Category: B2B Buyers
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For more than two decades, the value of personalization has been largely unquestioned in marketing circles. Most marketing leaders now view personalization as essential to marketing success, and providing personalized marketing messages and customer experiences has become a top priority in many companies. Several recent research studies have confirmed that marketers strongly believe personalization drives…
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Customer case studies have been a staple of the B2B marketing content mix for decades. According to 2018 research by the Content Marketing Institute and MarketingProfs, 73% of B2B marketers are using case studies for content marketing purposes. Recent research on the effectiveness of customer case studies has produced mixed results. For example, in the…
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Last month, TrustRadius published the findings of its third annual B2B buying disconnect research. The 2019 B2B Buying Disconnect report is based on a survey of 712 individuals who were involved in a significant purchase of business technology during the preceding year, and on a survey of 229 individuals who worked for technology vendors in…
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In my previous two posts, I’ve discussed the expanding role of marketing in driving business growth. Recent research shows that many marketing leaders now believe they are primarily responsible for leading growth efforts in their organization, and that CEOs and other senior executives share this belief. The recent research also shows, however that leading growth…
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Marketing has always been associated with revenue generation and growth, but a rising number of marketing leaders now contend that business growth is the raison d’etre of the marketing function. Recent research shows that many marketing leaders believe they have become primarily responsible for driving growth in their organization, and that this belief is shared…
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Earlier this month, the Content Marketing Institute and MarketingProfs published the findings of their latest B2B content marketing survey. The B2B Content Marketing 2019: Benchmarks, Budgets, and Trends-North America report presents findings from 771 North American respondents who indicated their company primarily sells to other businesses. CMI and MarketingProfs made a fairly significant change to…