Influencer marketing is now a part of the marketing mix for 85% of B2B mid-market and enterprise brands.
B2B Articles
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Is Video Content Being Created for All Stages of the Buyer’s Journey?
About half of video content is being created for the top of the funnel, content marketers estimate.
How Do B2B SaaS Companies Determine Pricing?
The larger the company’s annual revenue, the more likely it is to use value-based pricing.
CMOs to Increasingly Prioritize CX and Innovation in the Coming Year
The primary roles of the marketing function over the next year will be ensuring effective brand management and developing the overall customer experience.
Which Video Types Are Proving Effective for Content Marketers?
Social media videos and case studies/customer stories lead the way in perceived effectiveness.
B2B Demand Gen Budgets to Continue Growth amid Focus on Pipeline and Revenue
The most common way to define demand gen campaign success is through new pipeline opportunities/revenue sourced.
CMOs’ Budget Outlook Appears to Have Rebounded from Earlier This Year
CMOs are more likely to be reporting revenue increases and to be expecting budget growth.
B2B Demand Gen: Smaller Companies Catch Up to BDR Best Practices
B2B demand gen teams that met or exceeded their KPIs are more likely to have a lead qualifying team.
What Are B2B Content Marketers’ Biggest Challenges?
It’s not about creating enough content, it’s about creating the right content.
Is AI in Search Changing B2B Content Strategies?
Some are sharpening their focus on user intent/answering questions.
What Business Goals Are Driving ABM Investments?
The most commonly cited goals are to create wider engagement with the ideal customer profile and to improve win rates.
B2B Tech Decision-Makers Look for Content to Inform Them of Industry Trends
B2B tech buying decision-makers are reading industry newsletters almost to the same extent as B2B news publications.
How is Signal Loss Impacting Ad Spending Plans?
More than 3 in 4 ad buyers are adjusting their programmatic vs. direct strategies.
Brands Aren’t Just Targeting Young People with Influencers
Youth are still the predominant target for influencers, but as the industry matures, the target audience may be shifting.
Inaccurate Information Roils B2B E-Commerce Sites
More than 9 in 10 B2B buyers encounter at least one reason that prevents them from placing orders online.
ABM Is Proving More Effective in Some Areas Than Others
ABM isn’t significantly improving cross-sell/upsell efforts, but is helping drive active engagement with select accounts.
Content Volume – and Budgets – Expected to Increase Next Year
Marketers’ budget outlook for content seems to have grown from last year.
B2B CRM Users Are Highly Focused on Nurturing Leads and Customers
A top priority for maximizing CRM over the coming years is getting a complete view of customer interactions.