B2B companies are dedicating more of their budgets to brand-building than their B2C counterparts.
Internal Collaboration Articles
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Do B2B Demand Gen Priorities Differ This Year?
Marketing and sales alignment continues to be key, while there’s less emphasis on nurturing leads to avoid missing opportunities.
Changing Customer Journeys Are Impacting CX Strategies
Marketing leaders are far from reaching maturity in CX coordination across departments.
In Which Areas Are B2B Marketers Most Proficient with ABM?
ABM teams appear to need some help with their proficiency in data analytics for ABM.
Are B2B Go-to-Market Teams Aligned on Common Goals?
The top challenge standing in the way of aligning go-to-market teams is data quality.
Here Are Some Reasons Why Marketers’ Data Projects Stall
There are issues that arise in each stage of the typical data science workflow.
Successful Marketers Display Agility with their Budgets
Almost two-thirds (64%) of so-called “leading marketers” report that their marketing organization is “extremely budget agile.”
What Do Marketing and IT Teams Believe Are the Biggest Barriers to Personalization at Scale?
Only around 1 in 3 marketers and IT professionals say that customer data is used throughout the entire enterprise.
B2B Demand Gen: Lead Qualifying Teams Are Common at Larger Enterprises
Companies that met or exceeded their KPIs are more likely to have lead qualifying teams than those that failed to meet KPIs.
Most Marketers Report Increase in Marketing and Sales Alignment After Implementing ABM
Slightly more than half say that ABM has generated more revenue than other marketing efforts.
8 in 10 Marketers Foresee Growing Involvement for the IT Team in Day-to-Day Marketing
Still, Marketing and IT respondents differ in how they view current responsibilities and future martech acquisitions.
3 Points About the Marketing Ops Professional
Marketing Ops professionals work closely with Sales and Demand Gen teams.
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.
Sports Fans Say They’ll Migrate to Streaming Platforms if Necessary
3 in 4 would be at least somewhat likely to sign up to a streaming service to watch their favorite sport.
How Do US Adults Use TikTok?
A subset of highly active users are responsible for the vast majority of content.
Marketers Look to Improve Their Content Personalization Efforts
Most marketers and creatives in the Tech and Consumer Goods industries will be maintaining or increasing their content spend.
4 Points About Marketing-Sales Alignment
While few marketers are very confident in their current sales and marketing model, many are getting involved in sales strategies and co-owning metrics.
Where is Intent Data Proving Useful in B2B Go-to-Market Strategies?
Intent data is said to be effectively solving critical go-to-market challenges.