Attribution is a critical investment priority for nearly one-quarter of companies (23.9%) that responded to a survey by the Data & Marketing Association. Nearly two-thirds (62.5%) said it had become more important in the past year. The report also shows a continued shift in funds from offline to online marketing channels…no surprise there.
The Televerde study also found that sales people rated case studies and testimonials as very useful. But a study from the Content Marketing Institute finds that buyers care much less about those than information related to their specific needs and product/service specifications. Nearly all buyers start their research before talking to vendors.
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