U.S. B2B digital advertising grew a whopping 32.5% in 2020 year-over-year…

By Matt Sonnhalter, Vision Architect Digital channels play an important role when it comes to advertising. I’m sure this is no surprise to most marketers given the pandemic the world has been facing the past 18 months. According to Emarketer, the forecast for this year is expected to grow almost 25% and by 2023, the total B2B digital spend is forecasted to almost double to be close to the 15 billion mark. Another stat that surprised me was that LinkedIn is forecasted to account for nearly one-third of the total B2B display ad spending in 2021. And I’m sure a majority of these ads are for job openings, but there are still plenty of promoted posts I’m seeing on LinkedIn. On the other hand, digital ad investment accounts for 32% of total B2B digital ad spend. This is mostly due to Technology Products and Service companies. With digital channels being vital when marketing to your customers, B2B marketers are investing more in digital ads than display. How has your company's digital advertising grown over the past year?read more >

Do you have Relevant Content to Support Your Sales Team?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter Sales and marketing need to work closer together make the selling process better. Marketing departments that create great content but don't share it with the sales force are missing opportunities. Yes, it's important to get it out on the blog and other social media avenues but your sales force doesn't always have access to or are aware of what's up there. Sales is looking for support in the selling cycle no matter how simple or complicated the sales funnel is. This chart from emarketer.com illustrates that point. Well-produced and -managed marketing content sets up awareness, creates demand and enables sales. Here are some key takeaways on how marketing departments can use content for sales support: 10571read more >

Manufacturers – What is your Biggest Concern?

I guess it would be getting new customers and keeping existing ones. An effective customer experience starts with understanding your customer and then delivering good, meaningful content to them. The more positive the experience, the better the sales or so it would seem. This could be a challenge in today's market where sales have turned from relationship-based to transactional-type sales.read more >

Why Are B-to-B Marketers So Reluctant To Embrace Social Media?

The B-to-C space has been using it successfully for the last 3-5 years. So why are B-to-B practitioners slow to adapt? I think it's because they don't know where to start. You should probably start by developing a strategy that is included in your overall marketing plans. If you use social media to help build better relationships with your customers, I think you'll find that it can help with more than just brand building. read more >

How Are You Handling Customer Complaints?

I can't believe that many marketers still ignore customers who are dissatisfied. Especially since most of the complaints make their way to social sites. Ignoring them won't make the problem go away, and if the non-responsiveness continues, you may get a tweet with #FAIL attached to it and you'll be part of an elite group (where you don't want to be in) who have failed their customers. This is more of a problem for B-to-C companies than B-to-B, but none the less, you still shouldn't ignore people. read more >

Social Media Monitoring Tools: What Do You Do With The Information?

Social media is measurable. Isn't that the mantra everyone talks about? I think everyone would agree that social media is a little easier to get your hands around as to where the lead originated as opposed to traditional media. I sometimes think there's too much info out there. Social has several tools to help you measure and monitor your activities and hopefully help you take action. My question is collecting data is one thing, but what you do with it (or not) makes all the difference. read more >

Are You Using Social Media to Listen to Your Customers?

Listening to customers is not a new strategy, but today we have more options to connect and listen especially online. Social media and digital marketing is making it easier to monitor customers to see what they are saying about you and your competitors. Smart companies are taking advantage of every possible opportunity and making it a part of their online strategy. read more >

Are You Capitalizing on LinkedIn?

For those of you who read this column regularly, you know LinkedIn is one of my best sources for links to my blog. With 100 million plus on LinkedIn, how many potential customers are out there wating to be connected? In a recent post on emarketer.com there were highlights from a recent study from Lab42 that reinforces the notion that users are highly engaged. Here are some highlights: read more >

Use Twitter to Talk Up Your Brand to Tradesmen

If you don't talk up your brand on Twitter and other social sites you're missing the boat. This according to a recent post on eMarketer.com from ROI Research.A study in April of 2010 found that at least once a week 33% of active Twitter users shared opinions about companies or products ,while 32% make recommendations and 30% ask for them.read more >

Can Social Media Results be Quantified?

That's the $64,000 question. Marketers are split on whether social media will deliver measurability according to a recent study by Datran Media's 4th Annual Marketing and Media Survey. 87% of those surveyed said that accurate online measurement was at least somewhat important for driving increased brand awareness, revenues or performance. Marketers Worldwide Who Believe Social Media Will Generate Quantifiable Results in 2010 (% of respondents)read more >

Why Your Brand Should Vie For Credibility In Social Media

Social media is continuing to expand its reach (an estimated 940 million people worldwide) and businesses and their brands should look to social media as a place to build their brand. Granted, a majority of the activity is on a personal level, but interactions involving information about products and services have increased significantly, according to a recent article in eMarketer.com as brands encourage word of mouth. read more >

2010 Outlook: B-to-B Marketers Plan On Increasing Social Media Budgets

According to a recent survey by emarketer.com, B-to-B clients are going to increase their spending in the social media arena in 2010. It certainly makes sense that the ones who have tried various aspects of social must be getting some traction or they wouldn't be spending more. It's interesting to note that the 3 top areas they plan on increasing are web sites, e-mails and search. The three main reasons are: Thought leadership Lead generation Customer feedback What are you planning for 2010?read more >