Social media? SEO? Email marketing? Which is the top source of leads and most-used marketing tool by B2B brands?

Back in November 2020, research by the CMO Council established 91% of consumers rate emails as the top communication channel they simply can’t go without.

Yet, it’s not only consumers who value email marketing. According to the 2021 B2B Marketing Mix Report, email is also the most implemented and used marketing tactic by B2B brands as well as the top source of leads. Here is an overview of B2B brands’ most implemented marketing tactics – 

  • Email marketing – 84%
  • Social media & social media advertising – 75%
  • Blogging and content marketing – 69%
  • SEO – 60%
  • Tradeshows & events – 54%
  • SEM – 46%

However, despite email being the most-used marketing tactics, B2B brands’ priorities differ when it comes to increasing their marketing spends. These are the top areas of marketing spend, according to the study – 

  • Website development – 51%
  • Digital marketing –  44%
  • Content marketing – 33%
  • Branding – 27%
  • Social media – 33%
  • Marketing & Sales Collateral – 21%
  • Marketing Automation & CRM software – 21%
  • Advertising (e.g. Google) – 16%
  • Email marketing – 16%
  • Tradeshows & events – 11%

Is it possible that B2B brands are not investing more in email marketing because they already have an email system that works in place? After all, the study shows that the top sources of sales and marketing leads are – 

  • Referrals – 65%
  • Email marketing – 38%
  • SEO – 33%
  • Social media – 33%
  • Tradeshows & events – 30%
  • Inbound & Content marketing – 30%
  • SEM – 21%

Furthermore, according to the report, the top 4 B2B objectives for 2021 are – 

1) increasing sales leads;
2) converting leads to customers;
3) increasing brand awareness; and
4) producing thought leadership.

To find out more marketing tactic stats, top areas of marketing spend and further details, download the report here.

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