(source : eMarketer.com)

Three-quarters say fewer than half of email campaigns are triggered

Business-to-business (B2B) marketers have email automation work to do, based on March 2015 research by Spear Marketing Group. US B2B marketing executives surveyed were most likely to report that fewer than 25% of their current email campaigns were triggered, limiting them from responding automatically to recipient actions, such as website visits or event registrations, in a “timely and more relevant fashion.” Meanwhile, just one-quarter said more than half of the email campaigns conducted in an average month were automated.

Respondents also weren’t reaching out frequently to prospects. About three in 10 said their existing prospects received email communications from them once a month or less. According to Spear, “best practice dictates that a frequency of at least one email per month is the minimum required to maintain some level of brand awareness.”

Comme démontré dans un nouveau rapport eMarketer, " B2B Content Marketing in the US: Maximizing ROI and Cost-Effectiveness over Time," même s’il y a plus d'argent injecté pour le marketing de contenu, les budgets investis dans le marketing B2B restent très faibles. En janvier 2015, l'enquête de Regalix, faite auprès des cadres en marketing B2B au niveau mondial, révèlait que seulement 6% des personnes interrogées ont alloué plus de la moitié du budget de marketing de leur entreprise pour le marketing de contenu. La majorité (72%) a alloué un quart ou moins au marketing de contenu.


Peu importe la raison, le marketing de contenu engendre des résultats, en particulier en ce qui concerne l'objectif final plus traditionnel: la génération de leads qui alimente la perspective des ventes. Dans une étude menée en juillet 2015 par Ascend2 auprès des professionnels du marketing B2B, 43% des répondants ont affirmé que le marketing de contenu a été l'une des tactiques les plus efficaces pour la création des leads.

Bien sûr, obtenir un grand nombre de leads n’est que le début, d'autant plus que les spécialistes en marketing B2B examinent comment le marketing de contenu peut rapporter au fil du temps. En mai 2015 l’étude de Starfleet médias a révélé que 80% des professionnels du marketing B2B ont utilisé l'année dernière, le nombre de leads comme mesure de performance. Ce pourcentage a légèrement baissé par rapport à 2014, où il était de 84%.

B2Bs were also lagging when it came to responding to incoming leads; 40.5% of respondents didn’t employ an auto-responder, which means prospects weren’t getting the immediate attention many demand.

January 2015 research by Regalix highlighted the effectiveness of email during early stages. According to B2B marketing execs worldwide, email was most effective during the awareness and consideration stages of the buying process, at 72% and 69% of respondents. Once the purchase stage came about, the number dropped to 36%.

B2Bs who get their email marketing in tip-top shape stand a good chance at seeing returns. November 2014 polling by Webmarketing123 found that email was the No. 1 channel for which US B2B marketers could prove clear return on investment, cited by 66% of respondents, vs. 37% who called out second-place paid search.