I found it very Interesting and enlightening that business marketers now cite social media (42%) as the second most important marketing tool that have, following email... And, although Social Media trails by over 20 percentage points, the rise of social media in its importance to professionals marketing to business owners says a lot about how the channel continues to impact marketing decisions and activities.
Public Relations (PR), blogging, and customer case studies (31%) have always been a staple of business to business marketing and at almost a third citing this combination as most important, there is an added element of priority given to the closely related social media category. Search Engine Marketing (SEM) which includes both paid and organic search engine strategies (28%) remain in the mix. Meanwhile webinars and virtual events have become more important over time, as cited by 28% of professional business marketing respondents.
At the bottom end of the scale, few B2B marketers believe that custom publishing (6%), video portals (9%), or mobile (10%) are among their most important digital activities.
Interestingly, white papers (15%) are also on the lower end of the totem pole in this particular survey. Recent research from Software Advice - a free resource for software reviews and comparisons - has found white papers rated highly for their quantity of leads produced, but not as well for the quality of the leads. This is in stark contrast to earlier research from Optify which suggested that B2B marketers find white papers to be their second most effective content marketing tactic, behind only case studies.
- The most commonly cited factors driving the needs of the modern marketers, according to the BtoB study, are the need to achieve faster and more relevant touchpoints in the market (60%), and reduced resources (55%).
- Despite their resource challenges, B2B marketers are generally satisfied with the resources they’re provided by outside vendors.
About the Data: In January 2013, BtoB surveyed 556 B2B marketing professionals representative of the market: 54% of respondents said their company revenue is less than $100 million, 18% reported revenue of $100 million to $499 million, 8% said their companies have revenue of $500 million to $999 million, and 20% reported annual revenue of $1 billion or more. Marketers from technology companies comprised 29% of all respondents, with financial services companies (including accounting, banking, insurance and real estate) at 9% of the total, and consulting firms, publishing/media companies and manufacturing companies each at 8%.