To help out, KoMarketing has pulled together recent research that gives insight into the various trends, surveys, reports, and practices that have dominated the B2B market in 2015. From old practices that are losing their meaning, to content marketing strategies that have produced returns for both businesses and consumers, this report gives a clear picture of the B2B marketplace from 2015.
For some, B2B still elicits a sense of impersonality— the sterile, lifeless counterpart to B2C’s social media driven, visual content stimulated campaigns. But KoMarketing’s study has found that over the past year, inbound marketing and content marketing sensibilities have continued to work their way into B2B brands.
One such example would be the reported success of lead nurturing for B2B brands. Typically, for many B2B brands, lead generation and visibility are the sole goals of marketing—when it comes to starting relationships, cultivating accounts, or driving purchases, sales departments often take the credit. But this past year, 54 percent of B2B marketers who used methods of lead nurturing reported some kind of measurable success or improvement in their efforts.
A common issue, displayed in graph to the right, is that the majority of marketers weren’t sure how to measure the success of their nurture campaigns. Part of this is simply due to technology, as many brands struggle to implement effective automation and analytics. But on the other hand, setting up effective goals for content-marketing-oriented campaigns can also pose difficulty for brands new to the content game.
So what content marketing material is actually working for B2Bs? Citing a study from DemandGen, B2B companies were invested in a number of content efforts this past year, focusing primarily on white papers for research-based content, but also moving into recorded material like videos and webinars to add a more personal, engaging touch to education-based offerings.
As brands look forward to the new year, here are a few takeaways for marketers looking to improve their B2B marketing strategies:
B2B marketing may never look exactly the same as B2C, but remembering that there are always people behind brands can help B2B content marketers make contact in ways they never have before. Technology will continue to change, but audience’s interest in meaningful content won’t. Find your brand’s story, and tell it— and of course, collect data with every new chapter you share.
Uncertain how to break into new content creation or marketing workflows? Check out this free eBook from Skyword on recruiting and engaging with influential content creators.