Our pick of the most important B2B digital marketing statistics for 2017
Our Infographic of the Week has the key insights to guide your strategy this year
September 20, 2017
You’ve got to love a piece of content that delivers exactly what it promises. That’s what you get with The Most Important B2B Digital Marketing Statistics for 2017. This Infographic features no less than 24 statistics to help plan and build a digital marketing strategy. It covers everything from the growing importance of mobile and younger influencers on business decisions, to the particular effectiveness of LinkedIn for B2B, and the latest stats on the effectiveness of content and influencer marketing.
The Most Important B2B Digital Marketing Statistics for 2017 was compiled by the SEO company Bubblegum Search. However, it in no way restricts itself to the most compelling stats around search marketing. Like all the best Infographics it’s really well sourced, seeking out the most relevant, current data for every area of a B2B marketing strategy. And even though we’re already more than half way through 2017, these insights are as relevant now as they were at the start of the year.
Scroll down for the most important B2B digital marketing statistics for 2017 Infographic – then scroll down a bit more for the stats that most caught my eye:
My pick of the five most valuable insights amongst these B2B digital marketing stats:
84% of millennial B2B buyers think of their mobile device as an essential work tool – and 76% of older B2B buyers do as well
The need for more mobile B2B content isn’t arriving – it’s arrived. B2B influencers and decision-makers of all kinds expect to find, engage with and consume content on their mobile devices. That’s why 57% of engagement on LinkedIn now takes place on mobiles – and why mobile-optimised experiences such as LinkedIn Lead Gen Forms have such a positive impact on effectiveness and ROI. Forcing audiences to consume content on a desktop machine is bound to deliver diminishing returns.
64% of senior employees have the final say on B2B purchase decisions – but 81% of non-senior employees exert influence over them
The more we understand about the buying committees involved in B2B purchases, the more nuanced the process of influencing those choices becomes. Account-based targeting will be at its most effective when it integrates different types of activity to address the needs of a broad range of potential influencers.
LinkedIn is the most effective social media platform for B2B marketing
It’s not just the fact that 94% of B2B marketers use LinkedIn that’s significant; 66% rate it as their most effective social media platform for B2B marketing.
Why would you choose between social media and search marketing?
That’s the inescapable conclusion from looking at Bubblegum’s chosen stats on social media and Pay per Click (PPC) campaigns. Both are almost equally effective – and of course, they can deliver significant benefits to one another. Leveraging your search marketing keywords for skills-based targeting on LinkedIn is a great way to target relevant audiences.
Quality content and a commitment to measurement works
According to 85% of B2B marketers, improving content quality and efficiency is the key contributor to more effective content marketing. A further 42% refer to a commitment to measurement and optimisation. It’s no coincidence that those investing in original, value-adding content – and committing to learning from how audiences respond to it – are those delivering the best results through B2B content marketing.
This infograhic was created by Bubblegum.