Hubspot State of Inbound Marketing Trends collected data from 1,600+ B2B and B2C marketers around the world and across industries showed that about 52% B2B firms said that they currently run marketing campaigns.
- Social media has become a foremost way for marketing products and services. B2B brands are more likely to use LinkedIn & find it effective because its targeting capability helps choose target audiences based on job title or industry.
- Since many B2B buyers watch YouTube online videos to make purchase decisions, video marketing has become an important form of B2B marketing. With over 243 million worldwide users (2021), YouTube reaches millions of potential customers and influencers with targeted videos.
- Reviews play a vital role in validation in any B2B marketing. The Gartner research shows that software buyers use online reviews to research a business before making a purchase decision.
According to Gartner research of 384 marketing leaders, 72% of the marketing budget is now going to purely digital channels, including owned digital, paid digital and earned digital
Forrester’s 2021 B2B Buying Study reveals that, during the pandemic, the number of buying interactions leaped from 17 to 27 relative to the one-point increase between 2017 and 2019.
B2B customers rely less on salespeople and more on digital channels, the digital channels are growing in importance. Forrester’s 2021 B2B Buying Study found that B2B prospects research vendors and products online well before they engage with a salesperson, completing as much as three-quarters of their buying journey before making themselves known.
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Maria Charlton
maria@mapmarketing.com.au