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
25 B2B marketing statistics that sum up 2024 at the half-year mark
Statistics show most B2B marketing shops are spending paltry budgets on performance marketing and customer marketing as the economy works through its sluggishness This year has been rough for many B2B technology companies. After years of relatively easy selling, finance...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
Only 5% of B2B buyers are in market today; but where did that statistic come from?
Sometimes statistics shared on social media take on a life of their own – that’s a problem if we don’t understand the source and methodology; here’s the source on the “95:5 rule” Only 5% of B2B prospects that vendors are...Read More
3 marketing motions successful B2B software companies do differently than peers
Study by Bain and Google finds that high-performing B2B software companies conduct marketing experiments, think about marketing measurement more and have brought more of martech skills back in-house There are a lot of things high-growth B2B technology companies do differently...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
