B2B and B2C marketers tend to have different marketing objectives for their businesses; not surprisingly, they also have different views on which marketing tactics are the most effective, according to a survey from Ascend2.
Among B2B marketers surveyed, increasing the quality (49%) and quantity (49%) of sales leads are top objectives, followed by boosting lead conversion rates (41%).
By contrast, B2C marketers are primarily focused on increasing lead conversion rates (54%) and driving website traffic (43%):
Below, additional findings from Ascend2's Marketing Strategy Outlook Survey, based on a poll of 456 marketing executives worldwide.
Most Effective Tactics
Though email is still the most effective marketing tactic for both B2Bs (58%) and B2Cs (63%), that’s where most of the similarities end.
B2Bs rank content creation (42%) and lead management (35%) as their second- and third-most effective tactics, respectively, whereas B2Cs rank organic search (SEO) (39%) and paid search (35%) near the top.