Chart: 2020 B2B Marketing Components

B2B marketers expect to rely on some tried-and-true channels in the year ahead as part of their marketing strategy.

Based on a survey of more than 100 B2B marketing professionals, a report from ON24, Market2Marketers and Heinz Marketing shows that marketers plan to use components such as content marketing, digital advertising and email as part of their overall strategy.

Indeed, not only were content marketing (78%), digital ads, PPC or retargeting (77%) and email (71%) most widely cited by the B2B marketers surveyed, they were also cited by the largest percentage of top-performing marketers (the 54% of respondents that rated the success of their marketing program in 2019 as 6 or 7 on a 7-point scale), with a full 88% saying they will include digital ads in their marketing strategy and 81% saying they will use content marketing.

The survey also found that 7 in 10 respondents (71%)  were planning to include video in their marketing strategy.

Video marketing has not only been chosen by B2B marketers as one of the top sales and marketing strategies they want to explore this year, but it’s also considered the best performing thought leadership content format by many B2B and B2C marketers.

Some 62% of respondents also expected to incorporate events into their strategy this year.

In light of the COVID-19 pandemic, which has resulted in the cancellation of events worldwide, more marketers find themselves taking their events online. So, while, only 47% of the B2B marketers surveyed in January thought they’d be using webinars this year, that percentage is likely to increase. Read the rest at Marketing Charts.

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