Blogs and videos top the list of content types produced by US B2B marketers, each being used by 82% of respondents.
Engineers across industries most commonly turn to general search engines, supplier websites and online catalogs when searching for products and services to specify, recommend or purchase.
Four best practices can lead to significant lifts in conversion rates from marketing qualified leads to sales.
The leading reason why companies don’t invest more money in digital marketing is a generally restricted budget for all types of marketing.
Events are one way for B2B marketers to engage and advance their relationships with customers.
Almost 9 in 10 B2B marketers agree that a deep understanding of their buying audience is critical to creating content that engages buyers.
B2B vendor websites are often lacking the content elements buyers perceive as being most important.
Videos are a particularly challenging content type to create, although respondents also see value in them.
Despite increasing pressures to prove their worth, American CMOs continue to have difficulty quantitatively demonstrating the impact of their activities.
Customer and employee referrals ruled when it came to this part of the pipeline, as 14.7% of referral leads that converted to opportunities resulted in a sale.