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Sept 2013 LinkedIn B2B Survey Readout
 

Sept 2013 LinkedIn B2B Survey Readout

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See the results of our B2B survey of industrial and electrical executives on their online marketing opinions and needs.

See the results of our B2B survey of industrial and electrical executives on their online marketing opinions and needs.

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    Sept 2013 LinkedIn B2B Survey Readout Sept 2013 LinkedIn B2B Survey Readout Presentation Transcript

    • Sponsored  by:   SURVEY READOUT            September  2013   B2B  
    • INTRODUCTION   Content   Marke-ng   means   crea)ng   and   sharing   valuable   free   content   to   a5ract   and   convert   prospects   into   customers,   and   customers   into   repeat   buyers.   The   type   of   content   you   share   is   closely   related  to  what  you  sell;  in  other  words,   you’re   educa)ng   people   so   that   they   know,   like,   and   trust   you   enough   to   do   business  with  you.   •  Copyblogger   “ ” Online   marke-ng   and   social   media   con)nue   to   challenge   B2B   marketers.  Primary  research,  while  anecdotal,  reveals  that  55%  of   Industrial   and   Electrical   execu)ves   “struggle”   with   their   online   marke)ng  goals  and  aspira)ons.       Manufacturers  and  distributors  con)nue  to  use  old  tools  to  build   a  new  world  and  defend  against  non-­‐tradi)onal  compe)tors.       Big   clucky   websites   store   safety   data   sheets   and   printed   brochures  are  almost  invisible  to  today’s  search  engines  and  lack   a  clear  vision  and  sustained  budget.  Online  marke)ng  is  not  the   growth  engine  promised  but  a  (nuisance)  expense.     Execu)ves   feel   jus)fied   with   this   posi)on   because   the   organiza)on  lacks  clear  goals  and  measurable  ROI.  It’s  a  chicken-­‐ and-­‐egg  situa)on.     We  wanted  to  learn  a  bit  more  so  compiled  a  short  survey,  just  10   ques)ons,  to  add  some  metrics  to  the  prevailing  commentary.     We   received   dozens   of   responses   and   want   to   thank   everyone   who  par)cipated.     Steve  Hartkopf   shartkopf@aligned-­‐marke)ng.com   800-­‐707-­‐9150  
    • Q1   HOW  MANY  ONLINE  INFORMATION  SOURCES  such  as  magazines,   newspapers,  CNN,  WSJ,  blogs  or  Facebook  do  you  read  each  week?   Sponsored  by:  
    • Q2   IN  THE  BOX  BELOW  LIST  YOUR  MOST  VISITED  INFORMATION  WEBSITES,   blogs,  and/or  online  groups:   1.  Company  website   2.  LinkedIn   3.  Yahoo   4.  WSJ   5.  Facebook   6.  ISA  (NewsleWer)   7.  MDM   8.  Fox  News   9.  Google  News   10. Industrial  Distribu-on  Magazine   11. NewsMax   12. Accurint   Sponsored  by:  
    • Q3   WHICH  TOPICS  WOULD  YOU  READ  ABOUT  MORE  if  there  was  an  easy  to   access  and  easy  to  read  online  source  available?   Sponsored  by:   Industrial  and  Electrical  professionals  were  the  largest  group  of  respondents  so  the  fact  that  they   want  more  “Industry  content”  is  not  surprising.     What’s  surprising  is  25%  of  respondents  want  more  informa)on  on     “Content  crea)on  and  online  marke)ng.”  
    • Q4   OUR  ONLINE  MARTKETING  CLEARLY  EXPLAINS  our  product’s  and  service’s   value  proposi-on.   Sponsored  by:   Just  over  30%  “Strongly  agree”  that  their  company’s  website  “clearly  explains”  their   product’s  and  service’s  value  proposi)on.       55%+  “Somewhat  agree,”  which  was  characterized  as  a  “less  than  enthusias)c   endorsement”  by  our  online  marke)ng  team.    
    • Q5   OVERALL  ARE  YOU  SATISFIED  with  your  company’s  website  and  online   marke-ng?   Sponsored  by:   The  response  to  this  ques)on  also  surprised  our  team  a  bit.       22%  of  respondents  are  “Neither  sa)sfied  or  dissa)sfied”  with  their  company’s   website  and  online  marke)ng.  Almost  a  quarter  of  respondents  seem  indifferent.     Further,  just  over  65%  are  either  “Extremely  or  Slightly  sa)sfied.”      
    • Q6   MY  COMPANY  STRUGGLES  to  consistently  create  high-­‐quality  website  and   social  media  content.   Sponsored  by:   Over  55%  of  respondents  “Somewhat  agree”  that  their  company  struggles  to  create   high-­‐quality  website  and  social  media  content.       Another  <25%  “Neither  agree  or  disagree.”  Are  they  indecisive,  indifferent,  or  just   don’t  know?  If  they  don’t  know  then  why  would  they  respond  to  this,  clearly  online   markeFng,  survey?      
    • Q7   HOW  WOULD  YOU  COMPARE  your  company’s  online  marke-ng  to  your   main  compe-tor’s?   Sponsored  by:   Q7  helps  reconcile  the  inconsistency  between  Q5  and  Q6.  Namely  the  high  response  rate   to  the  term  “struggling”  while  only  10%  responded  “Slightly  or  Extremely  dissa)sfied.”       Our  team  drew  three  conclusions,  there  may  be  more:   1.  The  general:  We’re  “struggling”  but  we’re  doing  an  acceptable  job.   2.  The  comparaFve:  We’re  matching  our  compeFtor’s  and  that’s  acceptable.     3.  The  execuFve  conclusion:  We  suffer  from  low  expectaFons.    
    • Q8   HOW  WOULD  YOU  DESCRIBE  your  company’s  online  marke-ng?   Sponsored  by:   Only  20%  of  respondents  thought  the  online  marke)ng  (website,  social  media,  etc.)  was  a   “marke)ng  investment  with  a  clear  ROI  designed  to  increase  sales.”     Primary  research  revealed  most  online  marke)ng  consisted  of  websites  focused  on   product  research  and/or  purchasing.   Note:  This  approach  may  maintain   the  status  quo  but  it  lacks  online   markeFng  objecFves,  such  as:   •  Be  an  industry  thought  leader   •  Online  customer  service   •  Engaging  a  younger  audience   •  AQracFng  new  customers   •  Defense  against  new  online   compeFtors  like  Amazon  and   Google   44%  
    • Q9   MY  COMPANY’S  GREATEST  online  need  is:   Sponsored  by:   Finally,  the  respondent’s  “needs”  were  quite  mixed:      (the  numbers  were  rounded  up  or  down  slightly  for  the  reader’s  convenience)   •  30%  need  be5er  content  to  improve   search  engine  results   •  30%  need  dedicated  resources  with   specific  skills   •  20%  need  a  larger  budget  (we   thought  this  would  be  higher)   •  10%  need  a  social  media  policy,   strategy  and  resources   •  10%  need  senior  management  to   make  online  marke)ng  a  priority  
    • Sponsored  by:   Contact  the  author   Steve  Hartkopf   Founder,  Aligned  Marke)ng,  LLC     Email:  shartkopf@aligned-­‐marke)ng.com   Phone:  800-­‐707-­‐9150