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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.

Pinterest Unveils Data Analytics Tool For Businesses

Pinterest Web AnalyticsPinterest has rolled out Pinterest Web Analytics to offer marketersinsights into how visitors are interacting with pins that originate from their web sites. This analytics tool is currently available to verified web sites.

Key features of Pinterest Web Analytics include:

  • Capturing information on the amount of visitors pinned content from your site;
  • Number of Pinterest users that have viewed these pins;
  • Number of visitors that have accessed your site via Pinterest; and
  • Analytics on the most repinned, clicked and recent pins.

The B2B Baker's Dozen: A Roundup Of The Year's Top Stories


132012 was an action-packed year for B2B marketers and for the companies that serve them. Social media, mobile technology and new analytics tools offered both opportunities and challenges. The vendor landscape changed dramatically thanks to a high-profile IPO and major acquisitions. Through it all, B2B buyers continue to rewrite the rules of the marketing game.

All of these trends are evident in Demand Gen Report's roundup of our top stories for 2012. In fact, if there's one common theme linking the following stories, it's that B2B marketers now work in an industry where fast-paced – and often disruptive – change is a fact of life.

Pinfluencer Unveils Cloud-Based Pinterest Analytics Service


Pinterest has grown by leaps and bounds in recent months, and the site has attracted growing attention as a social media marketing tool. Unlike other social media sites, however, relatively few third-party vendors currently provide add-on tools for the Pinterest platform.

Now, that's beginning to change. Yesterday, Pinfluencer officially unveiled what it bills as a "robust big-data analytics and discovery marketing engine for the Pinterest platform." The cloud-based service provides detailed data on pinned content, repins, followers, follower time engagement and other key metrics. Pinfluencer's analytics can also identify trending Pins, influential Pinners, and Pins that drive e-commerce, as well as allowing a company to compare its Pinterest activity against its competitors.

Mid-Year Review: Social Media, Video, Leading The Pack In Demand Generation Tactics

In a world of digitally-empowered buyers equipped with the information and tools to make more informed purchase decisions, B2B organizations must rise to the challenge of interacting with customers in meaningful ways – and doing so across a constantly growing number of channels.

For sales and marketing teams, the name of the game here is alignment: Working towards the same goals, pursuing the same customer-facing strategies and measuring their progress against the same metrics. It's also more important than ever to provide content that speaks to buyer pain points, builds trust and keeps customers engaged.

Mid-Year Review: Social Media, Video, Leading The Pack In Demand Generation Tactics

In a world of digitally-empowered buyers equipped with the information and tools to make more informed purchase decisions, B2B organizations must rise to the challenge of interacting with customers in meaningful ways – and doing so across a constantly growing number of channels.

For sales and marketing teams, the name of the game here is alignment: Working towards the same goals, pursuing the same customer-facing strategies and measuring their progress against the same metrics. It's also more important than ever to provide content that speaks to buyer pain points, builds trust and keeps customers engaged.

Mid-Year Review: Social Media, Video, Leading The Pack In Demand Generation Tactics

In a world of digitally-empowered buyers equipped with the information and tools to make more informed purchase decisions, B2B organizations must rise to the challenge of interacting with customers in meaningful ways – and doing so across a constantly growing number of channels.

For sales and marketing teams, the name of the game here is alignment: Working towards the same goals, pursuing the same customer-facing strategies and measuring their progress against the same metrics. It's also more important than ever to provide content that speaks to buyer pain points, builds trust and keeps customers engaged.

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