Marketing automation

Marketing automation refers to a range of integrated marketing platforms (and processes), whereby a single customer view is key. Discover our marketing automation blog posts below.

BtoB Magazine: Email, Content and Social Key Priorities for B2B Marketers

B2B Online priorities 2011 business using social media According to a survey by BtoB Magazine, stead on is the way to go when considering online B2B marketing tactics. 78.5% of the respondents expect their online budgets to go up this year. Let’s take a look at where they expect the money to be going.

70% of respondents will spend more on their website marketing, followed closely by email 68% and 62% reporting they planned to increase spending on social media. Search engine marketing comes up right after social with 57% planning to increase budgets in that area.

B2B marketers used to have a tendency to stick with what works – preferring to remain in what they believe is the comfort zone of their target market. However, these numbers certainly seem to suggest that marketers for B2B are at least  looking at multiple channels to get their message across. Recent research from MarketingSherpa also showed that inbound marketing and social media are on the rise.

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Social media and inbound marketing in a cross-channel marketing strategy

When talking about cross-channel marketing we often think about digital and social media, while forgetting offline channels and customer interactions. Although a lot is happening online and mobile communications, emerging technologies and social media are very hot (and important) topics, cross-channel marketing and its challenges are not new.

In 2005, the MIT Center for eBusiness published a report, called “The Cross Channel Impact of Marketing Communications”. It showed that the cross-channel impact of marketing campaigns and programs was already a hot topic then, among others, because of the Internet.

All online channels, as they existed then, formed a challenge for cross-channel marketing and for a global and holistic look regarding the identification of the sources where customers and prospects came from and how their buying journey developed throughout all possible interactions.

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