2014 Report on B2B Manufacturing Content Marketing in North America

May 22, 2014

By Matt Sonnhalter, Vision Architect

The Content Marketing Institute (CMI) and MarketingProfs recently released their fourth annual report on the content marketing practices of business-to-business (B2B) marketers working in the manufacturing industry.

In this report you’ll find answers to questions such as: What percentage of manufacturing marketers have adopted content marketing? What tactics are they using? How does their approach to content marketing differ from that taken by other B2B marketers?

This report also looks at how manufacturing marketers approach content marketing when compared with a wider group of B2B North American marketers representing a range of industry segments.

Here are some key highlights from this most recent study on manufacturing marketers and their content marketing efforts:

  • 86% have adopted content marketing
  • Only 30% say they are effective at content marketing
  • Use the same number of tactics (13) as other B2B marketers
  • 81% use YouTube to distribute content and rate it as the most effective social media platform
  • Cite different goals for content marketing when compared with other B2B marketers
  • Top challenges faced for their content marketing programs: 1. Lack of time, 2. Producing the kind of content that engages and 3. Producing enough content
  • 46% plan to increase their content marketing budget over the next 12 months

Click here to read more details and download the full report.


Webcast: Mobile Marketing

June 14, 2012

Our vision architect, Matt Sonnhalter, will be presenting on CFE Media’s webcast, “Mobile Marketing: What Impression Are You Making and How Will You Measure It?”

Matt, along with Kim Dushinski author of The Mobile Marketing Handbook, will discuss how B2B marketers can make a good mobile impression. Whether you’re ready for mobile, or not, it’s here. If you have a website, you’re already being viewed on mobile devices.

Join Matt on Tuesday, June 19 at 2 PM EST for this free, informative presentation. You can register here.


B-to B-Marketers: What Are Your Most Effective Sales Channels?

April 24, 2012

B-to-B customers are doing more homework online when it pertains to buying well before they start the actual buying process. So what are you doing to take advantage of these “opportunity zones” to be successful? B-to-B marketers – are you prepared for a more educated buyer?

We all are facing the challenges of doing more things with sometimes fewer resources, so it stands to reason that what we do, do we want it to give us the best results. Where are you getting your leads and how are you qualifying them? I recently read an article by Dave Thomas on B2B Online Marketing that talks about the results of a recent nationwide survey from BtoB Magazine and Bizo that highlights marketers biggest challenges in 2012.

Among them were:

  • Paid search came in as the second-ranked tool for marketing, followed by display advertising (35 percent);
  • 60% of marketers claim their biggest challenge this year will be generating additional leads;
  • 63% of marketers state that their marketing mix either falls short of sales demand or they are not entirely sure their mix is working;
  • 56% note brand promotion as a major area of focus.

What I thought interesting was that their biggest challenge was that leads were falling short of sales demands. I guess does that mean that companies are forecasting growth and in order to attain it, they need more leads?

I guess the question I’d like to ask is are you experiencing these kinds of challenges, and if so, will you  share with the rest of us?


B-to-B Marketers: Have you forgotten the basics?

June 16, 2011

The last two years for most of us in the B-to-B space hasn’t been much fun. Budgets cut, every move or project had to be justified seven different ways. When leads came in, ALL were followed. We ran a tight ship. Today, business is beginning to improve, budgets are increasing, new products are being launched, and for some of us, social media has been introduced which needs our attention.

All of these are good things, right? On the surface you’d probably say yes. But reality is your staff was probably cut when the downturn happened, but your workload wasn’t. Now with the increase in activity, new product launches and the additional responsibility, you’re probably pulling out your hair!

The sad truth is you may either be executing projects in a production style to get them out the door, or not spending the time on looking at or developing a plan to close the loop when leads do come in. I understand you may be under staffed and overworked, but management will be judging you on results and the famous ROI.

So how are you dealing with this? Some of our clients are looking outside at least temporarily to support programs (which is a good thing), and others are so busy putting out fires they don’t realize as fast as one goes out, another one is lit.

Reality is most marketing departments aren’t going to get back to staffing levels pre-2009. I’d like to hear what you’re doing to stay sane and deliver a good quality product.


B2B Marketers: Are You Taking Advantage of Online Videos?

March 24, 2011

Online media is the fastest growing media platform in history. Second only to Google, YouTube has emerged as an easy-to-use search tool.

As a manufacturer, are you capitalizing on this powerful tool to disperse your message? You don’t need a “Hollywood” production. As a matter of a fact, the ones done on a mobile phone would do just fine. We’ve done “man on the street” interviews with contractors at will-call counters and on jobsites asking their opinions on tools and other products.

Did you know – Videos convey more info per minute than any other media and 65% of the public like to learn via videos.

These were only a few of the facts that I learned from a recent post by Jon Miller from Marketo. His post, How to Optimize Your B2B Marketing and Sales with Online Video outlines how to use videos to engage prospects in different stages of the buying cycle.

According to a Universal McCann study cited by Brightcove, people find product information and research most compelling when delivered in video format. MarketingSherpa claims that online video is a close second to word-of-mouth communication when it comes to influencing key decisions. No other media channel communicates a deeper, richer message or leaves a more lasting impression than video.

He also offers 10 online video strategies you may find helpful. Here are some highlights:

  • Search optimize your video with a text summary - Use key words to highlight main points and make sure you include the URL.
  • Integrate video into your e-mail marketing programs - Deliver relevant info pertinent to who they are and where they are in the buying process.
  • Leverage social media – Promote across all marketing channels including your blog and both personal and business profiles.
  • Feature on you website - Embed videos where appropriate to promote products, company news or new product promotions.

What are you doing to capitalize on your videos?

If you liked this post, you might also like:

Busy Executives Prefer Video on Web.

Make Video Part of your Direct Marketing Plans to the Professional Tradesmen.

Online Video Marketing: A Great Way to Educate the Professional Tradesman.


B-to-B Marketers: Tap Social to Increase Search

December 16, 2010

Social media marketing is important in its own right, but efforts in the area can boost more online channels according to an article in  eMarketer.com.

According to the data from B2B magazine and Business.com, marketer’s No. 2 goal for social media after brand building was increasing traffic to websites. Search ranking increased with increased social activity. If you generate more traffic, a logical conclusion is that you’ll generate more leads.

Are you utilizing social media to improve your search as part of your overall strategy?

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What Are You Doing to Track Leads?

November 1, 2010

We’re taking a poll to see how B-to-B marketers are currently tracking leads (all kinds). It’s a short survey (7 questions), and if you want to get a copy of the results, there’s a place for your e-mail at the end of the survey; we’ll be happy to share the results.

To take the survey click here.

Share with your business associates. The more info we gather, the more meaningful the results.

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