US spending on martech solutions (both B2B and B2C) is forecast to exceed $20 billion for the first time this year.
There’s an opportunity for revenue teams to use intent data to help with timing their engagements.
Still, B2B marketers think they could be doing better with their nurture programs.
Still, almost 6 in 10 said that their brand building budgets will increase in the year ahead.
About 8 in 10 say that brand is “critical” or “very important” to revenue growth.
Another priority for CX improvement in the coming year is aligning teams and tactics to create a seamless brand experience.
Buyers want vendor websites to provide easy access to content that speaks directly to their company.
A comprehensive look at 10 advertising markets in the US, including some milestones to come.
The B2B Trade Show Market Looks Like It’ll Need At Least Another 5 Years to Reach Pre-Pandemic Levels
Meanwhile, the trade magazine ad market will be at a virtual standstill from 2023 onwards.
The most significant challenge faced by B2B professionals implementing a new CRM is training time.
Sales professionals think marketing teams are targeting the wrong leads.
The largest share of online budgets is being spent on paid social, while events get the biggest piece of the offline pie.
Some will be including interactive content in the year ahead, though few expect to leverage AI.
The Automotive industry looks to be an ad spending laggard.
Virtually all marketers surveyed said that their digital content provides some type of accessibility feature.
Few rate their current measurement abilities as excellent.
Facebook’s appeal may be waning slightly among marketers.
Video lengths rose – and so did completion rates.