Senior Director Demand Generation | B2B | Growth Marketing | Customer Centricity | Leading our global SPEX demand generation across Informa's tech event.
Number 4 is a lightbulb moment for me Jon Steiert, patience + thoughtful follow-ups. But it's like being on a double blue tick on your what's app message, not knowing if they've actually digested it and is now a good time to send that follow up message 😆 #overthinker #intent #buyerintent #netline #informa #informatech
Chief Strategy Officer | Helping Today's B2B Marketer Solve Tomorrow's Marketing Challenges.
#ICYMI We published our award winning 8th annual State of B2B Content Consumption and Demand Report. 📝 In this piece, Jon Steiert details 5️⃣ of the key highlights from this year's report, including: 1. Gated Content's Growth 🗝 Contrary to popular belief, demand for gated content rose by 14.3% YOY, affirming its critical role in capturing first-party intent signals. Since 2019, this demand has surged by 77%. 2. Balanced Content Strategy ⚖ Effective engagement isn’t about gating - rather, it's about striking a balance between gated and ungated content to cater to various stages of the buyer’s journey. 3. Investment Intentions 💰 Despite economic uncertainties, 35.2% of B2B buyers anticipate making purchase decisions within the next 12 months, a significant increase from previous years. 4. The Consumption Gap 🌌 Notably, the time between requesting and consuming content (The Consumption Gap) has widened to 31.2 hours, emphasizing the need for patience in follow-up strategies. 5. Rising Interest in AI & eBook Dominance 🤖 Interest in AI-related content has exploded more than 5.5x from 2022, while eBooks remain the most preferred content format, accounting for 39.5% of all content demand. For a deeper dive into these insights and strategies to enhance your content marketing, read the full blog and download the report: https://ow.ly/5u0H50Rei9x CC: Informa, Informa Tech, Informa Engage #demandgen #demandgeneration #buyerintent #intent #leadgeneration #contentmarketing #leadgen
Jon Steiert
2mo
Glad to hear you say it, Emma! The challenging part is when push comes to shove. We all nod our heads in agreement with this kind of finding, but how many of our colleagues will rush to reach out to their contacts hours, if not minutes after a lead comes through? This isn't just some survey of 300 marketers - this is 6.2 million B2B professionals. Respect the data is telling us and respect the time of your prospects.
Chief Strategy Officer | Helping Today's B2B Marketer Solve Tomorrow's Marketing Challenges.
2moEmma M. I 100% feel that. I suppose the only way to gain comfort in this is to remove your marketing hat for a moment and simply ask yourself...Would you enjoy a given prospect experience? If so, then you're on the right path. If not, be thankful that you are one of the few marketers able to be empathetic with their prospects. Next step, finding an equitable balance between giving and taking to build trust with the prospect.