Why B2B companies need a stronger online presence

As uncertainty continues to be the watchword these days, is this the perfect time for B2B companies to re-examine their online marketing strategies? The challenge seems to be that too many B2B companies believe that their online marketing presence doesn’t need to be that strong or comprehensive. The reality, however, is that without a long range online marketing strategy, many B2B companies will continue to struggle. In some recently released data published by Backlinko, a picture of how B2B’s perceive their online presence begins to emerge. The following is taken directly from that published report:

  • A quarter of B2B organizations allocate only 5% of their total budget to marketing (Statista)

  • 46% of B2B companies plan on increasing their content marketing spend within the next 12 months (Statista)

  • 50% of the content created by B2B marketers is focused on creating brand awareness and interest (Content Marketing Institute)

  • 78% of B2Bs use lead conversions as a performance metric (CMI)

  • 67% of B2B content teams say top-of-funnel content is the type of content they create most (Databox)

  • Listicles Get 218% more shares than “how to” tutorial-style posts (Backlinko)

  • 52% of B2B buyers say they’re “definitely” more likely to buy from a brand once they’ve read their content (MarketingCharts)

  • More than half of tech buyers think video is the most useful form of content (Isoline Comms)

  • 7 in 10 B2B buyers watch videos throughout their sales journey (Google)

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  • 87% of business-related video views are done via desktop (Vidyard)

  • The majority (89%) of B2B researchers gather information about potential purchases through the internet (Google)

  • Before interacting with a website, the average B2B buyer conducts 12 different online searches (Google)

  • Email newsletters are the best ways to nurture leads, according to 31% of B2B marketers (Content Marketing Institute)

  • Email newsletters are the best ways to nurture leads, according to 31% of B2B marketers (Content Marketing Institute)

  • 95% of B2B marketers utilize social media content in some form, making it the most widely-used content type (Content Marketing Institute)

  • Social media is a source in making purchasing decisions for 84% of B2B executives (Leadspace)

  • 74% of B2B marketers set goals, but only 3% always achieve them (CoSchedule)

  • Total sales is the most common success metric for content marketing (HubSpot)

-Written by Kevin Sawyer