B2B Marketing Directions

NOVEMBER 4, 2018

Demand Gen Report's 2018 Marketing Measurement and Attribution Benchmark Survey makes one point abundantly clear: Measuring marketing performance is both a top priority and an ongoing challenge for most B2B marketers. And the costs can be much higher. What to Do?

Multi-Touch Attribution 40

Multi-Touch Attribution ROI Multi-Channel Marketing Mix 40

sagefrog

NOVEMBER 14, 2023

The key to thriving is a multifaceted marketing strategy that aligns with your brand’s core values and resonates with your target audience. In Sagefrog’s 2024 B2B Marketing Mix Report , we found that B2B marketers’ top objectives for the year ahead are brand awareness, lead generation, client retention, and sales support.

Ideal Customer Profiles 52

Ideal Customer Profiles Paid Content Webinar Metrics Marketing & Strategy 52

B2B Marketing Directions

DECEMBER 20, 2020

For example, in Demand Gen Report's 2020 Marketing Measurement and Attribution Benchmark Survey , 82% of the respondents said that measuring marketing performance is a growing priority for their company, and 54% said their ability to measure marketing performance and impact needs improvement or is poor/inadequate.

Multi-Touch Attribution 98

Multi-Touch Attribution Advertising Agencies Forrester Paid Search Agency 98

ClearVoice

JUNE 24, 2021

According to the Cisco Annual Internet Report (updated last in March 2020), video accounts for 82% of trackable web traffic. A HubSpot survey on content trends supports this general trend, reporting that 54% of consumers in the U.S., Video content performance and ROI.

Statistics 117

Statistics Content Marketing Marketing Budget Paid Search Agency 117

B2B Marketing Directions

NOVEMBER 28, 2021

In the latest content marketing survey by the Content Marketing Institute and MarketingProfs, 61% of the B2B respondents said they are using case studies in their content marketing programs. That was down from 72% in the 2016 edition of the survey.

Case Studies 98

Case Studies Case Study Studies B2B Sales 98

Customer Experience Matrix

JULY 18, 2014

I had an interesting conversation this week with a vendor of marketing measurement systems on the question of why more marketers won’t buy his type of software. After all, surveys often show that marketers and CEOs alike rate better measurement as a high priority.

Analytics 120

Analytics Multi-Touch Attribution ROI Vendors 120

Binary Demand

APRIL 8, 2024

Analyze collected data After establishing the criteria for segmenting the B2B market , the next crucial step is collecting and analyzing data on existing and potential customers, using these criteria as a basis. This ensures accuracy and usefulness. Regularly monitor and evaluate your strategy, adjusting as needed.

Segmentation 52

Segmentation B2B Marketing Customer Satisfaction B2B 52

B2B Marketing Directions

DECEMBER 6, 2020

In the 2020 Marketing Measurement and Attribution Benchmark Survey by Demand Gen Report, 54% of surveyed marketers said their ability to measure marketing performance and impact needs improvement or is poor/inadequate.

Google 93

Google Paper Validation Correlation 93

B2B Digital Marketer

FEBRUARY 15, 2024

Brandon, with his unique background transitioning from operating health clubs to leading a marketing firm, shares his expert perspective on the shift from B2C to B2B marketing and the critical role of data in understanding consumer behavior and driving successful marketing strategies.

Allocation 52

Allocation Planning B2B Marketing Marketing Budget Creation 52

Vidyard

NOVEMBER 7, 2019

For the sixth consecutive year, video investment is up and 94% of companies say videos are valuable in their daily marketing mix. The survey consists of 218 B2B sales and marketing leaders, all manager-level and above. Unfortunately, revenue metrics are found to be the most challenging to track.

Top of Funnel 65

Top of Funnel Video Marketing Lead Ranking Lead Scoring 65

Full Circle Insights

SEPTEMBER 12, 2022

According to HubSpot , 70% of marketers reported using ABM last year, which is a 15% increase from the prior year. It’s no secret– many B2B companies are using Account Based Marketing (ABM) as a key strategy to target prospects, specifically with the aim of reaching specific accounts that fit an ideal customer profile.

Account Based Marketing 98

Account Based Marketing ABM Full Circle Insights Ideal Customer Profiles 98

Marketing Insider Group

AUGUST 30, 2019

The second definition is what we’re going to talk about here—what your marketing department’s strategy should be for making the most of the time, energy and dollars you allocate to marketing. The Most Effective B2B Marketing Strategies. Have a Formal Marketing Plan. Partner with a Marketing Agency.

Resource Management 100

Resource Management Work Management CMS Development Marketing Management 100

Marketing Insider Group

MAY 12, 2010

In this article I will argue for the importance of and the 5 steps to create marketing ROI through demand generation. Social media is hot mainly because it is new news to lots of folks in marketing and across our organizations that “the customer is indeed in charge”. Because it is an easy metric to obtain.

Lead Generation 100

Lead Generation Sales Management Lead Ranking ROI 100

NetLine

OCTOBER 30, 2023

For starters, diversifying your marketing mix to incorporate owned, earned, and paid channels can help ensure you have the right coverage for your marketing efforts. The Proof As we highlighted in our 2023 Consumption Report, buyer demand for quality B2B content has increased 18.8% In fact, they’re insatiable.

Intent Data 93

Intent Data Ideal Customer Profiles Lead Ranking Lead Scoring 93

KoMarketing Associates

AUGUST 22, 2012

To address the marketing trends, challenges, and expenditures specific to the engineering, technical, manufacturing, and industrial communities, marketers now have access to the “Trends in Industrial Marketing 2012” report from GlobalSpec. Social Media Has Emerged in a Big Way; Results Are Mixed.

Marketing Report 120

Marketing Report Trends B2B Marketing Allocation 120

B2B Marketing Directions

FEBRUARY 10, 2019

Demand Gen Report's 2018 Marketing Measurement & Attribution Benchmark Survey makes one point abundantly clear: Measuring marketing performance is both a top priority and a major challenge for most B2B marketers. In a September 2018 report , Forrester Research said that marketers spent about $1.09

Multi-Touch Attribution 40

Multi-Touch Attribution Multi-Channel Paid Search Agency Forrester 40

Vidyard

NOVEMBER 7, 2019

For the sixth consecutive year, video investment is up and 94% of companies say videos are valuable in their daily marketing mix. The survey consists of 218 B2B sales and marketing leaders, all manager-level and above. Unfortunately, revenue metrics are found to be the most challenging to track.

Top of Funnel 55

Top of Funnel Video Marketing Lead Ranking Lead Scoring 55

The Lead Agency

JUNE 6, 2019

Social media marketing, the 3 words which have completely changed the landscape of B2C marketing forever, but where does this leave us B2B marketers and is it worthwhile including a social media campaign into the marketing mix?

Social Media 69

Social Media Social Marketing B2B Marketing Paid Search Agency 69

Porch Group Media

JANUARY 26, 2021

Survey respondents gave themselves an above-average rating in “assuring that customer experiences are compatible with their brand”, resulting in a mean score of 0.31 (-1= feel below competitors, 0= on par with competitors and +1= feel above competitors). Spend on social media as a percentage of the overall marketing budget continues to rise.

Demand 69

Demand Marketing Budget Mobile Marketing Marketing Budget Creation 69

The Point

JANUARY 20, 2011

Our agency recently developed a report summarizing the results of a B2B marketing survey commissioned by Google and conducted by research company Ipsos OTX. In the survey, more than 600 B2B marketing executives answered questions about their budgets, marketing mix, and key challenges for 2011.

Planning 100

Planning Allocation B2B Marketing Google 100

KoMarketing Associates

SEPTEMBER 18, 2012

to the overall marketing mix through performance benchmarks in advertising and brand development initiatives. BtoB Magazine ‘s latest report on B2B social media marketing provides further support and insight into the strategies, applications, and challenges marketers face. The Role of Social Media.

BtoB 120

BtoB Social Media Paid Search Agency Media 120

Marketing Insider Group

DECEMBER 6, 2011

In fact, it is tied with search engines as the most popular online activity according to the latest Pew Internet survey. It is still very much a thriving aspect of the marketing mix and a key activity in building customer relationships. This was true of 71% of the 2.735 marketers who responded to the survey.

Ad Building 100

Ad Building Enterprise Management Small Business Marketing Opt-out 100

Marketing Insider Group

AUGUST 23, 2012

One of my best perks is that I occasionally get the honor of speaking at amazing industry events like Content Marketing World and the MarketingProfs B2B Forum (shameless plug: please join us!). Another benefit is that I obtain access to research reports that cover some of the key challenges for the Business Marketer.

Multi-Channel 100

Multi-Channel Advertising Channels Peer-to-peer Forrester 100

PathFactory

SEPTEMBER 15, 2021

Forrester reports that over 80% of purchases now involve complex buying groups, and 63% include at least four people — compared to 47% in 2017. Marketers have already responded by doubling down on content production — the Content Marketing Institute reports that, on average, 26% of B2B marketing budgets are allocated to content.

Process 52

Process Multi-Touch Attribution Top of Funnel Marketing AI 52

Marketing Insider Group

FEBRUARY 7, 2012

When I read through the Forester Navigating Tech Marketing survey with Gibson Marketing Group and the results they reported I was initially surprised at how far apart Marketing Directors, CMOs/VPs and agencies really are. Does this survey resonate for you? The Parable Of The Monkey Tree.

Work Management 100

Work Management Advertising Agencies Paid Search Agency Planning 100

Marketing Insider Group

SEPTEMBER 2, 2010

And I certainly agree that the acceptance of our role as B2B marketers is changing and evolving more into revenue generation. In order to meet new revenue and ROI goals, marketers need to improve their strategic skills (50%) and sales skills (40%). the highest level reported on the question. How has your role changed?

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

Marketing Insider Group

SEPTEMBER 2, 2010

And I certainly agree that the acceptance of our role as B2B marketers is changing and evolving more into revenue generation. In order to meet new revenue and ROI goals, marketers need to improve their strategic skills (50%) and sales skills (40%). the highest level reported on the question. How has your role changed?

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100

Martech Advisor

OCTOBER 17, 2019

Unfortunately, for most of our profession’s history, marketing metrics have not fallen into this bucket. More than half of CMOs in 2019’s CMO Survey report relying primarily on qualitative metrics to demonstrate value. Forecast the return your management team can expect on your marketing investment with specificity.

Enterprise Management 43

Enterprise Management Planning Multi-Channel Marketing Management 43

Customer Experience Matrix

MARCH 14, 2007

So when Marketing Management Analytics sent one headed “ Most Financial Executives Critical of Marketing Effectiveness Measures: Only 7% Say They are Satisfied with their Company's Ability to Measure Marketing ROI ”, I asked to see the details.

Effectiveness 120

Effectiveness Paid Search Agency Work Management Press 120

Customer Experience Matrix

OCTOBER 2, 2007

My students had a variety of goals, but the two major ones they mentioned were the toughest issues in marketing: how to allocate resources across different channels and how to measure the impact of marketing on brand value. I’d love to report I gave it to them, but I couldn't. Both questions have standard answers.

Allocation 120

Allocation Multi-Channel Lead Ranking ROI 120

Hinge Marketing

JUNE 26, 2015

With so much data available through marketing automation software , the results of marketing efforts are becoming increasingly more insightful and easy to measure. The same survey showed that firms using data-driven marketing were nearly three times as likely to experience increased revenues (55% vs. 20%).

Marketing Automation Services 48

Marketing Automation Services Marketing Automation Marketing & Strategy Automation 48

Porch Group Media

MAY 21, 2019

While we know digital marketing is constantly evolving, what are the important statistics and trends that every marketer should know to inform their marketing strategy? It has a median ROI of 122 percent, more than four times higher than any other digital marketing format. 57% of consumers reported doing this.

Statistics 45

Statistics Mobile Advertising Emarketing Mobile Marketing 45

Vidyard

APRIL 12, 2016

The years change but the marketing plans pretty much stay the same, according to recent research from Forrester. Many companies have marketing mixes that are fairly set in stone. In-person events such as conferences have existed pretty much ever since the term marketing was invented. Get the Report. Get the Report.

Forrester 50

Forrester Planning Budget Programs Work Management 50

Adobe Experience Cloud Blog

APRIL 11, 2014

Because of that, knowing how to plan your marketing programs is crucial – if you’re going to use a process 365 days a year, you want to have that process down cold. Read our report, Marketing Trend Watch: 2014 Planning Edition , to get the full results of our investigation. And are you reaching your audience in the right place?

Planning 48

Planning Customer Surveys Multi-Touch Attribution Trends 48

The Effective Marketer

JANUARY 13, 2011

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Aberdeen Shows How to Do Email Marketing Right The new research report from Aberdeen Group “ Email Marketing: Customers Take it Personally ” has some very interesting insights.

Planning 100

Planning Email Marketing Work Management Marketing Management 100

Marketing Insider Group

FEBRUARY 27, 2024

Impactful marketing campaigns transcend product promotion, playing a pivotal role in sculpting a brand’s identity, forging emotional bonds with the audience, and ultimately driving tangible results in leads and ROI. Launching a campaign is easy; launching a successful one is not so easy. Budget Allocate your resources wisely.

Planning 252

Planning Campaigns Advertising Agencies Paid Search Agency 252

Marketing Insider Group

NOVEMBER 11, 2010

This impression was not based on scientific surveys but on the conversations I had directly with some wonderful and interesting people. In one session I heard 3 different people ask an excellent presenter about ROI and “proof&# of results. Many brands are just getting started in social media.

Web 2.0 100

Web 2.0 Paid Search Agency Customer Satisfaction Telemarketing 100