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 February 29th

What Investments Have Been Made in the Industrial Internet of Things?

In February’s post we asked: “How Much Are Companies Budgeting for the Internet of Things?” This chart tells you how much investment has taken place in the Industrial Internet of Things or IIoT for short. There are other names for this market space including Industrial Internet (GE) and Internet of Everything (Cisco). IIoT is much different than IoT (think wearables, smart fridges, connected homes) in two very unique ways. First, there is no mass market applications of this technology. There will not be millions and millions of “users” of IIoT. There will be thousands of companies adopting IIoT to address key Line of Business and industry challenges. This makes it difficult for traditional VCs to invest in this space. That’s why you’re seeing corporate VC funds from Cisco, GE, Siemens and Intel as top investors in IIoT.

Are Senior Leaders Prepared to Manage Digital Content?

The two biggest challenges facing senior leaders is the lack of appropriate skilled talent and technology deficiencies when it comes to managing digital content. Over 80% of B2B companies use content marketing (most of of it is digital) which is defined by the Content Marketing Institute as: “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action”. Given the amount of money being spent on content marketing (25% of marketing budgets on average) I’m surprised at how many companies have tackled the challenges related to talent and technology. What’s missing in this chart are lack of time and creativity in producing digital content which remain key issues in organizations.

Week of Mar 7th

What Marketing Channels are Being Used by Top U.S. Companies?

The answer? A lot! The role of the CMO is a tough one and last years Korn Ferry Institute’s Marketing Pulse Survey illustrates this. The chart below shows the plethora of channels marketing organizations are using to communicate, connect and engage with customers and prospective customers with the goal of having a 360 complete view of them. The flaw with this strategy is many company’s departments and leadership teams aren’t aligned and structured to work together to create this ideal state. While this dysfunction occurs within the organizations companies are tactically wasting money on content development, running numerous social media accounts and encouraging employees to “engage” on social by directly connecting with prospects and customers via their Twitter, Facebook and LinkedIn accounts. Can you say “insanity”?

What Are the Most Important Factors for Future B2B Digital Marketing Initiatives?

The role of B2B marketing is to get and keep customers. It’s no surprise that in 2016 that increasing revenue and sales are the top objectives, for senior executives, with lead generation being the means to achieve them. One of the top tactics used by B2B marketing to generate leads continues to be content marketing. But, before you start pumping out blog posts, videos and whitepapers be advised that buyers are rating the value, objectivity and trustworthiness of content based on the source. With lead generation continuing to be the priority companies are looking to digital marketing to better understand the buying process and aligning their marketing activities with it.  The chart below identifies the key factors B2B marketers are focusing on in order to measure and achieve their goals.

Week of Mar 14th

Should Canada Get Top Marks as Country of Choice for Relocating Companies?

If I were to sell Canada this chart would be in my sales pitch! Canada is one of the best countries to start, grow and relocate a business especially when it comes to costs, peace, global respect, universal health care etc, etc, etc. But before government officials and bureaucrats start to pat themselves on the back (they shouldn’t) there are key issues STILL facing Canada in the areas of productivity and innovation. The reality is that while Canada offers good R&D credits and grants Canadian companies aren’t doing a enough R&D and they suck at innovation (my words not theirs!) based on the The Global Competitiveness Report 2015-2016 for Canada by the World Economic Forum. Canadian companies and the country must become more productive and innovative and not get lazy depending on the dollar and natural resources. And, stop selling Canadian companies! Build more of them.

How do Boomers, Gen Xers and Millennials differ in the workplace?

This is a really important chart that helps you understand people better in your organization, startup or team. It can help you understand your customers and prospects too. I’m surprised that Gen X’ers aren’t very strong in the “executive presence” and “tech savviness” categories. In my view today’s professionals need to score high in all of these key competency areas… especially entrepreneurs!

Week of Mar 28th

Decision Makers and the Impact IoT Will Have on Their Companies and Industry

Here’s a chart we put together that gives you a glimpse into the way decision makers view the Internet of Things. It’s part of a 2015 research survey done by Vernon Turner [Twitter] and Carrie MacGillivary [Twitter]  from IDC. You can register and watch: The Internet of Things: New Worldwide Demand Side Research on Perceptions and Plans for Adoption to get some context behind this data. [Disclosure: Mi6 Agency is not compensated to promote and share this research]

Is There Demand and Interest for Virtual Reality? Nope, not yet....will there ever be!

If you believed the media you’d think that everyone is going to be wearing goofy VR glasses to become “immersed” in “entertainment experiences” very soon. If you believe VC analysts, some who have never started and built technology companies, VR is going to “disrupt” [put industry here] and re-define how we work, play and experience life. What a crock!. Last month Gamer Network asked end consumers if they play to buy a VR headset and the survey says…..[do you love our high fidelity chart?!]

Sources

The New Manufacturing: Funding To Industrial IoT Startups Jumps 83% In 2015.” CB Insights, 03 Mar. 2016. Web. 07 Mar. 2016.

Why Marketing Leaders Feel Unprepared to Deal With Today’s Volume of Content.” MarketingCharts, 19 Feb. 2016. Web. 14 Mar. 2016.

Fleit, Caren. “Marketing Pulse Survey 2015.” Korn Ferry, 5 Dec. 2015. Web. 14 Mar. 2016.

Assessing the State of B2B Digital Marketing.” MarketingCharts, 08 Mar. 2016. Web. 14 Mar. 2016.

Competitive Alternatives.” CA2016 – Overview. KPMG, n.d. Web. 09 Apr. 2016.

IDC’s New Global IoT Decision Maker Survey Quantifies the IoT Opportunity.” IDC, 22 Sept. 2015. Web. 09 Apr. 2016.

Most People Don’t Want Virtual Reality Headsets – EMarketer.” EMarketer, 31 Mar. 2016. Web. 09 Apr. 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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