With summer vacations coming to an end, and everyone gearing up for the last quarter of the calendar year, there was no shortage of informative B2B marketing reads published in September.

Here we pick five that caught our eye.

1. Yesler Research Reveals 77% of Tech Buyers Act as Private Advocates of their Favorite VendorsShane Schick via B2B News Network

You’re undoubtedly familiar with KPIs like leads and conversions, but what about advocacy?

Seattle-based marketing firm Yesler surveyed 400 CIOs and similar decision-makers and found that they often advocate for their vendors. The report found the majority of advocacy activity happens organically, through customer conversations at events, over the phone, or direct messages on social media.

Key quote:

“If you’re not thinking about how the overall customer experience impacts your future marketing, and if you’re not already planning your content based on what a future advocate will engage or share, you’re missing one of the most essential and effective components of any B2B technology marketing strategy.”

Yesler Research Reveals 77% of Tech Buyers Act as Private Advocates of their Favorite Vendors

Read the rest: https://www.b2bnn.com/2019/09/yesler-b2b-marketing-advocacy/.

2. The Secret to B2B Account GrowthLaura Starita via Gartner for Marketers

The secret to B2B account growth is not, as you may have assumed, customer satisfaction, according to Gartner. According to the research, 78 percent of B2B buyers with new business needs are as likely to choose a new provider as they are to expand their account with the incumbent.

When B2B buyers feel confident about their ability to navigate a new decision, they are 2.6 times more likely, on average, to expand an existing relationship than those who lack confidence

Growth in existing accounts represents a tremendous opportunity for many businesses. Eighty-five percent of B2B marketers who responded to the 2019 Gartner Account Growth Marketing Poll say there are uncapitalized growth opportunities within existing accounts.

Key quote:

B2B marketers can boost buyer confidence by providing useful content and consistent messaging on all channels, including company websites. Suppliers who help customers integrate new products or services experience a 2.9x lift in decision confidence. Suppliers who provide content to help buyers navigate the purchase process (buyer enablement) increase decision confidence by 400%.

The Secret to B2B Account Growth

Read the rest: https://www.gartner.com/en/marketing/insights/articles/the-secret-to-b2b-account-growth

3. B2B Marketers Still Misunderstand ABM And That Is Killing ResultsJohn Ellett via Forbes

If you really want to unleash the power of account-based marketing (ABM), you need to understand how to use it to its full potential, including one-to-one, one-to-several, and one-to-many campaigns, as well as omnichannel opportunities.

A comprehensive program can look at intent data and touch patterns, and then use that information to decide the next offer, which might be an event invitation or a new piece of content, or something else entirely.

Key quote:

So for B2B organizations to generate better results using ABM, you must begin to embrace the multi-tiered, multi-touch potential of a comprehensive ABM program. You need content relevant to the personas and where they are in the journey. And you need to align your processes and metrics with your Sales colleagues.

B2B Marketers Still Misunderstand ABM And That Is Killing Results

Read the rest: https://www.forbes.com/sites/johnellett/2019/09/20/b2b-marketers-still-misunderstand-abm-and-that-is-killing-results/#13e04a4119cf

Bonus: Listen to our podcast, Words of Wisdom from an ABM Expert.

4. How Are Marketers Improving Lead Gen Quality?MarketingCharts

One thing that quickly becomes clear in this piece is that lead quality relies on a number of different things, ranging from data and technology to content quality, engagement, and personalization.

This means that while improving lead quality is a priority for marketers, exactly how they plan on doing it varies quite a bit.  

Key quote: 

When asked what metrics they find most effective in measuring lead generation quality, more than half (56%) cited sales revenue generated. Another half (48%) said that they find conversion rate to customer to be an effective metric, while 3 in 10 find lead ROI to be an effective metric.

How Are Marketers Improving Lead Gen Quality?

Read the rest: https://www.marketingcharts.com/customer-centric/lead-generation-and-management-110092

5. Here’s Gartner’s Advice for Marketers with Shiny Object SyndromeLisa Lacy via AdWeek

Gartner’s latest Hype Cycle for Digital Marketing and Advertising found that marketing executives looking for the next big thing in tech have at least 28 options. The Hype Cycle illustrates how technologies mature from shiny objects to (potentially) widespread industry adoption.

The list of technologies includes emerging tech that is making a splash in any number of industries, like artificial intelligence (AI) and blockchain, as well as marketing-specific tech like customer data platforms (CDPs).

Key quote:

Artificial intelligence for marketing is at the peak of inflated expectations, while customer data platforms (CDPs) and real-time marketing are near peak in Gartner’s projections, which means expectations for these technologies are the highest they’ll ever be.

Here’s Gartner’s Advice for Marketers with Shiny Object Syndrome

Read the rest: https://www.adweek.com/digital/gartner-advice-marketers-artifical-intelligence/.