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Showing posts from June, 2011

Who Do B2B Buyers Trust?

A common debate in B2B marketing is how to create and deliver the right content at the right time to help improve the connection and engagement with prospects and their buying decisions.

When analyzing decision making patterns, buyers make purchasing decisions based on content containing the most valuable information and seek out sources, which are trustworthy and relevant.

Format Matters
According to our research on content marketing best practices and usage, the format of the content matters to today’s more empowered, skeptical and frugal decision maker - with dramatic differences in which content is used most often to facilitate purchase decisions, depending on which stage the buyer is in their decision making process.

Overall, buyers continue to prefer documents such as research briefs, white papers and blog posts as the most important form of content along each stage in the buyer’s journey. These documents are rich in content, with different documents written to support the differe…

Social Marketing Measurement Crisis?

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Social marketing spending is expected to rise dramatically, from the current 6% of total marketing spend, to over 9% by this time next year and tripling to 18% over the next five years, according to the Duke/AMA latest CMO survey. (http://www.cmosurvey.org/results/) .

The poll of 3,778 top marketing executives reveals that the dramatic rise in spending is not being accompanied by a similar rise in the metrics to track performance, especially ROI. In the current world of Frugalnomics, influenced by CFOs and economic-focused decision makers, the lack of financially oriented ROI measurements could significantly slow, or even derail marketer’s aggressive social marketing investment plans.

From the survey results, the top 3 metrics, and the majority of tracking remains focused on tracking activity improvements, including increases in hits / visits / page views (45%), growth in repeat visits (30%) and increase in the number of followers / friends. Activity is not a bad tracking metric, especi…