As a leading customer relationship management firm today, Salesforce.com knows a thing or two about making a connection. Michael Peachey, senior director of solutions marketing, spoke with eMarketer for our B2B Perspective series about how the company uses video to reach its business client—and why shorter, bite-size video moments have the best impact.

via Salesforce.com Creating ‘Snackable Content’ – eMarketer.

Experian-Mobile-Email-Interactions-in-Q2-Sept2013The figures do vary from one researcher to the next, but the latest email benchmark study [download page] from Experian Marketing Services indicates that fully half of email opens during Q2 occurred only on a mobile device “mobile-only”. Notably, though, the mobile-only segment represented a smaller share of unique clicks 40% and a far more insignificant 13% share of transactions, suggesting that while consumers will open emails on their mobile devices, they’re less comfortable using them to click on emails and complete transactions.

via 1 in 2 Email Opens Said to Occur on a Mobile Device During Q2.

ForresterResearch-B2B-Marketing-Impact-on-Biz-Sept20132 in 3 US CMOs are feeling pressure from the board to prove marketing’s value, according to recent research, and it seems that B2B marketing leaders may have some work to do in this regard. According to a Forrester Research survey [download page] of 174 B2B marketing leaders, while 72% agreed that it’s clear to their leadership how marketing impacts the business, just 51% agreed that marketing’s financial value is clear to the business. Respondents themselves may be to blame.

via Only 1 in 2 B2B Marketers Agree That Marketing’s Financial Value is Clear to Their Business.

Duke-CMO-Survey-Marketing-Analytics-Trends-Aug2013Worsening trends for marketing analytics in the US, according to the latest CMO Survey [pdf] from Duke University’s Fuqua School of Business. The percentage of projects estimated by CMOs to be using marketing analytics has dropped to 29% from 35% at this time last year, while two-thirds of CMOs now say their company doesn’t formally evaluate the quality of marketing analytics, up from 53.2% last year.

via CMOs Using Marketing Analytics Sparingly; Most Forgo Formal Evaluation of Quality.