Where Should Your Customer Journey Start? [Demand Gen Research]

B2B marketing teams face an increasingly complex challenge. When asking for more money and resources for activities that generate demand, they often hear, “We don’t have the budget for that.” Instead, teams get plenty of resources and budget to nurture leads, get them to salespeople, and develop content that speaks to solving X, Y, or … Read more

Can Your Marketing Team Generate True Demand?

I see a common challenge in B2B marketing – teams seeking more budget and resources for demand-generation programs. “Now, wait a minute,” you might say. “It seems like demand gene for leads is the only thing we do.” To be clear, I mean true demand generation, not mid-funnel, inbound lead gen, nurturing, or sales enablement. … Read more

Enterprise Content Marketing Research 2023

Navigating work in a large organization comes with unique challenges, especially in times of change. But one thing remains constant—communication endures as one of the thorniest issues. So it’s no surprise in our newly released Enterprise Content Marketing: Benchmarks, Budgets, and Trends – Insights for 2023, well over half (64%) of enterprise content markers say … Read more

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