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The Benefits and Limitations of Look-Alike Modeling
Demand Gen Report recently published a white paper describing the benefits of using look-alike modeling powered by artificial intelligence (AI) to improve lead generation performance. The white paper...
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The Growing Influence of Compelling Thought Leadership
Business buyers broadly agree that thought leadership content impacts their purchase decisions at every stage of the buying process. And recent research by Edelman and LinkedIn shows that the influence...
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[Research] The State of Marketing Automation - Adoption, Usage, Benefits,...
Recent research by CleverTouch Marketing, a marketing technology consultancy and service provider based in the UK, provides an interesting snapshot of the state of marketing automation adoption and...
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The Key Characteristics of Business Technology Buying
TrustRadius recently published The 2019 B2B Buying Disconnect report, which provides several important insights regarding the sale and purchase of B2B technology solutions. The report is based on a...
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B2B Buyers Remain Skeptical About Vendor Content
Last month, TrustRadius published the findings of its third annual B2B buying disconnect research. The 2019 B2B Buying Disconnect report is based on a survey of 712 individuals who were involved in a...
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Three Ways to Make Your Case Studies More Persuasive
Customer case studies have been a staple of the B2B marketing content mix for decades. According to 2018 research by the Content Marketing Institute and MarketingProfs, 73% of B2B marketers are using...
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Marketing Myopia Revisited
(The following is a post I published more than six years ago. Given the recent focus on marketing's responsibility for managing customer experiences and driving growth, the topic is as relevant and...
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The Growing Personalization Conundrum for Marketers
For more than two decades, the value of personalization has been largely unquestioned in marketing circles. Most marketing leaders now view personalization as essential to marketing success, and...
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Two Ways to Make Personalization Welcomed
In my last post, I discussed the inconsistent and often contradictory attitudes of consumers and business buyers regarding personalized marketing. On one hand, numerous research studies have confirmed...
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Why B2B Buying Cycles Are So Long
(The following is a post I published about two years ago. Since then, the number of people in the average B2B buying group has increased, and buying cycles are getting longer. New research by the...
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New Insights on Real-World ABM Strategies and Practices
SiriusDecisions recently published an e-book that describes some of the major findings from its 2019 State of Account-Based Marketing Study. The 2019 study involved 120 "ABM leaders" drawn from several...
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Marketers Get Better At Strategic Content Management
Marketers have made noteworthy progress in managing content strategically, but still have work to do to match content with the right audience segments and customer expectations, and to fully leverage...
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With Personalization, Less Can Be More
There is no longer any doubt that marketers overwhelmingly believe in the value of personalization. Most marketing leaders now view personalization as essential to marketing success, and providing...
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New Research Highlights Personalization, Privacy, and Customer Experience...
Senior company leaders in virtually all types of businesses now recognize that providing great customer experiences is a critical source of competitive advantage and a primary driver of business...
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Despite Challenges, Marketers Remain Committed to CX Technologies
In my last post, I discussed some of the findings from a recent study by The Harris Poll and RedPoint Global. Addressing The Gaps In Customer Experience was based on the results of two surveys. One...
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McKinsey on How CMOs Can Effectively Lead Growth
Last month, McKinsey & Company published an article that discussed the evolving role of marketing - particularly the role of the CMO - in driving business growth. Marketing's moment is now: The...
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New Research on the Attributes of Complex Buying Decisions
Demand Gen Report recently published the findings of its eighth annual B2B Buyers Survey. The 2019 survey received responses from more than 250 B2B executives representing a variety of industry...
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Measuring the Maturity of Marketing Operations
A recent survey conducted by Econsultancy in partnership with Sojourn Solutions provides several valuable insights regarding the state of marketing operations (MOPS) at large and mid-size B2B...
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Why One Strategy for the Status Quo Isn't Enough
B2B purchases come in all shapes and sizes, and B2B buying decisions are made under a wide variety of circumstances. The context of a buying decision includes - among other things - the cost of the...
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What Communication Channels Do Customers Prefer? It Depends!
Last month, the CMO Council in partnership with Pitney Bowes published the results of a study that sought to identify what communication channels consumers prefer to use when interacting with the...
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