Lead quality is the top objective in 2017 for digital marketers, according DemandWave’s 2017 State Of B2B Digital Marketing study. Close to half (48%) of respondents chose cultivating sales-qualified leads compared with raw leads, which was named this year’s toughest challenge.
The study also revealed nearly half of respondents expect to invest more in digital marketing this year, while only 6% expect a decrease in budget. DemandWave surveyed 200 B2B marketing professionals.
The top channel for revenue growth is tied between SEO and email. While email retains its throne as a top channel for revenue gains (63%), marketers are paying attention to the financial gains of SEO as well.
hile respondents indicated ROI is still among the top challenges, 22% named ROI as the number one metric they use to measure performance—a 77% increase from last year.
“Once a mystery, tools like attribution models are finally offering clarity,” per study. “Perhaps the ability to better track marketing efforts is also contributing to a fresh sense of confidence in digital, and therefore leading to larger budgets.”
Planning, measurement, ABM and content mapping were just the tip of the iceberg for the topics covered at this year’s Strategy & Planning Series. Industry thought leaders from companies such as HootSuite, MongoDB and more shared their expertise on the plethora of topics that are having a big impact on how B2B organizations are formulating their playbooks for 2017.
With the prevalence of second-screening and the fragmented multichannel landscape, marketers are struggling to pair audiences with both the perfect device and time. Companies are demanding concrete metrics and ROI, and CMOs are no longer willing to take gambles on campaigns unless there’s data backing up the likely results. This approach represents a fundamental shift for image and brand advertisers.
Content marketing is getting better by the year, according to The Content Marketing Institute. The organization released its seventh annual research report with MarketingProfs, titled: B2B Content Marketing: 2017 Benchmarks, Budgets and Trends — North America, which shows that more than half (62%) of B2B marketers surveyed said their organization’s overall content marketing approach is much more or somewhat more successful than one year ago — compared to 91% of top performers.
When it comes to measuring marketing performance, multiple layers come into play. Some actions are deemed easy to measure, such as click-through rates on email campaigns or the number of followers on social media, but these metrics don’t dive into the impact marketing activities have on a business’ bottom line. Companies such as Mongo DB are not only measuring marketing performance on a larger scale, but also on a content engagement level, to help determine this impact and enhance future performance.
The impact of Big Data on business practices such as marketing are profound, and will continue to be more impactful as the insights derived from Big Data become more targeted and refined. Defined by Gartner as “high-volume, high-velocity, and high-variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision making,” Big Data is pushing marketers to consider the correlations between marketing campaigns and bottom-line results. The marketers that are most adept at leveraging Big Data insights into their campaigns are the most successful at achieving high ROI and more efficient processes. Advancing their company’s brand and its capabilities is accomplished by sophisticated marketers that know how to use data to acquire and service various customer bases.