|By Business Wire||
|December 17, 2012 08:02 AM EST||
According to a national marketing study released today by Demandbase, Inc., the real-time targeting and personalization platform, and produced with the assistance of Ziff Davis, a leading technology media company, today’s enterprise marketers are struggling to overcome misalignment between long term strategies and the tactical activities which consume budget and resources.
Crafted based on feedback from hundreds of B2B executives from small, mid-size and large organizations in multiple industries, the study analyzes a broad overview of current marketing practices and helps to create a roadmap for the future of online marketing for businesses.
“As we enter 2013, marketers must get smarter in the face of continued budgetary and resource restrictions, bridging the gap between their ongoing goals and the practices necessary to achieve those goals,” said Jason Stewart, director of marketing at Demandbase. “B2B marketers are under pressure to take advantage of new strategies to stay competitive, but long term success will only be achievable if businesses are marrying their short-term strategies with long-term priorities.”
FINDINGS INCLUDE: (Note: Detailed findings around a broad range of questions asked in the survey can be found in the study here.)
Long Term Gain, Short Term Strain: Disconnect Between
Resource Allocation, Practices and Long-Term Goals
Account-based information is considered important in resource allocation, but buyer demographics dominate lead scoring and tactical efforts. The survey asked marketers to define the importance of key marketing targets, activities around those targets, and resource allocation; findings include:
- 56 percent of respondents report companies by industry vertical as being the most important marketing targets, but less than one-half (49 percent) are dedicating the most resources towards this target audience; only 25 percent reported an increased focus on industries and vertical markets as a long-term focus
- 35 percent reported scoring the value of leads based on targeted, named accounts, yet account-based marketing is currently only receiving 25 percent of overall marketing resources
- 45 percent of marketers are using companies by size as a key consideration for lead scoring, but only 25 percent of marketers spend their time focusing budget and resources on targeting companies by size
“Strategic accounts scored third overall when marketers were asked about the most important marketing targets, but this ranking is not reflected in resource allocations and named accounts are not getting the attention they deserve,” continued Stewart. “Each time companies are dedicating resources to a specific department or executive title they could well be targeting the right people, but at the wrong companies.”
Social Media Rivaling Search:
B2B marketers are heeding the call for content that educates and builds prospect trust. Social media has jumped to the top of the marketing strategy mix as a delivery mechanism for that content, ranking second only to organic search optimization and just above inbound marketing/content creation.
- 63 percent of survey respondents report that they leverage SEO/Organic Search for online marketing
- 60 percent report that they leverage Social Media Marketing for online marketing
- 53 percent report that they leverage Inbound/Content Marketing
- 41 percent report that they leverage SEM/Pay Per Click strategies
Time and Money:
- When asked “Which of the following marketing challenges apply to your company?” the #1 challenge is ‘Lack of Budget,’ followed by ‘Personnel and Resources’
- On the other end of the spectrum ‘Measuring ROI’ and ‘Lack of Sales and Marketing Alignment’ were cited as the least prevalent challenges, showing that marketing executives could be becoming more confident in their ability to measure ROI
“Perhaps the most shocking statistic of the study is that 50 percent of respondents admitted that they only have a basic understanding of their target markets and who they can sell to. There is a process step in the creation of understanding the buyer that many B2Bs are skipping,” said Craig Rosenberg, sales and marketing consultant and Funnelholic blogger. “Overall, the study demonstrates that, while marketers have multiple new strategies at their fingertips to better target their prospects and customers, they continue to struggle with how to select the types of companies they should be targeting in the first place.”
The 2012 Demandbase National Business Marketer Survey was conducted among the Ziff Davis network. The survey was conducted online between Aug. 7-27, 2012. For more information about the 2012 Demandbase National Business Marketer Survey, go to http://www.demandbase.com/landing-page/account-based-marketing-in-2013-white-paper.
SYS-CON Events announced today that Akana, formerly SOA Software, has been named “Bronze Sponsor” of SYS-CON's 16th International Cloud Expo® New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Akana’s comprehensive suite of API Management, API Security, Integrated SOA Governance, and Cloud Integration solutions helps businesses accelerate digital transformation by securely extending their reach across multiple channels – mobile, cloud and Internet of Things. Akana enables enterprises to share data as APIs, connect and integrate applications, drive part...
Apr. 21, 2015 05:00 AM EDT Reads: 1,885
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, a...
Apr. 21, 2015 05:00 AM EDT Reads: 4,756
VoxImplant has announced full WebRTC support in the newest versions of its Android SDK and iOS SDK. The updated SDKs, which enable audio and video calls on mobile devices, are now compatible with the WebRTC standard to allow any mobile app to communicate with WebRTC-enabled browsers, including Google Chrome, Mozilla Firefox, Opera, and, when available, Microsoft Spartan. The WebRTC-updated SDKs represent VoxImplant's continued leadership in simplifying the development of real-time communications (RTC) services for app developers. VoxImplant (built by Zingaya, the real-time communication servi...
Apr. 21, 2015 04:45 AM EDT Reads: 2,007
SYS-CON Events announced today that CommVault has been named “Bronze Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. A singular vision – a belief in a better way to address current and future data management needs – guides CommVault in the development of Singular Information Management® solutions for high-performance data protection, universal availability and sim...
Apr. 21, 2015 04:45 AM EDT Reads: 1,809
SYS-CON Events announced today that SafeLogic has been named “Bag Sponsor” of SYS-CON's 16th International Cloud Expo® New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. SafeLogic provides security products for applications in mobile and server/appliance environments. SafeLogic’s flagship product CryptoComply is a FIPS 140-2 validated cryptographic engine designed to secure data on servers, workstations, appliances, mobile devices, and in the Cloud.
Apr. 21, 2015 04:30 AM EDT Reads: 1,923
SYS-CON Events announced today that StorPool Storage will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. StorPool is distributed storage software that allows service providers, enterprises and other cloud builders to run data storage on standard x86 servers, instead of using expensive and inefficient storage arrays (SAN).
Apr. 21, 2015 04:00 AM EDT Reads: 2,062
The IoT Bootcamp is coming to Cloud Expo | @ThingsExpo on June 9-10 at the Javits Center in New York. Instructor. Registration is now available at http://iotbootcamp.sys-con.com/ Instructor Janakiram MSV previously taught the famously successful Multi-Cloud Bootcamp at Cloud Expo | @ThingsExpo in November in Santa Clara. Now he is expanding the focus to Janakiram is the founder and CTO of Get Cloud Ready Consulting, a niche Cloud Migration and Cloud Operations firm that recently got acquired by Aditi Technologies. He is a Microsoft Regional Director for Hyderabad, India, and one of the f...
Apr. 21, 2015 04:00 AM EDT Reads: 1,328
SYS-CON Events announced today that kintone has been named “Bronze Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. kintone promotes cloud-based workgroup productivity, transparency and profitability with a seamless collaboration space, build your own business application (BYOA) platform, and workflow automation system.
Apr. 21, 2015 03:00 AM EDT Reads: 1,569
SYS-CON Events announced today that Site24x7, the cloud infrastructure monitoring service, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Site24x7 is a cloud infrastructure monitoring service that helps monitor the uptime and performance of websites, online applications, servers, mobile websites and custom APIs. The monitoring is done from 50+ locations across the world and from various wireless carriers, thus providing a global perspective of the end-user experience. Site24x7 supports monitoring H...
Apr. 21, 2015 02:30 AM EDT Reads: 1,922
SYS-CON Events announced today that Intelligent Systems Services will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Established in 1994, Intelligent Systems Services Inc. is located near Washington, DC, with representatives and partners nationwide. ISS’s well-established track record is based on the continuous pursuit of excellence in designing, implementing and supporting nationwide clients’ mission-critical systems. ISS has completed many successful projects in Healthcare, Commercial, Manufacturing, ...
Apr. 21, 2015 02:15 AM EDT Reads: 2,508
WebRTC is an up-and-coming standard that enables real-time voice and video to be directly embedded into browsers making the browser a primary user interface for communications and collaboration. WebRTC runs in a number of browsers today and is currently supported in over a billion installed browsers globally, across a range of platform OS and devices. Today, organizations that choose to deploy WebRTC applications and use a host machine that supports audio through USB or Bluetooth can use Plantronics products to connect and transit or receive the audio associated with the WebRTC session.
Apr. 21, 2015 02:00 AM EDT Reads: 1,722
The best mobile applications are augmented by dedicated servers, the Internet and Cloud services. Mobile developers should focus on one thing: writing the next socially disruptive viral app. Thanks to the cloud, they can focus on the overall solution, not the underlying plumbing. From iOS to Android and Windows, developers can leverage cloud services to create a common cross-platform backend to persist user settings, app data, broadcast notifications, run jobs, etc. This session provides a high level technical overview of many cloud services available to mobile app developers, includi...
Apr. 21, 2015 02:00 AM EDT Reads: 690
SYS-CON Events announced today that B2Cloud, a provider of enterprise resource planning software, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. B2cloud develops the software you need. They have the ideal tools to help you work with your clients. B2Cloud’s main solutions include AGIS – ERP, CLOHC, AGIS – Invoice, and IZUM
Apr. 21, 2015 02:00 AM EDT Reads: 3,325
The WebRTC Summit 2015 New York, to be held June 9-11, 2015, at the Javits Center in New York, NY, announces that its Call for Papers is open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 16th International Cloud Expo, @ThingsExpo, Big Data Expo, and DevOps Summit.
Apr. 21, 2015 01:45 AM EDT Reads: 2,331
SYS-CON Events announced today that Tufin, the market-leading provider of Security Policy Orchestration Solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. As the market leader of Security Policy Orchestration, Tufin automates and accelerates network configuration changes while maintaining security and compliance. Tufin's award-winning Orchestration Suite™ gives IT organizations the power and agility to enforce security policy across complex, multi-vendor enterprise networks. With more than 1...
Apr. 21, 2015 01:45 AM EDT Reads: 3,439
As enterprises move to all-IP networks and cloud-based applications, communications service providers (CSPs) – facing increased competition from over-the-top providers delivering content via the Internet and independently of CSPs – must be able to offer seamless cloud-based communication and collaboration solutions that can scale for small, midsize, and large enterprises, as well as public sector organizations, in order to keep and grow market share. The latest version of Oracle Communications Unified Communications Suite gives CSPs the capability to do just that. In addition, its integration ...
Apr. 21, 2015 01:30 AM EDT Reads: 4,068
SYS-CON Events announced today that Cloudian, Inc., the leading provider of hybrid cloud storage solutions, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Cloudian, Inc., is a Foster City, California - based software company specializing in cloud storage software. The main product is Cloudian, an Amazon S3-compliant cloud object storage platform, the bedrock of cloud computing systems, that enables cloud service providers and enterprises to build reliable, affordable and scalable cloud storage solu...
Apr. 21, 2015 01:00 AM EDT Reads: 2,523
SYS-CON Events announced today that Gridstore™, the leader in hyper-converged infrastructure purpose-built to optimize Microsoft workloads, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Gridstore™ is the leader in hyper-converged infrastructure purpose-built for Microsoft workloads and designed to accelerate applications in virtualized environments. Gridstore’s hyper-converged infrastructure is the industry’s first all flash version of HyperConverged Appliances that include both compute and storag...
Apr. 21, 2015 12:45 AM EDT Reads: 4,444
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...
Apr. 21, 2015 12:00 AM EDT Reads: 5,018
BroadSoft on Tuesday announced that it is a recipient of the 2014 Frost & Sullivan Market Leadership Award in the Hosted/Cloud Internet Protocol (IP) Telephony market for Latin America. According to Frost & Sullivan market research, the Latin America (LATAM) hosted/cloud Internet Protocol (IP) telephony market, including integrated unified communications and collaboration (UC&C) applications, is currently experiencing a rapid growth trajectory and is expected to exhibit a tenfold rise in annual revenues in the 2013-2020 period. With more than 600 cloud deployments internationally, BroadSoft w...
Apr. 21, 2015 12:00 AM EDT Reads: 2,105