Content Marketing News Roundup: B2B Tech Marketing Edition

Content Marketing News Roundup: B2B Tech Marketing EditionThis 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.”
  • Demand Grows for Social B2B Data by Kelly Liyakasa at “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.”

Next week, we’re hosting a B2B marketing webinar. Join Mary Ellen Slayter and a panel of online marketing experts to learn how to drive more traffic to your website. Sign up now.

Reputation Capital B2B Marketing Webinar

Reputation Capital Media Services is a Baton Rouge marketing agency that helps B2B companies and their marketing agencies produce high-quality digital content, including blog posts, e-mail newsletters, white papers and multimedia. Our editors and writers are experts in their fields, which include HR technology, employee benefits, and financial services and accounting. Contact us for a free 30-minute consultation to find out how great content can help you attract and retain your customers.

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