All Things Digital: 2014 Budget Plans for B2B Marketers

In a recent post by Ashtyn Douglas, B2B marketing advertising writer at Media, Inc., a marketing budget revelation proved to be leaning towards the digital trends.

CMOs are enthusiastically devising viable marketing strategies while ideas are free-flowing throughout psyched marketing departments,” Douglas says. “While some are devoting more money globally to their full range of marketing tactics, others are seeing marginal increases and are forced to carefully shift around existing budgets.”

A survey dubbed Advertising Age’s 2014 BtoB’s Outlook:  Marketing Priorities and Planning  sheds light on the increase in overall marketing budgets. Of the 364 B2B marketers surveyed,

  • 52.5% plan to increase their overall B2B marketing budget in 2014 and,
  • 36.4% of respondents plan to see an increase in budget greater than 10%

Here’s the rest of Douglas’ insights from the survey:

Ramping Up ROI with Digital Marketing

When asked which media form they plan to increase their marketing spend on, four out of five respondents indicated  they’ll be allocating a larger slice of the pie to digital marketing– a 13% increase from last year’s survey (Tweet This Stat!). With more traditional marketing tactics like print, TV, direct mail, and radio flatlining in spend, the majority of B2B marketers are seeing success and a succulent ROI on digital media outlets. Of these investigated leading B2B marketers,

  • 61%  are projecting to spend over 25% of their total marketing budgets on digital platforms
  • 10% claim to spend 75-100% of their total marketing budgets on digital platforms

Mobile and Content Strategies are the Leading Ladies

Digging down even further, the survey found that not only are marketing budgets cleaving away from traditional advertising methods, the digital landscape itself is also in flux. When asked where majority of their online marketing budgets will be spent, Ad Age found an obvious emphasis on content marketing. 75% of B2B marketers are increasing their content efforts this year with a 12% increase in using social media as a major content delivery platform.

Responsive design and mobile advertising remains a huge priority for B2B companies. With 65% of C-level executives completely comfortable with making a business purchase on a mobile device, optimizing your web site, lead forms, and crafted content to be mobile-friendly should be a major initiative for you this year.

Striking Gold with Video

White papers, eBooks, infographics, and case studies will remain effective forms of content,  but the major boost in spend this year will be in in the production of webinars, videos, and webcasts. As video is quickly turning heads, make sure you fully optimize this asset before dumping your entire budget into this one medium. More than 50% of videos receive less than 1,000 views, so make sure you’re aligning video ideas with your current marketing strategies.

Read the full post at B2B Marketing Budgets Lean Towards All Things Digital in 2014

10 Crucial B2B Lead Generation Opportunities on your Business Blog [INFOGRAPHIC]

The goal of a blog is like how a man courts a woman, the first step is to get noticed.

Introduce yourself and impress her. Just like how content marketing goes you need to make that impression, feed your readers with incredible thoughts to ponder, and that they will never forget your name from the first day you met.

Having a blog doesn’t end at posting, it’s just the start of something big. You don’t want your crush to know you stay friends with her, right. It’s time to take the next move.

Show some effort. Content marketers don’t just stop at writing 500-word articles a day, they share it. They broadcast it to the world through social networking sites, curation, and many other mediums. Here is an infographic that will show you how to make your readers say ‘yes’.

10 Crucial B2B Lead Generation Opportunities on your Business Blog

B2B Lead Generation Blog: Make your Calls-to-Action “Conversion-Friendly”

A B2B lead generation campaign though blogging can only be good as the elements that make up its entirety. And one of the most important elements of a blog is its calls-to-action or CTAs. A call-to-action is what bridges the gap between a prospect and the beginning of a sales process. It also differentiates the passers-by from the ones with genuine interest.

Naturally, it’s important for marketers to make sure their CTAs are constructed in a way that not only attracts prospects to click but also brings them where they (and you, as a business) want to be.

This post from Dayna Rothman of outlines 6 tips on how to do just that.


1. Contact Us

If a lead wants to contact your company directly, make it as easy as possible. There is nothing more frustrating than failing to find a company’s contact information or contact form. At Marketo, we display our phone number in our header, embed a “Contact Sales” form in our product pages, and display a “Contact Us” button (which links to a landing page) on every page of our site.

2. Asset Download

Another common way to generate leads on your website is through your content asset downloads. If your content marketing strategy is aligned with your lead generation efforts, you should already have assets that will interest your website visitors. There is no right or wrong way to do this, but at Marketo, we only gate our Middle-of-Funnel or premium assets (like third-party research reports, or our Definitive Guides).

3. Chat

Consider using a chat service to collect leads on your site. Like a “Contact Us” CTA, chats are great for leads who have a question, but don’t want to pick up the phone. Chat services (like LivePerson) enable a lead to enter his or her contact information and chat with an educated representative. We use a chat feature on our product and pricing pages. Once a visitor clicks on the CTA, indicating they want to chat, they are brought to a lead capture form asking for his or her first name, last name, and email address. The lead is then routed to a representative who can answer any questions.

4. Free Benchmark, Grader, or Survey

Depending on your product or service offering, you might consider offering your website visitors a value-add in the form of a benchmark, grader, or survey tool. For our Definitive Guide to Engaging Email Marketing, we teamed up with SnapApp to create a widget, which asked our visitors a series of questions about email marketing engagement. We scored each survey taker, and included a CTA to “Learn More”.

5. Subscriptions

Another way to generate leads on your website is to offer a subscription to your blog, email program, or resource center. In exchange for a lead’s email address, you will send your blog digest, newest assets, or other valuable offers. The form offers free tools and best practices for visitors in exchange for their email addresses. We also let our visitors know that we respect their privacy, and make it clear that if they fill out the form, we will send them updates.

6. Contests

A contest is another way to generate lead information. Host a contest on your homepage to entice visitors to share their information. Everyone loves a chance to win something! Contests can also promote social sharing—just make sure you include social sharing buttons. One note: before running a contest, consult your attorney to make sure it follows legal guidelines.