Content marketing enables B2B marketers to achieve many goals, and as time goes by more marketers are seeing the benefits of using content marketing successfully. The most recent B2B content marketing benchmarks report [download page] from the Content Marketing...
Lead Generation & Management Charts
Both B2B Marketers and Buyers Increasingly Sold on Conversational Marketing
Some 7 in 10 users of B2B conversational marketing tools would use them for communicating with businesses, getting questions answered, and resolving issues, according to Drift and Heinz Marketing’s latest report [download page] on the state of conversational...
Where Are Marketers Struggling with Lead Conversion?
One-quarter of sales and marketing professionals express some level of dissatisfaction with their lead-to-sales conversion rate. So says a new report [download page] from Ascend2 and Verse, which also found that one of the biggest challenges to successful lead...
Most B2B Demand Gen Pros Use Sophisticated Attribution Models
Given that B2B buyer journeys consist of a number of touchpoints, figuring out which ones best drive revenue can be far from straightforward. Fortunately, a plurality (43%) of B2B demand gen marketers say their attribution model involves the use of multiple...
Only 1 in 3 B2B Demand Gen Marketers Believe Event Marketing Budgets Will Return to Normal
Only 1 in 3 B2B marketers and demand generation professionals agree that event marketing budgets will return to normal once the COVID-19 pandemic is over. These figures come from Activate’s latest State of Demand Generation Report [download page], produced in...
How B2B Demand Generation Has Adapted in 2020
Despite the impact of COVID-19, budgets for demand generation are holding up more than B2B marketing as a whole. Fewer than 1 in 5 (18%) B2B marketers say that they expect their budgets for demand generation to decrease, whereas 3 in 10 (31%) say their overall...
What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior?
Although COVID-19 has caused close to half (47%) of B2B buyers to delay purchases due to freezes in their budgets, another 3 in 10 say they have escalated some purchases due to changing business needs. And, with more than three-quarters (77%) of buyers spending more...
New Deck: Top B2B Marketing Charts of H1 2020
It's been a peculiar and let's say it - in many ways forgettable - year. Like everyone, marketers have had to adapt on the fly, adopting new sales models and shifting their priorities. Although some of the charts in our new deck feature research fielded before the...
How Many Target Accounts Do Reps Handle in ABM Programs?
Companies claiming the strongest ROI from account-based marketing (ABM) tend to have their individual reps handle more accounts than the average company engaging in ABM, according to Demandbase’s latest report [download page] on ABM. Having established the top tools...
What ABM Metrics Are Marketers Prioritizing This Year?
Although a majority (61%) of businesses report that they are currently running an account-based marketing (ABM) program to some extent, very few appear to be at a mature stage when it comes to measuring ABM. Only 5% of the marketers surveyed for a recent report...
5 Points About ABM Tools & Priorities
The use of account-based marketing (ABM) programs continues to expand. In a survey [download page] by Demandbase of more than 600 respondents from companies of various sizes, 6 in 10 (61%) say they have a full ABM program in place or are currently running a pilot...
B2B Marketers Lend Their Support to Influencer Programs
Some 4 in 10 (38%) B2B marketers expect their influencer marketing budgets to increase into 2021, with a further 42% expecting that these budgets will stay the same, according to TopRank Marketing’s first report [download page] on the state of B2B influencer...
3 in 4 Spurred to Spend More At Small Businesses by Promotions
In general, Americans tend to hold small businesses in high regard. And, while the pandemic has brought about many...
Majority of Youth Report Having Clicked on A Marketing-Related QR Code
Despite being around for some time, the use of QR codes has been limited. However, since the pandemic made it...
Americans Uncertain About Cryptocurrency’s Future; Many Think It’s A Fad
Despite “How to buy Bitcoin?” and “What is Bitcoin?” being top Google searches in the US in 2017 and 2018,...
What’s in CMOs’ Growth Plans This Year?
Marketing leaders appear to be focusing on existing rather than new markets, with a study by Gartner revealing that...
B2B Marketers Keep the Focus on Revenue in 2021
About half (51%) of B2B marketers say that revenue/bookings is an extremely important way that marketing gets...
Digital Sources Now Generate 40% of Leads for Professional Services Firms
The share of revenue professional services firms dedicated to marketing almost doubled from 8% in 2019 to 15% in 2020,...