“Uncertainty,” “turbulence,” and “tight economic times” are among the top terms impacting decision making for both B2B marketers and buyers. How is B2B buyer behavior changing in response this difficult environment? How is marketing measurement changing in response to these challenges?
The B2B Buyer’s Survey looks at how the buying process is changing and which marketing formats have the most impact. Demand Gen’s Marketing Measurement & Attribution Survey examines changes being made to increase the precision of marketing activities, noting the increased responsibility of marketing to drive revenue reported here previously.
Here are a dozen key findings from these two enlightening reports.