Sales professionals think marketing teams are targeting the wrong leads.
B2B Articles
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Here’s How Marketing Budgets Are Being Divvied Up Across Online and Offline Channels
The largest share of online budgets is being spent on paid social, while events get the biggest piece of the offline pie.
B2B Marketers Intend to Implement Separate ABM Metrics, but Face Obstacles
6 in 10 B2B marketers intend to implement separate ABM measurement and analysis in the next year.
What’s Standing in the Way of B2B Companies Providing A Great Customer Experience?
Misalignment between teams and poor communication bring down customer experience efforts.
B2B Exhibition Industry Recovery Continues in Q1 as 9 in 10 In-Person Events Go Ahead as Planned
Only half of cancelled events were replaced by virtual events.
B2B Marketers Seek Advanced Metrics to Prove Their Worth
Few rate their current measurement abilities as excellent.
Social Media Marketing Update: Preferred Platforms in 2022
Facebook’s appeal may be waning slightly among marketers.
2021 Business Video Completion Rates and Other Benchmarks
Video lengths rose – and so did completion rates.
4 Points on the Use of Video in Business
2 in 3 marketers believe it would be important for the sales team to access video viewing data to qualify leads, engage prospects, or influence specific deals.
Top Activity Online? Entertainment
People spend more time accessing Entertainment content online than any other category.
B2B Marketers Showing Some Concern Over Cookie-Less Solutions’ Impact on Data Onboarding
3 in 10 are using a digital data onboarding provider to support targeting using their first-party data.
What Types of Videos Are B2B Buyers Watching?
Almost 9 in 10 B2B buyers report having watched video in the last 3 months for the purpose of learning about a product or service.

Here’s How Marketing Budgets Are Being Divvied Up Across Online and Offline Channels
The largest share of online budgets is being spent on paid social, while events get the biggest piece of the offline pie.

What’s The Most Over-Used Buzzword in Advertising?
It’s not “cookieless” – although if you guessed that you’d have quite a lot of company.

B2B Marketers Intend to Implement Separate ABM Metrics, but Face Obstacles
6 in 10 B2B marketers intend to implement separate ABM measurement and analysis in the next year.

8 in 10 Marketers Plan Changes to Their MarTech Stack This Year
Marketers plan to invest in customer data platforms and segmentation and targeting solutions.

The B2B Exhibition Industry Improved Again in Q4 as 7 in 8 In-Person Events Went Ahead as Planned
Of the events that were canceled, 3 in 4 instead offered digital events.

Analysis: Type of B2B Content Consumed May Signal Purchase Intent Timeline
Information-heavy content types are associated with a greater likelihood for an immediate buying decision.