13.01.17 – The week in B2B marketing and tech
It’s Friday afternoon (where has the week gone?) so here’s your weekly round-up of the top news highlights from the B2B marketing and tech industries.
The environmental charity, Greenpeace, has found that Samsung, Oracle, and Netflix are among some of the least green tech firms in the world. The annual report scores companies on transparency over energy use, renewable energy procurement, energy efficiency and public advocacy. According to the report, the IT industry’s energy footprint accounted for 7% of global electricity in 2012, which is set to grow as global internet traffic increases, exceeding 12% this year.
A survey of over 200 B2B marketing leaders has revealed the three main skills vital to the success of modern customer marketing – relationship building, communication and customer services. 93% of those organisations are expected to increase their customer marketing efforts this year. Furthermore, only 61% were satisfied with the results of their current customer marketing efforts, suggesting a significant area for growth.
The founders of eBay and LinkedIn have donated $20m to the Ethics and Governance of Artificial Intelligence Fund to support research aimed at ensuring the safety of artificial intelligences. Speaking about the move, LinkedIn’s founder, Reid Hoffman said “there’s an urgency to ensure that AI benefits society and minimises harm.” This follows a recent initiative by Google, Facebook, Amazon, IBM and Microsoft to establish best practices in AI with the Partnership on AI scheme.
In a further boost to the UK tech sector, Snapchat has set up its international base in London. Snap Inc, the app’s parent company, said “the UK’s strong creative industries make this a great place to build a global business“. Snap Inc has 75 employees in the UK and plans to expand in the future, as well as more than 10 million daily users.
According to a new report, the most sought after skill that three-quarters of marketers are wanting to improve over the next two years is data analysis. Data segmentation and modelling were also top of the list, ranking above web development and graphic design, showing a clear desire by organisations to better understand customer data and the buyer journey. However, 27% of marketers are still handing over the process of data analysis to the IT department.