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Reports

What’s Working In Paid/Earned Media In 2022: The Significance Of Social Media, Consumer-Generated Content & Convergence

B2B marketers are focusing on a way to utilize both earned and paid media to develop a well-rounded marketing strategy. The goal of earned media is to gain third-party validation from media outlets to ultimately help increase awareness of your company and enhance its credibility while paid media comes with a price tag. Due to ever-shifting consumer demands, marketing strategies…

2022 Marketing Measurement & Attribution Survey: Measurement Strategies Lag As Data Silos, Lack Of Resources Continue To Plague B2B Teams

As B2B teams look to deploy more advanced marketing strategies, including personalization, ABM and multichannel tactics, having the tools to measure marketing's impact and success is vital. This report will analyze the current state of marketing measurement and attribution programs, including the main drivers for gathering deeper metrics. Key insights include: An inability to measure and track activity between specific…

2022 State Of B2B Marketing Technology

While today's economic outlook remains uncertain, the marketing technology landscape is continuing its steady growth. Recent Demand Gen Report (DGR) research found that marketers are taking what they learned about prospect preferences and successful approaches to prioritize aggressive growth strategies. In fact, 72% of respondents to DGR's "2022 Demand Generation Benchmark Survey" indicated their marketing budgets will see increases up…

What’s Working In Modern Analytics? Unifying Data Insights To Align Teams Around Metrics & Goals

Gartner research revealed that by 2024, organizations that lack a sustainable data and analytics operationalization framework will have their initiatives set back by up to two years. On the other hand, McKinsey research found that companies effectively using analytics in service of marketing and sales performance are 1.5X more likely to achieve above-average growth rates than their peers. What separates…

State Of Virtual Events: Orgs Viewing Virtual As Independent Channel To Promote Success

As in-person gatherings made their long-awaited return, many in the B2B industry wondered how that would impact virtual events. According to the "2022 Demand Generation Benchmark Survey," more than 1/3 of marketers cited virtual events/digital experiences as one of their top engagement tactics, while additional research found that 61% of marketers plan to increase their investment in digital events in 2022. As such,…

2022 State Of ABM: Account-Based Strategies Continue Experiential Evolution

The continuous evolution of ABM best practices presents a unique challenge for B2B marketers. While ABM is beyond its infancy — according to ITSMA, almost 50% of all ABM programs are in the "expanding" or "embedded" stage — marketing teams are still learning how to ease growing pains. ABM practitioners are turning to campaign customization to better identify accounts where they are to…