
Five Trends Changing Marketing Today
Discover five marketing shifts transforming how teams connect with customers—from AI use to first-party data and authentic voices. See how leading marketers adapt. Read more.
B2B firms that outperform the competition focus on long-term marketing goals, test beyond digital channels, and have distinctive brands, according to recent research. Leader firms devote more than 40% of their budget to long-term programs and take a structured approach to testing marketing strategies. They are also more likely to take risks and have a distinctive brand.
The report was based on a 2020 survey of 450 B2B marketers, with leader firms being those that self-identified as having outperformed the competition in the past two years. Over half of leader firms agree or strongly agree that their B2B brand is distinctive, compared to just 40% of others. Additionally, 58% of leader marketers agree or strongly agree that they are encouraged to take marketing risks.
Testing programs beyond digital channels is also popular among leader firms, with 20% taking a structured approach compared to 17% of other firms. This research clearly shows that the most successful B2B firms place a great emphasis on long-term marketing goals, testing, risks, and having a unique brand identity.
Four Marketing Approaches That Differentiate Successful B2B Brands
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Discover five marketing shifts transforming how teams connect with customers—from AI use to first-party data and authentic voices. See how leading marketers adapt. Read more.
Leaders at professional services firms say relationship-based approaches, such as referrals and networking, are the most effective marketing approaches for generating new business, according to recent research.
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What percentage of revenue are B2B enterprises devoting to marketing? What share of marketing budgets are going to personnel? How much are budgets expected to grow in the next year?
People age 12-15 express more interest now in technology, fashion, beauty/makeup, and podcasts than those age 12-15 did in 2021, and less interest in computers, the environment, and the news.
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