Marketing Insider Group

MAY 3, 2017

The business-to-business marketing mix is always changing, but there’s one tactic that consistently proves effective for B2B companies: conferences and tradeshows.

Conference 137

Conference Best Practices Marketing Mix Marketing Funnels 137

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

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

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

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

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

ClearVoice

JUNE 24, 2021

A HubSpot survey on content trends supports this general trend, reporting that 54% of consumers in the U.S., Recent Wyzowl research shows that video continues to represent a priority for most marketers. It would seem that the global pandemic hasn’t depressed content marketing spending, at least.

Statistics 117

Statistics Content Marketing Marketing Budget Paid Search Agency 117

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. With those questions in mind, we asked our survey participants about their own use of email, social, physical and virtual events, webinars, and Pay-Per-Click ads.

Planning 48

Planning Customer Surveys Multi-Touch Attribution Trends 48

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. The comparable percentage was 58% in the 2019 edition of the survey and 54% in the 2018 survey.

Google 93

Google Paper Validation Correlation 93

Heinz Marketing

MARCH 4, 2021

According to HubSpot , roughly 88% of marketers say video gives them a strong ROI and 90% feel the level of video competition has increased. We partnered with Vidyard to conduct a survey in 2019 and even then, we found video investment was up and 94% of companies said video is valuable in their daily marketing mix.

Paid Content 132

Paid Content Social Media Media B2B 132

MarketJoy

AUGUST 24, 2022

While more leads on paper may look good to a marketing professional, the quality of leads is what a sales team is looking for. According to a recent survey, 70% of B2B marketers cite improving the quality of leads as the most important objective of a lead generation strategy. Let’s compare both from the standpoint of ROI.

Lead Ranking 98

Lead Ranking Lead Scoring Sales Qualified Leads Marketing Qualified Leads 98

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

B2B Digital Marketer

MARCH 18, 2021

Content marketing is a challenging endeavor , and in order to be successful in it, you have to be very intentional. Track you digital marketing activities and measure if you are getting any ROI from it. There are plenty of great tools to help you with your content marketing. More episodes on content marketing: [link].

Paid Content 52

Paid Content ROI Marketing & Strategy Top of Funnel 52

Bannerflow

FEBRUARY 2, 2023

Recent survey data from The Social Shepherd , shows that 90% of consumers watch videos on their mobile devices. And this means digital marketers need to optimise accordingly. A recent consumer survey by Tech Jury revealed that half of the gamers in 2022 (54%) would use phones to play games.

Mobile Advertising 52

Mobile Advertising Video Marketing Advertisements Advertising 52

B2B Digital Marketer

FEBRUARY 15, 2024

The Role of AI in Marketing: Brandon discusses leveraging AI tools responsibly to enhance marketing effectiveness, cautioning against over-reliance on automated processes that could compromise human connection and empathy in customer interactions.

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

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. How to Escape While you may not be able to truly be “Everything, Everywhere, All At Once,” embracing an omnichannel approach can at least get you close.

Intent Data 93

Intent Data Ideal Customer Profiles Lead Ranking Lead Scoring 93

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. The newest and most sophisticated method is unified marketing measurement (UMM).

Multi-Touch Attribution 40

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

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 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

Full Circle Insights

SEPTEMBER 12, 2022

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. According to a survey conducted by ITSMA , 87% of marketers say that ABM efforts outperform other marketing efforts.

Account Based Marketing 98

Account Based Marketing ABM Full Circle Insights Ideal Customer Profiles 98

Marketing Insider Group

AUGUST 30, 2019

In this post, you’ll find out how B2B marketers are planning, executing and budgeting their marketing programs, so you can be sure your strategy falls in line with or zooms ahead of your competition in 2019. Have a Formal Marketing Plan. Consider Account-Based Marketing. Develop and Invest in Marketing ROI Metrics.

Resource Management 100

Resource Management Work Management CMS Development Marketing Management 100

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. Striking a Balance.

Marketing Report 120

Marketing Report Trends B2B Marketing Allocation 120

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

Martech Advisor

OCTOBER 24, 2019

Many brands like Pretty Little Thing and the Bank of America are experimenting with podcast marketing to diversify their marketing mix. We discuss the reasons podcast marketing is fast becoming a hot favorite when it comes to creating brand awareness and brand recall. Podcasting Marketing Is the Future of Marketing.

Brand Identity 56

Brand Identity Branding Storytelling Advertising Agencies 56

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

B2B Marketing Directions

JULY 29, 2023

To determine the financial impact of these aspects of marketing, you would first need to determine how much of customers' buying decisions were due to the channels, tactics, or programs you're trying to value. And there's just no reliable way to observe that causal effect. And, since those impacts can't be observed, they can't be measured.

Marketing AI 52

Marketing AI Multi-Touch Attribution Budget Programs Multi-Channel 52

markempa

MAY 23, 2005

« 2 New RSS Feeds for the B2B Lead Generation Blog | Main | Blogging & RSS Events » Tips for better webinars, webcasts and improved ROI Webinars have reached critical mass and most B2B marketers, it seems, have added them to their marketing mix. But lately, Ive watched some really bad webinars and webcasts.

Webcast 120

Webcast Lead Generation Webinar Metrics ROI 120

Huptech Web

JANUARY 29, 2024

Measuring its effectiveness can be problematic as it relies on indirect methods like surveys, brand rеcall, and salеs volumе. Thеsе strategies often require larger budgets, and the ROI can be difficult to quantify precisely. It aims to reach a broad audience segment and is less targeted than digital methods.

Paid Content 52

Paid Content Growth Marketing Lead Ranking Word of Mouth 52

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 reality is that ROI is still lacking.

BtoB 120

BtoB Social Media Paid Search Agency Media 120

DotDigital

JUNE 14, 2021

By adjusting your success metrics to consider clicks, conversions, and ROI you will get a better understanding of customer engagement. As it requires active engagement with your marketing, these metrics offer more insight than most. Ultimately this will make it easier to segment, target, and personalize your marketing.

Privacy 98

Privacy SMS Opt-out Open Rate 98

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. Or as this quote from the survey indicated, much of technology marketing is “upside down.

Work Management 100

Work Management Advertising Agencies Paid Search Agency Planning 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. Technology now makes it possible to accurately simulate the future by focusing on marginal ROI (mROI).

Enterprise Management 43

Enterprise Management Planning Multi-Channel Marketing Management 43

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

The study concluded that achieving maturity in multi-channel marketing can deliver significant increases in business benefits, mainly from the expanded reach achieved through an optimized marketing mix. Skill gap was identified as the main obstacle to more efficient, integrated marketing.

Multi-Channel 100

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

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. Tags: marketing ROI marketing performance marketing performance measurement.

Allocation 120

Allocation Multi-Channel Lead Ranking ROI 120

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%). Related Posts: Why am I in Marketing? How has your role changed?

B2B Marketing 100

B2B Marketing Planning B2B Paid Search Agency 100