The response was so surprising, and so vehement, that we turned it into a full research report – and we asked leading B2B marketers from the US, UK, Germany, and the … For example: The lesson here: Stay true to your audience’s needs. 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 … That stat reflects that our work is cut out for us, content marketers. Continue that great work. While 80% of all respondents use metrics to evaluate content performance, almost all (95%) of the top performers do. 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. No consumer ever said, “I don’t get enough pitchy product news.”. Below, we look into a few B2B Marketing trends that are bound to dominate in 2020. Laying out the benefits of ABM, the report also takes a look at what such initiatives currently look… 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. The participants work across a wide variety of sectors including knowledge based, process and construction, IT and technology, trade and services, among others. The 2020 study also dives into detail on other issues of critical importance to B2B marketers and their content marketing programs, such as: Highest performing content by types and goals @EditorStahl, Discover the Secrets to Successful Content Creation. Most (93%) of the top content marketing performers do. “We love email,” GE’s Chief Storyteller told us. 125 B2B Marketing Stats to Get You Started in 2020. How to Create a Better Distribution Plan to Get Your Content Seen, How to Match Your Content to the Best Distribution Channel, Only 43% of #B2B marketers say they measure #contentmarketing #ROI via @cmicontent. Fully 94% of content marketers reported that their organizations have adjusted their content marketing strategy because of the pandemic. As General Manager of CMI, Stephanie leads the brand’s event, digital, print, and e-learning operations. And as our predictions reveal, we believe 2020 will be a pivotal year as buyers' demand for a compelling experience increases and B2B marketers strive to own the moment. 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. Free Report to The 2020 B2B Marketing Mix Report. But the top performers are more likely to amplify their content using non-owned channels, such as: The research also revealed that 84% of respondents have used paid distribution channels in the last 12 months (91% among the top performers). @CMIContent #research. You better measure it – and evaluate your results regularly to gauge how well it’s delivering against your content marketing and brand goals. Be among the first to get the 2020 research for B2C as well as other industry reports. Instead, think about how to AMAZE your audiences. Copyright © 2020 Informa PLC Showing ROI is a difficult undertaking, but this finding suggests a solid portion of content marketers are nailing the process. Is Your Content Ready to Zig and Zag With Your Buyers? 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. Stephanie also spent many years as Editor in Chief of InformationWeek. Now, however, with a potential recession looming, budgets are in flux. Yet, 88% of the top performers do. How US B2B Marketers Will Reallocate Event Marketing Budgets Not Used Because of Coronavirus, March 2020 (% of respondents) Download US Agency and Brand Buy-Side Decision-Makers Who Plan to Change Select Advertising Messaging Strategies due to the Coronavirus, by Marketing Strategy, March 2020 (% of respondents in each group) Registered in England and Wales. Only 43% of B2B marketers say they measure ROI and 65% have established key performance indicators (KPIs), while 67% of the top performers evaluate ROI and 83% monitor KPIs. (To learn how content is being used to pursue all marketing goals, including awareness, lead gen, conversions, etc., read the more detailed report.) Kudos to those who are creating lasting impressions and super fans. Today’s B2B marketers are in a hard place. Among those who use paid methods, 72% said they’ve used paid social (75% of top performers in this group did). We are approaching the end of the first half of the age of the customer. Predictions 2020: B2B Marketing And Sales Accelerating Response To The Great Expectations For The B2B Buying Experience. Additionally, 50% of all respondents outsource at least some of their content marketing, with content creation topping the list of outsourced content marketing activities for all respondents (84%). Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Most B2B marketers use content marketing effectively to achieve top-of-the-funnel goals like brand awareness and audience education. They focus on growing more lasting relationships with audiences (both customers and non-customers) and delivering bottom-line results. Does your organization prioritize delivering relevant content when and where a person is most likely to see it? The research examined key issues about how content marketing functions within the organization and the size of today’s content marketing teams. Marketing and sales align… Informa UK Limited is part of Informa PLC. 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. Most marketers – no matter how successful their content marketing program is – use email, their website/blog, and their social channels to distribute their content organically. A potential advantage for B2B companies, over their business-to-consumer (B2C) counterparts, is that B2Bs had an easier shift to remote work, according to a March 2020 survey from Marketing … 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. Download to find out more! This site uses cookies to provide you with the best user experience possible. 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… In November 2019, we invited B2B marketers to tell us, anonymously, about the problems that prevent them creating the content they’d like. New 2020 #B2B #research reveals findings from goals & preferred channels to outsourcing & tech via @CMIContent. Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Number 3099067. For those who aren’t … well, what are you waiting for? Success depends on how well and how fast you respond. 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. Get the marketing data you need to plan your marketing program and finalize your budget for 2020. By using Content Marketing Institute, you, 2020 B2B Benchmarks, Budgets, and Trends – North America from Content Marketing Institute and MarketingProfs, Only 45% of #B2B marketers achieve the goal to build subscribed audiences. Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. Treat your audiences as customers because that is the way you can lean into data acquisition and personalize your experiences. Top #B2B performers are more likely to use non-owned channels to distribute #content. Despite the fact that B2B marketers are under pressure to generate direct leads to sales, they cannot forget about long-term brand building. 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. The value prop for B2B customer data platforms (CDPs) will shift from data integration to activation. 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. We write B2B content, so we thought we might learn something useful.. B2B marketing trend #4: In the face of budget uncertainty, some digital marketers remain optimistic. We expect that more than half of B2B organizations will realign their sales enablement function into marketing. This year’s ABM report reveals where most B2B marketers are at in their journey to ABM excellence, the challenges they’re facing, and what their ultimate goals are. And that’s the biggest differentiator for those B2B marketers who characterize their organizations as extremely or very successful with content marketing (“top performers”). In 2020 we’ll see organizations expand, adapt, and restructure the practice to make the most effective use of it. 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. Subscribe today to the free weekday CMI newsletter. 32% of B2B marketers don’t have a full-time person for #contentmarketing via @cmicontent. As 2019 nears its end, it’s time for B2B marketers to look towards 2020 and determine their goals and the strategies they’ll use to achieve them. B2B Marketing Expo will take place virtually on 18-19 November 2020. #research, 5 Tips for Recruitment Marketing to Get Great Hires [Examples], The 7 Core Roles of a 2020 Content Marketing Team, An Easy-to-Apply Framework to Build Your (New or Mature) Content Marketing Team, Get a Refresh on the What, Why, Where, and How of Content Marketing, 88% of top #contentmarketing performers put audience needs over their sales messages. However, over the years, B2B has experienced a gradual change in trends, a factor that doesn't seem about to change any time soon. The 2019 edition of the report identified ‘ROI’ and ‘proving marketing impact’ as B2B marketers’ greatest hurdles, followed by a struggle with CX and the implementation of marketing technology. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 Half (51%) of B2B marketers employing account-based marketing (ABM) have seen better sales and marketing alignment as a result of their organization’s ABM initiatives, according to Demand Gen Report’s latest ABM benchmark study [download page] for 2020. Only two-thirds (66%) of content marketing programs prioritize their audience’s informational needs over their organization’s sales/promotional message. Read More 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. 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. October 29, 2019 Authors. 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. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs Note: The survey defined success as achieving your organization’s desired/targeted results. 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. We asked a new question this year about providing customers with optimal experiences across the engagement journey – 52% of respondents agree that they are. Europe’s leading marketing event showcases the latest developments in the ever-evolving world of marketing. Our advice: Find content creators who understand what’s unique about your company, know how to rise above the mediocre, and amaze your audience with their writing, researching, video, or audio skills. In 2020, my B2B marketing resolutions are to increase my engagement on others content within LinkedIn, while also mixing in live video content with my current weekly video series. 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. This is a big deal that demonstrates continued, even achieved, harmony between the departments. ... For B2B Marketing Professionals. We also noted important differences in other audience-focused questions. 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. Find Stephanie on Twitter @editorstahl and LinkedIn. In early 2020, 56% of the B2B marketers we surveyed predicted that their budgets would increase, while only 13% anticipated a budget reduction. B2B Marketers are hungry for effective marketing strategies but don’t always have the resources or confidence to implement. The marketing and sales alignment debacle has been on the mend in recent years with a greater focus on communication, qualifying leads, and hand-offs. To help identify your best opportunities, let’s look at several key differences between the top performers and the group as a whole. 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. But we're now seeing that buyers increasingly expect to be served — by both marketing and sales — with an experience of their choosing. Informa UK Limited is a company registered in England and Wales with company number 1072954 whose registered office is 5 Howick Place, London, SW1P 1WG. For the rest, it’s time to focus, to look for inspiration from brands doing it right, and to think about long-term relationships. Cover image by Joseph Kalinowski/Content Marketing Institute. 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. The most successful set, document, and maintain a content marketing strategy. 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? Download the full report: 2020 B2B Benchmarks, Budgets, and Trends – North America from Content Marketing Institute and MarketingProfs. The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2020, The Forrester New Wave™: ABM Platforms, Q2 2020. Contact us to learn more. B2B Digital Experience Report 2020 Ecommerce Personalization Download Episerver’s global survey of 600 leaders in marketing, IT and ecommerce roles at B2B companies to learn how they rank their strengths, weaknesses, opportunities and threats as it relates to B2B digital experience. You read correctly, 125 B2B marketing, B2B content, B2B sales, and B2B digital stats. 84% of #B2B #content marketers use paid distribution channels, according to @cmicontent 2020 #research. Recipients must have client access to read the full report. #research, Nail Your Content Performance With This Measurement Starter Kit, How to Make the Content Marketing Case With ROI, 2020 Content Marketing Benchmarks, Budgets, and Trends – North America, The Most Important Lesson Learned at Content Marketing World, Latest Winners of Content Marketing Awards Up the Game, How to Make a More Confident, Compelling Case for Content Innovation, Building loyalty with existing clients/customers (63%), Highest performing content by types and goals, Concepts around content creation, from the sales funnel to fact-checking, Organic and paid content distribution channels, including social media platforms, Content marketing organizational structures, from teams to budget. 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. In the 2019 research, 58% said they were achieving this goal successfully, compared with 68% of all respondents for 2020. 2020 B2B Marketing Mix Report Get the marketing data you need to plan your marketing program and finalize your budget for 2020. @cmicontent #research, It’s time to push back on execs who ask for salesy #content unless you’re focused on bottom of funnel. This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. While the number of team members grows by company size, even large companies are most likely to have teams of two to five (49%). We didn’t observe any notable differences here between all respondents and the top performers. 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 ). 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. 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. Yet, the number drops to 71% when looking at all programs regardless of their success. Find out which strategies and tactics other B2B marketing professionals are planning to invest in during 2020. According to a recent ABM benchmark report, 50% of B2B organizations have had ABM initiatives in place for at least a year, and another 25% for six to 12 months. 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. Free Report to 2020 B2B Marketing Trends Report: Brand, Content & Sales-Marketing Alignment. (To learn how content is being used to pursue all marketing goals, including awareness, lead gen, conversions, etc., read the more detailed report.). 1. Content Marketing World is part of the Informa Connect Division of Informa PLC. To learn more about what the B2B marketers had to say about distribution channels, including a breakdown by social media platform, and which generated the best results, read the detailed report. If you don’t, content consumers are all-too-ready to swipe left. Also, I will be looking at great B2C examples of 2019 to understand why they worked, with the goal of adjusting and tweaking them to B2B. Companies in which sales enablement reports into marketing exceed revenue expectations more frequently. 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. 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.. How do their content marketing goals tie to the business? Getting attention is great, but marketers must keep that attention. Discover the latest technology and strategies through seminars, panel debates and live demos from industry experts This isn’t to say that B2B marketers aren’t making progress with using content marketing to nurture subscribers, audiences, and leads. When asked to report their top marketing objective(s) for 2020, surveyors indicated that ‘converting leads to customers’ and ‘increasing sales leads’ are most important. B2B Marketing ABM Report 2020. But they are missing out on opportunities deeper in the funnel. 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? VAT GB365462636. About the survey. Recipients must have client access to read the full report. How can you know if your content marketing program is working? 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