About half of video content is being created for the top of the funnel, content marketers estimate.
Marketing Budgets Articles
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CMOs to Increasingly Prioritize CX and Innovation in the Coming Year
The primary roles of the marketing function over the next year will be ensuring effective brand management and developing the overall customer experience.
B2B Demand Gen Budgets to Continue Growth amid Focus on Pipeline and Revenue
The most common way to define demand gen campaign success is through new pipeline opportunities/revenue sourced.
The Vast Majority of CMOs Expect Their MarTech Spend to Grow
7 in 10 CMOs say they can accurately measure the effectiveness of their martech investments.
CMOs’ Budget Outlook Appears to Have Rebounded from Earlier This Year
CMOs are more likely to be reporting revenue increases and to be expecting budget growth.
What Are B2B Content Marketers’ Biggest Challenges?
It’s not about creating enough content, it’s about creating the right content.
Is AI in Search Changing B2B Content Strategies?
Some are sharpening their focus on user intent/answering questions.
What Business Goals Are Driving ABM Investments?
The most commonly cited goals are to create wider engagement with the ideal customer profile and to improve win rates.
From Data to Insights. What’s the Timeline?
About one-quarter of senior marketers say they have access to real-time insights.
DE&I Initiatives Are Waning, US CMOs Say
Spending growth on DE&I initiatives is down, and CMOs are reporting less payoffs from their initiatives.
Which Core B2B Marketing Responsibilities Have Most Increased in Importance?
More than 6 in 10 B2B marketing leaders report a shift from a sales-owned to a marketing-owned customer relationship.
Most US CMOs See Increased Rivalry for Customers on the Horizon
More CMOs now see the emergence of new global competitors as a growing threat than the emergence of new domestic competitors.
Marketers Say AI’s ROI Isn’t Just About Financial Gain
AI is expected to pay off in several ways, including by efficiency gains and effective data analysis.
Where Does CX Fit on CEOs’ Agenda?
CEOs are more likely to prioritize meeting changing customer expectations than improving their CX.
Americans’ Financial Situation Showing Small Signs of Improvement
Fewer appear to be putting off big-ticket and needed purchases.
Is AI in Search Changing B2B Content Strategies?
Some are sharpening their focus on user intent/answering questions.
What Business Goals Are Driving ABM Investments?
The most commonly cited goals are to create wider engagement with the ideal customer profile and to improve win rates.
From Data to Insights. What’s the Timeline?
About one-quarter of senior marketers say they have access to real-time insights.