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
28 PR and B2B marketing statistics from studies published so far in 2026
Mid-2026 data reveals AI delivering underwhelming returns while B2B marketing and PR grapple with fractured media, longer sales cycles, and the enduring value of trust and reputation Regular readers know I spend a lot of effort on these pages sorting...Read More
Gartner CMO spend survey shows marketing leaders have a third dilemma
CMOs face a new ‘trilemma’ of delivering stronger growth with flat budgets while rapidly implementing AI; 70% of them are not ready CMOs are accustomed to doing more with less, but now they’ve got another ‘more’ on their to-do list,...Read More
WSJ’s “revenge of the publicists” article; practical considerations for B2B leaders
PR and communications executives are gaining C-suite power, amid AI demands and polarized audiences, yet there are practical implications for reporting structures, rare dual-skilled leaders, and the case for separate CMO and CCO roles Two distinct trends have unfolded in...Read More
The economic outlook for marketing from the latest CMO survey
Marketing doubled down on customer marketing as economic optimism fluctuates; businesses see more value in marketing, as the functions influence and responsibilities grow “Marketing contracts under economic pressure despite growing value and AI gains.” That’s the title of the 35th edition...Read More
The top B2B marketing blog posts that sum up trends from 2025
Budgets, trust and of course, generative AI, top the list of most-read blog posts this year The end of 2025 marks the 16th year this blog has been publishing consistently. It started as a tool for my personal efforts to...Read More
An easy-to-read review of 17 B2B marketing studies summarizing 2025
Insights from studies and surveys on trust, budgets, brand, leadgen, buyer behavior, marketing measurement, CMOs and the marketing team Regular readers know I spend a lot of time reviewing market research studies and surveys throughout the year. It’s a useful...Read More
Summary findings: 5 surveys hint at where B2B marketing plans to spend money in 2026
Most marketers believe the marketing budget will grow modestly next year; marketing spend for next year themes center on AI, CX, and improved targeting The term “economic uncertainty” has been the phrase of the year for the last several. A...Read More
41 B2B marketing and PR statistics that provide us all with a status update halfway through 2025
What’s going well: CMOs, marketing budgets, alignment with sales What could be improved: Trust, conversions, and customer retention In the course of writing weekly blogs and a monthly newsletter, I tend to cover many marketing surveys and PR statistics. While...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
