A Snapshot of B2B Digital Marketing Stats for 2017

76% of gen X (36–51 year-olds) and 60% of baby boomers (aged 52+) feel that for B2B mobile usage is mandatory. 84% of millennial B2B buyers believe their mobile device is essential to work. Only 50% of B2B organizations have a responsive website which suggests that adopting one soon could give you a competitive advantage. 64% of senior level employees have the final authority on purchases. 81% of non-senior staff have influence over purchasing decisions.

LinkedIn is the most effective social media marketing platform — 66% of users report that they see good results from the site and 94% of B2B marketers currently use it as a marketing tactic. Instagram is one of the fastest growing platforms — it has 700 million daily active users, 80% of whom are under the age of 35. Only 33% of B2B brands currently use the platform. Social media marketing is popular, but less effective than PPC.

Usage and time investment — 89% of B2B marketers use content marketing as a strategy. 62% report that their content marketing is more successful than it was one year ago. Only 6% say that their level of content marketing usage is ‘’sophisticated’’, i.e, that they’re accurately measuring the success of their efforts.

What drives success?

53% of B2B marketers say that their content marketing approach is moderately successful with only 21% believing it to be very or extremely successful. 85% of marketer’s success was down to improving the quality and efficiency of content creation. 42% said that the ability to measure content marketing results was what drove success.

Effective Distribution

50% of marketers put success down to better content distribution. 93% of B2B marketers report that email is the most-used distribution channel. 54% of emails are opened on a mobile device, which proves that mobile-friendly email is critical.

Paid Offline

58% of B2B marketers use print and offline advertising methods. 24% of users find it effective — making it the least successful paid marketing method.

Word of Mouth

Retention rates for word of mouth marketing can be as much as 37% higher than other methods.