Top 15 B2B Marketing Charts of H1 2018

August 27, 2018

This article is included in these additional categories:

Analytics, Automated & MarTech | B2B | Boomers & Older | Brand Loyalty & Purchase Habits | Brand-Related | Content Marketing | Cross-Media & Traditional | Customer Engagement | Customer Experience | Customer Service | Customer Service & Experience | Customer-Centric | Demographics & Audiences | Digital | Direct Mail | Email | Featured | Industries | Lead Generation & Management | Personalization | Search Engine Optimization | Social Media | Trade Shows & Events | Youth & Gen X

Want to get up to speed with the latest trends in B2B marketing? Check out the most popular charts with our B2B audience so far this year, with data covering topics ranging from buyers’ expectations from vendors to how B2B marketers are tackling demand generation and the challenges they’re facing.

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Almost 9 in 10 CMOs Around the World Agree That Brands Are Built Through Experiences

Some 84% believe that every aspect of the customer journey can and should tell the brand story.

Marketers Are Using Direct Mail Mostly for Customer Acquisition, Say Overall Performance is Improving

The ability to integrate with digital campaigns is one of the leading advantages of direct mail.

Consumers Are Wary of Greater AI Use by Brands and Advertisers

Consumers would distrust rather than trust TV ads more if they made wider use of AI.

Here’s How Entertainment and Communications Time Stacked Up Last Year

Last year, Americans spent as much time visiting retail sites and apps as they did news sites and apps.

Here’s How Global Ad Spend is Expected to Shake Out by Medium This Year

Global ad spending is expected to top $1 trillion next year, with 5 media owners alone vacuuming up more than half of that spend.

4 Points About the State of Streaming

YouTube now accounts for more CTV streaming hours than Netflix, while ad-supported services are more popular than non-ad-supported ones.

Organizations’ Generative AI Use Most Prevalent in Marketing and Sales

About 1 in 7 (14% of) organizations are regularly using generative AI in marketing and sales.

What Are the Most Important Features of a Social Media Platform for Marketing and Advertising?

Community engagement and interaction features are important to marketers.

Americans’ Alcohol Preferences Remain Relatively Steady, Though Liquor Overtakes Wine

Middle-aged Americans are equally as likely to consume liquor as beer the most.

Exclusive Content Proves A Big Draw for SVOD Subscriptions

SVOD is a more preferred source of entertainment than live TV among the US adult population.

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.

What Might Make A Consumer Choose the More Expensive Food & Drink Product?

Almost 3 in 4 consumers would buy a more expensive food and drink product over a cheaper alternative if it came from a trusted brand.

Creative’s Still the Biggest Driver of Sales, Analysis Finds, but Brand’s Influence Rises

Brand and targeting are having more of an impact on short-term sales effectiveness, while the influence of reach is waning.

Use of Humor in Advertising Steadies

More than half of radio ads analyzed contain humorous elements, about twice the share of digital ads.

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.

Conversations About Brands Tend to Be More Positive When Face-to-Face Than on Social Media

Almost one-quarter of major brands are experiencing political polarization, judging by net sentiment in conversations about them.

TV Viewers Continue to Prefer Ad-Supported Platforms

Roughly 6 in 10 would rather save $4-5 off their subscription than pay that money to avoid ads.

Facebook Deemed to Deliver Highest ROI for SMBs

Direct mail is also among the most-used and highly-touted advertising channels.

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