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B2B Inbound Marketing: Top Tactics, Goals, and Challenges

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Only 27% of B2B leaders say their inbound marketing efforts are very successful in helping to achieve important objectives, according to a recent report from NetProspex and Ascend2.

Some 66% of B2B leaders view their efforts as somewhat successful, and just 7% say inbound marketing has not helped their business at all.

The report was based on data from a survey of 270 B2B businesspeople (40% C-suite leaders, 32% VPs/directors/managers, 28% other) from around the world (75% North America, 15% Europe, 10% other).

Below, additional key findings from the report.

Tactics


Content creation is rated as both the most effective inbound tactic and the most difficult to execute.

Objectives

Respondents rank improving lead quality and increasing sales revenue as the most important inbound marketing objectives for the year ahead.

Challenges 

Nearly half (46%) of respondents say lack of an effective strategy is a top obstacle to inbound marketing success.

Marketing Automation 

Some 55% of respondents make limited use of marketing automation to manage their inbound efforts.

About the research: The report was based on data from a survey of 270 B2B businesspeople (40% C-suite leaders, 32% VPs/directors/managers, 28% other) from around the world (75% North America, 15% Europe, 10% other).


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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 Dan M. Mon Feb 23, 2015 via web

    For those 72% that are using Marketing Automation, how important is it to have dedicated staff to administer the program?

  • by SalesPanda Mon Sep 28, 2015 via web

    As lead generation is one of the key factors as well as one of the major challenges faced by B2B companies, it's important that there is a right mix of SEO and webinars involved in the strategy part. This article http://resources.salespanda.com/showcase/Generate-B2B-Leads-with-InboundMar... by SalesPanda can help in showing the right direction for lead generation.

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