B2B review sites are growing in popularity as marketers realize the added benefits beyond the promotional aspect of the review itself. Companies such as Marketo and ID Wholesaler have found great success by using positive reviews on channels such as G2 Crowd and TrustPilot to enhance their email marketing and social initiatives. Using that content, they’ve found, can help to seal the deal for buyers.
When it comes to the content that influences buying decisions, B2B buyers are looking for the facts. An overwhelming majority (86%) of the respondents to Demand Gen Report’s 2015 B2B Buyer’s Survey reported that vendor-focused content such as case studies and product data sheets are triggers that influence their purchase decisions.
Thought leadership content was also an important part of the mix, as 75% of respondents cited white papers and infographics among the top pieces of content that they review during the buying process.
When asked to rank the first three resources that informed them about a solution they were considering, respondents cited industry experts/analysts (21%); peers/colleagues (20%); and web search (17%).
Also clearly important to 87% of buyers was a better mix of content to help buyers through the stages of research and decision-making. Content that built a business case or showed clear ROI for the purchase was cited as somewhat or very important by 83% of buyers surveyed.
Multiple pieces of content play a significant role in the decision-making process. More than half of all respondents (52%) indicated they view two to four pieces of content from the winning vendor. More than a quarter (28%) view five to seven pieces, while 10% view 8 pieces or more.
Marketing’s influence in buying decisions continues to grow. More than a third (35%) said marketing’s influence in purchases has increased somewhat, while another 14% indicated it has increased substantially.
For an in-depth discussion of these results and more insights, attend tomorrow’s webinar at 1pm ET/10am PT.
The third annual B2B Content2Conversion Conference will be held May 6-7, 2014 at the Pershing Square Signature Center in Manhattan. This educational event is designed to provide business marketers with strategies and tactics to compete in the rapidly expanding sector of content marketing.
The event focuses on helping marketers improve the effectiveness of their inbound and outbound campaigns and drive better engagement with their existing customers and prospects.
TreeHouse Interactive announced enhancements to the Content Marketing Manager module of its Marketing View marketing automation platform. The update is designed to provide marketing professionals with the tools for faster and more efficient creation of nurturing campaigns and improve the lead qualification process.
“Interaction with prospective buyers through the delivery of meaningful content, at the right time in the buying cycle, is key to nurturing and ultimately converting prospects into sales,” said Erich Flynn, CEO of TreeHouse Interactive, in an interview with Demand Gen Report. “What is important in this update is the ability to nurture by category and establish complex associations for lead nurturing.”
At Dreamforce, Salesforce debuted its revamped marketing hub — now dubbed Salesforce ExactTarget Marketing Cloud — as part of its Salesforce1 platform, a new set of technologies designed to deliver and integrate mobile versions of Salesforce-based applications.
The Salesforce ExactTarget Marketing Cloud is designed to integrate apps for email, mobile, social, web and marketing automation, into a single location. The marketing cloud also is designed to provide a consolidated view of every customer, help manage the customer journey and optimize content for every device.
Analysts who spoke with Demand Gen Report had mixed reactions to the new marketing cloud. Some pointed to a greater separation of B2B and B2C marketing tactics, while others saw it as bringing the two marketing disciplines closer together.
Business.com recently released a report, titled: Small Business Pulse: 2013 Lead Generation Insights, which surveyed more than 500 active pay-per-lead advertisers across all industries. The report found that these companies are turning to lead generation to engage buyers in small and medium-sized business sectors.
As many as 74% of B2B marketers participate in lead generation practices, and 50% plan on increasing their lead generation spending through the next year, the report revealed. But even with amplified interest, 76% of respondents do not use third-party services for lead nurturing and lead scoring purposes.