Leading Areas of B2B Marketing Spend [Survey]

Face-to-face events are important, but website development gets more marketing dollars. Business-to-business (B2B) marketing has valued events as a solid way to generate new sales leads. But recent research from shows that B2B marketers are augmenting that traditional method with a digital-minded approach. The October 2017 survey of US B2B marketing professionals found three of … Continue reading »

Effective B2B Lead Gen Objectives [study]

Sales Qualified Leads (SQLs) are the most useful metric for measuring lead gen performance. Business-to-business (B2B) marketers want quality over quantity when it comes to lead generation. A July 2015 Ascend2 study asked B2B marketers worldwide about the most important objectives for an effective lead generation strategy, seven in 10 pointed to improving the quality … Continue reading »

Where B2B Marketers Are Getting More Dollars [study]

  Eight in 10 B2B marketers have access to funds outside of their own budgets Nearly half of business-to-business (B2B) marketers worldwide expect their marketing budgets to increase this year, while just 17% say they’ll decrease. That’s according to ITSMA polling conducted in February 2015, which found that overall, budgets were expected to increase 4.4%. … Continue reading »

B2B Marketers Focus on Customer Acquisition [report]

B2B marketers from mid-size companies (50-1000 employees) are focusing their attention and budgets more on customer acquisition than retention, and relatively few report having management objectives tied to customer retention, customer satisfaction, and up-sell revenue metrics. That’s according to a new report from Act-On Software conducted by Gleanster Research, which examined customer relationship management at … Continue reading »

B2B and B2C Content Marketing Comparisons [report]

With the release of their latest annual report on B2C content marketing, the Content Marketing Institute and MarketingProfs offer the ability to measure the similarities and differences between both groups in their approaches to content marketing. While the two differ in some tactics and priorities, they do converge in some areas. Overall, more B2B (86%) … Continue reading »

Most Effective B2B Lead Generation Tactics [survey]

Content marketing, online registrations and webinars are some of the fastest-growing lead generation channels among B2B marketers this year, details Chief Marketer in its annual B2B Lead Generation Survey. Email remains the most popular lead generation channel, though, with 87% of survey respondents planning its use this year. It’s also among the most highly rated … Continue reading »