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Nearly three-quarters (74%) of B2B marketers say their firm is spending more on digital marketing this year, according to recent research from Wpromote and Ascend2.

The report was based on data from a survey conducted in May 2022 among 321 marketing professionals who work for US B2B businesses earning annual revenue of over $5M, with 50 or more employees.

The digital channels B2B firms are investing in most are social media (52% of respondents say their company has increased budget for), content marketing (44%), and paid search (32%).

Digital channels B2B firms expect to increase spend on

B2B marketers rank website content and interactive content as the top upper-funnel digital marketing tactics.

Top 5 upper-funnel tactics according to B2B marketers

B2B marketers rank email as the top lower-funnel digital marketing tactic.

Top 5 bottom-funnel tactics according to B2B marketers

B2B marketers say social media, content marketing, and email are the most effective digital channels for driving revenue.

Most effective digital channels at driving revenue

About the research: The report was based on data from a survey conducted in May 2022 among 321 marketing professionals who work for US B2B businesses earning annual revenue of over $5M, with 50 or more employees.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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