But something doesn’t exactly click once it goes live. Your B2B digital marketing strategy is leaving a lot to be desired -- namely new customers and leads.
Sometimes strategic marketing efforts don’t end up working out entirely as planned. As disappointing as that may be, there is good news when that happens: A struggling marketing strategy does provide plenty of opportunities for quick wins and major improvements.
Keep reading for nine statistics that can help you evaluate and redevelop your overall B2B digital marketing strategy for 2027.
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If you’re re-evaluating your B2B strategy, it can help to look beyond the big picture. We’ve gathered some statistics to help identify even more opportunities: |
Email newsletters are often overlooked in strategy, as they have a stigma of low conversions and engagement. However, one study noted that 60% of readers downloaded a spec sheet, 30% registered for a webinar or event, and 19% contacted a vendor. While you may not see immediate results from emails, this study is promising for long-term and consistent email outreach.
The reason for this is simple: blogs give businesses more valuable content to share through email. Instead of relying directly on the blog page, using promotional platforms like email and socials increases traffic to emails. Over time, blog content can strengthen the connection between email and website, with the hopes of increased engagement, as well.
We know that a lot of companies use blogs as part of their content strategies. These strategies are carefully curated based on trending industry topics, search engine optimization research, FAQs, and more.
Blogs are also intended to be educational, helping answer questions your ideal customer is already researching online. Instead of using sales language to promote a product or service, choose a stage of the buyer’s journey to hone in on and provide real value. This creates a win-win for both the company and its customers.
The takeaway isn’t simply to publish more content. It’s to publish high-quality, purposeful content on a consistent basis. An intentional, well-planned blog post can provide more value than writing 2 blogs a month just to write them.
This statistic proves why it is so important to continue to improve your website. Not only for current customers, but for new leads visiting your site for the first time. No matter how niche or “industrial” you are, your website is still your digital storefront.
With all those views up for grabs, you want to make it easy for users to find you by modernizing your site for SEO and AEO. And once they do, the user experience should be simple, yet effective.
Social media is one tool that is often overlooked in a B2B digital marketing strategy. Both organic social and paid social, when done right, can be effective. Some of the top platforms for B2B clients are LinkedIn and Facebook. While organic social traffic can drive leads and generate contacts, paid social is a fast-track way to gain impressions and potentially leads.
Video can be applied on a business’ site or through social media platforms. Short-form content tends to outperform longer-form content for B2Bs, due to the nature of short attention spans. This is not to say that long-form content is dead, and a combination of both is healthy.
When a customer is looking to engage with a business, detailed, longer-form, company-specific content showcases a company’s role in the industry. While blogs can be effective for more top-funnel stages, case studies provide deeper insight into lower-funnel decisions.
There are many AI tools available for your digital strategy. When used responsibly, AI improves content production and how your company shows up in search. This is what we call answer engine optimization and generative engine optimization.
Now, AI marketing isn’t necessarily a competitive advantage; it’s more of an equalizer. If you aren’t integrating some sort of AI into your marketing strategy, you’re falling behind.
This statistic solidifies and summarizes the entirety of the above. By providing technical, useful information to buyers, there is a much higher chance of conversion. Again, this includes blogs, guides/ebooks, white papers, webinars, and more.
The key to an effective B2B digital marketing strategy is testing and patience. Not everything will work on the first go or deliver day-of results. What may work for one company may not work for another. A few things to evaluate when making those decisions:
By using the statistics above, your team can evaluate which content marketing pieces will best fit your business and customers’ needs. If your goal is leads and sales, you’re now one step closer to both.
For a brand awareness look at how to improve your digital lead gen, check out our online marketing audit guide:
(Editor's note: This article was originally published in October 2017 and was recently updated.)