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What Tactics Are BtoB Marketers Using Most?

August 10th, 2012 ::

By Rieva Lesonsky

If your small business markets products or services business-to-business, you’ll be interested to know what marketing tactics other BtoB companies are relying on most often. The Sagefrog Marketing Group B2B Marketing Mix Survey polled more than 150 marketers from a range of industries, and here’s what they found.

As might be expected, digital and social channels are playing a bigger role in BtoB marketing this year; companies also report that their ROI in these areas is rising. Four of the top five marketing tactics that BtoB companies are using are online—specifically, website development, email marketing, social media and search engine optimization (SEO).

Online marketing isn’t the only game in town. More traditional marketing methods, including trade shows, press releases, direct marketing and seminars, are still popular with BtoB companies. However, marketers are putting most of their money into digital marketing, including website development, email marketing and online marketing.

They’re also getting results, with email and online marketing now surpassing trade shows and events as the biggest sources of sales leads. The methods with the best ROI (in declining order) are:

  1. Online Marketing
  2. Email Marketing
  3. Trade Shows and Events
  4. Public Relations
  5. Advertising
  6. Direct Mail
  7. Telemarketing

BtoB companies are also moving aggressively into social media, with 70 percent of respondents spending at least one hour a week on this marketing channel and two-thirds reporting social media is important to their marketing mix.

The most popular social venues are LinkedIn (used by 79 percent) and Facebook (used by 65 percent). Twitter (54 percent), YouTube (40 percent) and Google+ (30 percent) followed, with social media upstart Pinterest used by 9 percent. Blogs are also popular, used by 48 percent of respondents (up from 34 percent last year). Finally, online videos are on the rise, used by 35 percent of marketers (up from 29 percent last year).

How does your BtoB company’s marketing strategy compare?

Image by Flickr user Social Biz Solutions (Creative Commons)

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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Posted in Business Development, Email Marketing, Marketing, Sales Process, sales process, Small Business, small business, Social Media | 1 Comment »