Last year, global marketing and advertising spend grew by a relatively muted 4%, but this year the market is expected to expand by 7.7%.
Business of Marketing Articles
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What Are the Perceived Strengths of Affiliate Marketing?
Affiliate marketing is credited with providing a steady stream of new, innovative marketing partners.
Strong Spending Growth Forecast for Data Services and Technology
About 9 in 10 survey respondents report that their organization is increasing its investments in data services.
BDR Teams Are Growing – As Are Their Quotas
Roughly 4 in 10 BDRs said that their quotas increased in 2023.
Which Skills Are Important in RevOps?
9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.
These Are the Biggest Obstacles Faced by B2B CMOs in Demonstrating the Value of Marketing
87% agree that their department now focuses more on achieving business objectives rather than activating channel-based KPIs and goals.
Marketing Industry Diversity Drops, but There’s Improvement at the CMO Level
Some 17.3% of CMOs or CMO-equivalents at ANA client-side marketer members last year were from a racial or ethnic group.
High-Growth Professional Services Firms Spend More on Marketing
Overall, though, professional services firms are dedicating a smaller share of their revenues to marketing.
BDRs Report an Average of Almost 17 Touches per Contact. What Do They Do on Those Attempts?
With more than 6 contacts per account, each account is getting 100 or more contact attempts to identify an opportunity.
B2C Brands Are Still Enjoying Success with Email
9 in 10 B2C marketers are using personalization in their cross-channel campaigns.
Good News and Bad News for CEO Perceptions of CMOs
CEOs have mixed views on their relationship with their CMOs.
Data is Critical to B2B Marketing Efforts. Which Types Are Being Used?
Social media engagement and email marketing data are the most commonly used.
These Are the Biggest Obstacles Faced by B2B CMOs in Demonstrating the Value of Marketing
87% agree that their department now focuses more on achieving business objectives rather than activating channel-based KPIs and goals.
CTV Reach Widening Gap with Traditional TV
CTV has pushed total TV usage up, to almost 90% (88%) reach during the second quarter of last year.
B2B Buyers Are Thirsty for Research-Backed Thought Leadership
7 in 10 buyers are very likely to think more positively about organizations that consistently produce high-quality thought leadership.
The Public’s Trust in Advertising Practitioners’ Integrity Deteriorates
About half of American adults rate advertising practitioners’ honesty and ethical standards as low or very low.
CEOs See the Potential for AI to Improve Marketing
Some 86% of CEOs surveyed in the US agree that AI has the potential to improve marketing.
Some B2B Marketers Report Budget Cuts
In fact, more US B2B marketers surveyed said their budgets will be lower this year than higher in comparison with 2023.