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2013 B2B Content Survey: Trust Is A Make-Or-Break Issue For Today’s Buyers

cps 2013More than ever, B2B buyers rely on content – all types of content – to research and make purchasing decisions. That’s good news for content marketers working to validate their approach and secure more resources for their campaigns.

According to our 2013 B2B Content Preferences Survey, however, content marketers also face a growing number of challenges. Many buyers say they are overwhelmed by the amount of content available to them; they are more concerned about finding trustworthy content that focuses on hard data and demonstrable value, rather than still-typical sales messages.

HubSpot Launches RetweetLab For Marketers To Analyze Tweet Shareability

HubSpot LogoHubSpot announced the availability of RetweetLab, a free tool for marketers to analyze their Twitter account as well as their competitor’s to measure the effectiveness of tweets.

RetweetLab also measures the impact of hashtags on retweets from Twitter accounts and offers a breakdown of the time of day the account receives the most retweets. In addition, the new tool analyzes the impact of call-to-action within tweets, such as “please retweet.”

HubSpot Releases Tool To Measure Social Sharing

HubSpot Logo 2xHubSpot released LinkTally, a new tool to calculate how many times a link has been shared across Twitter, Google+, Facebook and LinkedIn.

According to a blog post by the tool's creator, HubSpot’s Social Media Scientist Dan Zarrella, LinkTally can help B2B marketers measure the effectiveness of their social media campaigns, including:

Salesforce Launches Platform To Manage Twitter Ads

Salesforce Social AdSalesforce.com launched a Social Ads Platform for Twitter, enabling marketers to manage Twitter advertising alongside existing social marketing programs with the Salesforce Marketing Cloud.

With the new Salesforce Marketing Cloud Social Ads Platform for Twitter, brands and agencies will be able to:

Compendium Adds Social Media Integrations

Compendium LogoCompendium announced the release of Compendium 4.0, which adds integrations with social media platforms and marketing partners such as Eloqua, ExactTarget and Hootsuite and content scoring functionality among other features.

Other features of the upgrade include a flexible publishing platform for the creation of branded content hubs and an editorial calendar with a seamless view of the organization’s content marketing efforts.

Right On Interactive Expands Social Media Offerings With Twitter Scoring

Right On InteractiveThe ROI Customer Lifecycle Marketing system from Right On Interactive, a customer lifecycle marketing company, now enables marketers to score the Twitter activity of prospects and customers and use the data to nurture leads, increase engagement and strengthen customer relationships.

“Most social media marketing solutions are ‘megaphone’ applications that are designed to broadcast messages to prospects and customers,” said Troy Burk, CEO and Founder of Right On Interactive. “Our Twitter integration is unique because it actually allows marketers to apply lead scoring technology to social media channels.”

Social Networks Drive Stronger Than Expected Mobile Ad Revenue


Mobile1If the latest 2012 ad spending numbers are any indication, 2013 is going to be quite a year for mobile marketing.

According to recent eMarketer data, U.S. mobile ad spending grew much more quickly than expected during the last part of 2012. The research organization now expects mobile ad spending to increase 180% this year to $4 billion – much higher than the $2.61 billion previously forecast in September 2012.

Social Media Use On Rise, Especially Mobile


Social_mediaSocial media has become an integral part of many lives worldwide, and shows no signs of stopping. According to Nielsen’s Social Media Report 2012, online time spent using mobile apps was up 122%. Mobile web time has increased 22%, while PC time experienced a 4% increase.

The report revealed that people spent more of their time on social networks than any other web site type. People were more engaged with these social channels, and businesses have leveraged social media as digital marketing tools.

Twitter Beefs Up Keyword Matching Options For Promoted Tweets


Twitter_logoTwitter
recently announced a new set of features designed to help marketers target Promoted Tweets within the social media site's search results.

The changes, detailed last week on the company's advertising services blog, include three new options for fine-tuning targeted keywords: exact match, phrase match and basic keyword match. Marketers can also select negative keywords to keep Promoted Tweets from appearing in an inappropriate situation.

Twitter Adds New Email-Sharing Features


TwitterTwitter
has announced new features for its web site and mobile apps designed to simplify the process of sharing and finding content.

Users will now have the ability to email tweets more easily from the Twitter web site. The embedded option, which will be available through a new "More" icon next to the existing "Favorite" icon, will open an email window.

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