This week brought news of B2B tech marketing to the forefront with a survey showing technology companies plan to increase their marketing budgets this year and news that mobile device giant Samsung is launching a large, global B2B marketing effort for products it has traditionally pushed to individual consumers.
Vivaldi Partners Group released a report this week that found B2B brands are making noteworthy progress in catching up to their B2C counterparts in their use of social media marketing. The report highlighted six companies, half of which were tech giants: General Electric, Philips and SAP.
Read on to get the week’s full set of news on B2B tech marketing, including thoughts on content marketing from Lithium Technologies President and CEO Rob Tarkoff:
- Tech Companies to Increase Marketing Budgets 3.7 Percent by Kate Maddox at BtoB: “Technology companies expect to increase their marketing budgets 3.7 percent this year over last, according to IDC’s “2013 Tech Marketing Barometer,” released earlier this month.
…’Marketing budgets will grow; but, for the fourth year in a row, marketing budgets will lag behind revenue growth for tech vendors,’ said Rich Vancil, group VP-executive advisory group at IDC, during a conference call with IDC clients.”
- Some B-to-B Brands Make Strides in Social Media by Andrew McMains at Adweek: “It’s hard to find social media standouts among business-to-business brands. In many cases, they’re playing catch-up to their more social consumer cousins. Still, Vivaldi Partners Group identified six in a new report that urges B2B players to embrace social, blogs and online video. At the head of the pack are American Express OPEN, General Electric, Philips, Corning, Aon and SAP, the report found. And while B2B players generally trail consumer-facing brands in leveraging social media, that gap may close soon.”
- Scaling Marketing and Customer Support with Trusted Content by Rawn Shah at Forbes: “I was quite curious when Rob Tarkoff, President & CEO of Lithium Technologies said to ‘put trusted content at the center [of your marketing strategy].’ Speaking at their annual event, LiNC 2013, Mr. Tarkoff described that companies that stand out need to start with a disruptive mindset and engender the social customer experience, and then focus on generating trusted content as the new corporate asset.”
- Samsung Targets Business Customers with New Marketing Campaign Across Nine Key Countries by Jon Russell at The Next Web: “Not content with taking the top spot in the consumer smartphone market worldwide, Samsung is turning its attention — and sizeable marketing budget — to the business-to-business (B2B) space after unveiling a global marketing campaign for business users….To capitalize on the growth of BYOD (bring your own device) policies and rising adoption of smartphones, the New Business Experience campaign is hitting nine global markets — the U.S., the U.K., Germany, France, Italy, China, Singapore, Russia and Brazil — featuring print, video and Web advertising spots and a dedicated website for business customers.”
- Demand Grows for Social B2B Data by Kelly Liyakasa at DestinationCRM.com: “Silverpop, a technology company that blends marketing automation with email, social media, and mobile buyer information, just raised $25 million from Escalate Capital Partners and Silicon Valley Bank to invest in automated, customer-driven sales and marketing capabilities. Last year alone, Silverpop onboarded 380 new customers, 60 percent of which turned to the vendor with the intention to grow revenue by focusing on buyer behavior, the company said.”
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