Top keywords for B2B marketers are 'email marketing' and 'online video', study suggests

A new study, in which 'intent signaling data' was monitored and analyzed to identify the direction in which B2B marketers nationwide are moving, found the greatest increase in interest in the keywords "email-related marketing" and "online video marketing."

The online activities of companies nationwide were monitored for a period of two years to establish baseline activity levels while these online activities for the 30-day period from November 15, 2016 to December 15, 2016 were monitored and compared to each company's baseline levels. Third, keywords showing the greatest increase in online activity were isolated using the InsightBASE Relevance Engine.

"What makes this trending study significant is that it provides a window into the minds and interest areas of marketers nationwide. As the B2B buying journey begins with online research, this use of intent signaling data powerfully illustrates a new capability for B2B marketers. Now they can see which products and services companies are researching online, to tailor their marketing and activities to win new customers," said Brian Giese, CEO of True Influence. "We set out to market business signaling intelligence with InsightBASE, and now see a 'secret weapon' of sorts for marketers. We see trends towards marketers looking to integrate external data with the intelligence they are gathering from their own internal campaigns."

The report coincides with a recent Forbes study that reports that found 80% of executives are watching more online video today than they were a year ago and three-quarters (75%) of executives surveyed watch work-related videos on business-related websites at least weekly. Additionally, overall, 65% have visited a vendor's website after watching a video.

The information aggregated by InsightBASE has value across all industries and job functions because it is monitoring near real-time behavior. Additionally, the data suggests a variance in what people tell general researchers they are interested in compared to the story their actions tell.