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 2nd

How Well Are Marketers Measuring ROI?

This chart was created from a report done by Oracle and Econsultancy. I didn’t buy the report so I can’t tell you what the B2B vs B2C split is nor whether they had the recipients identify their ROI measurement methodology. Also, one needs to define ROI. Is it key contacts created or sales opportunities generated? Are they measuring reach and share of voice? ROI can only be defined when you have specific objectives and then you measure two things: output (what did we do?) and outcomes (how did we benefit?).  When measuring value keep in mind that your goal is create and deliver value to your customers through your marketing activities and capture value for your company.

SEE ALSO: How to Create Stronger Relationships with B2B Buyers |  What Are B2B Marketers Top Demand Generation Priorities in 2016? | What Are the Top Strategic Programs Defining Marketing Departments?

I see a lot of charts and many are aiming to measure how “effective” a marketing activity is. I consider this a much broader measurement than ROI. It all boils down to what the objectives of your marketing program are. Also, let’s be realistic when it comes to ROI for each tweet, post, video or webinar. Today’s buyer will interact with you and your company across various channels, with various people and consume all types of content. If you’re going to measure the ROI of one webinar … are you also going to measure the ROI of your sales reps golf outings? Are you going to measure the ROI of the teleconference call your technical specialist had with the prospect and the follow up lunch? Just to be clear though! You need to set objectives, measure and be able to report on your progress to achieving those objectives.

What Metrics Should You Use to Measure Your B2B Content Marketing Success?

An interesting chart in that it tells me what marketers really want to know when it comes to understanding how effective their content is. It’s important to stress that content factors into virtually everything that marketers produce today. The slide deck for a webinar or an event is content, the graphics being used to illustrate something in a proposal is content and the discussion post taking place in a LinkedIn group is content.

SEE ALSO: What Are the Most Important Factors for Future B2B Digital Marketing Initiatives? | Are Senior Leaders Prepared to Manage Digital Content?

The key is to develop a content mix that spans across the 5 stages of the buying cycle: Awareness, Consideration, Purchase, Loyalty and Advocacy. There are three approaches you can take when researching what content works at what stage: 1) Desk research – use this site and others and find out what your peers are saying works at each stage; 2) Primary research – ask your customers and sales reps and 3) Analytics research – put in place ways to measure how your content is being consumed using call to actions that are designed to achieve your marketing programs objectives.

Week of May 9th

What Are the Most Important Functionalities that Buyers Need from B2B Commerce Platforms?

The key takeaway from this chart and report is that more organizations expect to buy products and services from other companies in the B2B setting online. Customers are benchmarking their B2B online shopping experiences with those they experience via B2C. We’ve included another chart to give you an idea on where B2B ecommerce is heading.

This is What Canadian Colleges and Universities Must Benchmark and Compete Against

All roads seem to lead to Silicon Valley when it comes to startups, disruptive innovation and the next big thing. There’s no denying that SV is a lightning rod for entrepreneurs with big dreams and people with money to fund them. But, Boston is rocking and MIT plays a huge role in fueling the entrepreneurial ecosystem. Look at the numbers in the chart below and ask yourself do our universities and colleges in Canada, and other countries, have entrepreneurship baked into our DNA. If not start doing something about it. Watch the video too to learn more about MIT directly from the man who leads the institution.

Week of May 16th

Which Content, by Type and Delivery, is the Most Effective at Each Stage of Your Customer’s Purchase Process?

IT buyers are consuming an average of 6 distinct pieces of content during their purchase process, and marketers need to be aware of how, when and why their content makes the biggest impact.  This chart lays out the 6 main stages of engagement where IT decision makers are looking for value-centered content to increase their own knowledge and validate your brand as part of their buying process. Gated content must offer higher value and video is a strong choice for in-depth detailed reviews.  Making the right content available at the right time and in the most optimal format starts with an understanding of your customer’s needs through their entire purchase journey.

Global CEOs Taking the Lead on Big Data and Analytics

These two charts based on a survey conducted in late 2015, confirm the growing emphasis large organizations are placing on the strategic management of their data and analytics programs and their expectations that this focus will continue in the foreseeable future.  So important, that the majority of businesses consider their CEO to be primarily responsible and that senior management involvement is necessary for data and analytics success with sustaining competitive advantages and improving customer experience levels.  This push to embrace and interpret data from a more holistic point of view could lead to interesting innovations in the near future, while once again pushing the evolution of the role of the CTO/CIO and CMO.

Week of May 23rd

When Are Canadian Venture Capitalists Investing?

If you’re familiar with the Canadian Startup scene you would have heard of OMERS Ventures. OMERS Ventures is the venture capital arm of OMERS, one of Canada’s largest pension funds with more than $65 billion in net assets. OMERS is a Private Equity investment firm and lifecycle investor. The chart below shows you their investment priorities from 2011 up till 2016 (so far) when it comes to seed, early and late stage investments. Here’s some definitions of each:

  • Seed: A small round of funding that is raised by a very early stage company prior to a Series A investment. Often done in the form of a convertible note. [Source]
  • Early Stage: Used to describe companies that have not yet reached meaningful scale [Source]
  • Late Stage: The type of financing that is awarded to a start-up company by a venture capital firm when the company’s product or service becomes widely available. Financially, the company is generating strong revenues and likely has positive cash flow. It may or may not be profitable. Companies receiving later-stage financing may include spinouts of operating divisions of existing private companies. [Source]

Question for Venture Capitalists: Is there a standard or industry definition that everyone uses?

Do IT Buyers Depend on Content to Make Buying Decisions?

Content development is something we do for our clients and it’s a core piece of our B2B Marketing Integration Framework (MI Framework). We produce content as part of a custom marketing program for our technology company clients. We love buyer side research and the chart below is from a recent report from IDG Enterprise entitled: 2016 Customer Engagement, Generating Relationships Over Leads with Marketing and Sales Alignment. We’ve taken this research and put it in our Mi6 data blender and created this chart. The goal of this chart is to provide you an “At-a-Glance” view helping you better decide on what content you should develop, promote and share based on your budget, based on what content matters the most to an IT buyer and what content you’ve already produced. Stay tuned for a deeper dive content series on Content Marketing being developed by the Mi6 Agency team. If you’d like to know when the series starts or would like to chat with Chris Herbert about content development in general connect with us

Sources

2016 Customer Engagement Research – IDG Enterprise.” IDG Enterprise. N.p., n.d. Web. 29 May 2016. 

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

Which Digital Channels Are Marketers Most Confident In Measuring For ROI?” MarketingCharts. N.p., 03 May 2016. Web. 14 May 2016. 

The Metrics B2B Marketers Want to Tie Content to Revenue.”MarketingCharts. N.p., 04 May 2016. Web. 14 May 2016. 

The Most Important Marketing-Related Functionalities of A B2B Commerce Platform Are.” MarketingCharts. N.p., 16 May 2016. Web. 17 May 2016. 

Retail E-Commerce Roundup: Market Shares, Attractiveness, and More.” MarketingCharts. N.p., 09 Apr. 2015. Web. 17 May 2016.

MIT President Reif on Innovation, Future of Education.” Bloomberg.com. Bloomberg, 12 May 2016. Web. 17 May 2016.

B2B Tech Content Marketing: Which Content, When?” MarketingCharts. N.p., 12 May 2016. Web. 22 May 2016.

Marketers’ Analytics Strategies Extend to the C-Suite” – EMarketer.”Marketers’ Analytics Strategies Extend to the C-Suite – EMarketer. N.p., n.d. Web. 22 May 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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