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B2B Buyers Demand Authentic, Consistent Investments In Philanthropy From Brands

The B2B buyer’s checklist continues to grow and nearly one-third (31%) of buyers say the length of their purchase cycle significantly increased in 2018, according to Demand Gen Report research. In addition to considering deployment time (77%), features/functionality (72%), pricing (71%) and peer reviews (65%), B2B buyers are adding new criteria to the list: brand values and philanthropy.

GDPR Aftershocks Show Big Impact On Contact Databases, Leading Marketers To Focus On Content Syndication, Inbound Strategies

The initial focus around the May 2018 GDPR deadline for most B2B organizations was what steps they need to take to be compliant. Now almost six months after the deadline many brands are seeing and feeling the effects on their database, with some seeing their usable contact lists dropping by more than 50% after double opt-ins and other compliance steps were added for EU contacts. Given the significant dent to outbound lists, many marketers have responded by ramping up content syndication and other inbound tactics.

Podcast: GDPR Leaders & Laggards: New CMO Council Research Highlights GDPR Impacts, Implications On B2B Businesses

Although GDPR went into effect last May, 16% of companies still don’t have a plan for GDPR compliance and 11% don’t know if they have a plan, according to new research from the CMO Council. In a conversation with Liz Miller, SVP of Marketing at the CMO Council, she digs into the data to uncover the main misconceptions that are confusing B2B companies on GDPR. Miller also shares some of the key traits and themes found in the research when comparing leading GDPR-compliant companies versus laggards.

Click here to see the full research report published by the CMO Council on the topic.

Listen to the full podcast:

  • Published in Blog

Study: Only 27% Of B2B Marketers Effectively Manage, Leverage Visual Content

CMO Council study imageA recent study from the CMO Council revealed that 65% of marketers recognize that visual content is vital to their brand's messaging. However, only 27% of senior marketing executives are able to organize and manage their visual content across the company's marketing and non-marketing teams.

The study, From Content To Creativity: The Role Of Visual Media In Impactful Brand Storytelling, surveyed over 175 senior-level marketing executives — with a majority (82%) servicing the B2B industry. The report aimed to highlight the current use of visual content, and gauge how much visual content will be leveraged in the future.

"Marketers have been remiss in approaching the visual asset dialogue as part of the strategic customer experience and engagement dialogue," said Liz Miller, Senior VP of Marketing for the CMO Council. "Perhaps because visual assets have long been the domain of creative or agency resources, the conversation around maximizing value across the organization has fallen off of the priority list. But as customers continue to react in meaningful ways to visual media, marketing cannot afford to stand idly by and not include visuals in the content ROI agenda."

Other findings from the report include:

  • Video content is expected to dramatically increase in importance in the near future, according to 79% of respondents;
  • Infographics (60%), photographs (50%), and illustrations (41%) are other content formats expected to see an increase in usage; and
  • Respondents stated that internal silos and disconnected content development strategies have prevented visual assets from being fully leveraged across the organization.

 

Click here to download a full copy of the report.

CMO Council Survey: Content Sharing Circles Have Strong Impact on Vendor Selection

Research stock imageBusiness buyers have become more reliant on third-party information to make business decisions and look to content sharing circles to help them along the buying process, according to a new study conducted by The CMO Council in partnership with NetLine Corporation.

The study, titled: The Content Connection to Vendor Selection, provides insight into how different types of marketing content impact critical stages of the buying process.

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