Industry Insights

New Gartner Research: CMOs Reallocate Marketing Budgets To Accommodate The Shift To Enterprise-Wide Digital Plays

Marketing leaders are investing more resources into creating digital plays that drive engagement and revenue in today’s digital-first world. In Gartner’s recent The State of Marketing Budgets 2021 report, pure-play digital channels accounted for 72% of organizations’ marketing budgets, with CMOs emphasizing the role of digital plays in their marketing strategies.

August 10, 2021
Written by Michael Rodriguez

#BII21 Spotlights Renewed Focus On Buyer-Centric Strategies, The Relevance Of Intent Data To Account Experiences & Personalization

Data models and buyer centricity have taken center stage in modern B2B, with many organizations falling back on their databases to provide insights into key accounts for effective strategy building. Organizations are also relying on signal data and account intelligence insights to build engaging campaigns that address buyers’ pain points.

July 27, 2021
Written by Kelly Lindenau & Michael Rodriguez

When ABM & Demand Gen Worlds Collide: Internal Collaboration Critical To Deliver Consistent Targeted Messaging

The balancing act between traditional demand generation and ABM strategies continues to make waves in B2B marketing. In fact, research from Demand Gen Report shows that 58% of B2B marketers are focused on a blend of ABM and demand gen initiatives.

July 7, 2021
Written by Michael Rodriguez

State Of Sending Report: 88% Of Revenue Leaders Adopt Customer-Centric Sending Strategies

As B2B marketers continue to find innovative new ways to keep their audiences engaged, gifting and direct mail strategies have experienced renewed interest. The “2021 State of Sending” report from Sendoso showed B2B marketers taking a more human-to-human (H2H) approach to their engagement efforts, as 88% adopted a customer-centric sending…

June 23, 2021
Written by Michael Rodriguez

#B2BMX Wednesday Recap: Organizational Alignment & Accurate Account Data Are Keys To Personalized ABM

As ABM continues to pull in all parts of B2B organizations, marketers are constantly looking for new methods of collaboration to keep their workflows and tech stacks working toward a unified goal. Additionally, companies are seeking innovative ways to keep accounts engaged while standing out from the digital noise and…

June 11, 2021
Written by Michael Rodriguez

#B2BMX Tuesday Recap: Experiential Marketing & Customization Drive ABM & ABX Success

While the popularity of account-based marketing (ABM) is no secret — after all, we just ended an entire event dedicated to it — the best practices for this strategy are growing more nuanced by the day as vendors across the world add their own spin to it. The second day…

June 10, 2021
Written by Kelly Lindenau

NetLine Research: 83% Of Pandemic Content Consumed Equaled The Total Content Consumed In 2019

With the pandemic shaking up B2B in 2020 and marketers ramping up their content production to meet the demand for information, the amount of educational content produced and consumed going into 2021 increased significantly. The 2021 State Of Content Consumption & Demand Report from NetLine revealed that 83% of the…

June 9, 2021
Written by Michael Rodriguez