Noteworthy finding: Almost one-third of respondents (32%) lack a full-time person dedicated to content marketing, while this number drops to 13% when looking only at the top performers. Yet, 88% of the top performers do. That’s right, the top marketing objectives for 2020 are sales objectives! Stephanie also spent many years as Editor in Chief of InformationWeek. 2020 B2B Marketing Trends Report: How to Augment the Marketing Organization for a Digital-First Future According to a McKinsey report, 96% of B2B decision-makers say they have shifted the way they do business as digital channels become the default approach. But we're now seeing that buyers increasingly expect to be served — by both marketing and sales — with an experience of their choosing. Customers are the new market-makers, reshaping industries and changing how businesses compete and win. How can you know if your content marketing program is working? They don’t simply crank out content for anyone and everyone around the organization but establish a cohesive plan for creating and distributing content that meets the brand’s mission and caters to audience needs. VAT GB365462636. We are approaching the end of the first half of the age of the customer. Find out which strategies and tactics other B2B marketing professionals are planning to invest in during 2020. Kudos to those who are creating lasting impressions and super fans. Download to find out more! (To learn how content is being used to pursue all marketing goals, including awareness, lead gen, conversions, etc., read the more detailed report.). According to our research in the 2020 State of B2B Influencer Marketing Report, 74% of marketers surveyed believe that influencer marketing improves prospect and customer experience for B2B brands. How do their content marketing goals tie to the business? To help identify your best opportunities, let’s look at several key differences between the top performers and the group as a whole. DOWNLOAD The 2020 B2B Marketing Trends Report: Brand, Content & Sales-Marketing Alignment Here are a few key highlights from the report’s findings: Never Forget the Importance of Brand Building. We write B2B content, so we thought we might learn something useful.. Showing ROI is a difficult undertaking, but this finding suggests a solid portion of content marketers are nailing the process. Most B2B marketers use content marketing effectively to achieve top-of-the-funnel goals like brand awareness and audience education. The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2020, The Forrester New Wave™: ABM Platforms, Q2 2020. The 2020 study also dives into detail on other issues of critical importance to B2B marketers and their content marketing programs, such as: As a whole, this year’s B2B research provides valuable insights you can use to gauge your efforts vs. your peers and make the case to stakeholders. Treat your audiences as customers because that is the way you can lean into data acquisition and personalize your experiences. We asked a new question this year about providing customers with optimal experiences across the engagement journey – 52% of respondents agree that they are. Despite the fact that B2B marketers are under pressure to generate direct leads to sales, they cannot forget about long-term brand building. B2B International’s B2B Marketing & Insight Study is based on online surveys completed by 302 B2B marketing and insights professionals at businesses across North America and Europe in Q4 of 2019. 1. In early 2020, 56% of the B2B marketers we surveyed predicted that their budgets would increase, while only 13% anticipated a budget reduction. Predictions 2020: B2B Marketing And Sales Accelerating Response To The Great Expectations For The B2B Buying Experience. A full 43% of them say their brand is held back by an unclear strategy and only 2% say they have an excellent relationship with sales. Number 3099067. Registered in England and Wales. And according to Content Marketing Institute’s 2020 B2B Benchmarking Report, marketers rated email newsletters as the best way to nurture leads, ahead of blog posts, in-person events, and case studies. Top content marketing performers are more likely to always or frequently craft content based on the stages of the customer journey (74%), while that rate dips to less than half (48%) when looking at all respondents. The three most-cited content marketing goals achieved in the last 12 months were: However, fewer B2B marketers say their efforts delivered success against goals like: What do the three latter goals have in common? As you read through this year’s B2B results and interpret how they might affect your current content marketing approach – and how you set your priorities for the upcoming year – CMI’s Chief Strategy Advisor Robert Rose offers this advice: You have to stop thinking of content marketing as the thing that’s only worth investing in if it creates a lead or an opportunity. @CMIContent #research. Copyright © 2020 Informa PLC We didn’t observe any notable differences here between all respondents and the top performers. Contact us to learn more. It’s time to push back on execs who ask for salesy messaging vs. educational content unless you are focused on the bottom of the funnel. While 80% of all respondents use metrics to evaluate content performance, almost all (95%) of the top performers do. 32% of B2B marketers don’t have a full-time person for #contentmarketing via @cmicontent. They focus on growing more lasting relationships with audiences (both customers and non-customers) and delivering bottom-line results. This report is available for individual purchase ($745 USD). It was encouraging to see that of the 43% who do measure, 59% of all respondents (and 84% of the top performers) say they are doing an excellent or very good job of demonstrating ROI. Continue that great work. Laying out the benefits of ABM, the report also takes a look at what such initiatives currently look… Previously, Stephanie served as VP of Content Marketing for UBM’s Technology portfolio, providing strategic guidance on content development, content optimization, audience engagement, and go-to-market platforms for technology clients. While 25% of all B2B marketers say they operate as a centralized content marketing group that works throughout the organization, 44% of the top performers use that centralized structure. The participants work across a wide variety of sectors including knowledge based, process and construction, IT and technology, trade and services, among others. Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. They are far more likely (to the tune of 21 to 23 percentage points higher) to achieve these three relationship goals with their content efforts when compared with all surveyed B2B marketers. Discover the latest technology and strategies through seminars, panel debates and live demos from industry experts You better measure it – and evaluate your results regularly to gauge how well it’s delivering against your content marketing and brand goals. Most (93%) of the top content marketing performers do. Is Your Content Ready to Zig and Zag With Your Buyers? Now, however, with a potential recession looming, budgets are in flux. The newly released 11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report features how content marketers in North America have been adapting to conditions that the COVID-19 pandemic has forced on businesses and marketers.. B2B tech vendors say the tactics/content types they use most to engage buyers are marketing collateral, product demos, case studies, websites, and customer references. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Content Marketing While content marketing is still a big hit today, 2020 is bound to take it to a new level. For those who aren’t … well, what are you waiting for? @CMIContent #research. Informa UK Limited is part of Informa PLC. Elevate Your Game from Data Operations to Revenue Operations The Editors June 9, 2020 Elevate your data game to drive intelligent growth and hear Insights and Actions from Dun & Bradstreet’s 7th Annual B2B Sales and Marketing Data Report. In the 2019 research, 58% said they were achieving this goal successfully, compared with 68% of all respondents for 2020. And that’s the biggest differentiator for those B2B marketers who characterize their organizations as extremely or very successful with content marketing (“top performers”). ... For B2B Marketing Professionals. If you don’t, content consumers are all-too-ready to swipe left. 2020 B2B Buyer Behavior Study: Purchase Plans Still Progressing Despite Disruption, But With Increased Expectations For Relevance & Personalization So, it was expected when the 2020 B2B Buyer Behavior Study found that 47% of buyers indicated they had … By Hillary Read on 09/02/2020 in "B2B Blogs" This is the subhead for the blog post One of 3Q’s four company values is Accept No Limits, and we applied that philosophy to our just-released B2B report on the 2020 challenges and opportunities uncovered in a survey of 500 top CMOs ( download here ). As we embark on a new decade, we have the unique opportunity to leverage years of marketing data, case studies, and real-world experiences to fuel future content creation, sales strategies, digital investments, and customer journeys for years to come. But they are missing out on opportunities deeper in the funnel. No consumer ever said, “I don’t get enough pitchy product news.”. This is just one of the key findings from the newly released 2020 B2B Benchmarks, Budgets, and Trends – North America from Content Marketing Institute and MarketingProfs, and sponsored by Sitecore. @EditorStahl, Discover the Secrets to Successful Content Creation. The B2B Marketing UK Agencies Benchmarking Report 2020 Download this free 120-page guide to find out Are you in search of a new agency and don’t know how to sort the wheat from the chaff? In a new report [download page] from Sagefrog Marketing Group, B2B marketing professionals have listed converting leads to customers and increasing sales leads as their top two marketing objectives… That stat reflects that our work is cut out for us, content marketers. About the research: The report was based on data from a survey conducted in September 2020 among 907 B2B technology buyers and 227 B2B technology vendors. B2B marketing trend #4: In the face of budget uncertainty, some digital marketers remain optimistic. 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