The ability to integrate with digital campaigns is one of the leading advantages of direct mail.
Lead Generation & Management Articles
Direct mail is also among the most-used and highly-touted advertising channels.
Senior business leaders’ preferred digital formats for thought leadership consumption are charts/data visualizations and social media posts.
Other priorities include generating demand to acquire new customers and improving the ability to measure and analyze marketing impact.
Slightly more than half of paid media budgets are being spent on consideration and conversion.
Social media is perceived to be the most effective tactic for both top-of-funnel and bottom-of-funnel goals.
Intent data is said to be effectively solving critical go-to-market challenges.
Creating an authentic connection between the salesperson and the prospect is considered fundamental to buyer-centric selling.
Webinars are the top format for the early stages of the purchase journey, but are also valued in the middle stages.
Businesses are hoping to boost online engagement through short-form and explainer videos.
Improving lead quality helps to boost conversion rates, but so does improving pipeline analysis.
4 in 10 salespeople reported that the number of stakeholders involved in the buying process has increased over the last year.
Almost 3 in 4 consumers would buy a more expensive food and drink product over a cheaper alternative if it came from a trusted brand.
Brand and targeting are having more of an impact on short-term sales effectiveness, while the influence of reach is waning.
More than half of radio ads analyzed contain humorous elements, about twice the share of digital ads.
B2B marketers are using chatbots to better understand their audiences and to generate new leads.
Almost 6 in 10 expect their content budgets to grow this year.
Technology is proving important in executing and measuring account-level ad campaigns as well as measuring account engagement.