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Research conducted by Ascend2 in partnership with
B2B
DIGITALMARKETING
STRATEGY BENCHMARKS
Table of Contents
An effective strategy for B2B digital marketing 4
Most important digital marketing objectives 5
Rating the success of digital marketing 6
Most challenging obstacles to success 7
Planning and execution resources used 8
Most effective types of digital marketing 9
How effectiveness is changing 10
Most difficult types to execute 11
Extent of marketing software use 12
Digital marketing effectiveness versus difficulty 13
How digital marketing budgets are changing 14
Research methodology and survey demographics 15
About the Research Partners 16
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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!
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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.
4
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28% of B2B organizations rate their digital marketing strategy very successful at achieving important objectives. Another 60% rate it somewhat successful.
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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.
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61% of B2B organizations outsource all or part of their digital marketing strategy, gaining experience that may mean the difference between success and failure.
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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.
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One quarter of companies have reached a plateau or worse in their digital marketing performance. However, 75% report that effectiveness continues to improve.
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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.
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Marketing automation and other marketing technologies are used to save time, reduce expense and improve the customer experience for 77% of B2B organizations.
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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.
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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.
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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 31%
50 to 500 25%
Fewer than 50 45%
Role in the Company
CEO / COO / CMO / CSO etc. 37%
Marketing VP / Director / Manager 39%
Sales VP / Director / Manager 2%
Marketing or Sales Staff 16%
Other 7%
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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
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