Compared to last year, the average number of tactics used has risen from 12 to 13.
The overwhelming majority of respondents—90%—had used content marketing in 2013, compared with 86% of companies who did so the year before.
Roughly two-thirds of online event products report that event attendance is trending up, with another 18% saying attendance is flat.
Where B2Bs struggled was in utilizing social media marketing for lead gen purposes. Nearly half said this was one of the most difficult strategies to execute.
When it comes to measuring leads, the greatest percentage (42%) of B2Bs used multichannel attribution, giving weight to various marketing channels that helped generate a conversion.
In January 2013, the greatest percentage of companies reported a good ability to measure the ROI of paid search.
94% of marketers in the United Kingdom are using content marketing, making this activity more entrenched than in North America and Australia.
Email (64%) is B2B marketers’ most important digital marketing activity.
About three in 10 marketers expect their organizations to decrease attention paid to newspapers and consumer magazines in 2013.