Experiences must be empathetic, and purpose must become a key focus of all brands. This is known by many but poorly executed by most. In this presentation created for Social Media Week, I’ll cover how to nail purpose-driven marketing, and why this is so much more than CSR.
Research
5 Traits of High Performing Marketing Orginization’s
Combed the following study looks at over 7,500 marketers from around the globe over a period of two years (2016-2017) and identifies the five key traits to high performing marketing organizations. This presentation has been the Keynote at the Digital Summit series in Kansas City, as well as presented in various forms around the world.
The B2B Persona Project
After two years of work between Linkedin and Salesforce, the B2B Persona Project is finally complete. This is the only data set to look at the total size, growth, and churn of over 90 B2B personas, helping to answer questions such as “How Healthy is my Email Database”, or “I got 10k emails this year, but out of how many?”.
Effects of Content on Consumer Experience
This research was conducted via a survey of 400 B2B buyers in 2014. The point of the survey was to determine what type of content actually resonated with consumers, so we can make better content. I also expanded the research to included questions to help us better understand what consumers actually care about in content so we can ensure we constantly are making content to fit the needs of our buyers.
State of B2B Marketing 2015
It’s no surprise that B2B and B2C marketers have different goals and strategies. In January, we released new research on the overall state of marketing — including businesses of all sizes and types, based on the responses of 5,000+ global marketers.
Now we’re separating B2B from B2C marketers. Today, we present you with data about B2B trends, goals, and obstacles in 2015 with the 2015 State of B2B Marketing.
Using survey responses from 2,100+ marketers, this report takes a look at what B2B marketers are really thinking and dealing with this year.
Here’s a sneak peek at some of our findings:
- 84% of B2B marketers plan to increase or maintain their spend in 2015.
- 34% of B2B marketers plan to shift spend from traditional mass advertising to advertising on digital channels.
Top business challenges for B2B marketers:
- New business development (33%)
- Quality of leads (32%)
- Demand and lead generation (27%)