Purposeful browsing: Does long form content still have a place in the era of generative AI?
Early indications are generative AI tends to surface long form in-depth content; visitors from AI results browse with purpose and are more likely to convert Long form content still has a place in the generative AI era. People are still...Read More
How many touches or interactions does it take to attract and close B2B prospects?
Surveys say from start to finish, B2B prospects require a dozen touches or more, but behavioral data finds it may require hundreds of interactions “Hidden buyers” is a buzzy new term floating around B2B circles. It conveys the idea that...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
Another survey of CMOs shows hope for marketing budgets, with two caveats
Whether you’ve got more money in the marketing budget or not, hold onto that scrappy and creative mentality to rebuild momentum Over the last couple of years, “marketing teams had to be scrappy and creative with their strategies or curtail...Read More
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
OER: a simple framework for marketing and comms measurement that aligns you with the CFO
Metrics and measurement are crucial to proving value but they are also important for making a proper marcom diagnosis The chief financial officer (CFO) is the single biggest skeptic marketing and communications leaders face when it comes to results. That’s...Read More
Readout: 33 B2B marketing statistics from 2024
Forrester says B2B spends 8% of revenue on marketing; the median B2B sales cycle has “ballooned” from 120 to 408 days; 64% of B2B marketing say their biz doesn’t trust measurement If you are not aware I also produce a...Read More
18 (mostly) B2B marketing and communications statistics that aptly summarize 2024
Integrated marketing and genuine thought leadership defined successful marketing teams from the unsuccessful in a year where B2B marketing was chronically underfunded Regular readers know I frequently dive into data studies and marketing surveys. Often, I’ll compile these into cliff...Read More
