Top B2B news stories from this week

It’s finally Friday, which means it’s time for B2B Marketing’s weekly news round-up.

To read the full version of these stories, and to find out what else you might have missed this week, please visit the News section of our website.

Marketers condemn lack of investment in marketing technology

Quality content is nothing without the right technology to harness it, right? And many marketers believe their company is not investing enough in marketing technology, according to research from Walker Sands.

A staggering 69 per cent of US respondents cited budgetary restrictions as the main factor holding back their company from implementing marketing technologies.

Predictive analytics is most in-demand marketing skill

With predictive analytics set to be the new cool kid on the block over the next year, marketing executives are demanding their employees become fluent in analytics, according to research from Forbes Insights.

Sixty-eight per cent of respondents gave analytics and predictive analytics either a four or five rating of importance, with five meaning the skill was ‘extremely important.’

Measuring results revealed as biggest challenge in predictive analytics

The same research also uncovered the biggest challenges marketers face in regards to predictive analytics, with 58 per cent citing measuring its results as their main hurdle.

Regardless, predictive marketing is set to enjoy a major boost in growth, with over 80 per cent of marketing executives planning to increase investment over the next year.

Call-to-action is the biggest hurdle in email marketing

While predictive analytics is the hot topic in the B2B world this week, marketers should not ignore the stumbling blocks synonymous with other channels.

Email marketing, and more specifically call-to-action, has been under scrutiny from Mailjet this week. In q recent study, the email provider revealed that a quarter of respondents did not recognise how ‘click-rate’ was calculated.

Lloyds Bank and Bank of Scotland launch campaign to support small business owners

Lloyds Bank and Bank of Scotland have released an advertising campaign to highlight how it can help ease the hectic lives of small business owners.

Both banks, owned by Lloyds Banking Group, released separate ad videos promoting the same message - to support small British businesses.

While Bank of Scotland’s video features a business owner struggling to micromanage all the responsibilities of his business, the Lloyds Bank video shows a florist surrounded by paparazzi, highlighting her receiving the attention her company deserves.

Celebrating business – Lloyds Bank the Florist