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June 2013

Study: Association Content Is Most Trusted Among Buyers

It’s no secret that marketers are unsure of the most effective uses of content marketing, but a new study by the Chief Marketing Officer (CMO) Council is shedding light on what kinds of content have the most impact on buyers.

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B2B Still Behind The Content Marketing Curve

Research conducted by the CMO (Chief Marketing Officer) Council found that many B2B companies are starting to utilise content marketing, with the average budget allocation being around 25 per cent.

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CMO Council: Content Marketing Influences B2B Buying

"Content marketing" is not just a buzzword for B2B marketers—it actually influences the B2B buying cycle. At least that's what the CMO Council says: A new survey from the association found that 88 percent of B2B buyers said online content plays a major to moderate role in vendor selection.

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Latest Report: Why B2B Content Marketing Is Failing B2B Buyers

The report I refer to, is the 11-page report, produced by the CMO Council and Netline, entitled: Better Lead Yield in the Content Marketing Field. While this report focused on new content ROI, it proves to be revealing in several ways. As I read it, this report indicates a dismal failure for B2B Marketing thus far.

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B2B Marketers Get An "F" For Content

Give and you shall receive. That could easily be the first commandment of lead generation through content marketing. But a new study from the CMO Council shows that, despite spending a quarter of their budgets on content marketing,  B2B marketers are still focused on giving sales pitches instead of imparting thought leadership.

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B2B Big Plays: Gimmicks, Google Blimps And Exceptional Corporate Speak

The CMO Council produced a study, “Better Lead Yield in the Content Marketing Field” from an online survey of 400 B2B buyers. 87% of them admitted that online content has either a major or moderate impact on vendor preference and selection.

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B2B Buyers On What Online Content Works… and What Doesn’t – Marketing Charts

87% of B2B content consumers say that online content has a major (27%) or moderate (60%) impact on their vendor selection, according to a new report from the CMO Council and NetLine, and 35% believe that online content highlights the vendors that best understand their needs.

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The Continued — But Narrowing — Digital Divide

All of us in the business world share content with one another. In fact, as we have become more wired and interconnected, many of us are sharing more content with more people than we realize. In a recent CMO Council report, they found that 28% of respondents share content with more than 100 colleagues and 59% forward content to more than 25 people.

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CMO Council Study: Content Has Significant Impact On Buying Process

A new study by the Chief Marketing Officer Council found that 87% of b2b buyers said online content has either a major or moderate impact on vendor preference and selection.

A new study by the Chief Marketing Officer Council found that 87% of b2b buyers said online content has either a major or moderate impact on vendor preference and selection. - See more at: http://www.btobonline.com/apps/pbcs.dll/article?AID=/20130603/ADVERTISING13/306039998/cmo-council-study-content-has-significant-impact-on-buying-process#sthash.NWRvrpF5.dpuf
A new study by the Chief Marketing Officer Council found that 87% of b2b buyers said online content has either a major or moderate impact on vendor preference and selection. - See more at: http://www.btobonline.com/apps/pbcs.dll/article?AID=/20130603/ADVERTISING13/306039998/cmo-council-study-content-has-significant-impact-on-buying-process#sthash.NWRvrpF5.dpuf

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B2B Buyers Don't Trust Vendors' Online Content: CMO Council

According to "Better Lead Yield in the Content Marketing Field," a new study from the CMO Council and NetLine, business buyers belittle vendors and give much higher marks for content trustworthiness to professional organizations and industry groups, whose information is considered more usable and relevant.

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B2B Buyers On What Online Content Works...And What Doesn’t

87% of B2B content consumers say that online content has a major (27%) or moderate (60%) impact on their vendor selection, according to a new report from the CMO Council and NetLine, and 35% believe that online content highlights the vendors that best understand their needs.

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May 2013

Texting Is The New Email - Does Your Company Do It Right?

No longer the exclusive domain of fleet-fingered teens and tweens, text messaging is exploding across all populations. Last year, 9.8 trillion texts were sent, according to industry group CMO Council, making texting for a mobile phone. (The first is checking the time.)

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13 Alarming Stats About Retail In Digital

Fifty-four percent of consumers would consider ending their relationship with a retailer if they are not given tailor-made, relevant content and offers. (CMO Council).

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What Continued Investment In MA Businesses Gives To Marketers

We are certainly seeing more cooperation among CIOs and CMOs, with both focused on working together to achieve a truly customer-centric approach to business and marketing, as reported by a new CMO Council study.

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One (Bad) Week In The Life Of A Wireless Customer

It is not that wireless companies don’t know that customers hate fees. Just to cite one study—last year CMO Council found that wireless users’ greatest concerns were poor quality of service, hidden fees or unexplained costs and high fees for texting and accessing the Internet. Also, 43% of subscribers surveyed believe that the services they receive from their carrier is not commensurate with the fees they pay.

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Top Challenges Holding Marketers Back From Adopting Data-Driven Marketing

Results of a recent Teradata survey show that most companies are well aware of big data’s potential value and the challenges that go hand-in-hand with it. But, what is the top challenge? No, it’s not a lack of resources. (In fact, earlier this year, the CMO Council reported that marketing budgets are on the upswing.)

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How Much Longer Will Events Be The Most Effective Demand Channel?

Almost half (47%) of trade-show visitors go with the express plan of buying within 12 months of an event, and fully 81% of attendees can make the final call or recommend on purchases. So why aren’t marketers more aggressive in the lead up to events?

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Infographic: CMOs And CIOs Fight For Customer Centricity

Marketing and IT departments in many companies are waving their white flags and calling a truce. These once heavily drawn battle lines are beginning to blur now that the two organizations realize that they're fighting for the same thing: customer centricity. In fact, according to the study “Big Data's Biggest Role: Aligning the CMO and CIO”by SAS and the CMO Council, 80% of marketers and 88% of IT executives cite joining forces to achieve customer centricity as a main priority.

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Mobile Sales Strategies Reduce Costs, Boost Productivity

As the study states, “90% of sales materials created are not used by sales and fewer than 50% of salespeople use the CRM tools provided by their company” (numbers provided by the CMO Council and CSO Insights, respectively). That’s a pretty frightening discrepancy when you consider the costs involved – and the fact that businesses are expected to have higher content budgets this year than last, especially when it comes to video content.

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Why Events Are The Last Bastion Of Integrated Marketing

We can tell the last ten items a consumer bought on our site and we can tell the open rate of our email marketing campaigns, but few of us can say how long any one visitor at our event booth spent there and what they picked up.

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CMO Council Contact
Donovan Neale-May
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408.677.5300 x5333
donovan@cmocouncil.org

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