Inbox Insight has released a free report titled: “B2B Multi Channel Strategy: Market Research Report“. This comprehensive report aims to provide B2B marketers with the most relevant and timely multi channel insights to determine the essential components of an effective 2022 multi channel strategy. It sets out a solid understanding of the current state of multi channel marketing, key obstacles faced within current multi channel practices, and provides a blueprint for multi channel success.
Based on their own first party research conducted among 200 senior B2B marketing professionals within the Insights for Professionals (IFP) community, it explores the most utilized channels as identified by the research panel, channels most critical to success, and the top channels for intended investment this year.
One area where it is clear senior B2B marketers are intending to focus their resource in 2022 is Paid Social, with nearly half (46.5%) looking to invest more in this channel. Over a quarter (26%) of the research panel identified Paid Social as one of the most difficult channels to manage, supporting findings that more resource is needed to develop capabilities, skills and understanding of a channel so valuable to building brand awareness.
Direct Marketing is another channel senior B2B marketers are looking to invest in, with 42% intending to do so in 2022 and 30% believing this channel to be critical to their strategy. Direct Marketing has clearly not lost its prominence in the marketing arsenal with almost a third of B2B marketers still leveraging it. However, over a quarter (27.5%) find this channel the most difficult to manage – suggesting that behaviors of target audiences have shifted in recent years and therefore investment needs to focus around understanding how to engage effectively through Direct Marketing in today’s B2B landscape.
It is interesting to learn that almost half (49%) of senior B2B marketers outsource 50-75% of their channels. Is there a recurring lack of specialist inhouse skills required to manage specific channels? The data would suggest so.
Contributor to the report, Amie Lovell, believes: “An effective, fully integrated multi channel approach is key to delivering a seamless cross channel experience in 2022 and beyond. This is how to truly engage your target audience and provide the right content on the right channels at the right time.”
When asked about why they released the report at this time, Paul David, Marketing Director at Inbox Insight said: “As B2B marketers look to invest more resource in the channels identified from our first party research as we move through 2022, it is clear that numerous pain points exist for both UK and US marketers. Budget constraints, reporting, and delivering a unified multi channel strategy across all channels feature as some of the biggest obstacles felt across the board.”
He continues….. “Additionally, understanding what constitutes the most effective multi channel strategy reveals exactly where B2B marketers need to consider investing resource to drive the best performance from their currently utilized channels. It also provides a strong indication of the channels most suited to key marketing initiatives such as building brand awareness, to understand the most effective channels to leverage in line with the overarching marketing plan and objectives.”
Interested parties can find the report ready to download, for free, here.
Inbox Insight was founded in 2010 and is a B2B demand generation specialist within the B2B digital marketing industry. It is best known for enabling brands across the globe to reach the right decision makers within their target accounts and engage them through a series of tailored multi-channel strategies.
Its unique position within its industry gives it the authority to produce such a report as all research was conducted among senior B2B marketing professionals within the IFP community, all of who are relevant decision makers within their company.
If you are a senior B2B marketer looking for an instant snapshot into the most prevalent multi channel strategy insights for 2022, then this report could be a valuable asset to you.
More information on Inbox Insight can be found at https://www.inboxinsight.com/
The report “B2B Multi Channel Strategy: Market Research Report” can be downloaded now on the Inbox Insight website.
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