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B2B Inbound Marketing Snapshot: Top Goals, Tactics, and Challenges

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B2B inbound marketers say their top objectives for the year ahead are to boost conversion rates and improve the quality of leads, according to a recent report from Ascend2.

The report was based on data from a survey of 270 marketing, sales, and business professionals from around the world who use inbound marketing tactics (75% B2B-focused, 25% B2C).

Just under half of respondents (49%) say increasing conversion rates is one of their most important inbound marketing objectives in the next 12 months. A similar number (48%) say improving lead quality is a top goal.

Other key objectives include: Growing sales revenue (46% of respondents cite as important), increasing the quantity of leads (44%), improving brand awareness (31%), and boosting website traffic (29%).


Below, additional key findings from the report.

Most Effective Tactics

  • 59% of respondents say content creation is one of most effective inbound tactics they employ.
  • 54% say search engine optimization is effective.
  • Just 38% of respondents cite social media as one of the most effective inbound tactics.

Most Difficult Tactics

  • Content creation, in addition to being one the most effective tactics, is also seen as being one of the most difficult tactics to execute (54% of respondents cite as difficult).
  • Other top challenges include: Integrating inbound tactics (39% cite as difficult), search engine optimization (30%), and website design optimization (26%).

Top Challenges

  • 69% of respondents say their inbound marketing efforts are "somewhat successful"; 23% say they are "very successful"; and 8% say they are "not successful."
  • 46% say one of their biggest obstacles is the lack of an effective strategy.
  • 41% say the inability to properly tackle content creation is a top challenge.

About the research: The report was based on data from a survey of 270 marketing, sales, and business professionals from around the world who use inbound marketing tactics (75% B2B-focused, 25% B2C).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Subbiah AR Tue Sep 9, 2014 via web

    SEO and Blogging are the major factors that will improve the ranking of a B2B portal. This is a very good statistic and it will certainly help B2B companies like us.

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