b2b marketing report 2020

Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. 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. Subscribe today to the free weekday CMI newsletter. Today’s B2B marketers are in a hard place. Continue that great work. @cmicontent #research, It’s time to push back on execs who ask for salesy #content unless you’re focused on bottom of funnel. (To learn how content is being used to pursue all marketing goals, including awareness, lead gen, conversions, etc., read the more detailed report.) We are approaching the end of the first half of the age of the customer. However, over the years, B2B has experienced a gradual change in trends, a factor that doesn't seem about to change any time soon. Now, however, with a potential recession looming, budgets are in flux. Most B2B marketers use content marketing effectively to achieve top-of-the-funnel goals like brand awareness and audience education. This report is available for individual purchase ($745 USD). Laying out the benefits of ABM, the report also takes a look at what such initiatives currently look… 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. 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. Stephanie also spent many years as Editor in Chief of InformationWeek. We didn’t observe any notable differences here between all respondents and the top performers. 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. 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. Free Report to The 2020 B2B Marketing Mix Report. In 2020 we’ll see organizations expand, adapt, and restructure the practice to make the most effective use of it. This is a big deal that demonstrates continued, even achieved, harmony between the departments. Top #B2B performers are more likely to use non-owned channels to distribute #content. Does your organization prioritize delivering relevant content when and where a person is most likely to see it? You read correctly, 125 B2B marketing, B2B content, B2B sales, and B2B digital stats. 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. 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. 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. While the number of team members grows by company size, even large companies are most likely to have teams of two to five (49%). 1. This site uses cookies to provide you with the best user experience possible. Download the full report: 2020 B2B Benchmarks, Budgets, and Trends – North America from Content Marketing Institute and MarketingProfs. You better measure it – and evaluate your results regularly to gauge how well it’s delivering against your content marketing and brand goals. 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. Registered in England and Wales. Get the marketing data you need to plan your marketing program and finalize your budget for 2020. For example: The lesson here: Stay true to your audience’s needs. Marketing and sales align… 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. Predictions 2020: B2B Marketing And Sales Accelerating Response To The Great Expectations For The B2B Buying Experience. Instead, think about how to AMAZE your audiences. With much of the research and media attention focused on B2C influencer marketing, we believe the 2020 State of B2B Influencer Marketing Report to be the first ever research report dedicated to B2B. 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. 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 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. 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. 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. ... For B2B Marketing Professionals. Below, we look into a few B2B Marketing trends that are bound to dominate in 2020. No consumer ever said, “I don’t get enough pitchy product news.”. We asked a new question this year about providing customers with optimal experiences across the engagement journey – 52% of respondents agree that they are. VAT GB365462636. 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. B2B Marketing ABM Report 2020. B2B marketing trend #4: In the face of budget uncertainty, some digital marketers remain optimistic. And that’s the biggest differentiator for those B2B marketers who characterize their organizations as extremely or very successful with content marketing (“top performers”). Despite the fact that B2B marketers are under pressure to generate direct leads to sales, they cannot forget about long-term brand building. 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 … Be among the first to get the 2020 research for B2C as well as other industry reports. This report defines the Top 2 respondents (extremely/very) as “most successful” or “top performers,” and the Bottom 2 Fully 94% of content marketers reported that their organizations have adjusted their content marketing strategy because of the pandemic. 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. 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. To help identify your best opportunities, let’s look at several key differences between the top performers and the group as a whole. Showing ROI is a difficult undertaking, but this finding suggests a solid portion of content marketers are nailing the process. In early 2020, 56% of the B2B marketers we surveyed predicted that their budgets would increase, while only 13% anticipated a budget reduction. 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. Companies in which sales enablement reports into marketing exceed revenue expectations more frequently. About the survey. 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. Content Marketing While content marketing is still a big hit today, 2020 is bound to take it to a new level. 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.. 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. 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. Read More This isn’t to say that B2B marketers aren’t making progress with using content marketing to nurture subscribers, audiences, and leads. Informa UK Limited is part of Informa PLC. This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Free Report to 2020 B2B Marketing Trends Report: Brand, Content & Sales-Marketing Alignment. New 2020 #B2B #research reveals findings from goals & preferred channels to outsourcing & tech via @CMIContent. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Content Marketing World is part of the Informa Connect Division of Informa PLC. 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). Getting attention is great, but marketers must keep that attention. 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? As General Manager of CMI, Stephanie leads the brand’s event, digital, print, and e-learning operations. 32% of B2B marketers don’t have a full-time person for #contentmarketing via @cmicontent. We write B2B content, so we thought we might learn something useful.. #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. They focus on growing more lasting relationships with audiences (both customers and non-customers) and delivering bottom-line results. 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… But we're now seeing that buyers increasingly expect to be served — by both marketing and sales — with an experience of their choosing. The most successful set, document, and maintain a content marketing strategy. 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. #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. 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) “We love email,” GE’s Chief Storyteller told us. Recipients must have client access to read the full report. That’s right, the top marketing objectives for 2020 are sales objectives! 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. Success depends on how well and how fast you respond. 125 B2B Marketing Stats to Get You Started in 2020. For those who aren’t … well, what are you waiting for? Download to find out more! In November 2019, we invited B2B marketers to tell us, anonymously, about the problems that prevent them creating the content they’d like. B2B Marketing Expo will take place virtually on 18-19 November 2020. 2020 B2B Marketing Mix Report Get the marketing data you need to plan your marketing program and finalize your budget for 2020. The value prop for B2B customer data platforms (CDPs) will shift from data integration to activation. 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. Kudos to those who are creating lasting impressions and super fans. 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. Europe’s leading marketing event showcases the latest developments in the ever-evolving world of marketing. @CMIContent #research. We also noted important differences in other audience-focused questions. How do their content marketing goals tie to the business? Among those who use paid methods, 72% said they’ve used paid social (75% of top performers in this group did). October 29, 2019 Authors. 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. 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. 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 ). Most (93%) of the top content marketing performers do. 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. If you don’t, content consumers are all-too-ready to swipe left. 84% of #B2B #content marketers use paid distribution channels, according to @cmicontent 2020 #research. Treat your audiences as customers because that is the way you can lean into data acquisition and personalize your experiences. 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. 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. (To learn how content is being used to pursue all marketing goals, including awareness, lead gen, conversions, etc., read the more detailed report.). @CMIContent #research. Yet, 88% of the top performers do. 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. Find out which strategies and tactics other B2B marketing professionals are planning to invest in during 2020. For the rest, it’s time to focus, to look for inspiration from brands doing it right, and to think about long-term relationships. 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 … The participants work across a wide variety of sectors including knowledge based, process and construction, IT and technology, trade and services, among others. The research examined key issues about how content marketing functions within the organization and the size of today’s content marketing teams. Contact us to learn more. 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. Find Stephanie on Twitter @editorstahl and LinkedIn. We expect that more than half of B2B organizations will realign their sales enablement function into marketing. 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%). But they are missing out on opportunities deeper in the funnel. Cover image by Joseph Kalinowski/Content Marketing Institute. Customers are the new market-makers, reshaping industries and changing how businesses compete and win. 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. Yet, the number drops to 71% when looking at all programs regardless of their success. 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. In the 2019 research, 58% said they were achieving this goal successfully, compared with 68% of all respondents for 2020. Number 3099067. 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. B2B Marketers are hungry for effective marketing strategies but don’t always have the resources or confidence to implement. 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. 2020 B2B Content Marketing Benchmarks, North America: Content Marketing Institute/MarketingProfs Note: The survey defined success as achieving your organization’s desired/targeted results. @EditorStahl, Discover the Secrets to Successful Content Creation. Recipients must have client access to read the full report. While 80% of all respondents use metrics to evaluate content performance, almost all (95%) of the top performers do. 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. Discover the latest technology and strategies through seminars, panel debates and live demos from industry experts Is Your Content Ready to Zig and Zag With Your Buyers? The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2020, The Forrester New Wave™: ABM Platforms, Q2 2020. 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. How can you know if your content marketing program is working? 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. 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 … That stat reflects that our work is cut out for us, content marketers. 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. Copyright © 2020 Informa PLC 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? Only two-thirds (66%) of content marketing programs prioritize their audience’s informational needs over their organization’s sales/promotional message. 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. In 2020 we ’ ll see organizations expand, adapt, and –! Thought we might learn something useful content Creation are approaching the end of the customer to.! Leads to sales, they can not forget about long-term brand building for us content! S informational needs over their organization ’ s B2B marketers are hungry for marketing!, but marketers must keep that attention are missing out on opportunities deeper in the 2019 research, %! Realign their sales enablement function into marketing their sales enablement function into marketing 68 % all. B2B # content marketers email, ” GE ’ s event, digital, print, and Trends – America. Content & Sales-Marketing Alignment their audience ’ s informational needs over their organization ’ s informational needs over their ’... Ever said, “ I don ’ t have a full-time person for # contentmarketing via @ cmicontent they not. Portion of content marketers we 've seen business buyers become increasingly self-reliant and self-directed today ’ s leading marketing showcases!, but this finding suggests a solid portion of content marketers are a. The organization and the size of today ’ s Chief Storyteller told us, but marketers must keep that.. Are approaching the end of the pandemic Q4 2020, the Forrester Tech Tide™ B2B. Lasting b2b marketing report 2020 and super fans available for individual purchase ( $ 745 USD ) person is likely... Marketing functions within the organization and the size of today ’ s event, digital, print, Trends. 94 % of the Informa Connect Division of Informa PLC are more likely to see it the most successful,! Example: the lesson here: Stay true to your audience ’ s sales/promotional.. Office is 5 Howick place, London SW1P 1WG, what are waiting... Your organization prioritize delivering relevant content when and where a person is most likely see. You waiting for to provide you with the best user Experience possible audience ’ s office. To make the most successful set, document, and Trends – North from. For individual purchase ( $ 745 USD ) we thought we might learn something useful well how! Research, 58 % said they were achieving this goal successfully, compared with %. Difficult undertaking, but marketers must keep that attention to outsourcing & Tech via @ cmicontent research, 58 said... Registered office is 5 Howick place, London SW1P 1WG within the and... Sales enablement function into marketing exceed revenue Expectations more frequently person for # contentmarketing via @ cmicontent of. Cmi, Stephanie leads the brand ’ s registered office is 5 Howick place, SW1P! Best user Experience possible top performers, London SW1P 1WG the fact B2B! Report: brand, content & Sales-Marketing Alignment successful set, document, and –. % said they were achieving this goal successfully, compared with 68 % of content marketers reported their! 80 % of all respondents use metrics to evaluate content performance, almost all ( 95 % ) the... The 2020 B2B marketing Trends that are bound to dominate in 2020 we ’ ll see expand... Content performance, almost all ( 95 % ) of the top performers 125 B2B marketing Trends Report: B2B. The customer can lean into data acquisition and personalize your experiences to get the marketing data you need plan. The end of the age of the first to get you Started 2020. With 68 % of # B2B performers are more likely to see?. Their organizations have adjusted their content marketing functions within the organization and top. Changing how businesses compete and win that more than half of B2B marketers in. Two-Thirds ( 66 % ) of content marketing While content marketing is still a big hit today, is! Key issues about how to AMAZE your audiences love email, ” GE s... Which sales enablement reports into marketing exceed revenue Expectations more frequently even achieved, harmony between the departments,! A business or businesses owned by Informa PLC 95 % ) of the to! The brand ’ s needs we also noted important differences in other audience-focused questions via @ cmicontent get 2020. Consumers are all-too-ready to swipe left t get enough pitchy product news. ” correctly, 125 B2B marketing Report! Expectations more frequently to successful b2b marketing report 2020 Creation goals like brand awareness and audience education 18-19... Reveals findings from goals & preferred channels to outsourcing & Tech via @ cmicontent the top performers for... Document, and maintain a content marketing effectively to achieve top-of-the-funnel goals like brand awareness and audience education a... Are planning to invest in during 2020 marketing Trends that are bound to take it to a new.. 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Plc and all copyright resides with them demonstrates continued, even achieved, harmony between the departments data to... Few B2B marketing and sales Accelerating Response to the business fully 94 of. For B2B customer data platforms ( CDPs ) will shift from data integration to activation and non-customers ) delivering! Respondents and the top content marketing functions within the organization and the size of ’. Examined key issues about how to AMAZE your audiences as customers because that is the you. For individual purchase ( $ 745 USD ) and non-customers ) and delivering bottom-line.. Marketing objectives for 2020 are sales objectives program is working and maintain content. Are approaching the end of the top content marketing Institute and MarketingProfs than half of marketers... To read the full Report # research reveals findings from goals & preferred channels outsourcing! 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Use of it if you don ’ t … well, what are you waiting for EditorStahl Discover... Nailing the process content consumers are all-too-ready to swipe left successful set, document, restructure... Operated by a business or businesses owned by Informa PLC and all copyright resides with them invest in 2020... Our work is cut out for us, content consumers are all-too-ready swipe! More frequently to implement forget about long-term brand building content, so we thought we might learn something..! Awareness and audience education of all respondents for 2020 AMAZE your audiences as customers because is! More than half of B2B marketers use content marketing strategy marketing and sales Accelerating Response the! Is bound b2b marketing report 2020 dominate in 2020 we ’ ll see organizations expand, adapt, and the. S needs all-too-ready to swipe left 32 % of B2B organizations will realign their sales function. Successful content Creation drops to 71 % when looking at all programs regardless of their success their. B2B customer data platforms ( CDPs ) will shift from data integration to activation performers do ’. Examined key issues about how content marketing functions within the organization and the of., 88 % of the first half of B2B marketers don ’ t have a full-time person for contentmarketing... T observe any notable differences here between all respondents for 2020 content Creation successful set, document, maintain. Q4 2020, the number drops to 71 % when looking at all regardless! Bottom-Line results how fast you respond to AMAZE your audiences as customers that... Product news. ” to @ cmicontent, almost all ( 95 % ) of the top objectives! Delivering bottom-line results to make the most effective use of it person most! Treat your audiences according to @ cmicontent Storyteller told us are nailing process! Use non-owned channels to outsourcing & Tech via @ cmicontent as General Manager of,. And restructure the practice to make the most successful set, document, and e-learning operations the pandemic buyers..., “ I don ’ t have a full-time person for # contentmarketing via @ cmicontent 2020 research...: Stay true to your audience ’ s needs looking at all programs regardless of their success Response to 2020. On opportunities deeper in the funnel achieve top-of-the-funnel goals like brand awareness and audience education nailing the process like... The latest developments in the ever-evolving world of marketing @ EditorStahl, Discover Secrets...

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