Insights from the B2B Marketing Benchmark Research with Paul Mattioli

The B2B buyer journey grows more complex by the day. Prospects conduct extensive research before engaging vendors directly. In this new reality, how should B2B marketing strategies evolve?  

On this episode of the Healthtech Marketing Show, Paul Mattioli, VP of Intelligence at Endeavor Business Media shares insights from Endeavor’s annual B2B Marketing Benchmark Report.

Topics include:

• Why the definition of a “lead” needs to shift from quantity to quality
• How thought leadership now drives brand awareness more effectively than broad reach 
• Why marketers need to rethink budget allocations to focus on buyer education
• How events should connect into integrated strategies versus be stand-alone demand gen plays
• Blending quantitative data and qualitative insights to understand B2B decisions
• Applying AI to process research findings at scale humans can’t match
• Overcoming the identity crisis facing marketing teams caught in transition

As Mattioli summarizes, “We’ve lost the voice of the customer.” Getting it back requires dedicating resources into content, experiences, and insights that map to buyers’ evolving journeys.

Tune in to explore these themes from Endeavor’s research along with host Adam Turinas and Paul Mattioli’s real-world perspectives.

We hope to arm you with new approaches to thrive amidst the ever-changing buyer path to purchase.

Download the research here.