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How Are B2B Marketers Going About Building ABM Target Account Lists?

How Are B2B Marketers Going About Building ABM Target Account Lists? Three-quarters are using sales team-selected data to build their account lists.

For a majority of marketers, account-based marketing (ABM) has had a favorable impact on their organization’s revenue. Given the positive impact ABM has, it’s worth having a look at how marketers go about creating their list of target accounts. Here’s what... READ MORE
What’s in Today’s MarTech Toolkit?

What’s in Today’s MarTech Toolkit? About 9 in 10 are using a CRM system.

More than 8 in 10 (83% of) marketing leaders from across the world believe their work will be more technology-driven after the pandemic than before. This is per a report [download page] from Salesforce that also has a look at which marketing technologies... READ MORE
B2B Marketers Deal with Range of Measurement Challenges

B2B Marketers Deal with Range of Measurement Challenges About half are finding it challenging to connect and analyze data across applications and platforms.

Being able to prove marketing performance and impact is critical, yet only about 1 in 7 (15% of) B2B marketing executives rate their company’s current ability to do so as excellent. This is according to a report [download page] from Demand Gen Report, which... READ MORE
B2B Buyers Say These Vendor Behaviors Are Immediate Deal-Killers

B2B Buyers Say These Vendor Behaviors Are Immediate Deal-Killers Providing misleading information is one of the biggest deal-breakers for buyers.

Providing buyers with misinformation is one of the biggest deal killers for B2B buyers. So says LinkedIn’s most recent State of Sales report [download page]. Nearly half (48%) of the 800 B2B buyers surveyed from the US and Canada say they wouldn’t buy from a... READ MORE
These Are Marketers’ Top Organizational Priorities Right Now

These Are Marketers’ Top Organizational Priorities Right Now Senior marketers intend to expand their marketing automation and data analytics programs and resources this year.

This year will see global CMOs prioritizing the expansion of marketing automation and data analytics, as well as applying strategic marketing depth across all functions. This is per a report [download page] from CMO Council and Chief Outsiders. Some 61% of... READ MORE
Marketers Still Struggling to Measure Content Performance

Marketers Still Struggling to Measure Content Performance About 6 in 10 marketers find measuring content marketing performance difficult.

The outlook for content marketing is generally optimistic. And, although some industries find their content marketing efforts to be rather successful, recent research [download page] from Ascend2 finds that about 6 in 10 marketers are finding measuring... READ MORE
How Should Brands Create Better Long-Term Relationships with Customers?

How Should Brands Create Better Long-Term Relationships with Customers? A key initiative cited is humanizing connections and understanding emotive drivers.

Although customer retention was a key focus for marketers before the pandemic, it definitely became a top priority during the crisis. Retaining customers means creating a long-term relationship with them, and in order to better do so, a report [download... READ MORE
Gaining Meaningful Insights from Data is Still Hard. Why?

Gaining Meaningful Insights from Data is Still Hard. Why? Half of the organizations surveyed cite data not being organized for easier consumption as a challenge they face when trying to gain meaningful insights from data.

Data has the potential to provide marketers with a wealth of meaningful information about prospects and customers – but only if that data is easily available and accessible. Half of the marketing, IT and martech professionals surveyed for a report... READ MORE
B2B Marketers Keep the Focus on Revenue in 2021

B2B Marketers Keep the Focus on Revenue in 2021 Qualified pipeline is also important when measuring B2B marketing efforts.

About half (51%) of B2B marketers say that revenue/bookings is an extremely important way that marketing gets measured, according to a recent report [download page] from Fortella that takes a look at the importance of revenue-driven marketing. Among the more... READ MORE
Troubles Measuring Impact Hinder B2B Video Efforts

Troubles Measuring Impact Hinder B2B Video Efforts About half of marketing and sales professionals report being satisfied with their 2020 video efforts.

About half (51%) of marketers and sales professionals (largely in B2B or B2B and B2C firms) have expressed satisfaction with their video efforts in 2020. Perhaps guided by this satisfaction as well as the potential benefits of a video strategy, the majority... READ MORE
B2B Video ROI Reportedly Improving; Use in Sales Conversations Climbs

B2B Video ROI Reportedly Improving; Use in Sales Conversations Climbs Video is an important form of content for three-quarters of marketing and sales professionals surveyed.

Organizations continue to see video as a viable form of content. The latest State of Video report [download page] from Demand Metric and Vidyard finds that even more organizations are seeing its value, with 76% of the marketers and sales professionals... READ MORE
Here’s What B2B Marketers Using ABM Say They’re Getting for Their Efforts

Here’s What B2B Marketers Using ABM Say They’re Getting for Their Efforts ABM initiatives have resulted in more than half of B2B brands seeing an efficient use of marketing resources.

Half (51%) of B2B marketers employing account-based marketing (ABM) have seen better sales and marketing alignment as a result of their organization’s ABM initiatives, according to Demand Gen Report’s latest ABM benchmark study [download page] for 2020.... READ MORE
Executing A B2B Integrated Marketing Strategy: Who and What’s Involved?

Executing A B2B Integrated Marketing Strategy: Who and What’s Involved? The marketing ops team is the most heavily involved in executing a B2B integrated marketing strategy.

Some 7 in 10 organizations have implemented integrated marketing to some extent, though it remains challenging for many, according to Demand Gen Report and True Influence’s report [download page] on the state of integrated marketing in B2B. Fielded in... READ MORE
The State of CRM Data Management

The State of CRM Data Management Find out how high-performing companies are successfully leveraging CRM data quality and how you can do the same.

Validity and Demand Metric partnered to understand how data quality issues affect an organization’s ability to fully leverage its CRM system. While 86% of participants say their CRM system is important to achieving their objectives, half of the... READ MORE
CDP Users See Benefits to Online Sales

CDP Users See Benefits to Online Sales As a result of using a CDP, almost half of B2C martech decision-makers surveyed have seen significant improvements to their online sales.

Some 75% of marketers experience a reduction in time managing customer data as a result of their customer data platform (CDP). This is just one of the many benefits to be gained from CDPs as established in a new report [pdf] from Advertiser Perceptions and... READ MORE
Where Are Marketers Struggling with Lead Conversion?

Where Are Marketers Struggling with Lead Conversion? More than two-fifths of marketers are finding that collecting enough data on leads is a challenge to lead conversion.

One-quarter of sales and marketing professionals express some level of dissatisfaction with their lead-to-sales conversion rate. So says a new report [download page] from Ascend2 and Verse, which also found that one of the biggest challenges to successful... READ MORE
The State of CRM Data Management

The State of CRM Data Management

Validity and Demand Metric partnered to understand how data quality issues affect an organization’s ability to fully leverage its CRM system. While 86% of participants say their CRM system is important to achieving their objectives, half of the... READ MORE
5 Points About ABM Tools & Priorities

5 Points About ABM Tools & Priorities Companies with full ABM programs in place are investing close to two-fifths of their total marketing budgets to these initiatives.

The use of account-based marketing (ABM) programs continues to expand. In a survey [download page] by Demandbase of more than 600 respondents from companies of various sizes, 6 in 10 (61%) say they have a full ABM program in place or are currently running a... READ MORE
Data Hub: Coronavirus and Marketing [Updated]

Data Hub: Coronavirus and Marketing [Updated] Updated data on the impact coronavirus is having on consumers and marketers.

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... READ MORE
Account-Based Marketing Continues to Gain Popularity Among B2B Marketers

Account-Based Marketing Continues to Gain Popularity Among B2B Marketers 2 in 3 B2B marketers hope to use deeper ABM metrics in the next 12-18 months.

Account-based marketing (ABM) is an increasingly popular strategy among sales and marketing teams, and this popularity rings true in a recent report [download page] by Demand Gen Report. Deeper ABM measurements are what marketers most want to implement over... READ MORE
More than 1 in 3 B2B Marketers Held Back from Measuring Campaigns by Messy Data

More than 1 in 3 B2B Marketers Held Back from Measuring Campaigns by Messy Data But a larger share are finding the inability to connect and analyze data across platforms a challenge.

Just 1 in 8 (13% of) marketers at B2B organizations would rate their company’s current ability to measure and analyze marketing performance as excellent, and some 40% think that it needs improvement. So finds a recent study [download page] from Demand Gen... READ MORE
The State of CRM Data Management

The State of CRM Data Management Find out how high-performing companies are successfully leveraging CRM data quality and how you can do the same.

Validity and Demand Metric partnered to understand how data quality issues affect an organization’s ability to fully leverage its CRM system. While 86% of participants say their CRM system is important to achieving their objectives, half of the... READ MORE
Which Tools Are Most Prevalent in High-Growth Companies’ MarTech Stack?

Which Tools Are Most Prevalent in High-Growth Companies’ MarTech Stack? High-growth companies are getting strong levels of satisfaction and impact from account-based platform technologies.

CRM technology is the most common tool in the marketing tech stacks of high-growth companies, according to a recently-released report [download page] from TOPO. However, it’s not always the more commonly used tools that provide the highest satisfaction and... READ MORE
What Does the Marketing Technologist Role Look Like in 2020?

What Does the Marketing Technologist Role Look Like in 2020? 8 in 10 marketing technologists are responsible for researching and recommending new martech products.

Once again, Scott Brinker from chiefmartec.com has published his list of marketing technology solutions, updating the count to 8,000 from last year’s ~7,000. In conjunction with the update, a survey by MarTech Today and chiefmartec.com shows that marketing... READ MORE
US CMOs Are Getting Bullish About Customer Retention

US CMOs Are Getting Bullish About Customer Retention CMOs are reporting improvements in their ability to retain customers - and more are forecasting gains ahead.

CMOs in the US are growing more optimistic about the prospects of increasing their number of new customers this year, with 79% expecting to see an increase in new customers over the next 12 months, compared to 72% feeling that way last year. But it’s not... READ MORE
Holiday 2019 Data Hub (Updated): Results Recap

Holiday 2019 Data Hub (Updated): Results Recap Looking at the 2019 holiday season in numbers, including forecasts and key trends.

Holiday retail sales appear to be back on track after much lower than forecast retail sales growth during the 2018 season. Indeed, the NRF’s latest figures recapping the 2019 holiday season are right on par with their forecast growth rate before the holiday... READ MORE
How Are Marketers Using Salesforce?

How Are Marketers Using Salesforce? Technology, training and account-based marketing are on the radar.

Among the many tools that businesses use, CRM platforms are among the most frequently leveraged technology solutions. One of the key benefits is the potential of CRM to assist in creating a single customer view, so it comes as no surprise a survey [download... READ MORE
Here’s What SMBs Consider When Evaluating New Technology

Here’s What SMBs Consider When Evaluating New Technology SMB owners look first for ease of use, but other factors are also important.

Nearly half (47%) of small and medium business (SMB) owners from across the globe say that finding the right technology to fit their needs is one of the factors that is constraining their business activities. So, what do SMB owners look for when choosing new... READ MORE
Marketers Are Lagging in Their Use of CRM Data for Loyalty Programs

Marketers Are Lagging in Their Use of CRM Data for Loyalty Programs Only 4 in 10 marketers report using customer demographic data in their loyalty programs.

More than three-fifths (62%) of marketers say their loyalty programs are fully integrated with their CRM data. However, that doesn’t mean they’re always using that data to its advantage, according to a Merkle survey [download page] of 200 marketers at... READ MORE
B2B Marketers Are Prioritizing Measurement and Analytics Technologies

B2B Marketers Are Prioritizing Measurement and Analytics Technologies Nine in 10 B2B marketers agree that their organizations should focus on CX as much as their B2C peers.

Four in 5 B2B marketers (83%) say they are going to focus more on data analytics in 2020. In line with this, measurement and analytics technologies emerge as their top investment priority to achieve data-driven marketing and advertising goals. Here are some... READ MORE
What Roles Are CMOs Taking When They Change Companies?

What Roles Are CMOs Taking When They Change Companies? Close to half of CMOs took up their next role at a new company.

When talking to one another, some 3 in 10 (31%) of CMOs say that one of the topics they discuss is advancing in their careers beyond a marketing role. That being said, if a CMO is hoping to move into a broader role such as General Manager or CEO, they have... READ MORE
How Are Marketers Getting Their Data for Personalization Efforts?

How Are Marketers Getting Their Data for Personalization Efforts? Email and websites remain the most personalized channels, but there are benefits to looking beyond the homepage.

Optimizing the customer experience has been deemed one of the most exciting opportunities for marketers this year. But that doesn’t make it easy: research [download page] from Ascend2 reveals that improving the customer experience (CX) is also one of... READ MORE
Key Reasons Salespeople Use CRM: Productivity and Organization

Key Reasons Salespeople Use CRM: Productivity and Organization Gathering customer information is another key reason sales professionals use CRM.

Among the various technologies available to aid sales and marketing efforts, CRM is one standout, used by a majority of both small and enterprise business. So, what are the advantages of using a CRM platform? Pipedrive surveyed [pdf] more than 1,600 sales... READ MORE
What Are World-Class Sales Leaders Doing That Others Aren’t?

What Are World-Class Sales Leaders Doing That Others Aren’t? 9 in 10 world-class sales pros have positive interactions with customers across channels.

An exceptional 9% of sales leaders qualify as world-class because they excel in 12 key sales practices. A new study [download page] from CSO Insights reports that these world-class sales leaders have higher win rates, quota attainment, seller retention and... READ MORE
Enterprise Companies Need Improvement Making Changes From VoC Programs

Enterprise Companies Need Improvement Making Changes From VoC Programs More than half of enterprise companies say demonstrating clear ROI from their VoC program is an obstacle they are facing.

With three-quarters of US consumers saying that customer experience factors into their purchase decision-making, voice of the customer (V0C) programs can play a vital role in improving customer experience. And while three in 5 (60%) enterprise companies say... READ MORE
How Can Marketing and Sales Teams Become Less Siloed?

How Can Marketing and Sales Teams Become Less Siloed? While technology and tools are a factor, they aren't atop the list of potential remedies.

Virtually all marketers and salespeople (94%) believe they can make marketing and sales teams less siloed, according to figures from the latest report [download page] by Walker Sands. So considering the same report found that more than half (56%) say these... READ MORE
When Will Advertisers Reach Their First-Party Data Goals?

When Will Advertisers Reach Their First-Party Data Goals? Most will take more than a year, but this doesn't appear to be denting overall confidence levels in first-party data's potential.

Almost all (96%) marketers are at least somewhat confident that their first-party data delivers a strong ROI, according to a recent report [download page] from MightyHive. But the majority of marketers anticipate it will take them more than a year to realize... READ MORE
Two-Thirds of Marketers Say They’re Adding to Their MarTech Stack At Least Quarterly

Two-Thirds of Marketers Say They’re Adding to Their MarTech Stack At Least Quarterly Marketers are looking to boost efficiency and marketing ROI through martech, but not all types are seen as equally effective.

CMOs are allocating a significant proportion of their budgets to marketing technology. In line with this spend, they are also appear to be adding new types of technologies to their marketing stacks at a rapid pace, according to a new study. Of the more than... READ MORE
CMOs Upping Their Brand Investments, Seeing Payoffs

CMOs Upping Their Brand Investments, Seeing Payoffs Growth in brand-related spend for February 2019 is almost twice the rate as five years ago.

CMOs in the US are redoubling their brand efforts, according to the latest biannual CMO Survey [pdf]. Indeed, the latest edition reveals that CMOs are expecting their brand spend to rise by 9.3% in the next 12 months, outpacing comparable growth rates for... READ MORE
Why Do Companies Pursue a Single Customer View?

Why Do Companies Pursue a Single Customer View? There are a number of reasons - but customer experience comes out on top.

Customer experience (CX) is a critical and growing priority for many companies – and it’s making them want to bring their customer data together. Indeed, improving the customer experience is the biggest driver for achieving a single customer... READ MORE
How Do High-Growth Professional Services Firms Market Themselves?

How Do High-Growth Professional Services Firms Market Themselves? The secret? In a crowded marketplace, effective differentiation becomes a top priority.

Professional services firms face numerous challenges and threats to their growth, including increased competition, commoditization and a shortage of talent. That being said, Hinge Research Institute found that out of all the professional service firms that... READ MORE
Marketing Automation Use Linked to Better Ability to Prove ROI

Marketing Automation Use Linked to Better Ability to Prove ROI Marketing automation users are pointing to ROI proof as a key benefit.

Marketing automation has seen heavy adoption by companies worldwide. In a global CleverTouch survey [download page] of some 200 respondents, 8 in 10 report already having marketing automation in place, while the remaining respondents say they are interested... READ MORE
Enterprise Companies Use More Scalable Channels in Their Sales Cycle

Enterprise Companies Use More Scalable Channels in Their Sales Cycle Nearly 8 in 10 small businesses sell in person, compared to 6 in 10 enterprises.

While small businesses are still using the personal touch throughout their sales cycle, enterprise businesses are relying on more scalable channels, per Copper’s CRM Benchmark Survey Report [download page], which surveyed more than 2,500 professionals... READ MORE
US Firms’ Data Spend to Grow by 17.5% This Year

US Firms’ Data Spend to Grow by 17.5% This Year Spending on audience data and activation solutions will near $20 billion this year.

By the time 2018 ends, US firms will have spent more than $19 billion on third-party audience data and data activation solutions supporting their advertising, marketing, media sales and associated efforts. That’s according to the second annual IAB-led... READ MORE
How Marketers Are Using Video In 2018

How Marketers Are Using Video In 2018 The majority of marketers feel that video converts better than other content - but only a third have integrated video data into their CRM or marketing automation systems.

Video marketers continues to be viewed enthusiastically by marketers, with 83% reporting that video content is becoming more important to them, according to the latest “State of Video Marketing” report [download page] from Demand Metric and... READ MORE
How Corporate Marketers Use Event Data

How Corporate Marketers Use Event Data Data and KPIs gathered from events are not only used to improve the experiences, but also to inform wider marketing strategies and planning.

Corporate marketers use event data to improve event portfolios and experiences in a variety ways, according to a study from Freeman and Chief Marketer. But as the Freeman Data Benchmark Study [download page] illustrates, event data and KPIs are also being... READ MORE
B2B Marketers Increasingly Integrate Traditional Demand Gen and ABM Processes

B2B Marketers Increasingly Integrate Traditional Demand Gen and ABM Processes ABM efforts are only generally meeting expectations, as marketers struggle to prove the ROI of their efforts.

B2B marketers continue to largely prioritize traditional demand generation over account-based marketing (ABM) efforts, although the trend seems to be towards greater integration of the two, according to a Demand Gen Report (DGR) study [download page]. This... READ MORE
Here’s A Look At the Tech Platforms And Tactics In Use by B2B Marketers

Here’s A Look At the Tech Platforms And Tactics In Use by B2B Marketers B2B marketers are comfortable using web analytics, but not so customer data platforms.

B2B marketers are expressing confidence in their sophisticated use of web analytics but have a ways to go in adopting customer data platforms. So finds Dun & Bradstreet in its 2019 Data-Driven Marketing & Advertising Outlook survey [download page],... READ MORE
B2B Purchase Decision-Makers Say The Brand Matters

B2B Purchase Decision-Makers Say The Brand Matters What does it take to get that initial engagement from a buyer? And why might sales and marketing be lacking consistent messaging? New research from LinkedIn offers answers.

B2B marketers are having trouble getting prospects to engage, according to recent research. So what helps influence decision-makers to make an initial engagement with a vendor? As it turns out, a strong professional brand will do the trick, according to a... READ MORE
What’s Standing in the Way of Better Sales & Marketing Alignment?

What’s Standing in the Way of Better Sales & Marketing Alignment? Better communication and more shared metrics could help improve problems with alignment.

While there have been indications that sales and marketing alignment has been improving – at least at B2B companies – this continues to be a pressing issue at organizations. A new study [download page] from InsideView and Demand Gen Report delves... READ MORE
Brand Marketers’ Digital Investments Driven Primarily by Reach

Brand Marketers’ Digital Investments Driven Primarily by Reach A people-based approach is touted for its ability to solve targeting challenges.

Brand marketers’ top reason for investing in digital marketing is also the key factor limiting the success of their digital efforts, per results from a Viant study [download page]. And what is that factor? Audience reach. In its survey of more than 250... READ MORE
B2B Advertisers Ahead of B2C In Use of Digital Ad Effectiveness Tools

B2B Advertisers Ahead of B2C In Use of Digital Ad Effectiveness Tools That's particularly the case with CRM dashboards and marketing automation platforms.

When it comes to measuring digital advertising effectiveness, B2B advertisers display a greater likelihood to rely on various technologies than their B2C counterparts, according to a study from Salesforce [download page]. That’s particularly the case... READ MORE
What Types of Data Sources Are Programmatic Advertisers Putting to Use?

What Types of Data Sources Are Programmatic Advertisers Putting to Use? Some marketers are bringing programmatic buying in-house for more control.

Programmatic advertisers are leaning on a variety of data types, but see the need for better insights and reporting deliverables from those sources, a study from Centro [download page] has found. Based on an Advertiser Perceptions survey of 153 professionals... READ MORE
SMBs Plan to Adopt Marketing Automation Despite Cost & Familiarity Issues

SMBs Plan to Adopt Marketing Automation Despite Cost & Familiarity Issues Some 82% of SMBs with email marketing technology in place either have a marketing automation solution or plan to adopt one.

Three in 10 SMBs in the US (fewer than 1,000 employees) that have an email marketing solution in place also have marketing automation software, per results from an ActiveCampaign study [pdf]. The survey of email-using SMBs found that the bulk of those... READ MORE
B2B Marketers Shift Priorities From Generating Leads to Converting Them

B2B Marketers Shift Priorities From Generating Leads to Converting Them Opportunities and pipeline are now the most-used metrics, but those using revenue as their primary measure of performance are more likely to expect budget increases.

B2B marketers this year are more interested in converting leads to customers than in generating more leads and demand, a reversal from last year, when the opposite was true. That’s according to the latest annual State of Pipeline Marketing Report... READ MORE
Taking Stock of B2B Marketing Automation

Taking Stock of B2B Marketing Automation B2B marketers are enthusiastic about automation's benefits, but aren't yet using these tools to their fullest potential.

Act-On Software and Econsultancy recently partnered up to produce a State of B2B Marketing Automation report [download page], based on a global survey of 355 B2B in-house marketing professionals from a mix of company sizes and industries. Here are 4 findings... READ MORE
CMOs Show Renewed Focus on Brand Building

CMOs Show Renewed Focus on Brand Building CMOs are projecting big increases in brand-building budgets and reporting healthy rises in brand value.

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... READ MORE
Customer Communities Used Primarily for Listening, Research

Customer Communities Used Primarily for Listening, Research The primary use of a customer community is to listen to members' needs in order to market better.

Customer and employee communities have quite an impact on the organizations that run them, according to a Leader Networks survey [download page] of 271 marketing and community leaders primarily from B2B (41%) firms and Associations/Non-Profit Organizations... READ MORE
How Customer Service is Working With Marketing

How Customer Service is Working With Marketing Two-thirds of service professionals say they share common goals and metrics with marketing.

Customer service and marketing are becoming more intertwined, especially considering the impact that service experiences can have on customer retention and loyalty. A new report from Salesforce [download page], based on a survey of more than 2,600 service... READ MORE
Marketers: How Much Will These Consumer Trends Impact You in the Next Decade?

Marketers: How Much Will These Consumer Trends Impact You in the Next Decade? Marketers see a bigger impact from the emergence of Millennials than from an aging population.

The emergence and use of mobile devices is the consumer trend that North American marketers believe will have the greatest impact on their industries in the next 10 years, according to survey results from the New York American Marketing Association (NYAMA)... READ MORE
Consumers’ Channel Preferences Vary by Customer Service Situation

Consumers’ Channel Preferences Vary by Customer Service Situation The complexity of the customer service request may be dictating the preferred channel.

It’s not simply enough to say that consumers prefer using the phone for customer service issues, although research suggests that this is the case. Instead, a recent study from Verint [download page] indicates that in some instances, other channels such... READ MORE
Lack of Integrated MarTech Platforms Hurting Omnichannel Activities

Lack of Integrated MarTech Platforms Hurting Omnichannel Activities A slight majority of digital marketers and e-commerce professionals are using separate, non-connected technologies managing data for different channels.

Just 5% of digital and e-commerce professionals describe their marketing technology as a single platform that manages data across multiple channels, while 10 times more (51%) say they have separate, non-connected technologies managing data for different... READ MORE
Retailers See Poor Marketing Efforts As Big Barrier to Customer Loyalty

Retailers See Poor Marketing Efforts As Big Barrier to Customer Loyalty Somewhat surprisingly, poor customer service isn't seen as a top hindrance to loyalty.

Engendering retail customer loyalty depends more on consistent marketing efforts than on creating seamless experiences, at least from the perspective of senior retail executives at large companies. That’s according to a recent study [download page] on... READ MORE
B2B SMBs Rate Their Biggest Marketing Challenges

B2B SMBs Rate Their Biggest Marketing Challenges B2B marketers are focused on lead quality over quantity this year.

The need for better quality leads is a greater challenge than the need for more leads, according to a Salesfusion survey [download page] of nearly 700 B2B marketers from companies with less than $100 million in annual revenues. The results align with... READ MORE
What Are Organizations’ Top Data-Driven Marketing Goals and Challenges?

What Are Organizations’ Top Data-Driven Marketing Goals and Challenges? Few companies have well-defined strategies, and achieving a single customer view remains challenging.

Company marketers see an improved customer experience as their top goal for using data in marketing, while agencies are slightly more focused on identifying new audiences and customers, according to a study from Econsultancy and Adobe [download page] that... READ MORE
Assessing the State of B2B Digital Marketing

Assessing the State of B2B Digital Marketing A host of data and trends concerning B2B digital marketing this year and beyond.

Digital marketing is taking on more importance at B2B organizations, although offline marketing channels continue to occupy the largest share of budgets, according to new reports from Regalix [download page] and DemandWave [download page]. The studies find... READ MORE
How Are B2B Marketers Building Buyer Personas?

How Are B2B Marketers Building Buyer Personas? Demographics aren't a key data type used by high-performing organizations.

Buyer personas are one of the top ways by which B2B marketers better understand their audiences’ needs for content creation purposes, according to recent research. Indeed, a new study [download page] from Cintell – based on a survey of 137 B2B... READ MORE
Friday Research Wrap, 12/11/15

Friday Research Wrap, 12/11/15 A collection of intriguing data points from recently-released research.

The speed of adopting new technology is the most rapidly increasing area of importance with perceived future impact on innovation and product development, according to the latest Global Innovation Survey [pdf] from Boston Consulting Group (BCG). By contrast,... READ MORE
Friday Research Wrap, 8/28/2015

Friday Research Wrap, 8/28/2015 A collection of intriguing data points.

Brands aren’t easing up on their email activity, with average volume across industries increasing by 16.1% year-over-year in Q2, per Experian Marketing Services’ latest quarterly benchmark report [download page]. That marks the 11th quarter of... READ MORE
Brands’ Influencer Engagement Use Cases

Brands’ Influencer Engagement Use Cases Brands are looking to influencers to help them create and promote content.

Source: Augure [download page] Notes: Brands are most likely to work with influencers to promote their content (67%), though product launches and content creation (59% each) are also popular use cases, with the latter most common among communications... READ MORE
Which Pain Points Are Giving Marketers Headaches?

Which Pain Points Are Giving Marketers Headaches? Marketing technology integration and gaining a single view of the customer are among marketers' pressing challenges.

Forget proving ROI. That’s a headache, but not a “migraine-inducing” one, according to results from a new survey [download page] from Econsultancy and SmartFocus. Instead, the biggest pain point for client-side marketers today – of... READ MORE
How Are Marketers Optimizing the Customer Experience?

How Are Marketers Optimizing the Customer Experience? Roughly 4 in 10 company marketers consider CX optimization to be critical.

Customer experience has been tabbed marketers’ most exciting opportunity this year, and a new study [download page] from Econsultancy produced in association with Ensighten indeed finds 41% of company marketers to consider customer experience... READ MORE
The Risks of A Wrong Purchase Decision, According to B2B Buyers

The Risks of A Wrong Purchase Decision, According to B2B Buyers Buyers are worried about wasting company money, but they're also concerned about their internal credibility.

Source: SAP [download page] Notes: More than three-quarters of business buyers are concerned with wasting company money, and this counts as easily their single biggest risk among 5 identified in a recent SAP study. Of note, B2B buyers are more concerned with... READ MORE
B2B Buyers’ Biggest Frustrations With Vendors

B2B Buyers’ Biggest Frustrations With Vendors Trust is important - and salespeople need to demonstrate strong product knowledge in order to earn it.

Source: SAP [download page] Notes: Business buyers report receiving an average of 64 approaches from salespeople every week, according to a recent SAP survey, so it may not be too surprising that the most commonly cited frustration they have with vendors is... READ MORE
Mid-Size B2B Marketers Focusing More on Customer Acquisition Than Retention

Mid-Size B2B Marketers Focusing More on Customer Acquisition Than Retention Relatively few have management objectives tied to customer retention and up-sell metrics.

B2B marketers from mid-size companies (50-1000 employees) are focusing their attention and budgets more on customer acquisition than retention, and relatively few report having management objectives tied to customer retention, customer satisfaction, and... READ MORE
Assessing the State of Digital Marketing

Assessing the State of Digital Marketing More than 5,000 marketers from around the world offer their take on a wide range of digital marketing issues.

Salesforce Marketing Cloud has released its “2015 State of Marketing” report [download page], a wide-ranging study that looks at the top digital priorities, obstacles and channels, drawn from a survey of more than 5,000 marketers from around the... READ MORE
SaaS Companies’ New Business From Free Trials and Freemium

SaaS Companies’ New Business From Free Trials and Freemium SaaS companies who use freemium offerings are quite reliant on them for new business.

Source: Totango [download page] Notes: While 37% of respondent companies do not use freemium offerings or free trials to attract new business, one-third of those who do generate a majority of their new business from the model. That’s according to a... READ MORE
A Cohesive Customer Journey Is Critical. Which Technologies Help?

A Cohesive Customer Journey Is Critical. Which Technologies Help? Marketing leaders on LinkedIn share their perspectives on the most important and effective marketing technologies.

86% of senior marketers agree that it’s either absolutely critical or very important to create a cohesive customer journey across all touchpoints and channels, according to [download page] a survey of 985 senior-level marketers on LinkedIn conducted by... READ MORE
How B2B Vendors Are Working to Meet Buyers’ Omni-Channel Desires

How B2B Vendors Are Working to Meet Buyers’ Omni-Channel Desires B2B vendors are prioritizing investments in their e-commerce platforms in order to keep up with rising customer demand.

B2B buyers are resembling consumers in their online commerce preferences and expect vendors to have cross-channel visibility and omni-channel fulfillment options, according to a survey of 930 B2B buyers at organizations in Canada, the US, UK, France, and... READ MORE
Spending Trends in Data-Driven Marketing and Advertising

Spending Trends in Data-Driven Marketing and Advertising Data-driven marketing and advertising is becoming more valuable around the world, and industry participants are backing up their enthusiasm with increasing budgets.

Data’s role will grow substantially more important in the future, according to more than three-quarters of marketers, advertisers, service providers, technologists and publishers surveyed by the Winterberry Group and the GlobalDMA across 17 markets.... READ MORE
B2B Demand Gen Channels Ranked by Cost-per-Lead

B2B Demand Gen Channels Ranked by Cost-per-Lead Do the most expensive channels yield the highest-quality leads?

Which channels provide the lowest costs-per-lead for B2B marketers? Given that a recent Ascend2 report found that the majority of marketers are seeing steady or increasing costs-per-lead, a new report from Software Advice provides timely and intriguing data... READ MORE

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