9 Stats You Should Know About B2B Marketing in 2015

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9 Stats You Should Know About B2B Marketing in 2015

In super competitive B2B markets, staying ahead of the most effective marketing trends and practices can mean the difference between your success…or your competitor’s.

Content marketing engine Kapost put together an infographic based on what senior marketers had to say about their most effective strategies, in a survey performed by Regalix. In it, they found that the number one go-to-market strategy in B2B today is ‘understanding buyer needs,’ identified by 69% of respondents as key.

Product Marketing

When it comes to B2B product marketing, 80% of senior marketers said creating marketing collateral is a top priority. This was followed by sales enablement (71%), defining position (70%), creating marketing plans (70%) and launch planning (69%).

In one surprising finding, we learned only 84% of B2B companies invest in product marketing. Sure, that’s the majority, but personally I’m having a lot of trouble understanding why 16% of companies don’t invest in product marketing at all!

Metrics For Measuring Effectiveness

Another area that made me look twice was this: 89% of marketers use ‘new customer acquisition’ as the metric they use to measure the impact of product marketing, while 70% look at ‘revenue generated’. I expected to see revenue pegged as a top metric by virtually all B2B companies, so that one threw me for a bit of a loop.

The Most Popular Digital Channels

As for the most popular channels for B2B product marketing, the website still reigns supreme, with 91% of senior marketers identifying it as a channel of choice for their business. Other popular digital channels included email (89%), webinars (77%), social media (76%) and SEO (64%).

Check out the full infographic and see if your B2B product marketing best practices are in line with where senior marketers are focusing their efforts today:



Looking for more tips for B2B online marketing? Check out Ben Jacobson’s post. 


Image credit: Kapost

Author has no affiliation with Kapost.

Featured Image: Monkey Business Images/Shutterstock.com

Larry Kim

Larry Kim

CTO and Founder at WordStream
Larry Kim founded WordStream in 2007. Today he serves as company CTO and is a contributor to both the product team and marketing teams. Larry... Read Full Bio
Larry Kim
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  • R.Rogerson

    Some of them do seem a little, well, off?

    Could the 16% of non-product promoters be service based companies? Alternatively, they could be standard small products (paper clips, nuts & bolts, hair brushes etc.), stuff that doesn’t really need to be promoted?

    Why on earth measure success by new customers?
    There’s only a small number of industries where you cannot really gain from previous clients/customers … and new customers are often costly. So I can see some benefit in measuring it as a stat – but not as a primary stat. Revenue and Profit are more obvious choices.

    I’m not convinced about the Digital Channels either.
    I’m not seeing advertising (in any form?) mentioned?
    And how many actually invest in the website for Marketing purposes? Sure, inbound cover and content to suit I can understand … but normally the focus is on getting people to the site?

  • Charles

    This is handy, just not sure what to do with it. We have a website, we have a newsletter, we do social media, seo. Now what else is can we do for b2b marketing? Having these is pretty normal now.

    • Dave Vranicar

      Charles, you can do a ton more with your B2B marketing. And what you do depends on how complex your sales are. Do you sell products or services with only one decision maker? Or do you engage in complex sales, with multiple decision makers? You must understand the differences before you can judge what might be a next-best step for your business.

  • Jual Parfum

    Why visitors still make use of to read news papers when in this technological globe
    all is available on net?

    • Kelsey Jones

      Some people just love the feeling of a newspaper! Or they want to read when they don’t have access to wifi or cell service.

  • marissa cortese

    Great post! We find that if you’re targeting businesses with your content marketing the first step is finding a topic that’s useful to your audience