Category: B2B Marketing
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A recent survey by WARC and BDO (with interviews by the University of Bristol) provides more evidence that the role of technology in marketing is continuing to grow. Martech: 2020 and Beyond is based on a survey of more than 750 brands and agencies located in North America, the U.K., Europe, and APAC. The survey…
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Gartner has just published the results of its 2019-2020 CMO Spend Survey. The research report is based on survey responses from 342 marketing executives in North America and the U.K. at companies with $500 million to $5 billion or more in annual revenue. The Gartner study produced several valuable data points, but I want to…
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The New York chapter of the American Marketing Association has just published a research report that should be required reading for marketers. The Techlash is Here report addresses several aspects of marketing in the world’s two largest economies – the United States and China. While the findings about China are interesting, this post will focus…
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A few months ago, I published a post arguing that marketers who want to improve the effectiveness of personalized marketing should focus primarily on making personalization pragmatically useful to recipients. This argument was based on the results of several research studies, including a 2018 survey by Gartner/CEB that polled more than 2,500 consumers in North…
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In 2013, Scott Brinker, Hubspot’s VP Platform Ecosystem, and the author of the widely-read Chief Marketing Technologist blog, published a post that introduced Martec’s Law. In essence, Martec’s Law states that technology changes at an exponential (very fast) rate, but organizations change at a logarithmic (much slower) rate. (See Scott’s graph below.) The rapid development…
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Measuring performance has been a major feature of the business landscape ever since double entry accounting made its appearance in the 14th or 15th century. “You can’t manage what you can’t measure” is one of the most widely-repeated cliches in the business world, and it’s been an article of faith for several generations of executives…
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The findings of the August edition of The CMO Survey by Duke University’s Fuqua School of Business, the American Marketing Association, and Deloitte were published a few days ago. The latest results are based on responses from 341 marketing leaders at U.S. B2B and B2C companies. Sixty-four percent of the respondents were affiliated with B2B…
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In my last post, I discussed some of the major findings from the State of Original Research for Marketing 2019 survey by Mantis Research and BuzzSumo. This research found that a substantial number of companies have made original research an integral part of their marketing efforts. Sixty-one percent of the survey respondents who had conducted…