Word-of-mouth is a key purchase influencer for consumers, and it appears to also have a strong sway over purchase decisions for business software.
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 vast majority of senior B2B marketers are using basic marketing analytics tools such as web analysis (91%) and spreadsheets (80%), but more advanced technologies such as predictive analytics and social analytics will require more attention.
AdWords has the largest contribution to revenue (included projected revenue) for B2B financial services advertisers.
48.6% of executives surveyed say that the quantity of content provided to salespeople meets or exceeds expectations.
The share of online adults who use LinkedIn has remained steady over the past year: 29% report using the site, similar to the 25% who said this in 2015.
Average CPMs were lower on Instagram ($4.44) than on Facebook ($5.75) on a global basis in Q1.
86% of US B2B companies offered an online website as a purchasing channel to B2B buyers.
It probably comes as no surprise that the departments most involved in B2B purchase decisions varies by industry.
Facebook is easily the most popular social channel for advertising, but Instagram seems to be gaining on more mature offerings.
More B2B marketers are realizing the benefits of content marketing as a method to generate leads and drive customer engagement.