- Published in News Briefs
Account-based marketing (ABM) adoption in B2B is soaring; more than 70% of B2B companies have staff fully or partially dedicated to managing ABM-specific programs, according to preliminary findings from SiriusDecisions’ 2016 State of Account-Based Marketing Study. The study results were announced at the Demandbase Marketing Innovation Summit for B2B in San Francisco.
New research from DialogTech, an analytics and automation solution provider, shows that marketers could be missing out on nearly half of mobile conversions. This can lead to inaccurate ROI data and an inability to optimize marketing spend.
The report analyzes roughly 400,000 inbound phone calls and 60 million website sessions across its Voice360 platform to measure the number of mobile calls generated by mobile advertising. By not attributing inbound calls to mobile campaigns, marketers run the risk of allocating budgets to campaigns that are not driving revenue, the report concluded.
Additional key findings in the research report include:
“As marketers shift greater percentages of their budgets to mobile channels, getting closed-loop attribution for both digital conversions and phone calls is critical,” said Steve Griffiths, SVP of Marketing, Strategy and Analytics at DialogTech. "Our latest research illustrates marketers who analyze and understand the impact of phone calls in the mobile path to purchase have a significant advantage in developing impactful programs and accelerating customer acquisition.”
CRM systems are a major investment, but many B2B organizations are not realizing the full value of their sales technology.
In a recent study from ZS Associates, respondents rated the value of their CRM systems as low in areas such as customer communication (13%), internal coordination (13%) and collateral and proposals (7%). Participants reported "high to extremely high" value in areas such as opportunity management (42%), customer information look-up (39%) and sales forecasting (35%).
Also, almost three fourths (72%) of respondents reported that salespeople do not spend enough time on their CRM platform.
ZS Associates highlighted two ways to better improve the use of CRM within an organization:
"Sales personnel are resistant because they don’t see ‘what is in it for them.’ They consider the platform as a means for their bosses to monitor them," said Ron Siahpoosh, Principal for ZS. "Managers, on the other hand, believe that sales representatives enter whatever they think management wants to see. The end result is that leaders cannot rely on CRM to generate actionable insights."
Click here to download a full copy of the report.
Marketing automation revenues are expected to reach $14 billion by 2020, according to a new study from Frost & Sullivan.
The expansion is fueled in part by a growing need for cross-channel digital marketing across industry verticals, according to the report. In addition, partnerships with solution providers in areas such as advertising, content marketing, mobile app analytics and social marketing are broadening the reach of marketing automation vendors.
The study shows that marketing automation software has evolved over the past year in the following key areas:
“Marketing automation as a function has moved beyond email and the web, evolving into a true cross-channel automation platform through tighter integration with mobile, social media, display advertising and search channels,” said Hiral Jasani, Frost & Sullivan Digital Media Industry Analyst. “As a result, global marketing automation tools have seen a phenomenal rise in demand as small, mid-market and large enterprises, especially in manufacturing, banking and financial service, healthcare, and e-commerce sectors, look to drive marketing efficiencies.”
Click here for a full copy of the report.
Online forms with incentives have higher conversion rates, with contest forms averaging a 35% conversion rate compared to survey forms (14%), event registration (11%) and lead generation forms (11%).
Investment into data analytics tools is predicted to increase in 2015, according to a recent study from ON24. The study shows that a majority (97%) of B2B marketers find that using data analytics has shown enhanced results in marketing campaigns, and 87% of respondents stated they plan to increase marketing analytics spend in 2015.
The survey, conducted by Redshift Research, surveyed more than 220 B2B marketers on how marketing analytics are being leveraged within their organizations. The research also examined expectations for Big Data’s role in the workplace.
While 80% of marketers believe that they have a peripheral role in the customer relationship, 85% feel that sales and support teams are currently responsible for the customer experience. This is just one of the key findings from a new study published by Act-On Software, in association with Gleanster Research.
The study 0f 750 B2B marketers examined their role in the customer lifecycle and supporting the customer experience.
In Demand Gen Report’s 2013 Content Preferences Survey, B2B buyers revealed that they rely on content more than ever before at all stages of the buying cycle. Trustworthy content that demonstrates value and relies on hard data wins the day over the all-too-typical sales messages.