As the week winds to a close, we bring you the highlights from the world of B2B marketing. From underfunded marketing technologies to predictive analytics as the next big thing, here’s a look at the trends and challenges shaping the industry.
Marketers Criticise Lack of Investment in Martech
Great content is only as impactful as the technology used to leverage it. Yet, many marketers feel their companies are falling short in martech investment. Research from Walker Sands reveals that 69% of US marketers cite budget constraints as the primary barrier to implementing the technologies they need.
This gap highlights a growing frustration among professionals who understand that without the right tools, even the highest-quality content may fail to deliver results.
Predictive Analytics Takes Centre Stage
Predictive analytics is quickly emerging as a must-have skill in marketing. According to a Forbes Insights study, 68% of marketing executives rate analytics and predictive analytics as extremely important for future success.
With its potential to forecast trends, optimise strategies, and personalise customer experiences, predictive analytics is transforming the way marketers approach decision-making.
Measuring Results: A Predictive Analytics Pain Point
Despite its promise, predictive analytics presents its own challenges. Forbes Insights found that 58% of marketers struggle to measure the results of their predictive efforts.
Still, optimism around this technology is high. Over 80% of marketing leaders plan to increase their investment in predictive analytics over the next year, signalling its importance in shaping the industry’s future.
Email Marketing’s Call-to-Action Dilemma
While predictive analytics dominates discussions, email marketing remains a cornerstone of B2B strategy—and not without its challenges. A recent Mailjet study revealed that 25% of marketers don’t understand how ‘click-rate’ is calculated, indicating a lack of clarity around fundamental metrics.
The findings suggest a need for improved education and training in email marketing best practices, particularly when it comes to crafting effective calls-to-action.
Lloyds Bank and Bank of Scotland Highlight Small Business Support
In an effort to champion small businesses, Lloyds Bank and Bank of Scotland have launched new advertising campaigns aimed at easing the pressures faced by small business owners.
Lloyds Bank’s ad features a florist overwhelmed by paparazzi, symbolising the recognition her hard work deserves. Meanwhile, Bank of Scotland’s campaign spotlights a business owner grappling with the challenges of juggling multiple responsibilities.
Both campaigns deliver a unified message: to provide small British businesses with the support they need to thrive.
What’s Next?
As B2B marketers navigate evolving technologies, shifting priorities, and enduring challenges, one thing remains clear: adaptability is key. Stay tuned to our News section for more updates and insights on the trends shaping the industry.
Source: https://www.b2bmarketing.net/top-b2b-news-stories-from-this-week-18/
