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Research

What’s Working In Marketing Measurement? Less Messy Data, More Marketing & Sales Alignment

Marketing teams face increased pressure to measure the impact of their initiatives and prove their organizational value. According to the "2022 Marketing Measurement & Attribution Survey," two thirds of B2B marketing executives (66%) said marketing measurement and reporting is a growing priority within their organization but additional findings show current measurement initiatives are significantly lagging. While marketers are making some…

2022 Channel/Partner Marketing Benchmark Survey

In Room-For-Improvement Channel Programs, B2B Executives See Opportunity To Drive More Revenue With Partners In 2022 B2B executives are nearly unanimous in their expectation that indirect sales and marketing programs will drive more revenue in 2022. Fully 96% of respondents to the second annual "Channel/Partner Marketing Benchmark Survey" conducted by Channel Marketer Report and Demand Gen Report said they expect…

The Rise Of Precision Demand Marketing

To break through crowded channels and convert prospects into buyers, marketers must deliver next-level personalization that speaks directly to a buyer's pain points. But new research shows many orgs have yet to adjust their tactics to deliver the personalized touch that today's buyers crave. This report examines where marketers are falling short on their personalization efforts and explores the emergence…

RevOps Reality Check

In a few short years, revenue operations (RevOps) has transformed from an industry buzzword into a business imperative. B2B teams are waking up to the reality that a siloed approach is no longer sustainable. Today's buyers expect—and demand—a seamless experience at every stage of their journey, which requires complete alignment between the marketing, sales, and customer success teams. A proper…

2022 Database Strategies & Contact Acquisition Benchmark Survey Report: Personalization, Third-Party Partnerships Top Priorities As Marketers Move Toward More Mature Database Strategies

A marketing campaign is only as good as the database behind it. As B2B teams face increasing pressure to identify high-value accounts and deliver personalized messaging at every stage of the buyer's journey, the quality of their database is becoming increasingly important. The 2022 Database Strategies & Contact Acquisition Benchmark Survey revealed that many marketers have realized that their database…