INBOUND ACCELERATOR

Market research encompasses many different activities marketers use to identify the needs of their customers, assess how they compare to the competition, find opportunities within the industry, and gather original data that can be used as the basis for content marketing campaigns.

Outsourcing some aspect of a marketing program is a reality for half of all marketers today. There are simply so many tasks to be performed and channels to understand that doing everything within a small department is often impossible.

Content marketing is a huge umbrella term, but many of the simple tips included in this infographic from SEO National can be applied to nearly every aspect, whether you are creating social media content for a B2C business or developing in-depth whitepapers and bylined articles to build industry authority and leadership in a B2B field.

While 2020 brought big changes—even if only temporary—in how we live our lives, do our work and how brands reach audiences through content and integrated marketing, some things remain the same: marketers like you continued to seek out ways of improving their campaigns, fine-tuning their strategies and simplifying the tasks that support that work.

This has been quite a year, hasn’t it? An ongoing global pandemic, civil unrest in cities across the US, a shift in how businesses operate, and for marketers, a need to at least try to stay a half-step ahead of the messages our customers need to hear in times like these.

While Facebook has many more users, and LinkedIn is seen as the flagship for B2B and professional networking, Twitter can still play an important role in your social media marketing strategy, but it requires attention to detail and a knack for brevity.

By now, all of your marketing should be working together cohesively—online and offline. Even when this infographic was first released by Visualistan back in 2016, 98 percent of marketers already realized that there was no distinction between the two.

There is very little in the world of business (or in the world, period) that has not been impacted in some way by the coronavirus pandemic that began less than a year ago. Businesses continue to react to the health crisis that has resulted in thousands of deaths, supply chain bottlenecks, a dramatic shift to a work-from-home strategy for many jobs, and the need to change existing business and marketing strategies.

The good news: Marketers overwhelming told HubSpot in recent surveys that email engagement had increased over the previous 12 months. Fantastic!

What is your greatest challenge as a B2B marketer? Let me guess—I bet I know the answer.

Lead generation?

That was actually a fairly sure bet, because 85 percent of B2B marketers cite lead generation as their primary challenge. If that was your answer as well, you are not alone.