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Forrester: B2B Companies Score Low in Marketing Best Practices

The Point

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. Read more about the survey results on Lori’s blog.).

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How Younger Generations are Disrupting B2B Buying

Zoominfo

A recent Forrester report found that Millennials and Gen Z make up 64% of business buyers. While each generation brings its own set of preferences, demands, and expectations to the market, the report shows that younger buyers are much more likely to voice their dissatisfaction than previous generations.

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Survey: 24% of U.S. CMOs Have Been ‘Significantly Affected’ By COVID-19

KoMarketing Associates

The impact of COVID-19 continues to be felt across the marketing industry, and new research is shedding light on just how many companies have been affected by the pandemic. Dentsu recently published the results of its 2020 CMO Survey, and statistics showed that 24% of CMOs based in the U.S. companies compared to other countries.

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B2B Companies Strive to Meet Higher Customer Experience Expectations

KoMarketing Associates

As B2B sales leaders look to capitalize on new leads, research suggests that B2B marketers need to be prepared to offer a more unique customer experience. The Complexities of B2B Sales Require Thinking Beyond Today’s CPQ” study produced by Forrester Consulting and FPX recently looked at the challenges faced by B2B sales professionals.

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It’s Time To Crack The B2B Sales Gender Diversity Code, as seen on Forrester

6sense

Caroline Robertson , Vice President, B2B Marketing and Sales Research Director. Jennifer Zhang, Research Associate. While gender diversity in B2B sales is severely lacking, company profits are close to 50% higher when women are well-represented at executive levels. Mary Shea , Principal Analyst. Matthew Flug. JAN 26 2021.

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Marketing KPIs are changing. Here’s why.

Zoominfo

Data from Forrester Research shows how rapidly marketing metrics are changing. In 2015, they found that 70% of B2B marketing organizations reported the amount of pipeline they sourced as a KPI. By 2025, Forrester predicts that only 14% of marketing teams will track marketing-sourced pipeline.

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Survey: 50% of Marketers Have No Plans to Use AI in Their Existing Strategies

KoMarketing Associates

Although artificial intelligence (AI) continues to grow as a marketing tool, new research shows that many marketers are still hesitant to integrate it into their strategies. Advertiser Perceptions recently published the results of a survey, asking 300 marketers and advertisers how they plan to utilize AI in the near future.