Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
Trade Shows & Events Articles
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US Offline Media Spend in 2023 and the Outlook for 2024
It was a “down year” for offline media spending last year, but things look a little brighter in this election year.
Multicultural Media Reportedly Accounts for Only 5% of US Marketing & Advertising Spending
The share of US marketing and advertising spend allocated to multicultural media hasn’t changed in the past 5 years.
How Are CMOs Chasing Consumers’ Attention?
Investments in live events appear to be growing, while enthusiasm around virtual events is waning.
B2B Demand Gen Marketers to Increasingly Prioritize High-Quality Lead Programs
Lead nurturing is also set to be prioritized more in the coming year, while content syndication falls out of favor.
B2B Tech Decision-Makers Look for Content to Inform Them of Industry Trends
B2B tech buying decision-makers are reading industry newsletters almost to the same extent as B2B news publications.
6 in 10 B2B Marketers Say Content Has Helped Them Generate Sales and Revenue
Top performers – who have been even more successful in generating sales from content – attribute their effectiveness to knowing their audience.
What’s the Outlook for Media Budgets Next Year?
There’s strong positive momentum for online video ad spending, with social media also forecast for increases.
B2B Event Organizers Prioritizing Attendance and Engagement
More than 7 in 10 organizers agree that their leadership team and C-suite support their in-person event strategy.
B2B Exhibitions Move Forward in “Dramatic Improvement”
Cancellations of B2B exhibitions are now “a thing of the past.”
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.
The US B2B Media Market is Forecast to Surpass Pre-Pandemic Levels This Year
The business information market is the largest segment, but the trade show market is the fastest-growing.
What Do Consumers Want from Brands on Social Media?
Consumers like it when brands communicate in a relevant and authentic way, and dislike intentionally misleading content.
Which Skills Are Important in RevOps?
9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.
These Are the Biggest Obstacles Faced by B2B CMOs in Demonstrating the Value of Marketing
87% agree that their department now focuses more on achieving business objectives rather than activating channel-based KPIs and goals.
US Offline Media Spend in 2022 and the Outlook for 2023
US offline media spending grew by 4.2% year-over-year in 2022, but will inch down this year.
Mobile’s Role Grows As US E-Commerce Hits New Heights
Mobile’s share of digital commerce grew to 38% in Q4, as total e-commerce sales surpassed the $1T mark in 2022.
B2B Marketers Remain Enamored with Content Marketing
Content marketing is considered to be the channel that produces leads with the highest ROI.