Behavioral Data Key to B2B Marketing and Automation

The internet has become a primary source of information, recommendations and reviews when business decision-makers contemplate potential purchases. This places significant responsibility on marketers, who must now guide and nurture these leads via digital through the majority of the buying cycle.

Relying on automated solutions to create and deploy lead nurture programs is not new, but business-to-business (B2B) marketers are eyeing them with a renewed focus, according to a new eMarketer report, “B2B Marketing Automation: Using Behavioral Data to Power Lead Nurture.”

B2B Marketing Automation

Read more: eMarketer


How Are Retail Advertisers Engaging Mobile Audiences?

Millennial Media has released the latest study in its “Mobile Intel” series, produced in partnership with comScore. As part of the study, Millennial Media shows how retail advertisers are employing a number of post click actions that differ significantly from the average advertiser on the platform. Mobile commerce, store locator and site search are among the top actions they’re using to drive web and foot traffic.

Retail advertisers and mobile

source: Marketing Charts

How Social Data is Being Used for Marketing Campaign Decisions

Social-media listening has been around for years, but rather than merely watching what people are saying about a brand and giving it a sentiment score, Sparks and Honey monitors anything and everything that’s bubbling up in media, organizing it into a fluid structure of several categories and sub-categories, then eventually using those concepts as fodder for branded content.


Source: AdAge

Infographic: SMBs Digital Marketing Trends | Mobile Marketing Watch

The newest research into the advertising behaviors of small and medium-sized businesses (SMBs) indicates that SMBs are increasingly embracing mobile and social platforms for improving operational efficiencies and promotion.

In particular, mobile payments are gaining significant traction with SMBs, with 40 percent of those surveyed stating they now accept payments at the point of sale with a mobile credit card reader attached to a smartphone or tablet.


Source: Infographic: SMBs Digital Marketing Trends | Mobile Marketing Watch.

What Data Are Marketers Analyzing? – eMarketer

According to a survey by research firm Econsultancy and data consulting company Lynchpin:

  • 63% of companies paid more attention to social data in 2013, up from 56% in 2012;
  • 73% analyzed the interaction between different channels, up from 70% in 2012;
  • 29% monitored real-time behaviour, compared to zero percent in 2012;
  • 20% analyzed company profiling, up from 10% in 2012.

The greatest percentage of marketers worldwide – 52% – said data helped them identify new business opportunities.

Marketer analysis 

source: What Data Are Marketers Analyzing? – eMarketer