A theory on why B2B marketing requires so many darn customer touches today
When you step back and look, the trend line is clear: when companies cut B2B marketing brand and awareness programs, sales cycles grow longer and require more touches It takes 62-plus touches to close a deal in 2026. The B2B...Read More
Big PR firm puts the global value of business reputation at $7 trillion
Prioritizing business reputation can deliver an extra 4.78% in annual shareholder value, study finds “Reputation, which was once a soft PR metric, has become a quantifiable asset class,” according to a new study, The Global Reputation Economy, by Burson. Burson...Read More
B2B is marketing for measurement rather than persuasion
Marketing risks spending its budget in a way that’s measurable for the business rather than persuasive for customers Self-service has upended sales and marketing in the B2B sector. As Kaon Interactive CMO Dana Driss recently wrote: “The rise of self-serve...Read More
Reduce marketing employee turnover to improve performance [academic study]
Rigorous study shows marketing turnover has a high cost and lasting impact; demonstrates the importance of continuously investing in the marketing team When a marketing team turns over a team member, two things happen: 1) the value of the brand...Read More
10 statistics that drive home why business needs to refocus on trust
When experience matches expectations, we build trust; all the other benefits of marketing are contingent on that trust Trust from customers has never been a given in business. It’s always been necessary to work on building trust. But that need...Read More
Study demonstrates that a trusted brand is a prerequisite for organic and paid search
You can flood the market with paid search ads or dump money into SEO to rank on page one, but if you want people to click, you need them to trust you; the way you build trust is by building...Read More
Brand marketing PLUS demand marketing beats brand VERSUS demand, study finds
Brand prioritizes perception, demand prioritizes behavior; integrated marketing teams tend to have stronger cross-functional relationships, are more involved in strategy, and generally have larger budgets Marketers who succeed at integrating brand marketing with demand marketing tend to produce better results....Read More
The surprising 10 ‘decisions drivers’ that factor into B2B software deals
Business may be getting a tad personal as B2B buyers put “I feel safe signing a contract with them” at the top of their decision criteria Dentsu, a global creative agency, is out with a new study about B2B buying...Read More
Financial analysts say marketing is an investment, not a cost
90% of financial analysts surveyed think marketing spend should be CapEx rather than OpEx Moving marketing off the income statement would instantly make businesses look more profitable – and then companies would think differently about marketing because it’s literally an...Read More
Survey shows people follow brands on social media to stay informed about new products and services
Contrary to conventional wisdom, 68% of people follow brands on social media to stay informed but they do it quietly and want it without all the buzzwords; 51% say the most memorable brands on social media do one simple thing:...Read More
