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Study: 56% Of B2B Decision Makers Gain No Value From Thought Leadership Content

edelman linkedin studyDespite 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.

When Not To Challenge Your Customer

1riesterer1The call for B2B marketers and salespeople to always be challenging and disrupting the customer is a great piece of advice when you’re trying to acquire new business. But it’s actually very bad advice when you’re trying to keep your customers and convince them to pay more. In fact, disrupting your customer during a renewal or price increase discussion is exactly the wrong approach—one that could drive a great customer right into the arms of your competition.

Gartner Acquires CEB For $2.6 Billion

Technology research firm Gartner announced it has agreed to acquire advisory company CEB Inc. The company said the transaction is valued at $2.6 billion in cash and stock, and has a total enterprise value of approximately $3.3 billion. The deal is expected to close in the first half of 2017.

Study: 62% Of B2B Marketers Find Success With Content Marketing

CMI study imageContent 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.

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