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Marketers say accurate measurement is the most important element of a successful B2B multichannel marketing strategy, according to recent research from ActOn and Ascend2.

The report was based on data from a survey conducted in June 2022 among 98 marketers who work for B2B firms.

Some 72% of respondents say accurate measurement of performance is one of the most essential elements of a successful B2B multichannel marketing strategy. Other top elements include integrated marketing technology (40% cite as an essential element), dashboards/visualizations of analytics (40%), and an optimized channel mix (38%).

Most essential elements of a multichannel marketing strategy survey results

Some 54% of B2B marketers say their current marketing technology stack partially allows them to measure multichannel marketing initiatives across all channels.

Does your current martech stack allow you to measure multichannel marketing initiatives survey results

B2B marketers say their biggest challenges to executing successful multichannel marketing are insufficient budget/resources (50% cite) and a lack of an efficient strategy (47%).

Greatest challenges to executing a successful multichannel marketing strategy survey results

Some 72% of B2B marketers rate their current multichannel marketing strategy as somewhat successful.

Rating the success of your multichannel marketing strategy in achieving objectives survey results

About the research: The report was based on data from a survey conducted in June 2022 among 98 marketers who work for B2B firms.

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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