The Retail industry will continue to be the biggest spender on advertising, but it will have one of the slowest rates of growth.
B2B Articles
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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.
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Improved B2B Marketing and Sales Alignment Bodes Well for Growth
B2B marketers and salespeople say their top priority to drive growth this year is to improve alignment.
B2B Exhibitions Move Forward in “Dramatic Improvement”
Cancellations of B2B exhibitions are now “a thing of the past.”
2022 Business Video Completion Rates and Other Benchmarks
Completion rates fell for longer videos, but rose for shorter ones.
Improving Conversion Rates Continues to be the Top B2B Revenue Marketing Priority
Other priorities include generating demand to acquire new customers and improving the ability to measure and analyze marketing impact.
B2B Buyers More Thoroughly Evaluating Purchases
Almost 4 in 10 are conducting a more detailed ROI analysis.
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.
North American CMOs to Focus More on Innovation over the Next Year
More CMOs are saying that a primary role of the marketing function is to lead disruptive innovation.
How is the Role of the B2B CMO Changing?
B2B CMOs are taking greater responsibility for driving revenue and growth and are expected to demonstrate their impact on the bottom line.
B2B CMOs See Coming Need for Technical Skills
B2B CMOs also believe that innovative thinking will be increasingly required of them in the coming years.
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.
Vast Majority of Companies Say They’re Measuring the Performance of Their Content
Most marketers report looking at their content marketing performance data on at least a weekly basis.
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.
Viewers Becoming Familiar with Shoppable TV Ads
More than one-third of viewers who recall seeing QR codes in TV ads say they interacted with them.
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.
These Are the Strongest B2B Brands in the World
Microsoft is the most valuable B2B brand in the world, while Deloitte is the strongest.
B2B Marketers Are Facing These Challenges with Second- and Third-Party Data
Data quality and accuracy are key concerns for the B2B marketers surveyed, even more so than privacy and compliance.