In 2018, 84.0% of US companies with at least 100 employees and that distribute nonpromotional content for marketing purposes utilized digital content marketing. Adoption of digital content marketing hasn’t changed much in recent years. Among business-to-business (B2B) companies, adoption of digital content marketing in 2018 was slightly higher at 87%.
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.
The US podcast advertising market is on the rise, having almost doubled last year by one estimate as listeners seem open to ads. But simply throwing money at podcast audiences probably isn’t the best approach for advertisers.
Podcast audiences continue to grow, but which genres are proving most resonant with listeners?
This infographic from PAN Communications lists the marketing predictions for 2019 of 19 veteran marketers.
Almost half of B2B buyers indicate that they’re spending more time researching purchases. Fully 69% spoke to and engaged with a sales representative from the vendor they selected within the first 3 months of the process.
B2B and B2C companies approach events with different goals in mind, though they do share some primary objectives. Both groups look to drive sales revenue as well as educate customers, prospects and attendees, but B2C companies are more focused than their B2B counterparts on raising brand awareness.
Salespeople are more likely to believe that leads sourced directly from sales are the top source of leads for their organization than leads from marketing. While salespeople surveyed for the report in the aggregate saw the sales organization as the top source of leads, that wasn’t true for all respondents.
Customer data platforms (CDPs) are the hot thing in marketing tech right now, but many of their functions are not that novel.
Google took the lead over Facebook last year in referrals to media sites. An analysis from the firm delves into the major referrers by article category, finding that Google search is a bigger referrer than Facebook for most.
‘Social’ is the intent topic that is currently most buzz-worthy across B2B marketing, according to an analysis performed for MarketingCharts by Bombora. To arrive at its conclusions, Bombora looked into the content consumption behavior of employees at 2.8 million businesses around the world during Q1. The analysis revealed that ‘social’ was the leading topic of the 346 topics monitored related to marketing.