Study: Lead Quality Top Objective, SEO & Email Main Revenue Growth Channels For B2B Marketers

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.”

Other findings in the study include:

  • While blogs and videos are the most popular forms of content for marketers, 40% said white papers produce the most revenue. (Last year’s top revenue driver—webinars—finished a close second with 37% of the vote).
  • Despite account-based marketing hype, just 37% of respondents have tried or currently use ABM. Of those who use it, 42% say it’s effective, while 40% say they’re not sure.

The Death Of Marketing Automation And The Birth Of Customer Engagement

1Jeff PedowitzMarketing automation is a platform that marketers use to plan, coordinate, manage and measure all their marketing campaigns, both online and offline. The goal: increase efficiency and effectiveness and provide attribution for marketing’s contribution to the pipeline and to revenue. The term was coined in the late ‘90s, when both Pivotal and Eloqua introduced technology that launched the category.

Iron Mountain’s Leslie Alore To Unveil Account-Based Marketing Lie At #B2BMX

Leslie picAccount-based marketing (ABM) is easily the biggest B2B marketing buzzword that came out of 2016. This can be a good and bad thing for B2B organizations looking to implement it into their day-to-day initiatives. The good thing is that all the articles, content and social discussions show that people want to learn more about ABM and how it can impact their business. However, all this noise in the space can be confusing for fledgling ABMers to navigate.

Carlos Hidalgo Steps Down, Adam Needles Named Successor CEO At Annuitas

hidalgo headshot 1Annuitas, a leading B2B demand generation firm based in Atlanta, announced that its Founder & CEO Carlos Hidalgo (pictured here) will leave the company at the end of February. Adam Needles, Chief Strategy Officer at Annuitas, will succeed Hidalgo as the company’s new CEO. Hidalgo will continue to serve as a member on the company’s Board of Directors.

Hidalgo founded Annuitas in August 2005. Prior to launching the company, Hidalgo held senior-level marketing positions at companies such as BMC Software and McAfee.

“I am thankful for the opportunity I had over this last decade at Annuitas and see nothing but a bright future for them as they continue their success,” Hidalgo said in a blog post detailing the announcement. “However, I am more excited about the future that lies ahead for me, the decision I have made and the work I will be able to do going forward.”

Needles succeeds Hidalgo after serving as the company’s Chief Strategy Officer for the past four years. He is tasked with continuing the company’s growth, while also bringing a “focus to the fundamentals,” Needles said. He is credited as the architect of the company’s core Demand Process methodology, which helps clients build buyer-driven demand gen programs and transform their lead-to-revenue processes.

Prior to joining Annuitas in 2012, Needles was Chief Strategy Officer at LeftBrain DGA, a Silicon Valley-based demand generation agency. He has also held senior-level positions at Silverpop, an IBM company, as well as a tech market research firm The 451 Group.

“Annuitas delivers unique value in the marketplace,” said Needles. “In my new role, I’m excited to lead the next stage of growth for Annuitas and for its clients.”

Skyword Adds A.I. Tool to Content Marketing Platform

Skyword, a content marketing platform provider, has launched Skyword Personalized Recommendations (SPR), an artificial intelligence-powered engine, which can help users deliver personalized onsite and email content recommendations.

The solution can track website visits to recommended content that can display on a website or be shared directly within email campaigns. SPR also has integrations with marketing automation, CRM and email marketing engines. The company said the solution will enable brands to grow their audience and boost engagement with prospective customers.

“While 74% of people get frustrated when content has nothing to do with their interests, 60% of marketers struggle to create one-to-one experiences,” said Tom Gerace, Skyword CEO & Founder, in a statement. “Now they can centralize their content creation, distribution and personalization initiatives all within the Skyword Platform, as well as gain actionable insights on all three areas.”

B2B Data Technology Expands To Meet Real-Time Buyer Needs

B2B marketers need accurate data to better target and engage prospective customers—in real-time. To meet these demands, database marketing providers are expanding services to not only provide data and information, but also help B2B marketers execute on those insights gained.

Lee Odden Makes A Case For Influencer Marketing At #B2BMX

lee odden square 2If you’re a B2B marketer and you’re not using influencer marketing as part of your overall strategy, you may be missing out on a lot of opportunities. The practice has really taken off in the B2C landscape, and it’s time for B2B marketers to follow suit.

Success With Salesforce For Full-Cycle Reps

Traditional sales teams are oftentimes looped into the buyer's journey once they are ready to make a purchase. But for full cycle reps—salespeople who manage the entire sales process—having the right tools can make even the toughest tasks manageable. This infographic from SalesLoft discusses how full-cycle sales reps can leverage Salesforce to manage prospects at each stage of the sales funnel—while also providing tips to boost sales engagement.

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full cycle salesforce 1

Source: SalesLoft

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