B2B Marketing Directions

MARCH 24, 2024

Several studies have shown that potential buyers are very likely to select vendors that were in their initial consideration set. Google Survey Bain & Co. and Google recently surveyed 1,208 people at US companies who were involved in buying several types of business products and services. Here are two recent examples.

B2B Marketing 71

B2B Marketing B2B Vendors Trigger Marketing 71

Sword and the Script | B2B

APRIL 23, 2024

Yet a new study by Bain and Google brings something new to the conversation. The two organizations teamed up to survey “sales and marketing executives at about 1,100 US software and cloud hosting companies.” Years ago, when I was studying for an MBA, the company 3M was a case study here.

Marketing Automation Services 65

Marketing Automation Services Budget Programs Marketing Budget Peer-to-peer 65

Influitive

JULY 14, 2017

A new IDC report has found that one organizational tactic has grown 570% YOY among B2B vendors (and no, we don’t mean ABM). Last year, only 10% B2B vendors surveyed had a customer advocacy program in place, according to the IDC research. It’s customer advocacy programs. This year, “The Role of Marketing in Customer Advocacy”.

Studies 202

Studies B2B Account Based Marketing ABM 202

B2B Marketing Directions

SEPTEMBER 25, 2022

Customer case studies have been a core part of the B2B content marketing mix for years. In the latest content marketing survey by the Content Marketing Institute and Marketing Profs, 61% of the B2B respondents said they are using case studies in their content marketing program.

Case Study 52

Case Study Case Studies Studies Marketing Management 52

Webbiquity

MAY 3, 2022

84% of attendees and 67% of vendors want event organizers to help facilitate ecommerce transactions. In the pre-pandemic world, the top priority for planners was number of attendees; for B2B vendors, number of leads generated; and for attendees, the networking. In a study conducted by Zoom and Qualtrics Research , 80% of U.S.

Marketing Report 334

Marketing Report Event Marketing Research Trends 334

Salesforce Marketing Cloud

MARCH 4, 2024

Keep up with global trends in AI Salesforce commissioned Forrester Consulting to survey 773 global decision-makers to find out how they succeed with AI-powered CRM — and what it all means for you. Over 50% of survey respondents agree that improved data quality is essential. Three foundations for strong AI-powered CRM 1.

Work Management 116

Work Management Trends Business Forrester 116

Vidyard

FEBRUARY 23, 2022

23, 2022 – According to the second part of a future of work study released today by Vidyard and Atomik Research , 87% of financial services professionals said that their technology at work is in “the dark ages.” The first part of the study was released in January 2022. KITCHENER, Ont. – 22-26, 2021.

Work Management 91

Work Management Enterprise Management Marketing Management Studies 91

Webbiquity

NOVEMBER 10, 2020

Buyers now consistently rely on five top sources of information–yet vendors typically concentrate on only two of these. The 63-page study provides a wealth of insights for B2B marketers and product managers. Both vendors and buyers use demos and vendor/product websites. Mismatched Content Type Priorities.

Enterprise Management 299

Enterprise Management Sales Management Work Management Marketing Management 299

Sword and the Script | B2B

SEPTEMBER 24, 2020

68% of B2B professionals surveyed say it takes longer to complete B2B sales cycles compared to a year ago They say recessions don’t start trends – they accelerate those that are already in motion. Those are some of the drawable conclusions from a study by the Demand Gen Report. The trend has been more of everything in B2B.

Sales Cycle 57

Sales Cycle B2B Sales Studies B2B 57

Martech

FEBRUARY 22, 2024

Some 57% of marketers are feeling overwhelmed by the number of martech platforms available on the market, according to a new study by U.K.-based Of the 250 marketers surveyed, 55% indicated their companies are looking to simplify their stack in the next 12 months. The report is based on a survey of 250 marketers in the U.S.,

Marketing Automation Services 101

Marketing Automation Services Paid Search Agency Marketing Management Tools 101

Adobe Experience Cloud Blog

JANUARY 9, 2018

Case studies are loved by marketers and sales teams alike for their ability to educate prospects and turn sales pitches and marketing spiels into verified, credible claims. But for all their perks, case studies are notoriously time-consuming. Sales teams need them to show proof to their prospects. Bad interviews get you nowhere.

Case Studies 134

Case Studies Case Study Studies Top of Funnel 134

Content Standard

DECEMBER 6, 2023

And that is a massive missed opportunity for healthcare vendors—a chance to cut through the noise and amplify the ROI on your content investment by grounding your content strategy in market realities. We’ll explore ways to use the study as a guide to create a more precise and effective content strategy.

Enterprise Management 69

Enterprise Management Work Management Marketing Management Tactics 69

Martech

JANUARY 23, 2024

Two-thirds (66%) of marketing decision-makers say they plan to increase their technology spend, according to Forrester’s Marketing Survey, 2023. Martech spend is spread evenly across three main pillars, the study found. Take Martech’s 2024 Salary and Career Survey From AI to layoffs, it’s been quite a year.

Marketing Management 100

Marketing Management Marketing Budget Budget Programs Forrester 100

Vidyard

FEBRUARY 23, 2022

23, 2022 – According to the second part of a future of work study released today by Vidyard and Atomik Research , 87% of financial services professionals said that their technology at work is in “the dark ages.” The first part of the study was released in January 2022. KITCHENER, Ont. – 22-26, 2021.

Work Management 65

Work Management Enterprise Management Marketing Management Studies 65

KoMarketing Associates

JANUARY 20, 2021

ITSMA and the ABM Leadership Alliance recently published their benchmark study on ABM for 2020, and statistics showed that in response to the pandemic, 42% of marketers have altered their business objectives for ABM.

Account Based Marketing 206

Account Based Marketing ABM Gartner Budget Programs 206

Sword and the Script | B2B

NOVEMBER 23, 2019

Fortunately, there are several new studies that have been published about content marketing, blogging and webinars that provide solid benchmarks. For the last six years, Orbit Media has surveyed 1,000 bloggers for its annual blogging survey. The survey isolates answers from bloggers who report “strong results.”

Advertising Benchmark 91

Advertising Benchmark Webinar Metrics Top of Funnel Studies 91

B2B Marketing Directions

JANUARY 23, 2022

The WSJ/B2B International Survey Last month, WSJ Intelligence, the research unit of The Wall Street Journal/Barron's Group, and market research firm B2B International published the findings of a survey that provide strong evidence for the argument made in my September post. The survey was in the field from May 21-June 29, 2021.

Marketing Prospects 92

Marketing Prospects B2B Thought Leadership Paid Search Agency Vendors 92

Hinge Marketing

FEBRUARY 2, 2022

In the Hinge Research Institute’s High Growth Study 2021, Technology and Software Edition , the most pressing business challenges for surveyed firms were 1) “Unpredictability in the marketplace” and 2) “Changes in how buyers buy your services.” All firm sizes were represented with mid-size firms having the largest survey participation.

Digital Asset Management 77

Digital Asset Management Work Management Marketing Management Budget Programs 77

Webbiquity

OCTOBER 5, 2021

The conclusions are based on surveying more than 1,000 technology buyers in companies across North America and Europe. ” But that is potentially good news for vendors that are able to deliver and keep price increases in check. Testimonials: Customer reviews and case studies are big.

Enterprise Management 309

Enterprise Management Work Management Marketing Management Paid Search Agency 309

Customer Experience Matrix

MARCH 29, 2017

Actually, the study estimates spending on 20 technologies and 12 corporate functional areas across 16 enterprise industries in eight regions and 53 countries, comparing the amounts funded by IT departments and by business departments. One reference point is the known revenues of martech vendors.

Enterprise Management 120

Enterprise Management Work Management Spending Marketing Management 120

Zoominfo

NOVEMBER 29, 2023

In fact, 90% of Gen Z and Millennial survey respondents say they were dissatisfied with a vendor, compared to 71% of Gen X and Baby Boomer respondents. Additionally, 75% of Millennials and Gen Z respondents surveyed by Sid Lee USA and Angus Reid Group feel they have a voice and social capital within their communities.

Buy 130

Buy Generation Peer-to-peer B2B 130

Zoominfo

MAY 31, 2023

Industry surveys show that account-based marketing is consuming an ever-larger share of B2B budgets, and it’s easy to see why: smarter targeting, increased efficiency, and better ROI are enough to make any CMO’s eyes light up. Studies have shown the vendor that responds to a lead first has the best shot of winning the deal.

Account Based Marketing 130

Account Based Marketing Ideal Customer Profiles Intent Marketing Analytics Tools 130

Customer Experience Matrix

APRIL 1, 2020

Here are a dozen-plus studies I’ve seen in the past week, most of which are on-going. Customer Data Platform vendor Amperity reported a less rosy result in its COVID-19 Retail Monitor , which draws data from Amperity’s retail clients. shopping behavior doubled between surveys on February 28 survey and March 17.

Paid Search Agency 240

Paid Search Agency Companies Advertising Agencies Business 240

Content4Demand

DECEMBER 6, 2019

Nearly half (47%) of the 200 senior-level B2B marketing professionals surveyed in the 2019 Content Preferences Survey Report cited case studies as the most valuable influencer content format—the top choice. Source: 2019 Content Preferences Survey Report. Source: 2019 Content Preferences Survey Report.

Case Studies 55

Case Studies Case Study Top of Funnel Studies 55

The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg. Click To Tweet.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

Binary Demand

FEBRUARY 23, 2024

[ps2id id=’Introduction’ target=”/]Based on a recent HubSpot report, 35% of surveyed marketers prioritized B2B demand generation activities in 2022, indicating a noticeable shift from tactical demand generation to a more strategic approach in the current and future of B2B demand generation marketing.

Demand Generation Agencies 116

Demand Generation Agencies Demand Generation Demand Account Based Marketing 116

Contently

JULY 27, 2017

According to a recent study from DiscoverOrg, a sales intelligence platform, not many B2B salespeople are successfully walking this tightrope. Martin , surveyed more than 230 decision-makers across industries and departments about their experience with B2B sales processes. The company, along with researcher Steve W.

Studies 98

Studies B2B B2B Sales Verticals 98

Customer Experience Matrix

MARCH 4, 2018

market) is why so many European vendors have relocated to the U.S. This study from Econsultancy suggests the difference is overstated if it exists at all: 9% of European countries reported a highly integrated tech stack, barely under the 10% figure for North American companies. On the other hand, a survey from Aspect found that U.S.

Work Management 212

Work Management Marketing Management Allocation Paid Search Agency 212

Customer Experience Matrix

SEPTEMBER 3, 2018

A recent Sizmek study found that 77% of marketers predicted data regulations such as GDPR would make targeting audiences with third party data increasingly difficult. In a Demandbase study , 60% of respondents said that GDPR was forcing a change in their global privacy approach. The expectations are real.

DemandBase 199

DemandBase Lead Ranking Paid Search Agency Work Management 199

B2B Marketing Directions

NOVEMBER 29, 2020

The 2021 B2B Buying Disconnect report is based on two surveys that were conducted in September of this year. One was a survey of 907 individuals who are involved in making business technology purchases for their organization, and the second was a survey of 227 individuals who work for technology vendors in a sales or marketing capacity.

Purchase 98

Purchase B2B Vendors Case Studies 98

Martech

JANUARY 8, 2024

A 2021 study from YouGov suggests that most countries are registering a maximum 60-70% cookie banner acceptance rate. Plausible, PostHog, Fathom and Matomo are among tghe vendors building “privacy-focused” web analytics packages that don’t use cookies, are GDPR compliant and can get around consent banners and Apple’s privacy-masking tech.

Analytics 126

Analytics Privacy Privacy Policies Privacy Protection 126

Marketing Insider Group

MARCH 29, 2021

Make sure to study their “likes” to identify special interests that can serve as content touchpoints. Studies show that 95 percent of all purchase decisions are emotion-driven. In a 2013 Google study , 50 percent of the companies surveyed indicated that they had emotional ties to their vendors.

Planning 363

Planning Paid Search Agency Advertising Agencies Content Marketing 363

Martech

JANUARY 17, 2024

“I was reading a study from YouGov. Identity resolution There are many vendors today offering identity resolution solutions that — largely probabilistically — stitch identifiers like postal or email address to transaction activity or other trackable behaviors. After multiple delays. Are marketers finally ready for this?

Advertising Agencies 136

Advertising Agencies Ad Exchange Paid Search Agency Marketing Proposals 136

Engagio

DECEMBER 10, 2018

We saw more MarTech vendors add ABM functionality. That’s why we launched The 2019 ABM Market Research Study survey. We’re asking all B2B marketers who know the term “Account Based Marketing” to take the survey, whether they’re currently applying it or not. However, the survey closes on Friday, December 28th at midnight.

Account Based Marketing 48

Account Based Marketing ABM Studies Research 48

Webbiquity

MARCH 30, 2021

In a recent survey , B2B marketers and sales leaders were asked to name their most important metric for business success. According to a McKinsey survey , roughly 75% of B2B buyers say they prefer digital self-service and remote engagement over interpersonal interactions — an attitude that has steadily increased even as lockdowns ended.

Lead Generation 259

Lead Generation Marketing Automation Services Trends Marketing AI 259

Hinge Marketing

MAY 14, 2019

In my years doing research at Hinge, I’ve studied hundreds of professional services brands. In B2B, a brand study is an objective evaluation of how a company is perceived by their target audience. A successful study will measure specific brand attributes like value, delivery, referral potential, reputation and visibility.

Studies 94

Studies Research B2B Marketing Brand Identity 94

Martech

JULY 30, 2021

Marketers report ABM yields multiple important benefits, the Forrester SiriusDecisions 2019 State of Account-Based Marketing Study found, with 99% of those surveyed citing better engagement, 80% saying the practice improved their win rate, 73% reporting a higher deal size and 91% indicating they’d seen improved ROI.

Account Based Marketing 116

Account Based Marketing Work Management Marketing Management Planning 116