When asked how effective they thought each insight was at generating engaging conversations and driving sales decisions, B2B marketers’ answers flip-flopped—favoring forward-looking types.
When the top two levels of effectiveness on a scale of 1 (most effective) to 4 (least effective) were combined, visionary insights ranked No. 1, at 65% of respondents. Current insights came in a close second (62%). Meanwhile, authoritative and anecdotal insights, tops in usage, landed at the bottom, with 37% of respondents rating each a 1 or 2. Read the rest at eMarketer.