[caption id="attachment_12927" align="alignright" width="211"]
SnapApp's new Campaign Confidence Gap Report shows a lack of confidence prevalent among B2B marketing professionals.[/caption]
SnapApp's new
Campaign Confidence Gap Report reports challenges with traditional B2B marketing campaigns, particularly with how bullish marketers feel about using non-integrated techniques. In fact the study found that
82% of B2B marketers report feeling "not very" or only "somewhat" confident in their traditional marketing strategies.
With only 18% of B2B marketers “extremely confident” about their work, the Campaign Confidence Gap Report identifies four major challenges for B2B marketing:
- Identifying new leads
- Creating and sourcing content offers to support campaigns
- Scaling leads to make sales targets
- Developing compelling calls to action
The study defines a content-enabled campaign as essentially a campaign including conversational or interactive marketing, rather than one that simply offers PDF files in exchange for lead generation input. A content-enabled campaign is designed to inform and also to capture individual responses. Content-enabled marketing uses empathy, an approach where marketers talk with customers instead of just advertising, and where companies try to match the passions and concerns of a customer base.
"B2B Marketers have fallen into a 'lead-gated PDF rut,'focusing too much on creating static eBooks, case studies and white papers to drive leads into the funnel," says Aaron Dun, Senior Vice President of Marketing for
SnapApp. To break through, I see marketers getting outside of their comfort zones in 2017 and focusing on developing content experiences that facilitate more meaningful and engaging conversations with prospects.”
The study also spends time looking at results, showing how content-enabled campaigns can provide benchmarking data and address pain points. The company provides analysis of how content-enabled campaigns can improve metrics like open rates and click-through rates. SnapApp researchers defined common customer goals for new campaigns including:
SnapApp's new Campaign Confidence Gap Report shows a lack of confidence prevalent among B2B marketing professionals.[/caption]
SnapApp's new Campaign Confidence Gap Report reports challenges with traditional B2B marketing campaigns, particularly with how bullish marketers feel about using non-integrated techniques. In fact the study found that 82% of B2B marketers report feeling "not very" or only "somewhat" confident in their traditional marketing strategies.
With only 18% of B2B marketers “extremely confident” about their work, the Campaign Confidence Gap Report identifies four major challenges for B2B marketing:
Although books are making a comeback for the mainstream consumer, for entrepreneurs and business owners they've always been an important part of continuous improvement. Here are ten of the top business books I recommend reading as soon as you can. The list is a mix of new books, oldies but goodies, and a couple of memoirs for good measure, not in any particular order. (I'm compelled to tell you these are monetized links. Should you order, I will make a little cash. But this is my true opinion nevertheless.)
Enjoy!
- I usually like to read Neil Patel's advice piecemeal, so I wasn't sure whether or not I would enjoy this book. But Patel and his co-authors combine pragmatic tips with some advice bordering on the zen, which was a perfect fit for me. Plus it's a fast read, and a good introduction to someone who has taught me a ton about business.
- As someone who usually gets marked as "weird" I had to read this book and the authors Sandberg and Grant do not disappoint. This is basically a book about looking at things in a different way. It's "outside of the box" redux in a way that is fun and readable.
should be a one of your top business books. . I think what always sticks with me is the lesson to "seek first to understand, then to be understood" which is also helpful for arguing politics with your husband.
but enough people have recommended it to me that I felt I should include it here. Unless maybe all those people were trying to send me a message? I'll have to noodle on that one.
is Phil Knight's memoir. I found it to be as interesting for its examination of marketing as it was about Mr. Knight and the brand. This is a good plane read if you want to be productive but not really. I put it in the top business books list because it's basically a great read no matter the reason for reading it.
doesn't disappoint. I always like books where the subject is shadowed by a real writer, and Ashlee Vance does a great job of telling the story of this "far out" billionaire.
is a really good, quick read. If I had any discipline at all, I would incorporate these six skills into my life.
. Lots of pragmatic advice around communications and how to "tell the story" from two women who truly are the best in the business.
helped me get even better at it. It contains some really good, actionable steps.
is kind of a "Tipping Point" type book that provides information through stories, research and advice on ways to keep your brain working its best for you. It's a really fun read too.