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New Research: Top-Performing Marketers Prioritize Audience Needs, Leverage Email And Educational Content For Nurturing

Ninety percent of best-in-class marketers put their audience’s informational needs above their company’s sales/promotional messages, according to new research from the Content Marketing Institute, MarketingProfs and Conductor.

The report, titled B2B Content Marketing 2019: Benchmarks, Budgets and Trends — North America, surveyed responses from 771 B2B marketers and analyzed strategies for improving content marketing efforts and driving success. Additional findings include:

  • Email and educational content are the top two ways B2B marketers nurture their audience;
  • 56% of marketers have increased their spending on content creation in the past year and 37% have increased their content marketing staff; and
  • The three main content marketing concerns are changes to SEO/search algorithms (61%), changes to social media algorithms (45%) and making content marketing a revenue center (41%).

“It’s terrific to see how many content marketers are putting the audience first,” said Lisa Murton Beets, Research Director at the Content Marketing Institute, in a statement. “This was a novel concept to many traditional marketers 10 years ago … [but] now it’s a common practice among the most successful content marketers surveyed [and] we can see how much marketers have adjusted their thinking.”

3 Things To Keep In Mind For GDPR Email Messaging

We’re coming down to the wire for GDPR compliance. I’m sure all our readers are quite familiar with it; especially those who tuned into Demand Gen Report’s livestream podcast about the topic. But judging by the number of emails I’m receiving asking me to re-opt-in to keep receiving their content, B2B marketing teams are starting to feel the pressure to get their current contact database compliant for the new regulations.

  • Published in Blog

Do Emojis Work In B2B?

First there was direct-mail marketing, then came video and mobile marketing – and now we’re in the era of emojis. Emoji marketing isn’t just here, it’s here to stay. If you’ve already seen some emojis popping up in your inbox or taking over social channels, prepare to see even more.

  • Published in Blog

Evergage Personalization Platform Now Features Triggered Email Capabilities

Evergage Triggered EmailsDesigned to drive engagement and conversions, the triggered email capabilities of Evergage’s real-time personalization platform enable B2B marketers to automatically trigger perfectly timed, relevant, one-off emails based on an individual’s in-the-moment actions across channels. The solution can help marketers cut through the clutter — making their emails more personalized, timely and effective.

SendGrid Files For $100M IPO

SendGrid, an email marketing platform, has filed for an IPO with the goal of raising $100 million. The company announced its plans to list on the New York Stock Exchange under the symbol “SEND.”

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