Market Research Trending Tools and Topics | Martal Group

Introduction Did you know more than two-thirds of B2B marketers now leverage account-based marketing (ABM) strategies? (1)  ABM has evolved from a niche tactic into a mainstream growth strategy, with the global ABM market projected to nearly triple from $1.1B in 2022 to $3.1B by 2030 (1). As we enter 2025, ABM software is no […]

Introduction B2B customers use an average of 10 different channels in their buying journey today (1). If your marketing is only reaching prospects on one channel, you’re missing a huge part of the picture – and leaving revenue on the table.  In fact, recent research shows that email-only outreach campaigns delivered 29% fewer leads year-over-year […]

Introduction In B2B outbound sales, having the right sales and marketing software can make or break your pipeline. Modern revenue teams face high quotas and stiff competition – yet 75% of organizations globally now use sales automation tools in some form (1).  The challenge is no longer whether to adopt these platforms, but choosing the […]

Introduction — The 2025 Lead Gen Challenge B2B lead generation in 2025 is a high-stakes challenge. Nearly 45% of businesses struggled to generate enough leads and 42% of companies say low-quality leads are a top issue holding them back (1).  To make matters tougher, 47.7% of marketing teams saw budget cuts last year (2) – […]

Introduction In 2025, B2B marketing leaders face a serious paradox. On one hand, growth expectations are soaring – yet on the other, resources and ready-to-buy customers are scarce.  Consider that B2B companies allocate just 8% of total budget to marketing on average (1) (far less than many B2C firms), and nearly half of B2B marketers […]

Introduction 90% of B2B marketing teams now report on ROI (2), yet not all ROI is created equal. Top-performing organizations embrace data-driven strategies – for instance, B2B marketers using account-based tactics achieve 81% higher ROI than their peers (3). What sets these leaders apart? It starts with knowing which B2B digital marketing benchmarks to track […]

Introduction Lead generation workflow is evolving rapidly as we enter 2025. High-performing B2B sales teams are embracing AI to automate and optimize how they find and engage prospects – yet they’re also careful not to lose the personal, human touch that ultimately builds trust and closes deals.  In this comprehensive guide, we’ll explore how to […]

Introduction In B2B sales, knowledge is power. Having rich data on your prospects – lead intelligence – is what enables data-driven personalization at scale. This isn’t just a buzzword: companies that excel at personalization generate 40% more revenue than their peers (1). And on the front lines, 89% of sales teams report positive ROI when […]

Introduction Is email still the king of marketing ROI in 2025? For B2B marketing and sales leaders, this report tackles that question head-on by comparing email marketing ROI across outbound (cold email outreach) and inbound (nurturing opted-in leads) campaigns.  Email consistently ranks as one of the highest-ROI channels in digital marketing, delivering an average return […]