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b2b tech marketing | motarme

Calculating The ROI for B2B Social Media Marketing

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Marketing budget - coins

B2B firms are increasingly using social media liked LinkedIn, Twitter and other channels to drive sales. But how do you justify the time and effort? And how much should you spend on social media in comparison to your other sales and marketing activities?

B2B Technology Marketing research firm MarketingSherpa published a report in 2011 that answers the question.

To calculate the potential Return on Investment, they suggest you use the formula

(Value Gained from Investment – Cost of Investment) / Cost of Investment = RoI

Social Media Return on Investment

For example:

  • Allocate marketing time and effort of $15,000 to a social media marketing campaign
  • Generate 500 qualified leads from this effort at a value of $150 per lead, giving a total value of $75,000
  • then your RoI = (75k – 15k)/15k = 400% return on investment.

You can read more in the MarketingSherpa report “CMO Perspsectives on Social Media RoI

Business Buyers Increasingly Use The Mobile Web

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Business-to-business (B2B) buyers are increasingly using mobile technologies to buy products and services for their organizations, according to recent US research.  The Forbes Insight survey of 511 senior executives found that 70% use mobile devices when researching products and services and a significant percentage make direct purchases from suppliers through mobile websites and apps.

“Senior executives are constantly on the move and using tablets and smartphones as they travel. They want their suppliers to provide mobile websites and apps that are as good as or better than the corporate website”, says Michael White, Managing Director of marketing technology firm Motarme  “This requires a significant shift in the way B2B companies promote themselves. They will have to provide mobile-ready websites and apps that enable potential customers to complete transactions quickly and simply.”

Key findings from the Forbes Insight report include:

  • More than a quarter of executives responded they were using mobile devices to research purchases exceeding $100,000 .
  • 9 out of 10 executives in the survey used their smartphones on a daily basis and are increasingly using tablets for business tasks.
  • 70% said they used smartphones or tablets to look up product information upon first learning of an offering.
  • A majority of respondents said they would prefer to use smartphones and tablets if vendors made it easier to buy on mobile devices.
  • Problems with mobile apps or websites often prevent them from buying directly.  The most frequent problem is mobile apps or websites that are too difficult to navigate or use.

“The findings of this report continue a trend we’ve been seeing over the past 3 years”, says White.  “According to US sales research agency SiriusDecisions, 67% of the business buyer’s journey is carried out online.  What’s different today is that executives increasingly do this web research while they are on the move, using smartphones and tablets.”

What should  businesses do about the change in buyer behaviour?  As a first step, White recommends that B2B companies check whether their website and online marketing campaigns are mobile-ready. “You should check how your corporate website and promotional campaigns look on mobile devices. There are technologies such as Responsive Web Design that adapt how your website displays depending on which device a visitor uses.  You can also take steps to ensure your email marketing and online advertising are suited to mobile. The key step is to make mobile a priority for your sales and marketing teams”.

For more information on the survey results, refer to the Forbes Insights report “The Connected Executive: Mobilizing the Path to Purchase” –


What is Lead Nurturing?

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Lead Nurturing refers to building regular, automated interactions with sales leads in order to develop a relationship and encourage a purchase. This guide explains what Lead Nurturing is, and the benefits you can obtain such as converting an extra 20% of leads to sales. We also describe step-by-step how to setup your first lead nurturing program.

Written by Michael White

Michael White is co-founder and Managing Director of Motarme, the Marketing Automation vendor. You can find him on LinkedIn and Twitter.

What is Product Market Fit?

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Product Market fit jigsaw

Product Market Fit is the goal for most companies launching a new product or service. Product Market Fit means you have a product that closely matches the needs of a well-defined and large group of customers.  You have sold to a few of these customers, and the sale is similar each time. This makes it easier to sell your product to other customers.

But getting to Product Market Fit takes time. Sometimes your product needs to be adjusted to make it sell. And sometimes you have to try selling to different people if your first target customers don’t want to buy.

This process of experimentation – testing different combinations of product features and target audiences – is the search for product-market fit.

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