Three-quarters are still using sales team-selected data to build their account lists.
Lead Generation & Management Articles
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B2B Buyers Say They’re Engaging Salespeople Late in the Process, But Are Open to Doing So Earlier
Only 1 in 5 B2B buyers typically have their first engagement with sales when identifying and clarifying needs.
Is ABM Having An Impact on Marketing-Generated Revenue?
Some 1 in 5 B2B marketers surveyed say that, compared to other programs, ABM is the most important for producing revenue.
MarTech Abounds, but Are Marketers Happy With Their Results?
More than two-fifths of marketers surveyed say they use 4 or more marketing tools to run and/or measure a campaign.
1 in 5 CMOs Almost Never Measure Customer Lifetime Value
On the other hand, more than 3 in 4 consistently measure sales and revenues.
Webinars Considered Most Effective for B2B Lead Nurture Programs
The majority of B2B marketers lack content exclusive to lead nurturing.
B2B Marketers’ Biggest Go-to-Market Priority? Better Alignment with Sales
Others say their biggest priority is to expand their scope of responsibility to include full customer lifecycle marketing.
What New Approaches Are B2B Execs Taking with Their Nurture Programs?
A majority of B2B executives surveyed say their lead nurturing initiatives need improvement or are inadequate.
What Are B2B Marketers’ Biggest Challenges with Buyers?
A majority of B2B marketers are struggling to understand buyers’ changing needs.
What’s in Today’s MarTech Toolkit?
About 9 in 10 are using a CRM system.
Here’s the Latest on How Marketing Budgets Are Being Divvied Up
Amid a historic decrease in the proportion of company revenue being allocated to marketing budgets this year, the portion of marketing budgets being allocated to various resources is remaining relatively steady this year. Gartner’s annual CMO Spend Survey [download...
How Are B2B Marketers Measuring the Performance of Events?
The cancellation of most in-person events last year led many B2B organizations to adopt virtual events as a core strategy, with a majority claiming they will continue to use at least some aspects of virtual events even after the pandemic is over. This enthusiasm...
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Internet Use Climbs Among Older Adults
Almost 9 in 10 adults ages 65 and older used the internet last year.
How Much Does Programmatic Out-of-Home Cost?
The average CPM for programmatic OOH inventory rose to $7.24 in H2 2023.
82% of Marketers Say Content’s Importance As a Revenue Driver Has Grown
Almost 6 in 10 expect their content budgets to grow this year.
Where is Technology Proving Most Valuable in Account-Based Marketing?
Technology is proving important in executing and measuring account-level ad campaigns as well as measuring account engagement.
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.