Used by almost 9 in 10 respondents, email marketing is the most popular channel used by B2B marketers to acquire customers, according to The State of Pipeline Marketing Report 2016 from Bizible. The report – based on a survey of more than 360 marketers, 90% of whom are B2B-focused – also shows that social media and content marketing are currying favor with B2B marketers.
Indeed, more than 8 in 10 B2B respondents reported using social media (82%) and content marketing (81.2%) for customer acquisition, with SEO (79%), word-of-mouth/referrals (74.9%) and conferences/trade show booths (74.5%) also among the top tier of activities.
These aren’t terribly surprising responses: content marketing has become very popular in recent years, for example, as has social media – though perhaps to a lesser extent in B2B than B2C. Trade shows and conferences, meanwhile, continue to provide solid ROI, according to a number of B2B studies. Read the rest at MarketingCharts.com.
