Trends in B2B Multi-Channel Marketing

For most B2B companies, email is the cornerstone of their marketing, but new trends in multi-channel marketing are changing the way companies are spending their time and marketing budgets.

The DemandGen 2018 Benchmark Survey Report (available for download here) shares the latest research around multi-channel marketing, revealing insightful trends among B2B organizations. 70% of B2B marketers report working with a larger budget this year, while companies are simultaneously seeking better lead quality (73%) and increased revenue from marketing.

Although email remains the most common channel for B2B marketers to drive leads (67%), many respondents are looking to deploy tools that will enable them to achieve more effective marketing across various channels. This multi-channel approach requires coordination between teams that handle social media, marketing automation, content development, and sales. It also often means bringing new tools into an already crowded marketing stack.

A cohesive multi-channel marketing approach will help marketers provide better lead quality as they generate more interactions and better data to score leads. Getting multi-channel marketing right will create a positive prospect experience and help sales close the deal.

Upstart Group works with clients to build their marketing engine and drive growth with strategies including multi-touch marketing. Get in touch for practical advice on how to make sure your marketing budget is working for you.