Marketing budgets, as a percentage of revenue, are recovering, CMO survey says
Spending on CX drops and so too does customer retention; marketing leaders aim to hire but hesitate on other marketing spend amid economic uncertainty Marketing budgets are beginning to inch up again. It’s good to see because it’s long overdue....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
Not just seen, but believed: trust is the new mandate for marketing and comms
Marketing and comms puts most of its emphasis on reach when we’d be better served by putting the emphasis on being believed The lack of trust that’s emerged in American society is pervasive. It’s woven into nearly every institutional pillar,...Read More
3 recent surveys predict B2B marketing budgets will get a boost in 2025
Much of the “profit” in “profitable growth” came from the marketing budgets of tech organizations that didn’t grow this year; those in a financial position to fix this error are hastening to give their marketing team their budget back next...Read More
Netline study says B2B marketing is more reliant on gated content
Ebooks are the most popular form of gated content; they get passed around by buying committees and are often consumed 2 days after it’s downloaded More prospective customers downloaded gated content in 2023 than the year prior. Gated content consumption...Read More
CX and churn: the struggle to make 10 different channels feel like a single experience
B2B marketing today produces more stuff, for more channels, for longer sales cycles on smaller budgets – and B2B customers want a unified CX or they say they will churn B2B marketing is an incredibly difficult job. Consider the following...Read More
3 interesting things CMOs revealed about marketing talent in this survey
A poll of 292 marketing leaders finds CMOs attribute success to marketing talent – and they are making the case that growth requires them to hire more What would you do with an unexpected extra $1 million in the marketing...Read More
Personalization matters: new webinar benchmarks and metrics for 2024
An analysis of the behavior of more than 30 million professionals across webinars, virtual events, content hubs and landing pages shows personalization improves performance Webinars were all the rage during the pandemic. With live events out of consideration, virtual presentations...Read More
Board members with marketing experience improve shareholder returns by 3% [benchmark]
Just 2.6% of boards have directors with marketing experience, but 100% have directors with finance experience Companies that have board members with marketing experience outperform companies that do not. That’s the high-level finding of an academic study titled, When and...Read More
Study: most B2B tech companies lose sales deals they didn’t even know the opportunity existed
B2B buyers have researched options and established product requirements long before ever contacting sales; the best chance of influencing the buying process is developing thought leadership upstream Although it varies with product complexity and market maturity, today’s buyers might be...Read More
