Act-On

OCTOBER 2, 2023

A survey of marketing leaders found businesses use marketing automation to “streamline marketing and sales efforts” (38%), “improve customer experience” (34%), and “improve customer engagement” (28%). Financial services marketers can first develop the strategy and messaging that should run throughout every campaign and touchpoint.

Marketing Automation Services 195

Marketing Automation Services Marketing Management Marketing Automation Service 195

KoMarketing Associates

SEPTEMBER 10, 2018

Marketers are already delivering customer interactions across various touchpoints in real-time, and they expect “real-time customer analytics” to play an important role in marketing going forward. ” “The early adopters are already reaping positive results,” wrote the authors of the report.

Marketing Report 157

Marketing Report Analytics Peer-to-peer Touchpoints 157

Martech

FEBRUARY 14, 2024

Eighty percent say the experience a company provides is as important as its products and services, 73% expect better personalization as technology advances and 65% expect companies to adapt to their changing needs and preferences, according to Salesforce’s “State of the Connected Customer” report. Click here to download!

Marketing AI 107

Marketing AI Effectiveness Privacy Ideal Customer Profiles 107

Martech

DECEMBER 2, 2021

Drew Neisser, the founder of B2B brand strategy boutique Renegade, discussed the findings from the company’s 2021 State of Account-Based Marketing (ABM) Report in a recent webinar on MarTech. The survey brought together salespeople and marketers to understand how ABM could address some of their interdepartmental challenges.

Account Based Marketing 139

Account Based Marketing ABM Webinar Metrics Marketing & Strategy 139

Zoominfo

OCTOBER 10, 2019

After all, the B2B buyer’s journey has become increasingly complex, as each prospect engages with a number of digital touchpoints on their path to becoming a customer. Marketing attribution refers to a system used to determine how each touchpoint in a customer’s journey contributes to an eventual conversion. What do these results mean?

Marketing Attribution 160

Marketing Attribution Multi-Touch Attribution B2B Marketing Trends 160

Zoominfo

MAY 3, 2020

In a prospect’s path to become a customer, they often engage in numerous digital touchpoints—social media posts, paid advertisements, email promotions, blog posts, webinars, and eBooks to name a few. In fact, studies show it takes an average of 6 to 8 touchpoints to simply generate a lead. Let’s get into it!

Marketing Attribution 130

Marketing Attribution Multi-Touch Attribution Paid Content Sales Management 130

Martech

JANUARY 11, 2024

A full 58% of consumers say they’re positively influenced by email about purchase decisions, according to a new survey of 1,000 consumers by media technology company Adlook. Only 27% say they’re influenced rarely by email, and 16% report no impact. Here are some of the ways marketers will improve their email programs in the year ahead.

Email Marketing 124

Email Marketing Marketing AI Enterprise Management Work Management 124

Marketing Insider Group

NOVEMBER 18, 2020

In a new report that collected data from hundreds of B2B marketing professionals, the ways in which B2B marketing teams across the nation operate as a majority were brought to light. 63% of B2B marketers report using a content marketing agency to handle some or all of their marketing program. Focus on the Buyer.

Resource Management 360

Resource Management Demand Generation Agencies CMS Development Work Management 360

Marketing Insider Group

DECEMBER 21, 2020

Executives and higher-ups finally understand the value of a comprehensive, multi-touchpoint digital marketing strategy. It’s important to mention here that we have several studies and surveys on B2B marketing budgets to consider, so let’s examine them all and look for some general themes. Makes sense. Virtual events and webinars (52%).

Marketing Budget 353

Marketing Budget Marketing Budget Creation Budget Programs Research 353

Martech

JANUARY 5, 2024

Half of CMOs said “rationalizing retail media with other media investments” is one of their biggest challenges with retail media, according to Forrester’s Q3 2023 B2C Marketing CMO Pulse Survey. Forrester identified four core use cases: first-party audience targeting; onsite activation; offsite activation; and near-real-time reporting.

Media 98

Media Advertising Agencies Paid Search Agency Forrester 98

KoMarketing Associates

OCTOBER 31, 2019

Ascend2 recently conducted its “Data-Driven Personalization Survey,” and statistics indicated that most marketers (64%) want to improve the customer experience through their data-driven personalization strategy. In addition, the customer journey is becoming more complex, according to the report.

Multi-Touch Attribution 121

Multi-Touch Attribution Marketing & Strategy Marketing Strategy Personalization 121

The Point

OCTOBER 25, 2018

The analysts at Demand Gen Report just published their “ 2018 Lead Nurturing & Acceleration Survey Report ” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. Curiously, the survey also documented the percentage of leads that companies reported as being “returned for nurturing.”

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

Martech

AUGUST 30, 2022

CJO tools are designed to include touchpoints like interactions with customer success representatives, who often deliver the experience supporting those long-term relationships. Download the full MarTech Intelligence Report : Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide. What it is. Why we care.

Touchpoints 97

Touchpoints Gartner Word of Mouth Loyalty 97

Martech

NOVEMBER 28, 2023

According to recent industry reports, the implementation of personalized approaches has increased by 30% across diverse business domains. Personalize the survey after the stay to encourage completion and gather more data from your customers. Your communication should not end when your guest leaves the hotel or restaurant.

Loyalty 95

Loyalty Marketing AI Ideal Customer Profiles Marketing Automation Services 95

KoMarketing Associates

DECEMBER 19, 2019

Dun and Bradstreet, along with AdWeek, recently published the “B2B Enters the Experience Era: 2020 Data-Driven Marketing and Advertising Outlook” report, and statistics suggested that for most marketers (43%), it’s “extremely important” to deliver a consistent customer experience across various digital and offline channels.

Marketing Report 159

Marketing Report Customer Satisfaction Touchpoints Statistics 159

ClickZ

JUNE 19, 2023

Over 58% of marketers recently surveyed are not using analytics in their marketing projects. Source: Data in Analytics Survey, ClicData Report, SearchEngineWatch Data analytics involves systematically examining raw data to draw meaningful conclusions.

Analytics 135

Analytics Google Marketing Analytics Tools User-Generated Content 135

Zoominfo

APRIL 20, 2022

In 2015, they found that 70% of B2B marketing organizations reported the amount of pipeline they sourced as a KPI. “It assumes a first-touch or last-touch attribution model and doesn’t take into account the multiple buyers and touchpoints involved.” So, what metrics should marketers report on ?

Multi-Touch Attribution 130

Multi-Touch Attribution Zoominfo Account Based Marketing Lead Ranking 130

KoMarketing Associates

JUNE 7, 2017

Marketing has several components, and one survey recently shed light on how much of it is an art compared to a science. Chiefmartec and Third Door Media surveyed 637 industry professionals to gauge where marketing falls in terms of science and the arts. The majority (50.3 percent) said that marketing is both an art and a science.

Customer Surveys 161

Customer Surveys Touchpoints CMO Correlation 161

Martech

FEBRUARY 6, 2024

Consumer touchpoints have become so multiplied and diverse that multi-channel attribution has already been taking a beating. From the context of the Winterberry report, I think it’s fair to say that they are refocusing the term on the use of AI, generative AI and machine learning in content creation. How has it been for you?

Trends 110

Trends Work Management Marketing Management Advertising Agencies 110

Adobe Experience Cloud Blog

OCTOBER 9, 2018

There is much speculation as to why marketers have a shorter lifespan than their executive colleagues, but one stat from the Marketing Performance Management Survey, 2017 particularly caught my attention and could be related: only 23% of marketers earn top ratings from their C-suite on proving impact, value, and contribution to revenue.

Sales Qualified Leads 132

Sales Qualified Leads Cost per Lead Touchpoints Forrester 132

Biznology

MAY 7, 2018

It’s the product of “commoditization” that is driving consumer marketers to obsess about touchpoints, customer experience, engagement, AI, and the burgeoning “martech stack.” Examples: One research report yields seven differentiator videos. Research reports and video turn viewers into leads.

Differentiation 155

Differentiation Video Marketing Clickthrough Gartner 155

Martech

APRIL 28, 2022

Digital marketing’s contribution to company performance dropped significantly last year, according to leading marketers surveyed in a new report. Deloitte’s CMO Survey found only 21% of respondents strongly agreed that digital contributed significantly to performance, down from 32.5% The report surveyed 320 marketers at U.S.

Digital Transformation 79

Digital Transformation Paid Search Agency Companies Multi-Channel 79

Martech

OCTOBER 14, 2021

Customer journey analytics software lets marketers connect real-time data points from across channels, touchpoints and systems, allowing users to gain insights into the customer journey over time. In addition, businesses must understand what customers and prospects are trying to achieve and how existing touchpoints are falling short.

Marketing Automation Services 106

Marketing Automation Services Enterprise Management Work Management Marketing Management 106

Zoominfo

JANUARY 27, 2022

More than two-thirds of buyers in one survey said they had taken cold calls in the previous year. Today’s sales development reps count on multiple touchpoints across multiple channels to reach their prospects — an average of 16 touches per rep according to a TOPO Sales Development Touch Report.

Cold Calling 100

Cold Calling Ideal Customer Profiles Forecasting Touchpoints 100

sagefrog

JANUARY 24, 2024

For 17 years, Sagefrog has surveyed B2B professionals in the technology, healthcare, industrial, and business industries. Many of our survey respondents also identified B2B marketing strategies they wanted to prioritize this year, and predictably, most of those priorities focused on these trends. Ready to dive deeper?

B2B Marketing 62

B2B Marketing Marketing & Strategy Marketing Strategy Marketing Management 62

Martech

JULY 22, 2022

Adopting a platform that gathers, visualizes, analyzes and acts upon data across all of your customer touchpoints can yield significant benefits. Multiple surveys indicate that customers are seeking businesses that understand them — that empathize with their needs. The benefits of using CJO tools. Here are some of these benefits.

Enterprise Management 86

Enterprise Management Work Management Marketing Management Cross-Selling 86

Inbox Insight

NOVEMBER 17, 2020

The power of intent data is massive, allowing you to turn every touchpoint into a data-driven machine for demand generation and lead nurture. In our recent survey of 200 senior marketers in the UK and US, we discovered that the biggest challenge when using intent is being able to action on insights gathered , and making data meaningful.

Demand Generation 98

Demand Generation Advertising Channels Multi-Channel Intent Data 98

Martech

APRIL 5, 2023

Identity resolution platforms enable marketers to “close the loop” on customer marketing, analytics and compliance with a comprehensive holistic view of activity across all of an organization’s customer touchpoints and channels. Learn more about the capabilities and benefits of this critical technology by downloading our free report.

Mobile Advertising 98

Mobile Advertising Ideal Customer Profiles Privacy Paid Search Agency 98

Martech

AUGUST 19, 2021

In its most recent report on the market, Gartner predicted that 70% of independent CDP vendors will be acquired or will acquire adjacent technologies to diversify by 2023. Gartner notes that marketing technology leaders it surveyed see CDP as “an investment worth planning for, and protecting, in an economic downturn.”

Enterprise Management 120

Enterprise Management Ideal Customer Profiles Marketing Management Gartner 120

Scoop.it

NOVEMBER 2, 2023

Here are the top five ways it helps shape digital marketing: Digital Touchpoints Personalization A 2021 McKinsey report found that 71% of customers expect personalization. And 81% of online customers want seamless transfers between digital touchpoints throughout their buying journey.

Work Management 83

Work Management Marketing Management Buyer Personas Budget Programs 83

sagefrog

DECEMBER 6, 2023

As another year passes since our last insightful dive into the trends shaping B2B marketing, we’re thrilled to present the 2024 B2B Marketing Mix Report. Understanding the Current Landscape Our 2024 Marketing Mix Report is the result of extensive surveys conducted among industry leaders, marketers, and decision-makers.

Allocation 52

Allocation Advertising Agencies B2B Marketing Paid Search Agency 52

FunnelEnvy

MARCH 18, 2024

Then, you can personalize the experience by providing relevant content and resources at every touchpoint. Imagine targeting an influencer with in-depth industry reports while neglecting their preferred platform. Gartner and McKinsey both report that, in general, B2B buyers prefer a DIY sales journey over sales calls and conversations.

Buyer Personas 57

Buyer Personas Marketing AI Ideal Customer Profiles Webinar Metrics 57

Martech

SEPTEMBER 8, 2023

I was there to report on the conference, doing person-on-the-street interviews and attending as many programs as possible to write blogs and live updates for the tech company that sponsored it. My first in-person event was overwhelming. Getting to all the sessions and programs was impossible even with a small team. It comes down to ownership.

Lead Scoring 120

Lead Scoring Lead Ranking Top of Funnel Budget Programs 120

Adobe Experience Cloud Blog

FEBRUARY 7, 2020

It c o me s as no surprise to us that more than a third of CMOs sa y their number one focus is sustainable growth. * So, w e dug deeper , and found that marketers across the industry reported a number of substantial challenges that they felt stood as obstacles to achieving this higher-level growth: . Source: 2019 CMO Survey, Deloitte.

Marketing Attribution 174

Marketing Attribution Top of Funnel Lead Ranking B2B Thought Leadership 174

The Lead Agency

JUNE 7, 2023

Conduct market research, surveys, and interviews to understand their demographics, job roles, challenges, goals, motivations and preferences. Customer Surveys and Feedback: Regularly survey your existing customers to gather feedback on their pain points, challenges, and the solutions they seek.

Sales Management 62

Sales Management Lead Nurturing Lead Ranking Sales Qualified Leads 62

ClearVoice

DECEMBER 18, 2023

Use data from previous emails, inquiries, survey responses from cohorts, and other past interactions to help define your most profitable accounts. Unload everything you can from customer personas, CRM data, and audience analytics reports to identify your top content types and distribution methods. Go beyond generic customer personas.

Account Based Marketing 95

Account Based Marketing ABM Tactics Top of Funnel 95

Hinge Marketing

AUGUST 20, 2020

The study surveyed more than 650 accountants and business professionals who purchase accounting firm services (buyers)— with special attention paid to discrepancies in value perceptions between firms and buyers. In the survey, buyers displayed a high level of acceptance for non-hourly billing arrangements.

Business 174

Business Marketing Management Pricing Price 174