DGR_Digital Advertising Strategies for a Cookieless World_Presentation.pdf
The B2B Marketing Advent Calendar 2014
1. The B2B Marketing
Statistics Advent
Calendar 2014
Count down to Christmas with
our carefully curated collection
of marketing statistics.
Have a Merry Marketing
Christmas!
2. 1
86%
of B2B marketers are
using content marketing,
but only 38% rate their
content marketing as
effective.
Source: Marketing Profs/Content Marketing Institute
3. 2
71%
of marketers say
content marketing
is critical.
Source: B2B Marketing
4. 3
The five biggest content
marketing challenges cited
by B2B marketers are:
54%
50%
49%
42%
41%
5. of B2B marketers are
creating more content
now than they were
last year. Just 5% are
producing less.
Fo u r
Source: Marketing Profs/Content Marketing Institute
6. 5
Marketers who have
prioritised blogging are
13 times more likely to
enjoy positive ROI.
54% of the most effective
B2B marketers publish
content daily or multiple
times per week.
Source: Hubspot, Marketing Profs/Content Marketing Institute
7. 6
55%
of B2B marketers aren’t
achieving maximum ROI
from their content.
Source: Tomorrow People/B2B Marketing
8. ROI
Se ven
was the top challenge
for marketers in 2014.
(Just like it was in 2013)
Source: Hubspot
9. Marketers who measure
inbound ROI are 17
times more likely to see
the same or greater ROI
over the previous year.
8
Source: Hubspot
10. 9
In 2014, more than twice as many marketers
cited inbound marketing as their primary
source of leads versus outbound techniques.
Source: Hubspot
Inbound Outbound
11. Te n
84% of inbound marketers (compared to only
9% of outbound marketers) cite organic, top
of funnel sources like social media, blogs
and SEO as rising in importance.
Source: Hubspot
12. In 2014, inbound-sourced leads were
consistently more knowledgeable about the
company prior to speaking with a rep than
leads sourced through outbound means.
11 Source: Hubspot
13. The top goal for B2B content marketing in
2015 is brand awareness, closely followed by
lead generation and customer acquisition.
74% 71%
12
82%
Brand
awareness
Lead
generation
Customer
acquisition
Source: Marketing Profs/Content Marketing Institute
14. 13
of B2B marketers are
dissatisfied with the
number of leads their
content marketing is
generating. 48%
Source: Tomorrow People/B2B Marketing
15. 14
Source: Hubspot
In 2014, leads sourced
through inbound practices
were consistently less
expensive than outbound
leads, regardless of
company size.
16. The most important lead
sources for marketers over
the last 6 months were:
15
Email marketing
Social media
Blogs
SEO
Source: Hubspot
17. of the most effective
B2B marketers have
a documented content
marketing strategy.
16
Source: Marketing Profs/Content Marketing Institute
18. 17 B2B marketers cite the
characteristics of a successful
content marketing plan as:
Relevant to
audience
Engaging
content
Appropriate
channels for
audience
Source: B2B Marketing
19. 18
86%of senior-level marketers agree
that it’s very important to create
a cohesive customer journey.
Source: Salesforce
20. 51% of marketers mark
themselves below average
at producing the correct
content for every stage of
the customer journey.
19 Source: Tomorrow People/B2B Marketing
22. 21
83% of B2B marketers
who fully integrate their
customer data across
their organisation said
they were effective at
creating a cohesive
customer journey
across all channels.
Source: Salesforce
23. 22
of marketing leaders reported
an increased need for data
and analytics expertise
over the past 12 months.
Source: Salesforce
46%
24. 23
55%
of B2B marketers plan
to increase their content
marketing spend in 2015.
Source: Marketing Profs/Content Marketing Institute
25. 85% of marketers practice
inbound marketing.
(You should probably join them)
24 Source: Hubspot
26. Give your sales team the gift
of an abundance of warm
leads this Christmas.
Get your free eGuide now: Hot
leads roasting on an open fire:
A Marketing Director’s guide