Do B2B companies need a new online marketing approach?

Posted on March 15, 2023 in Online Marketing

Do B2B companies have different challenges from their B2C counterparts when it come to an online marketing strategy? They most assuredly do but, sadly, too many B2B’s continue to use a B2C template when it comes to driving new sales and increasing brand awareness. B2B’s must take a different approach and some new research published by Userguiding makes this abundantly clear. The following is taken directly from that published reeport:

  • The top marketing lead sources are referrals (65%) and email marketing (38%)
  • One out of three B2B companies reserve 5% of their budgets for marketing.
  • Website Development (51%) and Digital Marketing (44%) are the lead as the top areas
    of marketing spend.
  • 95% of B2B marketers create social media content.
  • Among the top social media B2B professionals prefer are LinkedIn (86%), Facebook (79%), Twitter (60%), and this year Instagram (60%) and YouTube (56%).
  • The biggest challenge to social media marketing in B2B is engagement (63%), followed by measuring social ROI (55%).
  • 91% of B2B businesses use content marketing.

  • B2B marketers reporting high levels of content marketing success said the top two factors contributing to that success were the value their content provides (83%) and website changes (60%).
  • 80% of internet consumers appreciate custom content that helps them learn about a product, and 60% of them find themselves inspired to know more about a product after reading pieces of content about it.
  • Almost half of all B2B marketers outsource at least one content activity. Last year, 71% of respondents from large companies said they outsourced, compared to 61% this year.
  • Most preferred organic content distribution channels B2B marketers use are social media platforms (89%), email (87%), and their organization’s website/blog (86%).
  • 80% of B2B decision-makers prefer a blog post/articles over ads from potential partners – and 60% say it lets them make better product decisions.
  • 86% of businesses use video as a marketing tool, same as 2021.
  • Videos (61%), links that lead to website content (51%), and links to blog posts (43%) resonate the best with marketing audiences.
  • Consumers find branded video content more interesting by 43%, while branded photo content (36%) and branded written content (18%) are less interesting.
  • 59% of executives prefer watching a video over reading the same content in text format.
  • More than half of viewers will watch a video if it’s shorter than 1 minute.
  • 75% prefer watching videos horizontally, while only 25% prefer watching vertically.
  • User-generated video made up 60% of all videos created.27- 30% of marketers see video as a more important part of their strategy than their website.

-Written by Kevin Sawyer