Marketing strategy

Successful B2B multi-channel marketing strategy

Marketers say accurate measurement is the most important element of a successful B2B multi-channel marketing strategy, according to recent research by ActOn and Ascend2.

The report was based on data from a June 2022 survey of 98 marketers who work for B2B companies.

Some 72% of respondents say that accurate performance measurement is one of the most essential elements of a successful B2B multi-channel marketing strategy. Other top elements include integrated marketing technology (40% cite as essential), analytics dashboards/visualizations (40%) and an optimized channel mix (38%).

Some 54% of B2B marketers say their current marketing technology stack partially enables them to measure multichannel marketing initiatives across all channels.

Does your current martech stack allow you to measure the results of surveys on multi-channel marketing initiatives

B2B marketers say their biggest challenges to executing successful multi-channel marketing are insufficient budget/resources (50% cite) and lack of an effective strategy (47%).

Biggest Challenges to Executing a Successful Multi-Channel Marketing Strategy Survey Results

Some 72% of B2B marketers rate their current multi-channel marketing strategy as somewhat successful.

Assessing the success of your multi-channel marketing strategy in achieving survey results

About research: The report was based on data from a June 2022 survey of 98 marketers who work for B2B companies.