B2B marketers count lead generation as their top marketing objective, while B2C marketers are most heavily focused on driving sales this year, according to Webmarketing123’s latest annual State of Digital Marketing” report [download page]. The survey’s findings are split into B2B and B2C segments, allowing for a comparison of both groups. The results suggest that while B2B buying may be starting to resemble consumer practices, B2B and B2C marketers still hold different priorities and favor different tactics.
As such, the following is a brief list of highlights from the study detailing similarities and differences between B2B and B2C respondents:
- Proving ROI is the top challenge this year for B2B marketers, narrowly edging generating and converting leads, though converting leads is B2C marketers’ top challenge;
- Social media (87%) trumps email (80%) as B2C marketers’ most popular channel, while email (93%) gets the nod over social (87%) for B2B respondents;
- Of 5 channels identified, email drives more revenue than SEO or paid search for B2B marketers, while paid search is the primary revenue driver for B2C marketers;
- When it comes to the social channels that drive revenues, LinkedIn is tops for B2B marketers, while Facebook reigns among B2C respondents, with this the latest piece of research to show that LinkedIn is the preferred network among B2B marketers;
- B2C marketers are more likely than their B2B counterparts to have mobile-friendly websites (75% vs. 64%); while
- B2B marketers are more apt to have a blog (60% vs. 49%);
- Of the digital content marketing tactics identified, video is the one that is both most-used and considered most-effective by each group;
- B2B marketers are more likely to be using infographics than B2C marketers and are more likely to find them effective; and
- B2B marketers have adopted marketing automation at a greater rate than B2C respondents (65% vs. 55%).
About the Data: The results are based on a survey of more than 600 US digital marketers.