SigmaWay Blog

According to the NetProspex report based on the analysis of 223million records in the database of B2B companies, most of the their marketing and selling database lacks in providing key information about prospects and customers. According to the report, 84% of the records don’t have revenue information. 82% of the records were missing with employee information. 72% of the B2B companies didn’t include website domain. 54% of the records did not include a phone number of customers and many were inaccurate. To know more about NetProspex report, please follow this link: http://www.marketingprofs.com/charts/2015/27711/the-state-of-b2b-marketing-data

According to Chris Golec (founder and CEO of Demandbase), innovations in marketing technology are solving many critical issues of B2B marketers. These innovations are taking place in advertising, personalization, conversion and measurement which are helping marketers in driving and engaging present and potential customers. Future of B2B is maintaining continuous and long term relationships with customers. Three areas where innovation in B2B taking place:

• Accounting Based Marketing (ABM): It provides a vital strategy for companies that want to create sustainable growth and profitability within their most important client accounts. ABM focuses explicitly on individual client accounts and their needs. More importantly, it is a collaborative approach that engages sales, marketing, delivery, and key executives toward achieving the client’s business goals.

• “Always-on” advertising & subscription model: B2B organizations need to advertise on a regular basis and for attracting right companies, you need to have the right content on your website.

• Best of breed vs. Single vendor: Best of breed is better because it provides best solutions for each problem.

Read more at: http://venturebeat.com/2015/04/30/the-future-of-b2b-marketing/