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Top B2B Marketing Channels and Tactics

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Company websites remain the top digital channel for B2B marketers, with 81% rating their sites as effective in helping accomplish key marketing goals, according to a recent report from Regalix.

Email ranks second, with 71% of B2B marketers saying it was effective in helping to achieve marketing goals in 2014.

Search engine optimization is the only other digital channel rated as effective by more than half (54%) of the B2B marketers surveyed.

Some 57% of B2B marketers say they plan to invest more budget in SEO in 2015, and 54% say they plan to spend more on social media this year.


B2B marketers are not convinced of the effectiveness of a number of mobile tactics, with 40% planning to decrease spend this year on QR codes and mobile messaging:

Below, additional key findings from the report, which was based on data from a survey of 351 B2B senior marketing executives and business leaders from around the world.

Offline Channels

Events are viewed as effective by 84% of B2B marketers, but no other offline channel is considered effective by more than one-fourth of respondents:

Content Types

Some 70% of B2B marketers surveyed say website content was effective in helping them achieve their goals last year.

Webinars (58%) and case studies (51%) are also considered effective by more than half of the B2B marketers surveyed.

About the research: The report was based on data from a survey of 351 B2B senior marketing executives and business leaders from around the world.


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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 Waleed R Tue Feb 10, 2015 via web

    Great article. Thanks for the analysis. I'd also like to know how the 351 participants were distributed industry wise.

  • by Jenny Björklund Wed Feb 11, 2015 via web

    A good read, thank you very much for your thought! One thing is missing in my opinion though, how these different tactics relate to the whole funnel? For example, mobile might not be a deal closing channel but it might be a brilliant way to drive traffic to your website and fill the top of the funnel.

  • by John Bottom Tue Feb 17, 2015 via web

    Ayaz - thanks for sharing this. Really interesting. The challenge for me is separating content formats from content 'types'. For example, comparing the effectiveness of ebooks v whitepapers v info graphics is a format issue. But finding out if case studies perform better or worse than opinion pieces is another thing altogether – and arguably more important to marketers. Having said that, studies like this are always so useful in giving an overview of what people are doing - so thanks again for writing it up so well! John

  • by Adi Thu Apr 14, 2016 via web

    Useful information, thanks!

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