgets to manage, these marketers are likewise expanding the size of their teams; 51% have a dedicated team to manage their company’s social media marketing programs. Note: All percentages in this section represent data from the base of respondents who indicated that they use social media marketing. Social Media Marketing Return on Investment Produces significant ROI Social Media Marketing Team Size 8% 12% 25% Produces some ROI 22% 55% Will eventually produce ROI 25% 1 person 2-3 people 22% 4-5 people 6 or more people 80% 42% Indirectly produces ROI 26% Not likely to produce ROI 11% Unsure 8% Social Media Marketing Impact on Business 17% 11 55% 28% Our business' primary revenue source is linked to social media marketing Social media marketing is a critical enabler of our products and services Social media marketing indirectly impacts our business performance http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-research/ 2015 State of B2B Marketing 26


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Social Takes the Spotlight Facebook continues to be the most popular social channel for B2B marketers to engage customers around the world. Interestingly, those who are experimenting with less popular channels are seeing great success. Line, KakaoTalk, and Mobage are used by small subsets of respondents (11%, 10%, and 8%, respectively), yet these fringe channels are rated as highly effective. Note: Additional, country-specific social media channels were surveyed but are not shown in the overall report due to low base sizes. Social Media Networking Channels Being Used and Their Effectiveness Piloting/ Plan to Use in Next 12 Months Currently Using 74% Facebook 57% 28% 15% 14% 67% Twitter 56% 30% 14% 18% 67% LinkedIn 58% YouTube 49% 28% Instagram 27% 13% 22% 64% 21% Viadeo Podcasts 70% 19% Other Messaging Apps 23% 7% 21% 71% 20% 70% WhatsApp 17% Flickr 16% Tagged 16% Vine 16% Foursquare 14% MySpace 13% WeChat 13% Snapchat 11% Line 10% KakaoTalk 88% 12% 8% Mobage 88% 9% 17% 12% 84% 11% 85% 40% Somewhat effective 60% 80% 18% 19% 18% 3% 16% 4% 16% 6% 12% 82% Very effective/effective 8% 20% 80% 20% 5% 25% 17% 19% 4% 15% 81% 0% 2015 State of B2B Marketing 13% 18% 72% 19% 6% 17% 19% 70% 25% 8% 22% 77% 17% 9% 21% 69% 28% 18% 22% 60% 24% 24% 9% 24% 67% Pinterest 21% 7% 21% 72% SlideShare 24% 23% 22% 22% 56% Blogging 19% 9% 28% 62% Google+ 42% 10% 25% 65% 18% 4% 17% 1% 17% 3% 13% 100% Not very effective/not at all effective 27


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Social Takes the Spotlight Metrics Used to Measure Social Media Marketing Success 40% 40% 34% 34% 32% 29% 27% 25% 22% 21% 21% 19% 1% Social media traffic Audience engagement 2015 State of Marketing Lead generation Audience Overall brand growth awareness/ rate preference Visitor frequency Conversion rate Content quality & relevance Measuring sentiment Revenue directly attributed to SM Organic vs. paid reach Share of voice Other 28


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Recommendations


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2015 Recommendations This year’s State of Marketing research makes it clear that marketers view digital channels as critical enablers of their company’s products and services, and many of these channels are now core to business functions. If you’d like to make this report’s data more actionable in your 2015 strategy, consider these recommendations. • Landing pages, your corporate website, mobile apps, social media, Invest in building a better B2B customer journey. • More than ever, the time has come to evaluate the money you’re • As mentioned, 86% of senior-level marketers say that it’s absolutely critical or very important to create a cohesive customer journey. If other members of your team still don’t see what all the “customer journey fuss” is about, you can help educate them. The presentation titled “The State of Marketing Leadership” on Salesforce Marketing Cloud’s SlideShare account provides more insight and talking points on the subject. • Complete an audit of your current technologies that are impacting the customer journey. Is this a combination of your CRM tools, marketing analytics, and mobile applications, as most B2B marketers said, or are their other unique touchpoints for your customers? If you can’t readily identify the common touchpoints of your customer journey, talk with your customers to gain perspective. and email — all of these are opportunities to offer customers a unique cross-channel mobile experience. Spend strategically in advertising. spending on offline advertising with indefinable results. This year, 34% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels. New technology sets allow for programmatic ad buying, where marketers buy only one ad at one time, for one person. This is the most effective way to target your online advertising. Look to add this technology into your stack of solutions, so that the data from ad engagements can be tied to your cross-channel customer journey, creating an “alwayson” dynamic experience. • Sixty-four percent of B2B marketers plan to invest more money in social media advertising and social media marketing next year. Realize that spending more money on social media won’t work if your social presence is negligent or too self-promotional, so advertising and organic content must work in tandem. Make every experience mobile. • The number one most pressing business challenge for today’s B2B marketer is new business development. Where is that new business hiding? On smartphones and tablets, which are increasingly responsible for a bigger portion of all time spent online. 2015 State of B2B Marketing 30


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2015 Recommendations: Email Evaluate email’s role in the customer journey. • Subscribers keep their inboxes close, whether in their pocket or an always-open browser tab. Email can guide subscribers through many stages of the customer journey, but first evaluate the journey you’re currently leading them on. • Recognize that your work schedule won’t always coincide with your subscribers’ email-reading habits. Explore sending campaigns over the weekend, when subscribers may have more leisure time to peruse their personal email accounts and non-urgent messages. • Ask the following questions as you map your email touchpoints: Are you sending too many welcome messages early on, but too few retention emails? Are your communications steady throughout the journey, or do they appear randomly whenever you’re running a new campaign? How can the email customer journey become more one-to-one instead of one-to-many? • Lead nurturing is the most relevant way to breathe new life into email. Building out relevant and timely communications via nurturing programs gives your email channel new staying power. Don’t settle for a one-size-fits-all lead-nurturing model when you have the power to create specific campaigns for specific customer journeys. Catch up with your subscribers. Design responsively. • Email subscribers are voting for responsive design with every click, so if you’re not already designing an easily navigable experience on mobile, it’s high time. • Don’t forget tablets. Just as you should be designing for various smartphone devices, the tablet environment is another critical area for responsive design improvement. Breathe new life into email campaigns. • Email has been around longer than social and mobile, but that doesn’t mean your campaigns have to be stale. Many B2B marketers aren’t testing campaigns that others have ranked extremely high in effectiveness. For example, newsletters are used most often but rank lower on overall effectiveness. On the flip side, mobile opt-in campaigns are rated one of the most effective campaigns, but only 22% of B2B marketers use them. 2015 State of B2B Marketing 31


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2015 Recommendations: The Customer Journey Step away from personas — and toward 1:1 experiences. • Personas can be useful when trying to imagine how common types of customers may respond to your marketing, but aim for a single view of each customer instead of thinking too broadly. • A cohesive customer journey looks at the unique people interacting with your messages and profiles, personalizing the journey based on their actions and preferences. Evangelize the customer journey in your organization. • First things first: ask your customers. What are their most common Think about the customer journey beyond email. • It’s easier to think about how the customer journey applies to email because it’s such a linear communication path: first this email, then that one. Try to incorporate omni-channel elements in your customer journey mapping, testing new channels based on where your audience spends the most time online. • Which social channels are most successful for your brand? Mix up the types of messages that appear on social channels so that customers in various stages of the journey receive content that’s relevant to them. Above all, always reply to individual customers’ messages on social media. At no point in any customer’s journey does he or she wish to be ignored. touchpoints with your brand? Which of those interactions feel personalized and which feel automated? At what point was your business over- (or under) communicating with them? Gaining this firsthand perspective on how your brand interacts in the “real world” is an invaluable tool in shaping how you view your customer journey. • Next, host a customer journey-mapping brainstorm for coworkers with a whiteboard and an open mind. Invite team members from different sides of the organization — including sales, product, and services — to look holistically at the customer input you’ve gathered. When mapping a customer journey, don’t tiptoe around poor experiences and gaps in the journey. Addressing issues and crafting better communications and technological solutions around them are the only ways to move forward. 2015 State of B2B Marketing 32


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2015 Recommendations: Mobile Join the mobile majority. • Consider 2015 “last call” to get started with mobile. With 43% of B2B marketers now having a dedicated mobile marketing team, you are behind the curve if you aren’t headed in this direction. • If you’re part of the 27% of marketers who aren’t tracking mobile analytics (or the 9% who don’t know), take steps to remedy that now. Mobile analytics will help you pinpoint exactly how mobile fits into your overall customer journey. Integrate mobile and reap the benefits. • All signs point to mobile integration being a boon for business. B2B marketers report higher levels of effectiveness in other marketing channels, strategies, and technologies when mobile is integrated. • Marketers who have integrated mobile into their overall strategy are three times as likely to have dedicated digital teams by channel and have larger teams overall. Educate your team — and the larger organization — on the importance of mobile. • Figure out who your internal mobile experts are — or turn to a trusted vendor — to assess any barriers that may exist between mobile and your other channels. Bring your mobile team together with your social, email, and web team to take a holistic look at how your customers currently interact via mobile as part of the journey with your brand. Explore loyalty and location-based campaigns. • Mobile loyalty campaigns have the highest very effective/effective rating at 86%. If you don’t yet have a loyalty program, developing one with a mobile-first mindset is a smart way to start. • Don’t wait another few years to test out location-based content. With 65% of B2B marketers planning to substantially or somewhat increase spending in this category in 2015, you risk falling behind if you don’t explore it. • The conditions are right for location-based content — you just need to discover how your business can respectfully and relevantly use customer locations to create a more cohesive journey in the real world as much as the online world. • The first step in integrating mobile with your overall marketing strategy is to help your team and larger marketing department understand the huge impact on business. Start by sharing this report, or pull out a few key statistics to share in your next presentation. Once others see the data behind mobile integration, it becomes easier to get things moving. 2015 State of B2B Marketing 33


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2015 Recommendations: Social Test new social channels. Adopt a round-the-clock strategy. • Do your research on channels that might resonate best with • New data shows that users are most engaged on social media your unique audience. Engage in some social listening to see if topics relevant to your brand or competitors are taking place on lesser-known social networks. • Organic reach on the major marketing channels (like Twitter and Facebook) is trending downward, with an increased focus on “pay to play”.12 The best way to reliably reach your organic audience may be via multiple, more niche channels. Try polling your customers to understand the channels they frequent — and the different types of content they’re looking to find on each. • Consider using the chart on page 27 as a guide to test new channels, keeping these marketer ratings and, of course, your audience in mind. Get serious about social. during weekends — which is when brands post the least frequently.13 Designate on-call social managers for every hour of the day, because customers interact on their own terms when it comes to social channels. • True, you can schedule messages on Facebook and Twitter in advance — but you shouldn’t schedule ahead with no one available to reply. Messages posted to social channels should incite customer questions and engagement, and few things can frustrate customers more than a question that goes ignored, especially when the brand just posted moments earlier. • Test what works for your own social audience. We recommend doing an internal benchmark study: track time of day and day of week social engagement for at least three months, then see when engagement was highest and lowest. Focus your social efforts around these findings. • Invest the resources — both headcount and budget — to support social as a viable channel, because it is. With 56% of B2B marketers rating it as core to their business, it’s no longer the outlier it once was. • If you’re not yet seeing significant business results from social, start small. What’s the one channel where your social audience is most responsive? Direct more resources to growing that space instead of spreading your efforts too thin. 12 13 http://www.convinceandconvert.com/social-media-tools/this-chart-explains-the-reachpocalypse-and-why-facebook-is-laughing-all-the-way-tothe-bank/ Social Engagement Benchmark Report: Facebook and Social Engagement Benchmark Report: Twitter, Salesforce Marketing Cloud, September 2014 2015 State of B2B Marketing 34


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Conclusion Digital marketing as we know it is fundamentally changing. Marketers and industry watchers previously viewed digital marketing as simply one category within marketing — one tool of many in a marketer’s kit. Increasingly, perception is shifting to a more holistic view where all marketing is part of the digital world. No matter which tactics, technologies, channels, and strategies you adopt in 2015, remember that every touchpoint is an opportunity to improve and influence the digital customer journey. 2015 State of B2B Marketing 35


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Survey Methodology and Demographics


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Survey Methodology and Demographics The 2015 State of Marketing survey was conducted online from October 28, 2014 to November 25, 2014. The survey was sent to full-time marketers in the Salesforce Marketing Cloud’s locations around the world. A total of 5,053 marketers completed the survey, with 2,199 stating they worked in the B2B space. The survey took 17 minutes and 26 seconds, on average, to complete. Due to rounding, not all percentage totals in this report equal 100%. The following charts display the demographics of B2B marketers who completed the survey. Region North America (U.S., Canada) 54% South America (Brazil) 11% APAC (Australia, Japan) 11% EMEA (U.K., Nordics, Germany, France) 20% Country Australia Brazil The Nordics 4.55% 10.91% Canada 4.41% France 6.73% United Kingdom 142 Canada 97 Germany 6.73% Germany 71 Japan 6.91% Nordics (Finland, Norway, Sweden, Denmark) Japan 152 United States 1,101 France 3.23% United Kingdom 148 6.46% United States 50.07% 148 Brazil 240 Australia 100 2015 State of B2B Marketing 37


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Survey Methodology and Demographics Company Size Role Small: 1-200 Employees 52% Mid-Sized: 201-2,500 Employees 36% Enterprise: 2,500+ Employees 13% Owner or Equivalent 13% Chief Marketing Officer 9% Vice President 6% Director or Equivalent Manager or Equivalent Industry 15% 24% Technology & Manufacturing 22% Self-Employed or Consultant 7% Professional Services 12% Coordinator 6% Advertising & Marketing Agency 10% Analyst 5% 6% Insurance 6% Developer Life Sciences 5% Associate 3% Wholesale Trade 4% Designer 4% Financial Services 4% Other 2% Construction 4% Telecommunications & Utilities 4% Education & Non-Profit 4% Media & Entertainment 3% Less than 1 Year Healthcare 3% 1-2 Years 10% Transporation, Logistics, & Warehousing 3% 3-5 Years 29% 6-10 Years 29% 11-15 Years 11% More than 15 Years 18% Other 2015 State of B2B Marketing 18% Time in Role 3% 38


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