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Top ABM Priorities Are Also Top Challenges

Top ABM Priorities Are Also Top ChallengesSales and marketing alignment is a top ABM-related challenge.January 15, 2018

Marketers’ top priorities for an account-based marketing (ABM) strategy this year also figure among their biggest challenges, according to new research from Ascend2 [download page]. The survey – fielded among a majority B2B sample – found... READ MORE
Most Industrial Marketers Upped Their Spending on Content, Social and SEO Last Year

Most Industrial Marketers Upped Their Spending on Content, Social and SEO Last YearIndustrial marketers are prioritizing customer acquisition but finding demand generation a challenge.January 8, 2018

Almost 8 in 10 industrial marketers increased (31%) or maintained (48%) their budgets in 2017 relative to 2016, per a report [pdf] from IEEE GlobalSpec Media Solutions. Websites, content and social media were the areas in which the most industrial marketers... READ MORE
B2C Influencer Marketing Users Expect to Spend More; Integration’s A Key Trend

B2C Influencer Marketing Users Expect to Spend More; Integration’s A Key TrendInfluencer marketing strategies are evolving around integration rather than emerging tech.January 5, 2018

Some 39% of B2C marketers engaged in influencer marketing expect their influencer budgets to increase this year versus last, compared to just 5% who plan to cut their influencer spending, according to a recent survey [download page] from Linqia. Expectations... READ MORE
Resource Constraints Holding Back Further Investments in Video Ads

Resource Constraints Holding Back Further Investments in Video AdsRoughly half would like more proven effectiveness before increasing their video investments.December 11, 2017

Almost 8 in 10 brand marketers expect to increase their focus on video advertising next year, and more than 7 in 10 believe it will be easier to adopt digital video as a channel in 2018 and beyond, per an Innovid report [download page]. However budgets... READ MORE
How B2C and B2B Content Marketing Priorities and Tactics Compare

How B2C and B2B Content Marketing Priorities and Tactics CompareB2C and B2B content marketers share similar approaches, though the former relies more heavily on visual content.December 8, 2017

Some 86% of B2C and B2C/B2B for-profit companies in North America engage in content marketing, according to the latest study [pdf] from the Content Marketing Institute (CMI) and MarketingProfs. While B2C content marketers dedicate a smaller portion of their... READ MORE
Marketers’ Top Personalization Challenge? Data Quality.

Marketers’ Top Personalization Challenge? Data Quality.North American marketers seem more advanced in their use of personalization than UK marketers.

While personalization continues to provide an uplift to conversion rates across online and offline channels, marketers have broader strategic goals in mind for personalization, according to a Monetate study [download page]. In fact, marketers surveyed in... READ MORE

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