Top 10 Stories Of 2020
COVID-19 Serves As A Catalyst For New Methods Of Marketing Excellence
While the B2B industry is constantly evolving, none of us were prepared for just how much change 2020 would bring — both personally and professionally. It comes as no surprise that many Demand Gen Report stories in 2020 focused on the impact of COVID-19 on everything from ABM strategies and purchase decisions to amplified digital consumption and offerings.
Below, we revisit our top 10 stories from this unprecedented and unique year. These are stories about survival — not just of the fittest, but of the most interesting, innovative and creative marketers.
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New research from publisher Aggregage showed most marketing budgets wouldn’t be too drastically impacted by pivot strategies. Specifically, 72% of marketers projected overall 2020 B2B marketing budgets would increase, stay the same or only be cut moderately (by less than 20%).
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The 2020 Demand Generation Benchmark Study found a growing emphasis on improving conversion rates and moving the needle away from leads to revenue-focused metrics.
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It was expected when the 2020 B2B Buyer Behavior Study found that 47% of buyers indicated they had been forced to put off purchases due to budget freezes. But an even more interesting takeaway from the survey was that more than half of the respondents said that COVID-19 had not disrupted purchase plans.
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During a time of “social distancing,” where in-person engagement and education was being replaced with digital alternatives, content became an even more critical tool for B2B buyers to research new areas and find solutions to business challenges.
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The 2020 Killer Content Awards honored the brands embracing new formats, storytelling methods and creative themes to break through the noise.
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Demand Gen Report (DGR), a division of G3 Communications, is a targeted online publication that spotlights the strategies and solutions that help B2B companies better align sales, marketing and disparate teams to support growth and drive revenue. DGR content and news coverage focuses on the sales and marketing tools and technologies that enable companies to better measure and manage multichannel demand generation efforts. Demand Gen Report is the only information source directly focused on this rapidly emerging business discipline.
