Lane Ellis

One Way to Set B2B Content Apart from the Rest? Actively Promote It
Creating higher quality B2B content was seen as the top way to differentiate it, with coverage of unique topics that competitors aren’t covering coming in second, followed by conducting active promotion that extends beyond publishing and distribution — three of numerous findings contained in recently-released B2B content marketing report data. MarketingCharts

Social Media Trends 2023 [Hootsuite Report]
42 percent of organizations with more than 1,000 employees work with influencers and creators, while only 28 percent of smaller businesses with under 100 workers do, according to Hootsuite’s newly-released annual social trends report. 77 percent of marketers have said that they are either confident or extremely confident in the return on investment they get from social media when it comes to audience engagement, the report has also shown. Hootsuite

B2B brands shouldn’t fear rejection, but being unknown
91 percent of potential customers don’t actively reject any B2B brands, while increasing brand awareness remains one of the top challenge that B2B marketers face, as unawareness has significant variability by brand, according to newly-released report data from The B2B Institute. Marketing Week

Overheard at B2B World Fest: ‘Pursue passion and purpose, and profits will follow’
B2B marketing has taken a move towards offering more experimental content including sight, sound, and motion, while B2B organization employees are increasingly seeing improvements to their well-being as more important than career advancement — two of several findings of interest to B2B marketers shared during the B2B World Fest event, as The Drum examines. The Drum

5 Predictions For B2B CMOs To Win In 2023 [Forrester Report]
20 percent more B2B demand teams will report to sales in 2023, with 10 percent of marketing automation budgets moving from transformation to resilience, while 40 percent of firms will shift to cloud-native-first strategies — three of numerous findings of interest to B2B marketers contained in recently-released B2B CMO report data. Forbes

What’s Driving Budget Changes for B2B Marketers? [Survey]
43 percent of B2B marketers have said that their marketing budgets have increased since 2021, with 32 percent noting a decrease, with the top reasons for budget changes being inflation, the pandemic, economic recession, and world geopolitical unstability, according to newly-released survey data. MarketingCharts

Fifth of B2B marketers say proving effectiveness is their ‘biggest challenge’
56 percent of marketers have said that creativity is the most important skill required for navigating uncertain times, with 48.4 percent identifying return on investment (ROI) as the key metric to demonstrate marketing’s impact, while 30 percent noted that their organization doesn’t understand B2B marketing ROI — three of several findings of interest to B2B marketers contained in recently-released survey data. Marketing Week

Beware of sales calls, young B2B buyers say
74 percent of millennials and Gen Z will avoid more sales calls and outreach efforts than older B2B buyers, while 72 percent of overall buyers and prospects have indicated that they plan to consume more digital content along the purchasing journey — two of the statistics of interest to digital marketers found among newly-published report findings. Digital Commerce 360

B2B Demand Gen: Lead Qualifying Teams Are Common at Larger Enterprises
Top performing large organizations typically have a dedicated lead generation qualification team, as 77 percent of enterprise firms with more than five thousand employees report having such a team, compared to 48 percent of those with fewer than five thousand employees — two of several findings of interest to B2B marketers contained in newly-published survey data. MarketingCharts

B2B marketplaces are shaping the future of B2B ecommerce
B2B marketplace sales are expected to reach $130 billion in 2022, representing an increase over 5.3 times that of 2020, while B2B marketplace sales will reach 6.9 percent of all B2B eCommerce sales in 2022, according to recently-released survey findings. Digital Commerce 360

Most Marketers Report Increase in Marketing and Sales Alignment After Implementing ABM
28 percent of B2B marketers have indicated that they had significantly better sales and marketing alignment after implementing an account-based marketing (ABM) program, with 47 percent observing a moderate increase in alignment between sales and marketing, while some 53 percent noted that ABM generated greater revenue than other marketing efforts, according to newly-released survey data. MarketingCharts

Report: 77 percent of marketers are planning metaverse experiments
94 percent of U.S. marketing decision-makers have said that they see the metaverse as a new opportunity for reaching potential customers, with 77 percent expecting to experiment with the developing technology, while some 73 percent said that social media was growing in importance, recently published survey data has shown. Mobile Marketing