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Verticals > Business-to-Business

Few B2B Marketers Feel That Their Company Is Effective At Maximizing Potential Revenue from Major Accounts

April 26, 2017

Only about one-third (35%) of marketers think that their companies are effective at maximizing the potential revenue from their major accounts, according to a report [download page] from Altify. Not too surprisingly, those in sales roles had more confidence in their ability to gain optimal revenue (48%) than their marketing counterparts. Read more »

What Do B2B Marketers Enjoy Most About Their Jobs?

April 11, 2017

The majority of B2B marketers say that they enjoy the more creative and strategic aspects of their jobs, such as developing and launching new campaigns (76.7%), according to [download page] a survey from the Martech Industry Council and Leadspace. Likewise, they take pleasure in creating and building new marketing programs (69.8%) and planning and executing major events (38.2%). Read more »

Top 10 Marketing Charts of the Month – March 2017

April 10, 2017

This month's quick-hit set of top charts includes the following topics: email list growth and deliverability metrics; shopping around vs. loyalty; Millennials' new media milestone; financial status, by generation; improving digital ads; obstacles to marketing analytics; CMOs and brand-building; corporate reputation drivers; and CX leader. Read more »

What Are the Most Popular B2B Data Providers?

April 3, 2017

ZoomInfo appears to be the leading data provider for B2B marketers, with 41% of respondents to an Openprise study [download page] reporting that they have used its services. ZoomInfo is even more popular with enterprise companies (5,000+ employees), with 61% of marketers at these companies having used the provider, per the report. Read more »

Only 1 in 3 B2B Buyers Willing to Share Phone Number in Exchange for Content

March 29, 2017

B2B buyers are, in large part, willing to share their name, company and email address in exchange for content (95%), and even their job title or industry (85%), per results from a Demand Gen Report (DGR) study [download page]. But getting them to divulge their phone number is a different story, as just one-third of respondents reported a willingness to do so for content. Read more »

How to Upgrade Your B2B Content to Meet Buyers’ Changing Preferences

March 27, 2017

Three-quarters of B2B buyers strongly agree that they have placed a higher emphasis on the trustworthiness of content sources over the past year, though only about one-third are more willing to consider vendor-related content as trustworthy, according to a new Demand Gen Report survey [download page]. Read more »

Top 10 Marketing Charts of the Month – February 2017

March 13, 2017

This month's quick-hit set of top charts includes the following topics: budget trends, by channel; Super Bowl ads; B2B lead gen channels; trustworthy B2B info sources; Millennials' brand loyalty; distribution of affluents by generation; "most powerful" brands; how brands are using Snapchat; and the top opportunity for marketers this year. Read more »

Q4 Email Performance, By Time of Day

March 9, 2017

The best time of day to send email during Q4 - at least when comparing transactions to volume - was between 4PM and 8PM, according to a new study [download page] from Experian Marketing Services. More specifically, mailings in this time frame resulted in 21.1% of transactions relative to 14.8% of volume. Read more »

CMOs Show Renewed Focus on Brand Building

March 8, 2017

CMOs expect to be allocating significantly larger budgets to one of their core leadership objectives, brand building, according to the latest edition of the biennial CMO Survey from Duke University's Fuqua School of Business. Respondents to the survey are reporting relatively healthy increases in brand value and upping the ante by forecasting sizable spending hikes on brand building. Read more »

Which Industries Had the Most Active Email Subscribers in Q4?

March 3, 2017

The majority of email subscribers tend to be inactive, according to data contained in a recent quarterly study [download page] by Yesmail Interactive [download page]. For example, in the consumer services sector, 76% of subscribers were inactive in Q4, and only 4% were active within 90 days. Read more »