Most marketers report looking at their content marketing performance data on at least a weekly basis.
Content Marketing Articles
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2022 Business Video Completion Rates and Other Benchmarks
Completion rates fell for longer videos, but rose for shorter ones.
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Senior Executives Weigh in on Thought Leadership
Senior business leaders’ preferred digital formats for thought leadership consumption are charts/data visualizations and social media posts.
B2B Buyers More Thoroughly Evaluating Purchases
Almost 4 in 10 are conducting a more detailed ROI analysis.
6 in 10 Marketers Believe Generative AI will Transform Their Roles
Generative AI is most widely believed to transform market data and performance data analyses.
Which Marketing Tactics Are in the Cards for B2B Firms Over the Next Year?
While relatively few B2B marketing leaders are currently using generative AI, that group expects to increase their use in the coming year.
B2B Marketers Outline Their Biggest Challenges
B2B marketers are having troubles identifying and targeting the right audiences for their marketing campaigns.
B2B Marketers Tout Social Media’s Influence in the Buyer Journey
Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
In Bid to Improve CX, B2B Marketers Look to Expand Their Retention Strategies
B2B marketers report being more focused on profitability than growth this year.
In-House Agencies Now “Firmly Entrenched”
Some 82% of ANA member marketers surveyed have an in-house agency, and the ANA forecasts this figure to peak at 85-90%.
Customer Marketing Is A Key Priority for B2B Marketers This Year
Most B2B marketers say they met or exceeded their growth targets last year, and appear primed to do so again this year.
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.
TV Viewers Continue to Prefer Ad-Supported Platforms
Roughly 6 in 10 would rather save $4-5 off their subscription than pay that money to avoid ads.
Facebook Deemed to Deliver Highest ROI for SMBs
Direct mail is also among the most-used and highly-touted advertising channels.
Growth of Commercial MarTech Use Spurs More Replacements
Almost 90% of those who replaced one or more tools chose a commercial application as the replacement.
B2B Buyers Outline Their Most Valuable Content Types At Each Stage of the Purchase Journey
Webinars are the top format for the early stages of the purchase journey, but are also valued in the middle stages.
Where Are Businesses Seeing Opportunities with Video Marketing?
Businesses are hoping to boost online engagement through short-form and explainer videos.
B2B Marketers Plan Greater Use of Incentives in Channel Partner Programs
Almost two-thirds (64%) intend to increase their channel marketing budget, and virtually all expect partner-attributed revenue to grow.