B2B Marketing Expo will take place virtually on 18-19 November 2020. We write B2B content, so we thought we might learn something useful.. We also noted important differences in other audience-focused questions. Half (51%) of B2B marketers employing account-based marketing (ABM) have seen better sales and marketing alignment as a result of their organization’s ABM initiatives, according to Demand Gen Report’s latest ABM benchmark study [download page] for 2020. Only 43% of B2B marketers say they measure ROI and 65% have established key performance indicators (KPIs), while 67% of the top performers evaluate ROI and 83% monitor KPIs. The response was so surprising, and so vehement, that we turned it into a full research report – and we asked leading B2B marketers from the US, UK, Germany, and the … New 2020 #B2B #research reveals findings from goals & preferred channels to outsourcing & tech via @CMIContent. Customers are the new market-makers, reshaping industries and changing how businesses compete and win. In a new report [download page] from Sagefrog Marketing Group, B2B marketing professionals have listed converting leads to customers and increasing sales leads as their top two marketing objectives… Most B2B marketers use content marketing effectively to achieve top-of-the-funnel goals like brand awareness and audience education. Most marketers – no matter how successful their content marketing program is – use email, their website/blog, and their social channels to distribute their content organically. Download the full report: 2020 B2B Benchmarks, Budgets, and Trends – North America from Content Marketing Institute and MarketingProfs. 1. Elevate Your Game from Data Operations to Revenue Operations The Editors June 9, 2020 Elevate your data game to drive intelligent growth and hear Insights and Actions from Dun & Bradstreet’s 7th Annual B2B Sales and Marketing Data Report. The marketing and sales alignment debacle has been on the mend in recent years with a greater focus on communication, qualifying leads, and hand-offs. The research examined key issues about how content marketing functions within the organization and the size of today’s content marketing teams. About the survey. By using Content Marketing Institute, you, 2020 B2B Benchmarks, Budgets, and Trends – North America from Content Marketing Institute and MarketingProfs, Only 45% of #B2B marketers achieve the goal to build subscribed audiences. Free Report to The 2020 B2B Marketing Mix Report. Getting attention is great, but marketers must keep that attention. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. B2B International’s B2B Marketing & Insight Study is based on online surveys completed by 302 B2B marketing and insights professionals at businesses across North America and Europe in Q4 of 2019. Number 3099067. Fully 94% of content marketers reported that their organizations have adjusted their content marketing strategy because of the pandemic. Continue that great work. Recipients must have client access to read the full report. Informa UK Limited is part of Informa PLC. Laying out the benefits of ABM, the report also takes a look at what such initiatives currently look… As we embark on a new decade, we have the unique opportunity to leverage years of marketing data, case studies, and real-world experiences to fuel future content creation, sales strategies, digital investments, and customer journeys for years to come. @CMIContent #research. In early 2020, 56% of the B2B marketers we surveyed predicted that their budgets would increase, while only 13% anticipated a budget reduction. Kudos to those who are creating lasting impressions and super fans. B2B Digital Experience Report 2020 Ecommerce Personalization Download Episerver’s global survey of 600 leaders in marketing, IT and ecommerce roles at B2B companies to learn how they rank their strengths, weaknesses, opportunities and threats as it relates to B2B digital experience. For example: The lesson here: Stay true to your audience’s needs. In the 2019 research, 58% said they were achieving this goal successfully, compared with 68% of all respondents for 2020. Showing ROI is a difficult undertaking, but this finding suggests a solid portion of content marketers are nailing the process. This is just one of the key findings from the newly released 2020 B2B Benchmarks, Budgets, and Trends – North America from Content Marketing Institute and MarketingProfs, and sponsored by Sitecore. Content Marketing World is part of the Informa Connect Division of Informa PLC. Informa UK Limited is a company registered in England and Wales with company number 1072954 whose registered office is 5 Howick Place, London, SW1P 1WG. The 2020 study also dives into detail on other issues of critical importance to B2B marketers and their content marketing programs, such as: As a whole, this year’s B2B research provides valuable insights you can use to gauge your efforts vs. your peers and make the case to stakeholders. Additionally, 50% of all respondents outsource at least some of their content marketing, with content creation topping the list of outsourced content marketing activities for all respondents (84%). For those who aren’t … well, what are you waiting for? In November 2019, we invited B2B marketers to tell us, anonymously, about the problems that prevent them creating the content they’d like. Predictions 2020: B2B Marketing And Sales Accelerating Response To The Great Expectations For The B2B Buying Experience. Subscribe today to the free weekday CMI newsletter. Yet, 88% of the top performers do. DOWNLOAD The 2020 B2B Marketing Trends Report: Brand, Content & Sales-Marketing Alignment Here are a few key highlights from the report’s findings: Never Forget the Importance of Brand Building. However, over the years, B2B has experienced a gradual change in trends, a factor that doesn't seem about to change any time soon. 84% of #B2B #content marketers use paid distribution channels, according to @cmicontent 2020 #research. Below, we look into a few B2B Marketing trends that are bound to dominate in 2020. If you don’t, content consumers are all-too-ready to swipe left. You better measure it – and evaluate your results regularly to gauge how well it’s delivering against your content marketing and brand goals. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 Among those who use paid methods, 72% said they’ve used paid social (75% of top performers in this group did). As 2019 nears its end, it’s time for B2B marketers to look towards 2020 and determine their goals and the strategies they’ll use to achieve them. B2B International’s B2B Marketing & Insight Study is based on online surveys completed by 302 B2B marketing and insights professionals at businesses across North America and Europe in Q4 of 2019. How can you know if your content marketing program is working? B2B Marketing ABM Report 2020. In 2020, my B2B marketing resolutions are to increase my engagement on others content within LinkedIn, while also mixing in live video content with my current weekly video series. It was encouraging to see that of the 43% who do measure, 59% of all respondents (and 84% of the top performers) say they are doing an excellent or very good job of demonstrating ROI. And as our predictions reveal, we believe 2020 will be a pivotal year as buyers' demand for a compelling experience increases and B2B marketers strive to own the moment. Read More We are approaching the end of the first half of the age of the customer. #research, Nail Your Content Performance With This Measurement Starter Kit, How to Make the Content Marketing Case With ROI, 2020 Content Marketing Benchmarks, Budgets, and Trends – North America, The Most Important Lesson Learned at Content Marketing World, Latest Winners of Content Marketing Awards Up the Game, How to Make a More Confident, Compelling Case for Content Innovation, Building loyalty with existing clients/customers (63%), Highest performing content by types and goals, Concepts around content creation, from the sales funnel to fact-checking, Organic and paid content distribution channels, including social media platforms, Content marketing organizational structures, from teams to budget. Find out which strategies and tactics other B2B marketing professionals are planning to invest in during 2020. 125 B2B Marketing Stats to Get You Started in 2020. Our advice: Find content creators who understand what’s unique about your company, know how to rise above the mediocre, and amaze your audience with their writing, researching, video, or audio skills. @cmicontent #research, It’s time to push back on execs who ask for salesy #content unless you’re focused on bottom of funnel. How do their content marketing goals tie to the business? Yet, the number drops to 71% when looking at all programs regardless of their success. (To learn how content is being used to pursue all marketing goals, including awareness, lead gen, conversions, etc., read the more detailed report.). This is a big deal that demonstrates continued, even achieved, harmony between the departments. For the rest, it’s time to focus, to look for inspiration from brands doing it right, and to think about long-term relationships. Despite the fact that B2B marketers are under pressure to generate direct leads to sales, they cannot forget about long-term brand building. B2B Marketers are hungry for effective marketing strategies but don’t always have the resources or confidence to implement. They are far more likely (to the tune of 21 to 23 percentage points higher) to achieve these three relationship goals with their content efforts when compared with all surveyed B2B marketers. It’s time to push back on execs who ask for salesy messaging vs. educational content unless you are focused on the bottom of the funnel. Be among the first to get the 2020 research for B2C as well as other industry reports. To help identify your best opportunities, let’s look at several key differences between the top performers and the group as a whole. This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. B2B marketing trend #4: In the face of budget uncertainty, some digital marketers remain optimistic. And according to Content Marketing Institute’s 2020 B2B Benchmarking Report, marketers rated email newsletters as the best way to nurture leads, ahead of blog posts, in-person events, and case studies. With much of the research and media attention focused on B2C influencer marketing, we believe the 2020 State of B2B Influencer Marketing Report to be the first ever research report dedicated to B2B. But the top performers are more likely to amplify their content using non-owned channels, such as: The research also revealed that 84% of respondents have used paid distribution channels in the last 12 months (91% among the top performers). Europe’s leading marketing event showcases the latest developments in the ever-evolving world of marketing. Success depends on how well and how fast you respond.