87% agree that their department now focuses more on achieving business objectives rather than activating channel-based KPIs and goals.
Return on Investment Articles
Additional categories:
Data is Critical to B2B Marketing Efforts. Which Types Are Being Used?
Social media engagement and email marketing data are the most commonly used.
ABM Is Proving More Effective in Some Areas Than Others
ABM isn’t significantly improving cross-sell/upsell efforts, but is helping drive active engagement with select accounts.
Which Technologies Are Moving the Needle on Digital CX?
An impressive 98% of marketers say that their martech ROI has improved this year.
Content Volume – and Budgets – Expected to Increase Next Year
Marketers’ budget outlook for content seems to have grown from last year.
What Are Brands’ Concerns About Social Media ROI?
It’s hard having to use multiple platforms and keep track of new user and advertising features.
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.
B2B Demand Gen Marketers to Increasingly Prioritize High-Quality Lead Programs
Lead nurturing is also set to be prioritized more in the coming year, while content syndication falls out of favor.
Advertisers Estimate Wrong Ad Creative Served to Wrong Consumers About 25% of the Time
Correcting this could increase ROI by an estimated 29%, according to advertisers.
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.
These Are Enterprise Organizations’ Top Digital Advertising Priorities
Marketers are struggling to unify their creative and paid media teams, and are making this a priority over the coming year.
Commerce Media Decision-Makers Report Strong ROI
Almost 9 in 10 agree that advertisers demand more transparency with first-party data than their organization wants to offer.
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.
Workplace Software Buyers Rely on A Variety of Info Sources
Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
Improving Conversion Rates Continues to be the Top B2B Revenue Marketing Priority
Other priorities include generating demand to acquire new customers and improving the ability to measure and analyze marketing impact.
B2B Buyers More Thoroughly Evaluating Purchases
Almost 4 in 10 are conducting a more detailed ROI analysis.
Marketers Question MarTech’s ROI
7 in 10 acknowledge that their organizations at least sometimes approve investments in new technology solutions without a defined ROI plan.