Content has become a pillar of business-to-business (B2B) marketing. It can drive leads and enable buyers to self-educate along the path to purchase. In recent years, investment in content marketing has increased as more B2B leadership teams buy in to the programs.
B2B Marketing Statistics & Trends
e-Strategy Trends’ continually-updated collection of B2B marketing research, statistics and trends for marketing, public relations, advertising and strategic communications professionals.
This infographic recommends four steps brands should take to reassess their digital marketing during their digital spring cleaning.
B2B marketing communication campaigns are facing difficulties reaching target audiences, according to the 2018 State of B2B Communications report from Ytel. The study finds a majority of survey respondents agreeing that they have a hard time getting their message and content in front of their target audience.
Almost 8 in 10 industrial marketers increased (31%) or maintained (48%) their budgets in 2017 relative to 2016. Websites, content and social media were the areas in which the most industrial marketers increased their spending in 2017, with 58% doing for each channel.
This infographic by Page Traffic lists 40 things to check off your content marketing list.
More than one-third (35%) of LinkedIn members around the world listen to podcasts, and fewer than 1 in 10 (8%) don’t know what a podcast is, according to results from a LinkedIn survey of more than 2,500 members.
B2B advertisers will spend $4.07 billion on US digital advertising in 2017, eMarketer estimates. Overall, the B2B digital ad market is growing steadily, and in 2018 it will jump 13% to reach $4.60 billion.
Some 68% of B2B marketers are testing out personalization of content or offers, perhaps in an effort to counter challenges with engagement. The primary form of personalization being tested by respondents is the type of content that targets are engaging with, though many are also trying out personalization by job function and title.
This infographic by IZEA illustrates the capabilities of LinkedIn’s social advertising.
More B2B content marketers this year than last are focused on building audiences. But does that mean that the content itself is becoming more customer-centric?