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Marketers must produce marketing automation campaigns that are even more personalized, pertinent and timely.

Rather than measuring page views and click rates, marketers are starting to focus on numbers that relate directly to revenue

26% of average marketing budget is spent on content marketing, with 3.5 dollars spent on distribution for each dollar spent on creation.  Do the math and that means 5.8% of the average marketing budget is spent on creating content.

To put all this in perspective, license fees for marketing automation software are usually 1% to 2% of the total marketing budget.  In other words, content will cost several times more than software when most companies deploy a marketing automation system (and distribution costs will outweigh them both).

Painful Con­se­quences of the Sta­tus Quo for B2B Marketers Accord­ing to a recent report by For­rester, here are some of the typ­i­cal con­se­quences of tra­di­tional B2B mar­ket­ing, approaches that haven’t responded to the new realities: Only 12% of tech mar­keters say they have a “very strong” rela­tion­ship with their sales coun­ter­parts when it comes to achiev­ing align­ment on sales pipelines, processes for man­ag­ing leads, etc. Half are unable to reach solid agree­ment on basic things like busi­ness targets. No vis­i­bil­ity into what’s going on with the buyer (or buyer com­mit­tee) once the lead moves into the sales pipeline. Chaotic engage­ment with the cus­tomer, siloed com­mu­ni­ca­tion chan­nels, incon­sis­tent mes­sages, lost opportunities. Too many tools, too lit­tle inte­gra­tion, too much over­lap, wasted spend.