This blog series is updated every week with charts that focus on: B2B sales and marketing, industrial technologies (no consumer stuff) and areas that we play in! Two charts will be featured each week with some insights and thoughts from the author.

Week of May 30th

B2B and B2C Marketers Following the Same Playbook - With the Same Results

Hubspot Research recently shared website traffic source data covering a period from January 2014 through May 2015 showing the referring sources for both their B2B and B2C customers.  The data provides a benchmark to measure against (as a HubSpot client or on your own), but it also revealed a few surprises.  First, that B2B and B2C results are much more similar than expected, and second, that next to Direct and Organic sources, Referrals are the next most successful source of website visits, accounting for 5 times more traffic than B2B email campaigns and more than 2 times the results of Paid options.  Email for both company types showed the least results.

Rock, Paper, Scissors, Lizard, VC’s

What are VC’s, Angels and Accelerator managers interested in these days?  Checking out their blogs will help to answer that question.  CB Insights has created a periodic table of venture capital blogs featuring the most active bloggers in their respective domains, beginning on the left with with large-cap venture capital firms through the right with Accelerator program blogs.  Click the link below for a list of blog links and corporate connections.  And, if you want more specific information on what investors are looking for, check out our eBook for Canadian Startups.

Week of June 6th

Lead Quality Rated as Top Challenge for B2B SMB’s

Two independent survey reports, by Salesfusion and Demand Gen Report, highlight the challenge SMB’s are facing in gathering qualified leads with limited budget resources.  Investment in marketing automation to increase the overall number of leads generated, improve quality, nurture leads through the automation funnel and integrate with customer relationship management tools is the top solution for these marketers.  Those who do employ some level of automation were more likely to rate communication between marketing and sales as strong.  However, just under 30% of the respondents do not currently employ marketing automation, likely in relation to the second rated challenge for B2B SMB’s – lack of budget.

60% of CMO’s Don’t Feel Their Team has Right Skills

A Spencer Survey reveals the skills CMO’s believe are most important to their team, and most difficult to find.  The toughest team spot to fill is in data analytics and insights (57%).  This skill is also listed by nearly half of respondent as critical to their team’s success, the second highest ranking, behind digital and social media skills.  Strategic thinking ranked 3rd in both importance to the success of a team and in challenging roles to fill.  Although budgetary concerns affect a CMO’s ability to build a top performing team, there appears to be a lack of available resources to meet the need, especially and most-notably in the analytics and analysis area.  This is also an area that CMO’s rank themselves as weak, making this skills gap feel more like a great chasm.

Week of June 13th

When Are Canadian Venture Capitalists Investing? (Part 2)

In May we published a chart showing when OMERS has invested in startups since 2013 and we learned, with some surprise, that OMERS has been investing at the seed and early stage primarily. This led us to wonder whether this type of investment priority was happening industry wide. This chart, shows that Venture Capital investment is taking place fairly evenly between seed through to the late stage in contrast to OMERS.

We created this chart based on data and a chart published by Jim Orlando from OMERS Ventures.  We love his chart as well, but wanted to display the data a bit differently.  By the way, Jim is one of 16 Angels and Venture Capitalists Chris Herbert interviewed and is featured in our 7 Questions Series ebook, now available for free, here.

For those in the Halton Region and Greater Toronto Area, Silicon Halton had a meetup on June 14th, sponsored by BDC, on Funding and Financing.  It was a panel style event including leaders in financing from BDC, Private Equity and Government funding and support.  Learn more about this event here.

How Should Technology Companies Best Inform, Educate and Engage with IT Buyers?

We came across a great research report that helps technology marketing and sales professionals understand the tech buyer’s journey. We’ve taken this research and put it in our Mi6 data blender and created this chart. Use this chart to make decisions on marketing and sales activities you should invest in. You’ll notice that there are key activities that are more important, to the technology buyer, depending on the funnel stage and based on demographic. Here’s how we break down the funnel stages:

  • Early – Determining business need and technical requirements
  • Mid – Evaluating products/services and recommending/selecting vendors for consideration
  • Late – Sell internally and approve/authorize purchase

Here’s the age breakdown for each demographic group:

  • Boomers – 52 years and older
  • Gen X –  36 to 52 years
  • Millennials – 21 to 36 years

Week of June 20th

The importance of continuous metrics analysis and testing - Facebook reach down 42%

According to a study conducted by SocialFlow, despite a 30% increase in content posts to Facebook since January of this year (2016), post reach is down a whopping 42% over the same time period.  The culprit: a new algorithm.  Changing algorithms have become something that marketers must become attuned to in order to succeed, and not just on Facebook.  Metrics need to be reviewed and content types, formats, and placements need to be tested on a regular basis to ensure that content marketing efforts remain effective and immune to outside application and platform changes.  It is possible to maintain organic reach, and beat the trends.  Algorithm changes = opportunities.

Brand Post Engagement Rates for Facebook, Instagram & Twitter in 2015

Instagram continues to surge as a social platform to watch and test, while Twitter, despite the larger numbers of average posts per days, lags on the interaction scale for brand focused content, according to a recent study released by Quintly.  Twitter performs most poorly for brands who have amassed a million or more followers, though all of these platforms see higher engagement levels with much smaller fan bases/following.  The study notes that although Instagram has enjoyed noticeable growth in brand participation, interaction rates are decreasing as the platform matures.  Facebook and Instagram saw marked increases in post numbers over the year, while Twitter declined slightly.  For a B2B specific view of these same platforms, take a look at the B2B Social Media Engagement Rates for 2015 we highlighted in April.

Sources

Kerschbaum, Will. “B2B Website Benchmarking – How Does Your Traffic Measure Up?Business 2 Community. N.p., 27 May 2016. Web. 31 May 2016. 

The Periodic Table of Venture Capital Blogs.CB Insights. N.p., 10 Feb. 2015. Web. 31 May 2016. 

B2B SMBs Rate Their Biggest Marketing Challenges.MarketingCharts. N.p., 20 May 2016. Web. 05 June 2016.

CMOs Confident in Their Strategic Thinking, Need Most Help With Digital Marketing.” Www.marketingcharts.com  N.p., 19 May 2016. Web. 5 June 2016.

Orlando, Jim. “Viva Early-Stage.” Web log post. LinkedIn, 24 May 2016. Web. 29 May 2016.

Influencing B2B Tech Purchases: Buyers’ Content Preferences by Age and Funnel Stage.” MarketingProfs. N.p., n.d. Web. 19 June 2016.

Influencing B2B Tech Purchases: Buyers’ Content Preferences by Age and Funnel Stage.” MarketingProfs. N.p., n.d. Web. 19 June 2016.

Charrier, Ronnie. “New Study Shows Facebook Reach Down 42%.Social Media Today. Social Media Today, 7 June 2016. Web. 21 June 2016.

Twitter Lags in Brand Post Interaction Rates.MarketingCharts. N.p., 25 May 2016. Web. 21 June 2016.

Chris HerbertChris Herbert is the founder of Mi6. Mi6 is a B2B (Business to Business) marketing and business development agency dedicated to helping companies build their brands and develop commercial relationships. He is the founder of ProductCamp Toronto and the Hi-tech community Silicon Halton. He tweets under the handle @B2Bspecialist.

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