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The Campaign Confidence Gap: New Study Analyzes Challenges and Areas of Opportunity for B2B Marketing Effectiveness

emerging channel, influencer compensation, Influencer marketing, influencer marketing ROI, Linqia, marketer challenges, Marketing, marketing accountability, marketing investment, marketing tactics, media mix, Nader Alizadeh, Pr, Public relationsAs C-suite pressure mounts for B2B marketers to deliver high-quality and highly targeted leads, new research from B2B SaaS content platform SnapApp finds that an astounding 82 percent reported being only “somewhat confident” or “not very confident” in the effectiveness of their campaigns. The firm recently unveiled the results of its Campaign Confidence Gap report, which identifies gaps and challenges with traditional B2B marketing campaigns.

Conducted by Demand Gen Report, the new report also highlights how savvy B2B marketers are finding better results and conversions by delivering dynamic and interactive experiences through content-enabled campaigns.

A number of challenges contributed to the low level of confidence B2B marketers reported in developing effective campaigns, including an over-reliance on static, lead-gated PDFs to generate leads. According to the survey:

  • Nearly half (41 percent) of B2B marketers listed identifying new lead sources as their top demand gen campaign challenge.
  • B2B buyers now not only expect content that is relevant and compelling to their specific needs, but they are also increasingly less tolerant of campaigns that fail to speak to their unique areas of interest.
  • As a result, one third (33 percent) of respondents said they are struggling to develop compelling calls-to-action that capture prospects’ attention.

“We were surprised to learn how uncertain B2B marketers were about the effectiveness of their campaigns and wanted to understand what was causing this confidence gap,” said Aaron Dun, senior vice president of marketing at SnapApp, in a news release. “We found that traditional B2B marketing strategies have become stale for buyers, reflecting a seller-centric approach to marketing. While delivering dynamic buyer-centric content that creates a two-way dialogue with prospects may have been viewed as an added bonus in 2016, it’s now evident that organizations that fail to incorporate this strategy into their 2017 marketing campaigns will struggle to achieve their demand gen goals.”

As traditional brand-focused campaigns and messaging are becoming increasingly less effective, B2B marketers are seeing how content-enabled campaigns that address customer interest points and facilitate engagement can lead to an increase in conversion rates. The survey revealed that:

  • Among B2B marketers who are using content-enabled campaigns, more than half (54 percent) saw open rate improvements of at least 20 percent, while 66 percent also saw at least a 5 percent increase in click-through rates.
  • The top of the funnel saw the biggest benefits, as 66 percent of B2B marketers noted that their content-enabled campaigns produce a greater response to these lead generation offers.
  • The use of interactive content is expected to increase dramatically in the next 12 to 24 months, with 87 percent of B2B marketers predicting at least 10 percent of their content will be interactive.
  • The top five content formats B2B marketers are using or plan to use for content-enabled campaigns include; video (95 percent), surveys (92 percent), interactive infographics (85 percent), ROI calculators (84 percent) and assessments (82 percent).

While interactive content is not expected to replace traditional marketing campaigns in 2017, the survey revealed that B2B marketers will increasingly utilize these formats because of its ability to produce strong response rates and enable prospects to self-qualify. Additionally, interactive content will also enable marketers to collect data and insights that sales teams can use to accelerate the best prospects through the sales process.

Download the full study here.

The survey was conducted online by Demand Gen Report during Q2 and Q3 of 2016. The respondents included more than 100 B2B marketers.

Source: PRWeb; edited by Richard Carufel

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