Trust: Business Tops Media and Government in Ethics and Competence, Finds Survey
The annual Edelman Trust Barometer found business is trusted more than government, media and NGOs; this presents an opportunity to build trust through content Businesses are increasingly viewed as more ethical and competent than government, media and non-governmental organizations (NGOs)....Read More
6 Actionable Ways B2B Marketers Can Improve Virtual Events
A survey identified ideas B2B marketers can use to improve attendance, engagement and get more value out of their investment in virtual events Webinars, digital tradeshows and online conferences have been a go-to substitute for live physical events in the...Read More
Can B2B Build Credibility with Content Marketing?
Diligence and accuracy in owned media publishing allows B2B to foster a relationship with a subscribed audience and build credibility for the organization in the process One of the occasional critiques of content marketing I hear from PR professionals is...Read More
6 Reasons B2B Marketers are Unsatisfied with their Own Content
B2B marketers say too much work, too few resources and too much interference forces them to choose between quality and completion Most B2B marketers aren’t thrilled with their own content. According to a survey by Radix Communications, “68% of B2B...Read More
Blogging isn’t Sexy but Done Well It Drives B2B Marketing Results [Study]
The most effective blogs in B2B marketing tend to publish longer posts, more frequently, with visuals, paid distribution and analytical measurement Blogging doesn’t have the appeal that voice search, personalization or influencer marketing do in B2B marketing, but when it’s...Read More
The Enduring Characteristics of Winning B2B Content Marketing Programs
Effective B2B content marketing programs have a documented strategy, build a subscription audience and use metrics to inform decisions What separates successful B2B content marketing programs from those that underperform? Some of the answers are found on page four of...Read More
Buying Signals: B2B Marketing Budgets without a Line Item for Trade Shows
The decline of B2B trade shows frees B2B marketing to experiment with more efficient channels; virtual events surface buying signals The pandemic is certainly changing marketing – but we might all do well to shift our thinking towards what might...Read More
B2B Email Marketing: Timing and Relevancy, not Volume Key to Success
Marketing organizations cut B2B email marketing resources but send more messages; 1 in 5 never respond to a demo request When marketing leaders scrambled to reallocate budgets in the wake of the pandemic, email marketing wasn’t one of the areas...Read More
B2B Sales Cycles are Getting Longer, Study Says
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. The trend has been more of...Read More
B2B Marketers Focused on Long Term Tend to Outperform the Competition
B2B marketers that outperform peers are more likely to devote 40% or more of their marketing budget to long-term goals Good things really do come to those who wait. A survey of 450 marketers found “leaders” – those who say...Read More
