Critical Thinking

B2B from the analysis of the quantity of

B2B AND MARKETINGIt is quite clear that in B2B organizations spend less time on their marketing strategy. Based on the latest research from 2017 on customer brand engagement practices in B2B companies, we can see the proof to the B2B organizations do not pay enough attention to their content marketing. The results of the survey showed that just 8% of all the organizations who participated, felt confident in what they were doing regards their marketing content (8%, who claimed to be able to provide accurate measurement to the business and chose to call their marketing strategy as “sophisticated”). 24% categorized themselves as “mature” and said that they find success, however struggle a lot with integration of a common strategy across the company. The majority of those who partaken the survey (29%) called themselves “adolescents” in terms of marketing for B2B, they start to see early successful results from incorporating any business case at all. The second biggest group is “youngsters”(27%) who are confronting struggles of creating a cohesive strategy and measurement plan. Finally, there is also a small group of those who do some pieces of content but have yet to figure it out as a marketing process, this group is called “first steps” and confine 11% of all the organizations.Even though quite a big cluster of all the participating B2B organizations have at least some kind of a strategy concerning their content marketing, only 32% of them have it documented, which proves that nearly only one third of them takes marketing for B2B seriously.The most effective social media platforms for content creation and distribution for B2B according to the surveyors are ranked as following: LinkedIn (66% of all the votes), Twitter (55%), YouTube (51%), SlideShare (41%), Facebook (30%), Instagram (22%), Pinterest (20%) and, finally, Google + (13%).48The most astonishing results come from the analysis of the quantity of content-marketing dedicated meetings in an organizations. Apparently around 14% of all organizations only meet when “it’s needed”, which clearly shows that content marketing is not a priority for them.B2B AND MARKETINGIt is quite clear that in B2B organizations spend less time on their marketing strategy. Based on the latest research from 2017 on customer brand engagement practices in B2B companies, we can see the proof to the B2B organizations do not pay enough attention to their content marketing. The results of the survey showed that just 8% of all the organizations who participated, felt confident in what they were doing regards their marketing content (8%, who claimed to be able to provide accurate measurement to the business and chose to call their marketing strategy as “sophisticated”). 24% categorized themselves as “mature” and said that they ifnd success, however struggle a lot with integration of a common strategy across the company. The majority of those who partaken the survey (29%) called themselves “adolescents” in terms of marketing for B2B, they start to see early successful results from incorporating any business case at all. The second biggest group is “youngsters”(27%) who are confronting struggles of creating a cohesive strategy and measurement plan. Finally, there is also a small group of those who do some pieces of content but have yet to figure it out as a marketing process, this group is called “first steps” and confine 11% of all the organizations.Even though quite a big cluster of all the participating B2B organizations have at least some kind of a strategy concerning their content marketing, only 32% of them have it documented, which proves that nearly only one third of them takes marketing for B2B seriously.The most effective social media platforms for content creation and distribution for B2B according to the surveyors are ranked as following: LinkedIn (66% of all the votes), Twitter (55%), YouTube (51%), SlideShare (41%), Facebook (30%), Instagram (22%), Pinterest (20%) and, finally, Google + (13%).1The most astonishing results come from the analysis of the quantity of content-marketing dedicated meetings in organizations. Apparently around 14% of all organizations only meet when “it’s needed”, which clearly shows that content marketing is not a priority for them.VIVEK’s MODELAn excellent model to understand B2B engagement measurability is Vivek’s model. ? Vivek in his research determines 5 various engagement dimensions. Using them we can look to which extent each individual company is connecting to their clients.Vivek states that customer engagement can be very beneficial to the marketing strategy of the organization, and can bring loyalty, word-of-mouth, share of wallet and cross-selling among others24. At the same time, in influences both customer value and the reputation and recognition of the brand. The first step is awareness, which suggests that consumer, and, in B2B case, another company to who we sell our goods/services, are conscious of and have a proper knowledge of the object of engagement, which is a product or service that we produce or sell. However, at this stage we have no real contact with our clients, they just have seen/heard about us and might just watch us over carefully. The next step is enthusiasm, where it prompts the buyer to get excited about our brand. Only with a genuine curiosity about our brand and product/service the buyers will proceed to actual communication with brand, thus this step is absolutely essential in building brand-awareness. At this stage it is quite possible that buyer’s already tried our product and liked it, so maybe he starts to look for more information about it. The following step is interaction: it is an exchange of ideas, thoughts, feelings and emotions about the object/service with others. It may be sharing through Social Media platforms, word-of-mouth, etc. This stage is incredibly important because it brings us more recognition and raises our brand-awareness. It is also able to help us create a positive brand image thanks to positive reviews and feedback. The final stage is activity – the very top of brand engagement, it takes place when the customer is offered by the company to participate in the program and to take specific actions to engage, such as focusing on suggestions for innovation etc. There is a visible and open connection in between client and company now, it is a proper both-ways communication25.

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