What’s Actually Being Utilized in B2B Marketing Now?

There are often discrepancies between the methods marketers discuss and those they actually employ on a regular basis. B2B marketing is little different in that regard, and a new survey by the Content Marketing Institute has just demonstrated that perfectly. Take a look at a few of the highlights.

  • Despite the fact that most B2B businesses use social media – nearly 93% – and many of them talk about online marketing, the report indicates that they still view traditional marketing as more effective. Increasingly, though, they are seeing online video as an important component, as 87% of them have begun using it.
  • To be in business today, you have to use LinkedIn to promote your services. B2B businesses suggest as much with participation levels reaching approximately 9 out of 10 businesses. That said, however, just over half of these same businesses actually find it an effective tool.
  • Almost nine out of ten B2B manufacturers are still using offline promotions and print methods for content marketing. Under half use native advertising tactics.
  • Social media may be in play within the marketing game for the vast majority of B2B businesses, but only 39% of them find promoted posts or tweets effective. More than a third find offline promotions just as effective as social media.

The Takeaway

Sometimes you can read report after report about the right marketing steps to take, yet still find yourself taking the wrong ones forward. Online marketing, SEM, SMM, and content marketing are the way forward. While print marketing is certainly a player in the mix, the reality is that 60% of millennials believe everything will be done on devices in the next 6 years. That 60% will be guiding the workforce, and if you’re not as present online as you should be, you can bet you’ll be left in the dust.

Let us help you formulate a stronger B2B marketing plan now.


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