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THE 2017 STATE OF B2B
DIGITAL MARKETING
A LIVE PREVIEW OF OUR SIXTH ANNUAL REPORT
SABRINA GILMORE KOCHANSKI
Director, Business Development & Client Services
LAUREN BLECHER SCHERBA
Director, Marketing
WE OPTIMIZE
LEAD FLOW FROM
CLICK
TO
CLOSE
TO DRIVE MORE
SALES-QUALIFED
LEADS FROM DIGITAL.
DEMANDWAVE
IS THE PREMIER B2B DIGITAL
MARKETING AGENCY.
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 BusinessTimes’
100 Fastest Growing Private
Companies.
We’ve earned our stripes.
Nearly 200 B2B marketing leaders weighed in on the top priorities and biggest challenges of 2017.
Who participated in this year’s survey?
Percent of survey respondents by job level. Percent of survey respondents by company size.
Director
39%
Manager
27%
VP
12%
C-Level
11%
Individual
Contributor
11%
11-50 employees
27%
51-200 employees
23%
201-500 employees
14%
1,001-5,000 employees
10%
10,001+ employees
10%
1-10 employees
8%
501-1,000 employees
5%
5,001-10,000 employees
3%
2017
OUTLOOK
WE HAVE A FEW REASONS TO
CHEERS B2B THISYEAR.
What is the #1 objective of your digital marketing efforts?
B2B marketers are fully focused on lead quality.
Deliver quality
leads
47%
Drive more leads
23%
Increase marketing
ROI
12%
Improve brand
awareness
9%
Increase website
traffic
4%
Other
4%
Not sure
1%
26%YoY increase in
marketers choosing “deliver
quality leads” as their top
marketing goal for 2017.
Delivering quality
leads
32%
Measuring and
proving ROI
24%
Generating
enough leads
16%
Producing quality
content
14%
Securing staff and
budget
8%
Other
5%
Not sure
1%
B2B marketers are fully focused on lead quality.
“Delivering quality leads” emerges
as B2B marketers’ top challenge,
bumping “Measuring and proving
ROI” from its two-year streak at
the top.
What is your biggest digital marketing challenge?
B2B marketers are fully focused on lead quality.
16%
24%
29%
24%
0%
5%
10%
15%
20%
25%
30%
35%
2014 2015 2016 2017
Percent of marketers that have chosen “measuring and proving ROI” as their top challenge over the years.
Conversion rate
(lead to customer)
31%
Lead volume
24%
ROI
22%
Website traffic
12%
Cost per lead
7%
Not sure
4%
B2B marketers are fully focused on lead quality.
“Conversion rate (from lead
to customer)” at 31% takes
the cake for the fourth year
running.
What is the #1 metric you use to measure digital performance?
Do you expect your digital marketing budget to increase, decrease, or stay the same in 2017?
B2B budgets are bigger.
Increase, 48%
Stay the same, 43%
Decrease, 6%
Not sure, 5%
Nearly half of marketers plan
to spend more this year. Less
than 6% are expecting a
decrease in budget.
What percent of your overall budget goes to online marketing (vs. offline)?
61-80%
25%
41-60%
17%
10-25%
14%
81-100%
13%
26-40%
12%
Less than 10%
11%
Not sure
8%
Confidence in digital is strong.
36% of marketers spend a
whopping 60% or more of
their marketing budget online.
B2B budgets are bigger.
Which digital marketing channels are the most effective?
B2B marketers have made big strides in SEO.
63% 63%
44%
37%
27%
13%
73%
70%
54% 55%
37%
3%
93%
91%
71%
95%
55%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Email Organic search Paid search Social media Display Not Sure
Which of the following channels drive revenue for you? Which of the following channels drive leads for you? Which of the following channels are a part of your digital marketing mix?
Organic search drives
revenue for 63% of B2B
marketers, tying email at the
top spot for the first time.
2017
OUTLOOK
BUT, B2B MARKETERS STILL
FACE THEIR FAIR SHARE OF
CHALLENGES.
Which content marketing tactics are the most effective?
40%
37%
34%
30% 28%
21%
17% 15%
13%
6%
53%
50%
44%
35%
39%
12%
31%
18%
6% 5%
73%
60%
68%
82% 82%
1%
68%
23%
2%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
White papers Webinars Case studies Videos Blogs Not sure Infographics Other None of the above Mobile apps
Which of the following content types drive revenue for you? Which of the following content types drive leads for you? Which of the following content types do you produce?
Even though 82% of B2B
marketers use content
marketing, only 40% or less
can attribute revenue for any
given content type.
Marketers struggle to optimize content for quality leads.
Have you ever tried, or are you currently
engaged in ABM?
ABM could use a little TLC.
Yes
42%
Not sure
40%
No
18%
Do you think your current ABM strategy is
effective?
No
50%
Yes
38%
Not sure
12%
Yes
46%
Not sure
36%
No
18%
Has your ABM strategy produced revenue?
Given account-based marketing’s new found popularity, B2B marketers most likely need time to test and build confidence.
Marketers are scrambling to keep up with marketing technology.
Yes
85%
No
14%
Not sure
1%
Do you have an email
nurture program?
Yes
50%
Not sure
30%
No
20%
Do you think your email
nurture program is effective?
Do you use predictive lead
scoring?
Do you think your use of
predictive lead scoring is
effective?
Do you use lead scoring? Do you think your lead
scoring is effective?
Do you use website
personalization?
Do you think your use of
website personalization is
effective?
Yes
72%
No
21%
Not sure
7%
Yes
47%
No
29%
Not sure
24%
No
67%
Yes
20%
Not sure
13%
Yes
54%
Not sure
25%
No
21%
No
67%
Yes
29%
Not sure
4%
Yes
49%
Not sure
40%
No
11%
Yikes! Confidence in marketing technology is lacking across the board.
HOW TO
DELIVER
QUALITY
LEADS
USE THREE STEPS TO TACKLE THE
#1 B2B PROBLEM.
1. Make sure you can optimize content for qualified leads.
The challenge is not only data overload, but data segmentation.
Organic Search Marketing Automation Social Channels Digital Advertising
AdWords
LinkedIn Ads
Display
CRM
Again, while we’ve seen
improvement, 24% of
marketers still struggle to
measure ROI.
Implement multi-touch attribution reporting.
1. Make sure you can optimize content for qualified leads.
One client achieved a 199%
increase in pipeline
opportunities in just 5 months
after implementing attribution.
Create content people
actually like.
Source: Google/Millard Brown Digital, “B2B Path to Purchase Study.”
STEP 2
71% of buyers who see
personal value will purchase a
product.
68% of buyers who see
personal value will pay a
higher price for a service.
To put it simply, make content your potential
buyers actually like. And, with consistency.
Create content that attracts,
engages, and converts.
With Buzzsumo, you can measure trending topics by keywords or phrases across all social networks.
Use search and social data to inform content creation.
Evaluate the funnel from an organic search perspective. Do you have enough content to cover the buyer’s journey?
Buyer Stage
Awareness
Evaluation
Purchase
Content Type & Title KeywordTheme
Educate prospects on the
value of your product &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
Product Page:
Premium Ad Inventory “buy premium ad
inventory”
Glossary/FAQ:
TubeMogul Ad Glossary
“What is display
advertising?”
Webinar:
Display 2.0: Reinventing Display
Advertising.
“Display advertising
best practices
2016”
Use search and social data to inform content creation.
Analyze search volume. Focus on long-tail, high-converting keyword themes first and work up to competitive, high-volume terms.
SearchVolume
Keyword Length
High competition;
informational searches
Low competition;
transactional searches
Low
High
Short Long-tail
Use search and social data to inform content creation.
Be proactive with competitor data. Identify what’s working and what’s not working.
Source: BrightEdge Competitor Analysis
Use search and social data to inform content creation.
It’s also essential to align search intent with your content topics.
Informational Transactional
Use search and social data to inform content creation.
Are these informational or transactional keyword themes?
Buyer Stage
Awareness
Evaluation
Purchase
Content Type & Title KeywordTheme
Educate prospects on the
value of your product &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
CTA
Download “5
Things to Know
About Display.”
Subscribe to
more insights by
email.
Request a Demo /
Get InTouch
Glossary/FAQ:
TubeMogul Ad Glossary
“What is display
advertising?”
Product Page:
Premium Ad Inventory
“buy premium ad
inventory”
Webinar:
Display 2.0: Reinventing Display
Advertising.
“Display advertising
best practices
2016”
Use search and social data to inform content creation.
Here’s where content mapping for ABM comes into play.
Buyer Stage
Awareness
Evaluation
Purchase
Content Type & Title KeywordTheme
Educate prospects on the
value of your product &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
CTA Industry Specific
“Why Display
Advertising is Key for
Software Brand
Awareness”
Add software
industry case
study examples
to landing page.
Sprinkle in
software industry
examples when
presenting.
Download “5
Things to Know
About Display.”
Subscribe to
more insights by
email.
Request a Demo/
Get InTouch
Glossary/FAQ:
TubeMogul Ad Glossary
“What is display
advertising?”
Product Page:
Premium Ad Inventory
“buy premium ad
inventory”
Webinar:
Display 2.0: Reinventing Display
Advertising.
“Display advertising
best practices
2016”
Use search and social data to inform content creation.
Deliver your message to the right leads at the
right time.
Build a cross-channel
nurture program.
STEP 3
79% of marketers say their
email open rates don’t exceed
20%.
Source: Hubspot SlideShare, “Multi Channel Lead Nurturing.”
Create a remarketing funnel to nurture leads at each stage.
What behavior types should trigger each content offer?
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
BEHAVIOR AD OFFER
Visit to a service page. “Request a Demo” ad.
Downloaded “buyer’s
guide” eBook.
Limited-time, free trial offer.
Completed first purchase. Geo-retarget to advertise user events.
Offer webinar training sessions.
License is about to expire. Limited-time offer for discounted
renewal or service upgrades.
Remarketing with Google
Analytics opens the door to
infinite audience capabilities.
We can segment by behavior and remarket via the Google Display Network.
Test different remarketing methods.
We can serve text, image, and
video display ads to those that
visited the demo page but did
NOT complete the form as they
surf the web.
We can also remarket to demo page visitors when they search for relevant terms on Google via RLSA (Remarketing Lists for
Search Ads.
A search like this might
normally be too broad
for a standard search
campaign, but a viable
keyword for RLSA.
Test different remarketing methods.
Or, we can take an account-based approach via Google Customer Match.
Now we can
specifically target
Marketing
Directors in the
software
industry that
visited, but didn’t
convert.
*Requires 1,000 matched emails.
Test different remarketing methods.
While not a remarketing play, this tactic can complement email nurture tracks and serve ads by company, as well.
Bonus: Test LinkedIn ads for additional ABM coverage.
B2B Marketing Audience B2B Software Marketing Audience
We customized the report
by industry to serve
specifically to our list of
ABM accounts.
800.619.1570 results@demandwave.com
Get your customized action plan to start driving more qualified leads today.
Sign up for a B2B marketing audit.

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The 2017 State of B2B Digital Marketing Report

  • 1. THE 2017 STATE OF B2B DIGITAL MARKETING A LIVE PREVIEW OF OUR SIXTH ANNUAL REPORT SABRINA GILMORE KOCHANSKI Director, Business Development & Client Services LAUREN BLECHER SCHERBA Director, Marketing
  • 2. WE OPTIMIZE LEAD FLOW FROM CLICK TO CLOSE TO DRIVE MORE SALES-QUALIFED LEADS FROM DIGITAL. DEMANDWAVE IS THE PREMIER B2B DIGITAL MARKETING AGENCY. SEO SEM CONTENT DESIGN ANALYTICS
  • 3. 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 BusinessTimes’ 100 Fastest Growing Private Companies. We’ve earned our stripes.
  • 4. Nearly 200 B2B marketing leaders weighed in on the top priorities and biggest challenges of 2017. Who participated in this year’s survey? Percent of survey respondents by job level. Percent of survey respondents by company size. Director 39% Manager 27% VP 12% C-Level 11% Individual Contributor 11% 11-50 employees 27% 51-200 employees 23% 201-500 employees 14% 1,001-5,000 employees 10% 10,001+ employees 10% 1-10 employees 8% 501-1,000 employees 5% 5,001-10,000 employees 3%
  • 5. 2017 OUTLOOK WE HAVE A FEW REASONS TO CHEERS B2B THISYEAR.
  • 6. What is the #1 objective of your digital marketing efforts? B2B marketers are fully focused on lead quality. Deliver quality leads 47% Drive more leads 23% Increase marketing ROI 12% Improve brand awareness 9% Increase website traffic 4% Other 4% Not sure 1% 26%YoY increase in marketers choosing “deliver quality leads” as their top marketing goal for 2017.
  • 7. Delivering quality leads 32% Measuring and proving ROI 24% Generating enough leads 16% Producing quality content 14% Securing staff and budget 8% Other 5% Not sure 1% B2B marketers are fully focused on lead quality. “Delivering quality leads” emerges as B2B marketers’ top challenge, bumping “Measuring and proving ROI” from its two-year streak at the top. What is your biggest digital marketing challenge?
  • 8. B2B marketers are fully focused on lead quality. 16% 24% 29% 24% 0% 5% 10% 15% 20% 25% 30% 35% 2014 2015 2016 2017 Percent of marketers that have chosen “measuring and proving ROI” as their top challenge over the years.
  • 9. Conversion rate (lead to customer) 31% Lead volume 24% ROI 22% Website traffic 12% Cost per lead 7% Not sure 4% B2B marketers are fully focused on lead quality. “Conversion rate (from lead to customer)” at 31% takes the cake for the fourth year running. What is the #1 metric you use to measure digital performance?
  • 10. Do you expect your digital marketing budget to increase, decrease, or stay the same in 2017? B2B budgets are bigger. Increase, 48% Stay the same, 43% Decrease, 6% Not sure, 5% Nearly half of marketers plan to spend more this year. Less than 6% are expecting a decrease in budget.
  • 11. What percent of your overall budget goes to online marketing (vs. offline)? 61-80% 25% 41-60% 17% 10-25% 14% 81-100% 13% 26-40% 12% Less than 10% 11% Not sure 8% Confidence in digital is strong. 36% of marketers spend a whopping 60% or more of their marketing budget online. B2B budgets are bigger.
  • 12. Which digital marketing channels are the most effective? B2B marketers have made big strides in SEO. 63% 63% 44% 37% 27% 13% 73% 70% 54% 55% 37% 3% 93% 91% 71% 95% 55% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Email Organic search Paid search Social media Display Not Sure Which of the following channels drive revenue for you? Which of the following channels drive leads for you? Which of the following channels are a part of your digital marketing mix? Organic search drives revenue for 63% of B2B marketers, tying email at the top spot for the first time.
  • 13. 2017 OUTLOOK BUT, B2B MARKETERS STILL FACE THEIR FAIR SHARE OF CHALLENGES.
  • 14. Which content marketing tactics are the most effective? 40% 37% 34% 30% 28% 21% 17% 15% 13% 6% 53% 50% 44% 35% 39% 12% 31% 18% 6% 5% 73% 60% 68% 82% 82% 1% 68% 23% 2% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% White papers Webinars Case studies Videos Blogs Not sure Infographics Other None of the above Mobile apps Which of the following content types drive revenue for you? Which of the following content types drive leads for you? Which of the following content types do you produce? Even though 82% of B2B marketers use content marketing, only 40% or less can attribute revenue for any given content type. Marketers struggle to optimize content for quality leads.
  • 15. Have you ever tried, or are you currently engaged in ABM? ABM could use a little TLC. Yes 42% Not sure 40% No 18% Do you think your current ABM strategy is effective? No 50% Yes 38% Not sure 12% Yes 46% Not sure 36% No 18% Has your ABM strategy produced revenue? Given account-based marketing’s new found popularity, B2B marketers most likely need time to test and build confidence.
  • 16. Marketers are scrambling to keep up with marketing technology. Yes 85% No 14% Not sure 1% Do you have an email nurture program? Yes 50% Not sure 30% No 20% Do you think your email nurture program is effective? Do you use predictive lead scoring? Do you think your use of predictive lead scoring is effective? Do you use lead scoring? Do you think your lead scoring is effective? Do you use website personalization? Do you think your use of website personalization is effective? Yes 72% No 21% Not sure 7% Yes 47% No 29% Not sure 24% No 67% Yes 20% Not sure 13% Yes 54% Not sure 25% No 21% No 67% Yes 29% Not sure 4% Yes 49% Not sure 40% No 11% Yikes! Confidence in marketing technology is lacking across the board.
  • 17. HOW TO DELIVER QUALITY LEADS USE THREE STEPS TO TACKLE THE #1 B2B PROBLEM.
  • 18. 1. Make sure you can optimize content for qualified leads. The challenge is not only data overload, but data segmentation. Organic Search Marketing Automation Social Channels Digital Advertising AdWords LinkedIn Ads Display CRM Again, while we’ve seen improvement, 24% of marketers still struggle to measure ROI.
  • 19. Implement multi-touch attribution reporting. 1. Make sure you can optimize content for qualified leads. One client achieved a 199% increase in pipeline opportunities in just 5 months after implementing attribution.
  • 20. Create content people actually like. Source: Google/Millard Brown Digital, “B2B Path to Purchase Study.” STEP 2 71% of buyers who see personal value will purchase a product. 68% of buyers who see personal value will pay a higher price for a service. To put it simply, make content your potential buyers actually like. And, with consistency. Create content that attracts, engages, and converts.
  • 21. With Buzzsumo, you can measure trending topics by keywords or phrases across all social networks. Use search and social data to inform content creation.
  • 22. Evaluate the funnel from an organic search perspective. Do you have enough content to cover the buyer’s journey? Buyer Stage Awareness Evaluation Purchase Content Type & Title KeywordTheme Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. Product Page: Premium Ad Inventory “buy premium ad inventory” Glossary/FAQ: TubeMogul Ad Glossary “What is display advertising?” Webinar: Display 2.0: Reinventing Display Advertising. “Display advertising best practices 2016” Use search and social data to inform content creation.
  • 23. Analyze search volume. Focus on long-tail, high-converting keyword themes first and work up to competitive, high-volume terms. SearchVolume Keyword Length High competition; informational searches Low competition; transactional searches Low High Short Long-tail Use search and social data to inform content creation.
  • 24. Be proactive with competitor data. Identify what’s working and what’s not working. Source: BrightEdge Competitor Analysis Use search and social data to inform content creation.
  • 25. It’s also essential to align search intent with your content topics. Informational Transactional Use search and social data to inform content creation.
  • 26. Are these informational or transactional keyword themes? Buyer Stage Awareness Evaluation Purchase Content Type & Title KeywordTheme Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. CTA Download “5 Things to Know About Display.” Subscribe to more insights by email. Request a Demo / Get InTouch Glossary/FAQ: TubeMogul Ad Glossary “What is display advertising?” Product Page: Premium Ad Inventory “buy premium ad inventory” Webinar: Display 2.0: Reinventing Display Advertising. “Display advertising best practices 2016” Use search and social data to inform content creation.
  • 27. Here’s where content mapping for ABM comes into play. Buyer Stage Awareness Evaluation Purchase Content Type & Title KeywordTheme Educate prospects on the value of your product & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. CTA Industry Specific “Why Display Advertising is Key for Software Brand Awareness” Add software industry case study examples to landing page. Sprinkle in software industry examples when presenting. Download “5 Things to Know About Display.” Subscribe to more insights by email. Request a Demo/ Get InTouch Glossary/FAQ: TubeMogul Ad Glossary “What is display advertising?” Product Page: Premium Ad Inventory “buy premium ad inventory” Webinar: Display 2.0: Reinventing Display Advertising. “Display advertising best practices 2016” Use search and social data to inform content creation.
  • 28. Deliver your message to the right leads at the right time. Build a cross-channel nurture program. STEP 3 79% of marketers say their email open rates don’t exceed 20%. Source: Hubspot SlideShare, “Multi Channel Lead Nurturing.”
  • 29. Create a remarketing funnel to nurture leads at each stage. What behavior types should trigger each content offer? Awareness Consideration Comparison Conversion Retention/Upsell BEHAVIOR AD OFFER Visit to a service page. “Request a Demo” ad. Downloaded “buyer’s guide” eBook. Limited-time, free trial offer. Completed first purchase. Geo-retarget to advertise user events. Offer webinar training sessions. License is about to expire. Limited-time offer for discounted renewal or service upgrades. Remarketing with Google Analytics opens the door to infinite audience capabilities.
  • 30. We can segment by behavior and remarket via the Google Display Network. Test different remarketing methods. We can serve text, image, and video display ads to those that visited the demo page but did NOT complete the form as they surf the web.
  • 31. We can also remarket to demo page visitors when they search for relevant terms on Google via RLSA (Remarketing Lists for Search Ads. A search like this might normally be too broad for a standard search campaign, but a viable keyword for RLSA. Test different remarketing methods.
  • 32. Or, we can take an account-based approach via Google Customer Match. Now we can specifically target Marketing Directors in the software industry that visited, but didn’t convert. *Requires 1,000 matched emails. Test different remarketing methods.
  • 33. While not a remarketing play, this tactic can complement email nurture tracks and serve ads by company, as well. Bonus: Test LinkedIn ads for additional ABM coverage. B2B Marketing Audience B2B Software Marketing Audience We customized the report by industry to serve specifically to our list of ABM accounts.
  • 34. 800.619.1570 results@demandwave.com Get your customized action plan to start driving more qualified leads today. Sign up for a B2B marketing audit.