How B2B Demand Generation Has Adapted in 2020

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Despite the impact of COVID-19, budgets for demand generation are holding up more than B2B marketing as a whole. Fewer than 1 in 5 (18%) B2B marketers say that they expect their budgets for demand generation to decrease, whereas 3 in 10 (31%) say their overall marketing budgets will fall. These figures come from Activate’s… Read More » The post How B2B Demand Generation Has Adapted in 2020 appeared first on Marketing Charts .

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Only 1 in 3 B2B Demand Gen Marketers Believe Event Marketing Budgets Will Return to Normal

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Only 1 in 3 B2B marketers and demand generation professionals agree that event marketing budgets will return to normal once the COVID-19 pandemic is over. These figures come from Activate’s latest State of Demand Generation Report [download page], produced in partnership with MarketingCharts, and suggest that this year’s reallocation of budgets following cancellation of B2B… Read More » The post Only 1 in 3 B2B Demand Gen Marketers Believe Event Marketing Budgets Will Return to Normal appeared first on Marketing Charts .

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Half of B2B Marketers Say They’ve Recently Felt Burnt Out

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It’s safe to say that 2020 has been a challenging year for most individuals, and it appears that the events of the year have had an impact on marketers both personally and professionally. In a recent RollWorks survey [download page] of more than 200 B2B marketing and sales executives, half say they have personally experienced… Read More » The post Half of B2B Marketers Say They’ve Recently Felt Burnt Out appeared first on Marketing Charts .

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Most B2B Demand Gen Pros Use Sophisticated Attribution Models

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Given that B2B buyer journeys consist of a number of touchpoints, figuring out which ones best drive revenue can be far from straightforward. Fortunately, a plurality (43%) of B2B demand gen marketers say their attribution model involves the use of multiple touchpoints in attributing campaign success, per the latest State of Demand Generation Report [download… Read More » The post Most B2B Demand Gen Pros Use Sophisticated Attribution Models appeared first on Marketing Charts .

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What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior?

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Although COVID-19 has caused close to half (47%) of B2B buyers to delay purchases due to freezes in their budgets, another 3 in 10 say they have escalated some purchases due to changing business needs. And, with more than three-quarters (77%) of buyers spending more time researching their purchase than they did last year, what… Read More » The post What Should B2B Vendor Websites Focus on as the Pandemic Affects Purchase Behavior? appeared first on Marketing Charts .

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Key Insights: B2B content marketing decoded, top marketing technologies, and AI spotlight

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30-second summary: Content marketing has the key to a lot of opportunities, NetLine Corporation analysed their first-party data sources and the outcomes strongly support this statement 76% of marketers saw webinars as a good source to drive more leads Ebooks, whitepapers, and guides topped the content demand list, but there’s a twist Who’s most likely to demand more content? C-Suite executives vs Senior VPs The magic time window to reach a CEO was… read on to find out “Content & Experience” technology peaked marketers’ purchase interest in March, April, and May Only 8% of respondents across industries said their AI-relevant data are accessible by systems across the organization AI spotlight: Growth rate, front-runners, and content marketing Recent times have increasingly added emphasis on “adding value” and “being at the right place at the right time”. Today’s article shows exactly how these can be achieved through content marketing, a great marketing …

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The B2B content that can help your sales team close

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30-second summary: The driving force behind many B2B marketing initiatives is content creation, but all content is not equal. Some content types are better for closing the deal than others. Tying content to specific stages of the buying cycle has been shown to increase b2B buyer engagement and lead to more deals. B2B buying groups spend most of their time researching new solutions independently. They use content to help facilitate this process. By creating content that matches different needs on the buying cycle, B2B marketers can help guide buyers in their increasingly self-guided buying process. Marketers who understand the job inherent in the buying funnel are in a better position to create content that helps buyers complete them. B2B marketing teams are juggling a million balls, with responsibilities that include driving demand gen and awareness through outbound marketing, creating compelling messaging for their company’s unique audience (not to mention defining …

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B2B Decision-Makers Say Changes to Their Go-to-Market Approach Are Likely to Stick After COVID-19

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Almost 6 in 10 B2B companies (57%) in the US have reduced their marketing spend as a result of the coronavirus outbreak, according to a McKinsey study of 3,600 B2B decision-makers. But the changes to the B2B model are more significant and potentially longer-lasting than just a fall in marketing budgets. With social distancing in… Read More » The post B2B Decision-Makers Say Changes to Their Go-to-Market Approach Are Likely to Stick After COVID-19 appeared first on Marketing Charts .

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