A new Australian report looking into the B2B Marketing Outlook 2016 has this week been published by Green Hat in association with ADMA, Marketing Magazine and B2B Marketing UK.

The report, now in its sixth year, looks at best in class analysis and how to measure marketing activity using this insight into best practice.

Jodi Sangster, CEO, ADMA summed up the results of the report.

“2016 is shaping up to be a pivotal year for B2B marketers as the investments in digital transformation are starting to be seen.

“Budgets continue to be on the upward trajectory with digital now accounting for just over 30% of total spend. Another transformative shift is the move towards content marketing, with marketers allocating almost as much of their budget to content marketing as they do to traditional marketing. It will be interesting to see how this trend tracks in 2017 as content marketing moves to the peak of the Gartner Hype Cycle.”

Some of the key findings of the report included

  • 77% of marketers embracing the significance of content marketing
  • Key to the success of content marketing is relevance, Google knows it and continues to mould its algorithms around it. Marketers need to better understand their audience in order for their content to drive effective customer engagement.
  • Quality content is required to effectively drive inbound traffic.

According to GartnerDigital marketing has gone mainstream; 98% of marketers affirm that offline and online marketing are merging. A third say digital techniques are fully incorporated into their marketing operation. 

Content marketing and digital marketing in general go hand in hand. With most businesses focused on increase in revenue and increase in leads generated, the digital channels cannot be ignored and need to be more closely integrated with all other marketing activities, digital and traditional

“B2B marketers who have not fully embraced technology to improve conversion and engagement should make this a 2016 priority or risk losing relevance,” concluded Sangster.

 

A new Australian report looking into the B2B Marketing Outlook 2016 has this week been published by Green Hat in association with ADMA, Marketing Magazine and B2B Marketing UK. The report, now in its sixth year, looks at best in class analysis and how to measure marketing activity using this insight into best practice. Jodi Sangster, CEO, ADMA summed up the results of the report. “2016 is shaping up to be a pivotal year for B2B marketers as the investments in digital transformation are starting to be seen. “Budgets continue to be on the upward trajectory with digital now accounting for just over 30% of total spend. Another transformative shift is the move towards content marketing, with marketers allocating almost as much of their budget to content marketing as they do to traditional marketing. It will be interesting to see how this trend tracks in 2017 as content marketing moves to the peak of the Gartner Hype Cycle.” Some of the key findings of the report included