As B2B marketers strive to boost conversions and sales, three themes stand out from this 2017 survey.

Content marketing and social media are key growth areas.
Data quality topples quantity.
Measurement continues to be a challenge.
THEME 1

B2B marketers prioritize content and social media.

B2B marketers continued last year to rely on social media and events to engage decision makers and get buyers into the sales funnel. However, content marketing and social media top the list of where marketers will spend the most in the coming year, especially among enterprise and medium-sized companies.

Where B2B marketers will increase investment in 2018

Top tactics for B2B marketers in 2017

SOCIAL MEDIA: 71%

EVENTS: 69%

PRINT: 71%

BANNER: 57%

CONTENT: 52%

B2B Marketers will put their knowledge of the buyer’s journey into action and shift traditional content creation to a more customized strategy.

Marketing Director, Manufacturing

Top ways content marketing is distributed

content-marketing-frame-v7.1

Data quality topples quantity.

B2B marketers continued last year to rely on social media and events to engage decision makers and get buyers into the sales funnel. However, content marketing and social media top the list of where marketers will spend the most in the coming year, especially among enterprises and medium-sized companies.

Most commonly leveraged data sources

84%
Existing CRMRecords
76%
New Website
Registrations
71%
Analytics and
website traffic

Top sources for meeting audience and data needs

Audience Analytics

Predictive Analytics

Social Media

Agency Partners

List Brokers

Media Publishers

B2B Marketers will put their knowledge of the buyer’s journey into action and shift traditional content creation to a more customized strategy.

Chief Marketing Officer, Technology

What marketers want in a media partner

Effective Audience Reach: 63%
Competitive Pricing: 56%
Performance and Demonstrated ROI: 46%
Targeting/Audience Segment Reach: 45%
Audience Insights and Analytics: 44%
Market Knowledge and Expertise: 41%

How do we measure campaign success?

B2B marketers continued last year to rely on social media and events to engage decision makers and get buyers into the sales funnel. However, content marketing and social media top the list of where marketers will spend the most in the coming year, especially among enterprises and medium-sized companies.

How marketers measure campaign success

Conversions
49%
Number of sales leads
47%
Increased website traffic
47%
Click through rates, cost/click
36%
Increased gross revenue/sales
36%

Top content marketing challenges

chart-finish-line8

Measuring success/ROI: 55%

chart-3.2-02

Driving traffic to content: 41%

Marketers are interested in quality over quantity. engagement continues to be the most highly valued criterion to demonstratively measure ROI.

Chief Information Officer, Agriculture

Top audience acquisition challenges

cost-2

Cost: 62%

performance2

Data quality: 45%

Finding the right decision makers: 40%

Finding people in the right place on the buyer’s journey: 27%

How do we empower marketers to do better?

B2B marketers continued last year to rely on social media and events to engage decision makers and get buyers into the sales funnel. However, content marketing and social media top the list of where marketers will spend the most in the coming year, especially among enterprises and medium-sized companies.

Copyright 2017 | Informa Engage

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