While live events like trade shows have been very effective for B2B marketers in the past, resulting in sustained growth of the market in recent years, 2020 has been an entirely different story. Due to social distancing restrictions brought on by the COVID-19 outbreak...
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New Deck: Top B2B Marketing Charts of H1 2020
It's been a peculiar and let's say it - in many ways forgettable - year. Like everyone, marketers have had to adapt on the fly, adopting new sales models and shifting their priorities. Although some of the charts in our new deck feature research fielded before the...
Marketing Budget Uncertainty Grows Post-Pandemic
Prior to the global COVID-19 outbreak, many marketers anticipated increasing their investment in areas such as content marketing, events and marketing technology. And, while some still expect an increase in these areas, several appear to be pulling back on budget...
The Majority of B2B CMOs Expect to Increase Their Spending on A Variety of Digital Channels Next Year
Since the beginning of the COVID-19 pandemic, B2B marketers have seen a shift towards digital when it comes to content consumption - and their own sales model. As such, it’s not surprising that the majority of B2B marketing leaders surveyed for a report [download...
5 Points About CMOs’ Budgets Heading into 2021
Roughly 2 in 3 (68%) CMOs expect their martech budget to increase in 2021, despite the impacts of COVID-19 being seen elsewhere in budget decisions, according to Gartner’s latest annual CMO Spend Survey [download page]. Here are 5 key points about what CMOs’ financial...
Which Channels Do Marketers Find Best for Reaching Top Target Audiences?
There are many factors to take into account when striving for a successful multichannel campaign, but in attempting to reach a specific target audience, certain channels appear better placed than others. A recent report [download page] from PFL and Demand Metric on...
Data Hub: Coronavirus and Marketing [Updated]
Let's take an updated look at how marketers and consumers are dealing with this crisis. The below is a curated list of data that we've gathered in recent weeks, but with news about the global spread of the coronavirus and its effects on consumers and businesses...
These Are Considered the Most Important Factors in Achieving Multichannel Campaign ROI
Multichannel marketing is a well-established approach to staying close to a customer throughout their purchase journey. In PFL and Demand Metric's latest report [download page] on the state of multichannel marketing, almost two-thirds (65%) of respondents report a...
What Types of Content Generate Leads That Convert?
A strong majority of marketers believe they have a lead generation strategy that is successful in achieving conversions. This finding comes from a new report [download page] from Ascend2, which notes that 9 in 10 marketers surveyed say their lead generation strategy...
The Impact of COVID-19 on the B2B Exhibition Industry Continues to Worsen
Having reported an all-time low for exhibition industry performance as a result of the COVID-19 outbreak, the Conference for Exhibition Industry Research (CEIR) has released the results of a new poll tracking the ongoing impact of the pandemic on the B2B exhibition...
Four Points About COVID-19’s Impact on Marketing
From the start of the COVID-19 pandemic, marketers have had to re-think or adjust many of their strategies. A new survey from LinkedIn and Vision Critical examines some of the challenges they have encountered and the strategic shifts they have made. Here are a few key...
Half of Marketers and Advertisers Think All Future Live Events Will Have a Virtual Dimension
The future of in-person business has become uncertain since the outbreak of COVID-19 and the necessity of social distancing. In light of this, a recent report [download page] from The 614 Group outlines what marketers and advertisers think an alternative future,...
Most Adults Don’t Relate the Most to Their Own Generation
Gen Z adults are particularly unlikely to feel that they have the most in common with their own generation.
Consumers’ Easter-Related Spending Forecast to Slip
Per-person spending is expected to be $177.06, down about $15 from last year.
Paid Social Ads Work Across the Funnel, Consumers Say
But shared posts have the biggest impact on consideration behavior.
Revenue Marketing Priority in 2022: Improving Conversion Rates
B2B marketers are also hoping to generate more leads and to focus on quality.
B2B Marketers Continue to Point to Webinars as a Critical Demand Gen Tactic
The majority of B2B marketers surveyed say that marketing-generated leads account for more than 10% of firm revenues.
Marketers Far More Confident Executing In-Person Than Virtual Events
Only about one-third of marketing leaders say they are effective in executing virtual events that deliver value.