B2b Digital Marketing
B2B DIGITAL MARKETING STRATEGY BENCHMARKS Research conducted by Ascend2 in partnership with
Table of Contents An effective strategy for B2B digital marketing Most important digital marketing objectives Rating the success of digital marketing Most challenging obstacles to success Planning and execution resources used Most effective types of digital marketing How effectiveness is changing Most difficult types to execute Extent of marketing software use Digital marketing effectiveness versus difficulty How digital marketing budgets are changing Research methodology and survey demographics About the Research Partners 4 5 6 7 8 9 10 11 12 13 14 15 16 2
An effective strategy for B2B digital marketing. A digital marketing strategy is essential to achieving or sustaining growth today. Yet, lack of an effective strategy is the greatest obstacle to digital marketing success for 51% of B2B professionals. How will B2B organizations reach the next level of digital marketing success in the year ahead? To find out, Marketing Matters Inbound in partnership with Ascend2 fielded the Digital Marketing Strategy Survey and completed interviews with 333 business, marketing and sales professionals. The charts in this edition of the study, titled B2B Digital Marketing Strategy Benchmarks, represent the opinions of the 199 survey respondents who are dedicated to the B2B channel. We thank these busy professionals for sharing their valuable insights with you. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. Enjoy the report! 3
Extending the impact of digital beyond marketing to increase leads for the sales team, is the most important objective of a digital marketing strategy for B2B marketers. FREE Digital Marketing Assessment! 4
28% of B2B organizations rate their digital marketing strategy very successful at achieving important objectives. Another 60% rate it somewhat successful. FREE Digital Marketing Assessment! 5
What is the most challenging obstacle to digital marketing success? 51% of B2B professionals say it is the lack of an effective digital marketing strategy. FREE Digital Marketing Assessment! 6
61% of B2B organizations outsource all or part of their digital marketing strategy, gaining experience that may mean the difference between success and failure. FREE Digital Marketing Assessment! 7
Email maintains its position as the most effective type of B2B digital marketing used. However, the gap between email and other types of digital marketing is closing. FREE Digital Marketing Assessment! 8
One quarter of companies have reached a plateau or worse in their digital marketing performance. However, 75% report that effectiveness continues to improve. FREE Digital Marketing Assessment! 9
See How Your Company Stacks Up! Take our FREE Inbound Marketing Assessment. We score your digital marketing on a scale of 1 to 100, showing how your marketing performs for Attraction, Nurturing, Conversion, and Analytics/Reconversion. Simply click the button below, and you’re on your way! Take My FREE Inbound Marketing Assessment! 10
Social media, content and SEO are categorized as inbound marketing tactics. They are also the three most difficult types of digital marketing for B2B marketers to execute. FREE Digital Marketing Assessment! 11
Marketing automation and other marketing technologies are used to save time, reduce expense and improve the customer experience for 77% of B2B organizations. FREE Digital Marketing Assessment! 12
The popularity of B2B email marketing is due, in large part, to the fact that it is not only the most effective type of digital marketing, it is also the least difficult to execute. FREE Digital Marketing Assessment! 13
58% of B2B organizations will continue to increase their investment in digital marketing, while only 5% believe a decrease in spending is the better strategy. FREE Digital Marketing Assessment! 14
Research methodology and survey demographics Ascend2 benchmarks the performance of popular digital marketing strategies and practices using a standardized questionnaire, research methodology and proprietary 3-Minute Survey format. Findings are examined in a quantitative context by experienced analysts and reported objectively. This survey was conducted online from a panel of more than 50,000 US and international marketing, sales and business professionals. The following is a breakout of the company sizes and respondent roles represented in this report: Number of Employees More than 500 50 to 500 Fewer than 50 31% 25% 45% Role in the Company CEO / COO / CMO / CSO etc. Marketing VP / Director / Manager Sales VP / Director / Manager Marketing or Sales Staff Other 37% 39% 2% 16% 7% FREE Digital Marketing Assessment! 15
About the Research Partners We are an industry-leading, HubSpot certified, Inbound Marketing Firm specializing in: Conversion website design and development Content and call-to-action strategy Online lead conversion optimization Our experience in B2B digital marketing, SEO, User Interface (UX), and Lead Conversion are unmatched. Learn more at www.marketingmattersinbound.com Research-Based Demand Generation for Marketing Solution Providers Marketing agencies, marketing software, media and data companies partner with Ascend2 to reliably generate demand and supplement marketing content. Our Research Partner Programs are transparent – spotlighting your brand and the interests of your market. Learn more at www.Ascend2.com 16
An effective strategy for B2B digital marketing. A digital marketing strategy is essential to achieving or sustaining growth today. Yet, lack of an effective strategy is the greatest obstacle to digital marketing success for 51% of B2B professionals. How will B2B organizations reach the next level of digital marketing success in the year ahead?
B2B Marketing magazine subscription. › Annual events for B2B marketers: B2B Marketing Ignite USA and the B2B Marketing US Awards Go to b2bmarketing.net to find out more About B2B Marketing. Get in touch Alex Burton Customer care manager E: alex.burton@b2bmarketing.net T: 44 (0)20 7014 4920 B2B Marketing
the marketing plan. B2B MARKETING WORLD Step #1 - Define marketing aims Step #2 - Analyze the status quo Step #3 - Define your target group and buying center personas (BCP) Step #4 - Describe the customer journey. Your B2B Marketing Tactic. The 6 steps to create a marketing strategy in B2B are: The marketing aims are derived from the .
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B2B Marketing Session 12 , 13 and 14 B2B Marketing Strategy Process: 1. Start with customer research 2. Conduct qualitative and quantitative analysis 3. Establish key objectives and metrics 4. Develop your B2B customer journey map 5. Identify executional marketing tactics For B2B companies, the potential buyer pool is typically smaller and less .
the use of social media for B2B marketing', and hence many B2B companies plan to double their social media marketing budgets within the next five years (CMO, 2015) This growing interest in B2B social media marketing seems to be directly related to the numerous advantages deriving from the utilisation of those sites to B2B companies.
B2B social media is significant to B2B marketing literature today as knowing the importance of B2B businesses embedding the tool of social media into their marketing strategy and how these marketing efforts are perceived by the B2B resellers can further create profitability for the business in the near future.
The B2B Marketing Awards are the largest and most prestigious B2B marketing awards in the world, designed to honour and celebrate the most innovative, . › B2B Marketing magazine feature interview with senior executive from your company. › Branding on all marketing collateral pre-event and on the night - including
This manual is the basic textbook for anyone writing an ASTM standard. A study of Parts A, B, C, or E will show the proper form for the principal types of standards including a detailed explanation of how to write each section, from the title to the appendixes. Within Parts A, B, C, and E, the first section lists the preferred sequence of headings and indicates whether these sections are .
