- Posts tagged B2B
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Media Consumption Habits Of Senior Execs, by Channel & Daypart [TABLE]
Business executives in particular see these devices as near constant companions and are often outfitted with tablets and smartphones in higher concentrations than the general population. In October 2011, Doremus and the Financial Times found tablets and smartphones together constituted the second-most popular media that senior executives worldwide consumed during lunch breaks and commuting hours. In addition, more than a quarter of respondents used these devices after work hours (29%) and on weekends (27%). Read the rest at eMarketer.
Marketing Automation [INFOGRAPHIC]
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B2B Publishers' Revenue Streams [CHART]
B2B publishers, particularly smaller publishers with less than $5M in annual revenues, are having trouble diversifying their revenue sources away from print advertising, finds FOLIO: magazine [pdf] in its annual B2B CEO survey released in May 2012. Print advertising was the dominant source of revenue for the smaller publishers, at 59% share, with only e-media (13%) also accounting for a double-digit share of revenues. Among larger publishers (more than $5M in revenues), print advertising accounted for a comparatively smaller share, yet remained dominant at 47% of revenues, ahead of e-media (17%) and events (14%). The share of large publishers’ revenues accounted for by e-media actually fell 2% points from 2010, while print advertising’s share among smaller publishers grew 2% points. Read the rest at Marketing Charts.
Small Business Owners' Technology Priorities [CHART]
Small-business owners’ proclivity for mobile devices such as laptops and smartphones could prove valuable for B2B marketers looking to connect with this audience. Inc. Magazine and Cargo found the vast majority (91%) of US small-business owners placed importance on wireless communications and smartphones for their business—a likely indicator of their vital daily use. Tablets were also important to 64% of respondents. Read the rest at eMarketing.
Small Business Owners Attitudes Toward Marketing Targeted At Them [CHART]
In March 2012, marketing agency Cargo and Inc. Magazine found the majority (52%) of US small-business owners felt companies did not market to them effectively. Along similar lines, 45% said companies made little effort to understand their business and 43% said B2B marketers did not understand their individual needs as small-business owners. Read the rest at eMaketer.
LinkedIn Kicks Twitter & Facebook For B2B Conversions [CHART]
In a study of 3,128 HubSpot B2B customers in 2011, LinkedIn generated a visitor-to-lead conversion rate of 2.60%, on average. That's four times higher than the average visitor-to-lead rate for Twitter (0.67%) and seven times higher than the average rate for Facebook (0.39%). Read the rest at MarketingProfs.
Email Drives Virtual Event Registration [CHART]
Email is overwhelmingly the top driver of virtual event registration, according to an August 2011 survey from MarketingProfs and Trendline Interactive, sponsored by ON24. Data from “The Practicalities of Virtual Events” indicates 83% of virtual event attendees have heard about an event through email.
Only 23% have heard about a virtual event through the next-most-popular channel, social media, meaning email is almost four times as popular an attendance driver. Within the social media channel, LinkedIn (10%) and Twitter (9%) are both more than twice as popular as Facebook (4%). Read the rest at Marketing Charts.
Reasons To Produce Virtual Events [CHART]
Almost nine in 10 (88%) virtual event producers say extending reach was a contributing factor to their decision to produce a virtual event. The similar answer of having an audience that couldn’t travel to a physical event closely followed (84%).
Other popular responses included having activities that didn’t require or warrant a physical event (71%), having content best delivered online (64%) and generating new revenue streams (63%). Read the rest at Marketing Charts.
Latest & Greatest Drives Virtual Exhibit Attendance [CHART]
When asked for main motivations in visiting the exhibit halls of in-person events (more than one answer allowed), the highest percentage of respondents (55%) said seeing what’s new will motivate them.
This was about 22% higher than the 45% of respondents who said seeing a demo or product will motivate them. These were closely followed by talking to someone with expertise in a subject (40%), and either getting company, product or solution information or seeing what a company does (39% each). Read the rest at Marketing Charts.
Virtual Event Attendance Incentives [CHART]
An overwhelming 97% of event marketers and professionals say compelling content is an important factor in determining whether a virtual event will be worthwhile to attend, according to [pdf] a study conducted in May 2011 by The Professional Convention Management Association (PCMA), UBM Studios, and the Virtual Edge Institute (VEI). Data from “Business Motivations and Social Behaviors for In-Person and Online Events” indicates 90% cite both ease of using the virtual environment and being able to ask questions and participate actively.
The other two factors a vast majority of respondents cited as important to a virtual event are eliminating travel costs and hassles (88%) and minimizing or eliminating time away from one’s office and/or family (87%). Read the rest at Marketing Charts.
