Informa Engage has released its second annual report on the latest trends for B2B marketers called B2B Marketing Trends Report. The main findings of the report stress on the quality of content marketing. The report, which provides insights into marketing trends, challenges and priorities of B2B marketers, outlines the growing importance of video content.
The report predicts that more and more companies will integrate video content into its marketing strategies. The report predicts that 60 per cent of companies raise their investment for video content. The report also reveals the rise of account based marketing (ABM). According to the report, 62 per cent of marketers who use ABM are planning to increase their investment for it.
The report underlines the importance of conducting events for B2B marketing. According to the report, 70 per cent of marketers selected events, especially in-person events and trade shows, as an important tactic. “Last year our research showed that marketers were preparing to increase their investment in content marketing. It appears that marketers have used their dollars wisely,” said Scott Harris, Vice President – Sales Enablement, Informa Engage. “This year’s report confirms marketers are expanding their content marketing efforts as they progress from a broad approach to a more audience-driven focus. Reach efficiency and attribution are center-stage for marketer’s objectives heading into 2019, which we see reflected in the increased interest around Video and ABM. As the market continues to evolve, Informa Engage is uniquely positioned to help our customers take advantage of these trends within the niche B2B communities powering our global economy.”