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.
B2B Articles
Additional categories: B2B | Business of Marketing | Content Marketing | Cross-Media & Traditional | Customer-Centric | Digital | Featured | Industries | Lead Generation & Management | Marketing Budgets | Return on Investment | Social Media | Video
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.
B2B Marketing and Sales Leaders Focus on Pipeline Growth
One challenge: two-thirds admit that leads are assigned to the wrong owner either sometimes or more often.
3 Points About B2B Buyers’ Content Preferences
B2B buyers said they find research/survey reports to be their most valuable content type for researching purchases.
B2B Buyers Say Research & Data Are Key Factors in Content Shareability, Memorability
B2B buyers want short content that uses research and data to support claims.
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.
B2B Marketers Open to New Opportunities; Training Could Improve Retention
A majority of B2B marketing managers paying for training do so for employee retention and satisfaction.
B2B Marketers Plan Upgrades to Support Channel Partner Programs
Partner training/learning management solutions are popular, as are channel incentives and program management.
E-Commerce Share of FMCG Market Grows Again
Asia accounts for almost half (45%) of all online FMCG sales.
Podcasts to Soon Account for One-Third of US Digital Audio Ad Spending
Last year was a bumper year for podcast ad spending.
US Digital Ad Spend Grew Faster Last Year Than At Any Point in the Previous 15 Years
For all but the largest 25 publishers, the actual amount of ad spend in play was a little over $28 billion.
B2B Marketers Set Their Demand Gen Priorities for 2022
About 3 in 10 B2B marketers want to increase their revenue by more than 20% this year.
B2B Marketers Continue to Point to Webinars as a Critical Demand Gen Tactic
The majority of B2B marketers surveyed say that marketing-generated leads account for more than 10% of firm revenues.
1 in 3 B2B Companies Are Using Manual Processes to Move Sales and Marketing Data Across Tools
Only about 4 in 10 B2B sales and marketing leaders rate sales and marketing alignment in their organizations as very good or excellent.