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2016 State of B2B Digital Marketing Report - Slides

The document discusses Demandwave's 2016 State of B2B Digital Marketing report, highlighting the top priorities and challenges faced by B2B marketers, such as the need for quality leads and the difficulty in measuring ROI. It reveals insights from nearly 300 marketing leaders, emphasizing the importance of multi-channel attribution, the effectiveness of various digital marketing channels, and content marketing tactics. The report also outlines actionable steps for marketers to optimize their strategies for better outcomes.

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DEMANDWAVE THE 2016 STATE OF B2B DIGITAL MARKETING A LIVE PREVIEW OF OUR FIFTH ANNUAL REPORT ROBYNWINNER Sr. Campaign Manager, SEO LAUREN BLECHER Director,Marketing
WE OPTIMIZE LEAD FLOW FROM CLICK TO CLOSE TO DRIVE MORE SALES-QUALIFED LEADS FROM DIGITAL. DEMANDWAVE IS THE PREMIER B2B DIGITAL MARKETINGAGENCY. SEO SEM CONTENT DESIGN ANALYTICS
Founded in 2004, we are digital veterans with a passion for demand generation. We drive revenue growth for the best in B2B. DemandWave is a trusted Google Partner, a two-time winner of the Inc. 500|5000 list, and a two-time member of the San Francisco Business Times’ 100 Fastest Growing Private Companies. We’ve earned our stripes.
Nearly 300 B2B marketing leaders weighed in on the top priorities and biggest challenges of 2016. Who participated in this year’s survey? Percent of survey respondents by job level. Director 38% Manager 33% VP 13% Individual Contributor 11% C-level 5% Percent of survey respondents by company size. 11-50 employees 23% 51-200 employees 22% 201-500 employees 12% 501-1,000 employees 12% 1,001-5,000 employees 11% 10,001+ employees 8% 1-10 employees 7% 5,001-10,000 employees 5%
Nearly 300 B2B marketing leaders weighed in on the top priorities and biggest challenges of 2016. Who participated in this year’s survey? Percent of survey respondents by industry. 28% 13% 12% 12% 9% 6% 4% 4% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0% 0% 5% 10% 15% 20% 25% 30%
2016 OUTLOOK B2B MARKETERS’ NAME TOP GOALS & PREDICTTOUGHEST OBSTACLES.
For 66% of B2B marketers,it’s all about leads. Most importantly though, 38% of marketersare focused on lead quality. What is the #1 objective of your digital marketing efforts? Deliver quality leads 38% Drive more leads 28% Improve brand awareness 14% Increase marketing ROI 10% Increase website traffic 7% Other 3%
“Measuring and proving ROI” is B2B marketers’biggest challenge for the second year running. What is your biggest digital marketing challenge? Measuring and proving ROI 29% Delivering quality leads 27% 17% Producing quality content Generating enough leads 15% Securing staff and budget 9% Other 3%
In fact, marketers are actually finding it more and more difficult to prove ROI as time goes on. What is your biggest digital marketing challenge? 16% 24% 29% 0% 5% 10% 15% 20% 25% 30% 35% 2014 2015 2016 Percent of marketers that identify “proving ROI” as their biggest digital marketing challenge.
35% of B2B marketerspick conversion rate as their leading KPI. Surprisingly, just 12% of marketers chose ROI. What is the #1 metric you use to measure digital performance? Conversion rate (lead to customer) 35% Lead volume 24% Website traffic 20% ROI 12% Not sure 6% Cost per lead 3%
Which of the following attribution models do you use to measure ROI? 35% of marketers lack attribution reporting altogether. We don’t have an attribution model 35% Multi-channel (all influencing touch points) 26% First and last touch (lead source and converting campaign) 13% First touch (lead source) 11% Last touch (converting campaign) 10% Not sure 5%
2016 TRENDS B2B MARKETERS IDENTIFY WHAT’S WORKINGAND WHAT’S NOT.
Email tops the chart for both usage and revenue,but SEO comes in as a close second for revenue. Which digital marketing channels are the most effective? 95% 93% 88% 64% 47% 0% 75% 44% 67% 47% 28% 5% 59% 23% 49% 34% 17% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Social media Organic search Paid search Display Not sure Which of the following channels are a part of your digital marketing mix? Which of the following channels drive leads for you? Which of the following channels drive revenue for you?
But, when we compare B2B marketers with multi-channel attribution vs. those without attribution, the results shift significantly. Which digital marketing channels are the most effective? Which of the following channels generate revenue for you? 44% 35% 33% 26% 24% 16% 72% 10% 65% 38% 48% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% Email Not sure Organic search Social media Paid search Display Marketers without attribution Marketers with multi-channel attribution
Videos are the most widely used content format, but they trail behind webinars, whitepapers, case studies, and blogs in terms of revenue. Which content marketing tactics are the most effective? 80% 77% 76% 76% 70% 69% 17% 1% 29% 32% 44% 61% 25% 58% 5% 16%18% 19% 32% 39% 13% 41% 5% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Videos Blogs Case studies Whitepapers Infographics Webinars Mobile apps Not sure Which of the following content types do you produce? Which of the following content marketing tatics drive leads for you? Which of the following content marketing tactics drive revenue for you?
Yet again, when we compare B2B marketerswith multi-channel attribution vs. those without attribution, the results shift significantly. Which content marketing tactics are the most effective? 52% 22% 22% 20% 19% 15% 9% 4% 26% 36% 33% 40% 33% 33% 21% 14% 0% 10% 20% 30% 40% 50% 60% Not sure Whitepapers Videos Webinars Case studies Blogs Infographics Mobile apps Marketers without attribution Marketers with multi-channel attribution
ROADMAP TO SUCCESS KICKOFF THESE ESSENTIAL INITIATIVES IN Q1. 1 Tackle the ROI challenge. Optimize your approach for quality over quantity. Take this to-do list back to your team: 2
1.Tackle the ROI challenge. The challenge is not only data overload,but data segmentation. Organic Search MarketingAutomation Social Channels DigitalAdvertising AdWords LinkedIn Ads Display CRM
1.Tackle the ROI challenge. Plus, the modern B2B buyer’s journey spans multiple interactions across multiple channels. Source: Think with Google, “The Customer Journey to Online Purchase”. This represents the average digital customer journey for large B2B companies in the U.S.
1.Tackle the ROI challenge. Implement multi-touch attribution reporting. For example,here’s our KeyTouch Attribution at work in Salesforce.
1.Tackle the ROI challenge. Then, you can easily pull reports that evaluate channel and content performance by revenue.
1.Tackle the ROI challenge. Then, you can easily pull reports that evaluate channel and content performance by revenue.
2. Optimize your approach for quality over quantity. Start by auditing your funnel.What stage could use the most improvement? Awareness Consideration Comparison Conversion Retention/Upsell Website visitor Form fill out (MQL) Ready to talk to sales (SQL) Closed-won deal Customer consider to invest more. % % % %
2. Optimize your approach for quality over quantity. Then, understand what content pieces and channels are performing at each level of the funnel. Awareness Consideration Comparison Conversion Retention/Upsell Website visitor Form fill out (MQL) Ready to talk to sales (SQL) Closed-won deal Customer considers invest more. % % % %
2. Optimize your approach for quality over quantity. Finally, adjust your marketing mix and allocate your resources based on ROI. Does your budget plan align with the top contributors to revenue? How should you allocate resources by channel? Email 20% Social media 20% Organic search 20% Paid search 20% Display 20% 1 Does your budget plan align with the top contributorsto revenue? Think beyond just dollars. How many people are allocated to these channels?2 Are we seeing diminishing returns for any of the channels? Should we reallocate budget to channels with more growth opportunity? 3 Source: Moz:, “Creating the Right Marketing Mix – Whiteboard Friday”
READY TO GET MORE OUT OF DIGITAL? DISCOVER HOWTO START DRIVING MORE SALES-QUALIFIED LEADSTODAY. 1 How to measure your revenue opportunity from digital. Actionable steps you can take to drive more sales-qualified leads. Get a free digital marketing assessment. We’ll cover: 2 How you stack up against the competition.3 800.619.1570 results@demandwave.com