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.
B2Cs are more confident than B2Bs in social media (28% vs. 23%), whereas tactics such as blogging and marketing analytics appear to be equally effective for B2Bs and B2Cs.
The most effective marketing tactics appear to be the most difficult to execute.
Among B2Bs, content creation—ranked as the second most effective tactic—ranks as one of the most difficult tactics to execute (39%). Conversion rate optimization and social media also rank high in difficulty (39% and 34%, respectively.)
Meanwhile, B2Cs rank social media (46%) as the tactic most difficult to execute. Conversion rate optimization is ranked second (41%), followed by content creation (35%).
Measuring website traffic still matters most to marketers.
Asked which performance metrics they track, 79% of B2Bs and 78% of B2Cs 78% cite website traffic. Lead conversion rates are also a key metric for B2Bs and B2Cs (62% and 61%, respectively) as are the quantity of sales leads (62% and 54%, respectively).
Fewer B2Bs and B2Cs track quality of sales leads (34% and 46%, respectively) and awareness or reputation metrics (26% and 41%, respectively).
About the data: Findings are based on a survey of 456 marketing professionals worldwide, conducted in January 2013 by Ascend2.
Continue reading "B2B vs. B2C Marketing: Top Objectives, Tactics, and Metrics" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Marketing Strategy:
How to Identify and Prevent B2B Channel Conflict
You have a big channel partner who has doubled your sales. Yeah! But then the partner starts making decisions willy-nilly without checking with you. D'oh! Here's how to prevent similar conflicts. read this »
Could NFTs Replace Your CRM Strategy?
Do the potentials of blockchain technology go beyond the novelty of "owning" a digital piece of art? Perhaps. Future marketers could harness NFTs for functions typically associated with customer relationship management. read this »
Why ABM Should Be Supported—Not Driven—by Tech and Demand Gen
Is your ABM strategy following deals through close, or is it focused only on the top of the funnel? If the latter, your strategy is actually limited to tech and demand gen instead of true ABM. read this »
What Marketers Need to Know About NFTs
Okay, we've all heard about NFTs. But are they actually useful in the marketing world? How can brands incorporate them into their strategy? The answer may lie in community-building. read this »
The B2B Marketing-Sales Divide: More Leads vs. Better Leads
B2B marketers say their biggest marketing concern is how to generate more leads, whereas B2B salespeople say their biggest marketing concern is how to improve lead quality, according to recent research from SharpSpring and Ascend2. read this »
How to Create a Successful Pride Campaign
Pride Month is upon us, and many companies will rebrand with rainbows to mark the occasion. But running Pride campaigns without aligning your brand with LGBT struggles is disingenuous. Here's how to do Pride Month right. read this »