B2B’s Brave New World: Top Game Changers For Performance

Marketers

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Buyers continue to favor “S.I.M content”(short, interactive, mobile-friendly)

87% interactive/visual content86% mobile-friendly content

92% shorter formats

CONTENT

The content experience needs to change

1. Rethink content organization

By industry (64%)

By business

role (67%)

2. Make content easier to access

58% want related content

packaged together

3. Make content easier to consume

71% want single-

click access and fewer forms

4. Add some star power

87% give credence to

content that features industry

influencers

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Shifting Priorities

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Marketers still prioritize demand gen and allocate more budget

Those citing 20%+ increases declined from 38% in 2016, to 33% this year

Those indicating budget decline increased to 13%

Budgets Increasing, But At Slower Rate

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88% say ability to measure and analyze marketing impact is top priority

92% either already actively measuring campaign attribution and influence or are planning to do so this year

The Age Of Attribution & Analytics

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Nearly 1/3 of marketers now measured directly on pipeline influence

Moving Beyond MQLs To Show Impact

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ABM Ranks At The Top Of Tools To Deploy

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ABM Toolkit Also Expanding

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Aligning ABM With Demand Gen Goals

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Closing The Deal

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Increased Focus On Engagement’s Last Mile

 

Increased Focus On Engagement’s Last Mile

 

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General Information

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MARKETPLACE PASSPORT

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15-Minute sessions with top experts.

Booths #508 and #510 located in the Marketplace.

Walk-Ins accepted

B2BMXpert Bar• Laura Ramos, Forrester Research, Inc.• Jason Stewart, ANNUITAS• Phyllis Davidson, SiriusDecisions• Rebecca Lieb, Conglomotron • Jason Hekl, Hekl Coaching & Consulting• Dana Harder, Content4Demand• Meghan Durett, BlueBird Strategies• Martin Carr, Bulldog Solutions• Jill Rowley, #SocialSelling• Mary Shea, Forrester• Nancy Nardin, Smart Selling Tools Inc.• Lee Odden, TopRank Marketing

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Keynote Inks

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12:40 PM // PALOMINO 2Top 5 Social Media Metrics Your CMO Wants to See…And How to Track Them

Lunch & Learns

12:40 PM // PALOMINO 3Content And The Art Of Personalization For ABM Strategies

Thanks to our sponsors

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