The East

Where is the sun rising on marketing spend?

In this section you will find some key findings on marketing investment growth, answers to the question "what is your number 1 growth objective in the next 3 months?" and you can meet some members of the Frost & Sullivan team who are creating great content marketing stories and assetsDo you plan to increase/decrease your Content Marketing spend in 2016?

61% are increasing spend on content marketingAs CMO, which areas would you increase spend on in 2016?Neck-and-neck in first place with over 57% of the votes:Asset Development (white papers and video)
Persona/Target Based Message DevelopmentMultiple responses were allowed; therefore numbers do not add up to 100%.In second and third place:36.15% Social Media
34.62% Contact Acquisition

What marketers are saying:

“Provide relevant content that sticks to the mind, heart and soul of the customer or visitor"

“Facts lead to conclusions, emotions lead to actions...through content”

31% of marketers stated that they will outsource marketing asset development (white papers/video) in 2016.

In your opinion, which trend will have the greatest impact on Marketing in the next 3 years?46.4% agreed on personalised customer experiences What are the marketing buzzwords for 2016?

“Try to develop emotional connections for our target personas”

“Better target our campaigns and measure results only in that audience”

“Map the entire customer journey properly and find opps of how to leverage digital solutions into this”

Top tip - use industry analyst rock stars to help you tell your story, increase brand awareness and add value to your customer buyer cycle

How do you make sure you are not wasting your money?64% of marketers surveyed stated that they create white papers in-house. Research has shown that only 9% of B2B buyers trust vendor generated papers versus 44% who trust analyst generated content.