There is a growing disparity between marketing strategies and the consumption trends of target audiences. The 2018 State of B2B Content Consumption and Demand Report for Marketers report from NetLine Corporation shows that marketers are prioritizing C-level executives on their target accounts. But the consumption gap — the time between when a user initially receives or downloads content and when they actually read it — is among the highest for C-level executives, who are often busy and inundated with information.
This infographic from Marketo outlines the two varying approaches marketers have adopted ahead of the General Data Protection Regulation (GDPR). According to new research from Marketo, 55% of marketers have taken a marketing-first approach, while the remaining 45% have taken a legal-first approach.
Driving growth has increasingly been a growing expectation of the CMO role, but now B2B CMOs are supporting growth initiatives with new skills, tools and a renewed focus on audience-centric campaigns. New research from SiriusDecisions shows that global CMOs are supporting their organizations’ growth objectives by aligning internal teams on buyer centricity, developing employee skills and analyzing KPIs that tie audience engagement to revenue.
As buyers become more independent in their buying journey, sales and marketing alignment continues to be at the forefront of business operations to increase abilities to close deals and boost revenue. While alignment has been a challenge in the past, a new survey from Televerde reveals that a majority of sales professionals (62%) believe that sales and marketing are aligned at their companies.
When it comes to marketing automation, marketers have only scratched the surface of its potential, according to a new study from Econsultancy commissioned by Act-On Software. The research shows that only 27% firmly believe that the use of marketing automation has increased marketing’s contribution to pipeline.
Despite the known potential of thought leadership content in B2B campaigns, many decision-makers are disappointed with the quality of available thought leadership insights, according to new research from Edelman, the global marketing firm, and LinkedIn. More than half (56%) of respondents agreed that they do not gain valuable insights from the thought leadership content they consume.