Majority of marketers say marketing goals and business objectives are misaligned

Almost 90% of marketing leaders are more focused on business objectives today than five years ago.

However, only about a quarter start the planning process by identifying their desired business outcomes. This disconnect is at the core of the findings in a report from Walker Sands, a full-service B2B marketing agency.

Surveying more than 150 marketing leaders and 50 non-marketing C-suite executives, the Outcome-based Marketing: The Case for a Perspective-Shift in...

27 February 2024 | CMO

More than two-thirds of B2B buyers want to buy via an avatar in the metaverse

A cartoon of a women enjoying the metaverse.

The B2B buying experience is set for a revolution, according to Wunderman Thompson Commerce & Technology's new B2B Future Shopper report, with 67% of B2B buyers wanting to conduct their online buying via an avatar in the metaverse.

While this might seem fanciful, B2B buyers are desperate for experiences that expertly fuse together physical and digital interaction.

And while the metaverse is the future, there is plenty that B2B sellers need to do right now. 71% of...

27 February 2023 | E-Commerce

B2B social media marks huge growth with Tik Tok leading the pack

TikTok logo on a smartphone.

Meltwater has published a report revealing that the importance of social media is increasing among organisations as a result of the global economic uncertainty.

With brand awareness as a priority, more than half of the survey respondents (52%) stated that economic uncertainty has made social media a more important channel for their organisation.

While Facebook remains the most used social media platform for organisations, in terms of growth, the use of TikTok is rapidly...

24 January 2023 | Social Media Marketing

B2B marketing leaders optimistic about marketing strategies despite economic uncertainty

Despite around half of B2B marketing leaders globally saying their budgets have been impacted in some way due to current economic conditions, the majority (76%) remain optimistic about their marketing strategy over the next six months.

This is according to a new study from LinkedIn, the world's largest professional network and leading B2B advertising platform.

The global B2B Marketer Sentiment study, which surveyed 1,700+ B2B marketing leaders from across the world,...

21 October 2022 | Best Practice

B2B marketing investment investment continues to increase in 2022

A pile of £20 notes.

More than three quarters (79%) of respondents consider B2B marketing very important to business growth, and more than half (64%) are looking to refresh digital marketing plans this year.

This is according to the second annual B2B Marketing Survey from creative technology studio Appetite Creative Solutions.

B2B marketing is considered an important new business driver (34%), helps deliver sales and ecommerce (22%), and creates strong brand identity (20%). With 60% planning...

22 April 2022 | CMO

Three quarters of marketers find B2B engagement harder than ever

A bee on a flower.

As many as 73% of marketers say that capturing the attention of B2B audiences is harder than it was a year ago, indicating a heightened problem in the B2B landscape.  

This is according to research from independent design consultancy The Frameworks, which surveyed 150 B2B marketers at organisations of more than 500 people, and explored the value of great design in the B2B sector and the barriers that prevent B2B marketers from making bolder creative...

11 January 2022 | CMO