Some 87% of B2B CXOs and senior marketing professionals say that understanding the customer buying journey will be important for their digital marketing initiatives over the next 3 years, finds a recent report from Regalix. Many survey respondents also see the importance of mapping content to key stages of the journey (76%) and attributing and measuring the performance of multiple channels used by customers (57%) during their buying journey.
Interestingly, relatively fewer (46%) consider measuring the effectiveness of digital versus offline marketing activities to be a critical factor moving forward. But it appears that their preferences are being reflected in their spending: 52% of respondents plan to allocate a majority of their marketing budgets towards digital/online marketing initiatives this year, up from 36% currently doing so. Read the rest at MarketingCharts.