Inbound marketing is a tactic that B2B marketers acknowledge as an effective and valuable marketing strategy. However, many still struggle with their inbound marketing techniques — leading to a disconnect that harms overall engagement with prospective buyers.
A recent study from NetProspex, a data management services provider that was recently acquired by Dun & Bradstreet, shows that almost three-quarters (73%) of B2B organizations believe there is room for improvement in their inbound marketing efforts. B2B companies also state that improving lead quality (50%) is the most important objective for their inbound marketing strategies in 2015.
The study, titled: B2B Inbound Marketing Benchmarks, surveyed 270 marketing and sales professionals to analyze how they incorporate inbound marketing into their daily marketing initiatives. The study also examines how they plan to enhance their inbound marketing tactics throughout 2015. One highlight says that 46% of B2B marketers state that a lack of an effective strategy is the biggest inbound marketing challenge for B2B organizations. This challenge is closely followed by lack of content creation (42%).
Other key findings include:
- Content creation was highlighted as the most effective inbound tactic (66%), as well as the most difficult tactic to perfect (57%);
- Only 23% of B2B organizations have integration of their inbound tactics; and
- More than half (54%) of B2B companies cite SEO as a growing inbound strategy.
Click here for a full copy of the report.
