Top B2B news stories from this week

With The Festival of Marketing taking place in London earlier this week, you may have been hard-pressed to keep track of the latest launches, campaigns, stats and facts floating around the B2B space.

Fear not, our weekly news round-up will ensure you’re a social marketing butterfly as you impress colleagues with your B2B knowledge.

As always, for full versions of the below articles and for any other articles you may have missed, visit our news section.

Marketers reveal their biggest data-driven challenges

Data. It’s the lifeblood of every marketing business. Yet, with great power comes a whole host of challenges that marketers are struggling to overcome.

The most frequently cited obstacle was improving the quality of data itself, with 59 per cent of respondents stating it was their main challenge.

The survey, conducted by Ascend2, uncovered other issues including integrating data across platforms (51 per cent), raising the level of data analytical skills (38 per cent) and measuring data-driven marketing ROI (37 per cent).

Which contact data fields do marketers value the most?

In the same survey, marketers were asked which contact data fields they found the most useful, excluding email address.

The most prized contact information was a respondent's first/last name (56 per cent), closely followed by role/title (53 per cent) and company name (39 per cent).

Interestingly, company size ranked the lowest in terms of value, at just 19 per cent.

Thunderhead uses virtual reality to bring its campaign to life

Customer engagement company Thunderhead has employed the power of virtual reality to bring its recent campaign to life.

If you were lucky enough to be at The Festival of Marketing earlier this week, you may have witnessed a number of marketers spinning around in confused circles, while donning the Oculus Rift virtual reality headset.

The experience took attendees on a journey through a digital storm and sought to underpin the importance of gathering real-time customer insights across the entire customer journey.

Cloud computing at the top of c-suite tech concerns

An IBM survey has revealed 72 per cent of global c-suite executives think technology is most responsible for changing the competitive landscape, ahead of market factors.

Of the technologies available, 63 per cent predict cloud computing services will be particularly important in the near term, with mobile solutions (61 per cent) a close second.

Rawnet and RMHC release 1980s inspired kids’ storybook

Enough of stats and data, let’s end on some feel-good Friday news. Digital marketing agency Rawnet has teamed up with Ronald McDonald House Charities (RMHC) to create an interactive storybook featuring famous faces from 1980s television.

Well-known kids’ TV characters including Pingu, the Poddington Peas and Dogtanian feature in the Patch the Night Light story.

Intended to encourage more parents to read to their kids before bedtime, adults and children alike will enjoy the nostalgic and interactive nature of the storybook.