Ready Or Not, Lead Gen Is Going Mobile For B2B Marketers

MobileWhen it comes to consumer behavior and business marketing on mobile devices, the growth stats are always staggering. Here’s one of the latest, from Pew Internet: 87% of smartphone owners check the Internet or email on their phones, including 68% who do so every day and 25% who say they "mostly go online using their phone, rather than with a computer."

That last number is an important one. “Rather than with a computer” shows that consumer behavior is on a fast track to be the dominant, rather than secondary, content-consumption screen.

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.

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.

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.

Study: Email Marketing Budgets Will Increase During 2013

emailMost businesses will increase their email marketing investments during 2013, and a majority also plan to integrate email with their social media and mobile marketing, according to a study released this week by StrongMail.

The email marketing solution provider surveyed 1,000 business executives during November, 2012. About 56% of the respondents said they plan to increase their email marketing budgets, making email the leading source of marketing investment for 2013.

Marketing Automation Veterans Take Content, Campaign Expertise To Startups

MA_VeteransAs the marketing automation industry matures, some of its most prominent players are moving on to new markets and new challenges. Demand Gen Report recently caught up with a few of these executives to discuss their new roles, including their use of content marketing strategies and the challenges of working in startup environments. Reports Strong Q3 Results, Expects To Hit $4B Revenue In 2014
reported yesterday that it beat Wall Street expectations for its Q3 2012 earnings, and that it is on track to become the first cloud computing company with a $4 billion revenue run rate.

The CRM vendor reported revenue of $788 million, or 33 cents a share, an increase of 35 percent from Q3 of 2011. The company also reported a net loss of $220 million, or $1.55 a share, mostly due to a one-time tax-related charge. Excluding the charge, the company would have reported earnings of 33 cents a share.

Interview With Eloqua CEO Joe Payne

Eloqua_CEOMarketing automation vendor Eloqua is coming off a busy few months. In August, the company issued its IPO; the stock, which went public at $11.50 a share, currently trades around $19. Last week, Eloqua followed up with its biggest user conference to date, including more than 1,500 customers and partners.

Demand Gen Report sat down with Eloqua CEO Joe Payne last Thursday for the following interview. We covered a lot of ground, including three topics that we'll share here today: Eloqua's take on mobile technology, the company's move towards industry-vertical solutions, and its approach to the SMB market.

Curata Launches Mobile Content Curation App

Marketers are well aware of the impact of mobile applications. In fact, the worldwide online application market is expected to grow from close to $6.8 billion in 2010 to $25 billion by 2015. In addition, researchers predict the amount of mobile applications downloaded will reach 44 million by 2016, according to a Zendesk infographic.

Curata, a content curation company, announced the availability of its content curation mobile application during the company’s fourth annual user conference. The mobile application enables Curata users to curate content through their mobile devices and is available on iTunes and the Android Market.

Study Finds More B2B Spending On Content Marketing Programs

CMI-StudyVirtually all B2B marketers now engage in content marketing, and the use of various content formats is up across the board, according to a new study.

The 2013 B2B Content Marketing study, conducted by the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove, surveyed more than 1,400 marketing professionals. More than 90% of the respondents say they use content marketing, and they spend an average of 33% of their budgets on the practice compared to 26% last year.

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