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Verticals > Business-to-Business

Direct Media Response Rate, CPA & ROI Benchmarks in 2017

June 26, 2017

The Data & Marketing Association (DMA) - in conjunction with Demand Metric - has released its latest Response Rate Report, an in-depth study¬†of direct marketing. With direct marketers' use of multiple channels on the rise, the report takes a look at several types, providing performance and cost benchmarks. Read more »

State of Marketing Report Shows Growing Use of Various Channels, Troubles With Message Personalization

June 21, 2017

Salesforce Research has released its 4th annual "State of Marketing" report [download page], surveying the landscape of the evolving function. While the study covers several different areas, one particular takeaway underscores the rate of change, at least in channel usage: marketing leaders responding to the survey estimated that on average, one-third of their budgets are spent on channels they didn't know existed 5 years ago. Read more »

B2B Persona Research: Marketers Have the Highest Churn Rates

June 14, 2017

Targeting B2B marketers? You'll enjoy the prospect (pun intended) of a new influx of personas, but be faced with the problem of higher churn rates than other departments, according to a fascinating report [download page] from Salesforce Research. Based on an analysis of 15 million data points covering 21.3 million full-time B2B professionals, the report indicates that the average annual churn rate for any single persona is 17%. Read more »

E-Commerce Predicted to Account for One-Eighth of US B2B Sales in 2020

June 12, 2017

Total B2B sales in the US last year were estimated to be $829 billion, and that figure is expected to grow to almost $1.2 trillion by 2021, according to a recent forecast [download page] from Forrester Research. Along with rising total sales, e-commerce's share of total B2B sales is also expected to climb. Read more »

B2B Decision-Makers: Thought Leadership Can Make or Break the Sale

June 7, 2017

Thought leadership can have an impact throughout the purchase funnel, but poor quality content may ultimately drive decision-makers away, according to an Edelman and LinkedIn survey of more than 1,300 US business decision-makers who are LinkedIn members. Read more »

Top 10 Marketing Charts of the Month – May 2017

June 7, 2017

This month's quick-hit set of top charts includes the following topics: population shares, by age bracket; media consumption trends; media advertising heavyweights; most tolerated ad types; brand behavior on social media; email innovation efforts & KPIs; B2B digital priorities; inbound marketing challenges; and programmatic's "tech tax." Read more »

B2B Execs Feel That Their Customers’ CX Expectations Are Rising

May 30, 2017

Customers today have higher expectations on their experiences they have in the buying process. So say 7 in 10 professionals with responsibility for sales/commerce technologies at B2B firms. The majority of respondents, surveyed by Forrester Consulting for FPX [download page], also feel that customers will shift their loyalty based on their experiences. Read more »

Email in Q1: Consumers Engage on Friday, Convert on Saturday

May 17, 2017

Consumers aren't turning away from marketing emails, says Yes Lifecycle Marketing [download page], noting that in Q1 new subscribers featured more prominently in marketers' databases than in the year-earlier period. But it's not all roses: while open rates continued their ascent, click rates moved in the opposite direction once again, meaning that marketers need to up their game. Read more »

How Are B2B Firms Measuring Account-Based Marketing?

May 16, 2017

Account-based marketing has seen a surge in popularity of late, and B2B marketers are reporting increasing effectiveness of the tactics they're using. But how are they measuring success? A new study [download page] from Demand Gen Report provides some answers. Read more »

B2B Marketers Keep the Focus on Content

May 15, 2017

There's no content fatigue setting in among B2B marketers, according to the 2017 Digital Trends in B2B [download page] report from Econsultancy and Adobe. Not only is content marketing by far the top digital priority for B2B marketers this year, but it's also the discipline most likely to get a spending hike this year. Read more »