How do marketers come up with ideas for content? How many ideas do they invest in achieving their marketing goals? And what are the processes B2B marketers use (or don’t use) to siphon ideas into creative pipelines?
In an original research project I recently completed, I found answers. The project surveyed 377 marketers across the United States, primarily in B2B industries (76 percent). And while the results underscored some existing hypotheses about ideas and ideation, they also revealed new insights about what marketers need to be successful. Here are some of the fundamental findings: