The report was based on data from a survey conducted in November and December 2016 of 179 B2B marketers in the United States. Respondents work for firms in a range of industries, with the largest share coming from the software (39%) and business services (17%) verticals.
The most applied digital channels by B2B marketers are social media (95%), email (93%), and organic search (91%).
Email ranks as the top channel for driving leads (73% of respondents say it does so), followed by organic search (70%).
The most common content type created by B2B marketers is blog posts (82% say they publish them).
Whitepapers rank as the top content type for driving leads (53% of respondents say they do so), followed by webinars (50%).
The most used social networks by B2B firms for marketing/lead generation purposes are LinkedIn (89% use) and Twitter (86%).
LinkedIn ranks as the top social network for driving leads (62% of respondents says it does so), followed by Facebook (37%).
About the research: The report was based on data from a survey conducted in November and December, 2016, of 179 B2B marketers in the United States. Respondents work for firms in a range of industries, with the largest share coming from the software (39%) and business services (17%) verticals.
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