Statista Dossier
B2B marketing in the U. S. - Statista Dossier
© Statista, Inc. (NY)
B2B marketing in the U. S. - Statista Dossier
Table of Contents
Industry overview
07
Growth of the global B2B media revenue 2013-2018, by platform
08
Quarterly revenue of B2B media industry in the U.S. 2012-2014
09
B2B e-commerce volume in the United States 2006-2013
10
B2B ad spend growth in the U.S. 2013-2014
11
B2B ad spend growth in the U.S. 2014, by medium
12
CRM industry revenue in the U.S. 2013-2018
Budgeting
14
Allocation of B2B marketing budgets in North America 2015
15
Change of B2B content marketing budgets in North America 2014
16
Content marketing budgets as share of total budgets in North America 2011
17
Share of digital in B2B marketing spending in the U.S. 2014
18
B2B demand generation: cost-per-lead in the U.S. 2014, by channel
Marketing strategies
20
B2B marketing: leading customer marketing acitivities worldwide 2014
21
Leading content distribution platforms for B2B marketing in the U.S. 2014
22
Software solutions used for B2B demand generation in the U.S. 2014
23
Marketing automation platforms used by B2B marketers in the U.S. 2013
24
B2B lead generation: incentives offered 2014
25
Most valuable B2B marketing automation system features 2015
Marketing effectiveness
27
Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015
28
Most important attributes of effective B2B content marketing 2015
29
B2B lead generation: most effective tactics worldwide 2014
30
B2B event marketing: most effective channels according to marketers in 2014
31
B2B lead-to-deal conversion rates in the U.S. 2014, by channel
32
E-mail marketing performance in the business services sector in N. America 2014
33
Effectiveness of B2B social media content marketing tactics in North America 2014
Content marketing
35
Use of content marketing among B2B marketers in North America 2012-2014
36
Organizational goals for content marketing in North America 2014
37
B2B content marketing challenges in North America 2014
38
Departments in charge of B2B content marketing in North America 2014
39
Leading content distribution platforms for B2B marketing in the U.S. 2014
40
Advertising usage among B2B content marketers in North America 2014
41
Effectiveness ratings of B2B content marketing tactics in North America 2014
B2B marketing in the U. S. - Statista Dossier
Industry overview
Industry overview
Growth of the global B2B media revenue 2013-2018, by platform
Compound annual growth rate of global business-to-business media
revenue between 2013 and 2018, by platform
Note: Worldwide; forecast
Further information regarding this statistic can be found on page 43.
Source: PwC; ID 307287
7
Industry overview
Quarterly revenue of B2B media industry in the U.S. 2012-2014
Revenue of B2B media industry in the United States from 1st quarter 2012
to 2nd quarter 2014 (in billion U.S. dollars)
Note: United States; includes revenue for events, print, digital and data
Further information regarding this statistic can be found on page 44.
Source: ABM; ID 368868
8
Industry overview
B2B e-commerce volume in the United States 2006-2013
B2B e-commerce volume in the United States from 2006 to 2013 (in billion
U.S. dollars)
Note: United States; 2006 to 2013
Further information regarding this statistic can be found on page 45.
Source: US Census Bureau; ID 239366
9
Industry overview
B2B ad spend growth in the U.S. 2013-2014
Change in advertising spending of leading 100 business-to-business
advertisers in the United States in 2013 and 2014
Note: measured media
Further information regarding this statistic can be found on page 46.
Source: Advertising Age; Kantar Media; ID 353630
10
Industry overview
B2B ad spend growth in the U.S. 2014, by medium
Change in advertising spending of the leading 100 business-to-business
advertisers in the United States in 2014, by medium
Note: measured media
Further information regarding this statistic can be found on page 47.
Source: Advertising Age; Kantar Media; ID 320012
11
Industry overview
CRM industry revenue in the U.S. 2013-2018
Customer relationship management (CRM) industry revenue in the United
States from 2013 to 2018 (in billion U.S. dollars)
Note: United States; May 2013; forecast
Further information regarding this statistic can be found on page 48.
Source: Advertising Age; MarketsandMarkets; ID 368167
12
B2B marketing in the U. S. - Statista Dossier
Budgeting
Budgeting
Allocation of B2B marketing budgets in North America 2015
Budget allocation of B2B marketing budgets in North America in 2015
Note: North America; 2014; 18 years and older; 132 Respondents; among B2B senior marketing professionals from companies that sell primarily or in part
to other businesses, who work at comopanies with100 or more employees and who have budget or management responsibility
Further information regarding this statistic can be found on page 49.
Source: MarketingCharts; Forrester Research; ID 381584
14
Budgeting
Change of B2B content marketing budgets in North America 2014
Is your B2B content marketing spending going to increase or decrease
over the next 12 months?*
Note: North America; July and August 2014; 1,820; among B2B marketers
Further information regarding this statistic can be found on page 50.
Source: MarketingProfs; Content Marketing Institute; ID 372832
15
Budgeting
Content marketing budgets as share of total budgets in North America 2011
Share of content marketing in marketing budgets in North America 2011,
by company size
Note: North America; August 2011; 1,092; among B2B marketers
Further information regarding this statistic can be found on page 51.
Source: MarketingProfs; Content Marketing Institute; ID 235188
16
Budgeting
Share of digital in B2B marketing spending in the U.S. 2014
What percent of your marketing budget was spent on digital marketing?
Note: United States; 364 Respondents; among B2B marketing professionals
Further information regarding this statistic can be found on page 52.
Source: Advertising Age; Various sources (B2B Magazine); ID 368049
17
Budgeting
B2B demand generation: cost-per-lead in the U.S. 2014, by channel
Perception of lead generation cost (cost-per lead) among B2B marketers
in the United States as of October 2014, by channel
Note: United States; 200 Respondents; among B2B marketing professionals
Further information regarding this statistic can be found on page 53.
Source: Website (Software Advice); MarketingCharts; ID 368308
18
B2B marketing in the U. S. - Statista Dossier
Marketing strategies
Marketing strategies
B2B marketing: leading customer marketing acitivities worldwide 2014
Leading customer marketing activities used by B2B marketers worldwide
as of September 2014
Note: August 13 to September 2, 2014; 237 Respondents; among B2B marketers
Further information regarding this statistic can be found on page 54.
Source: MediaPost; Website (Influitive); ID 333869
20
Marketing strategies
Leading content distribution platforms for B2B marketing in the U.S. 2014
Leading content distribution platforms for business-to-business
marketing in the United States as of May 2014
Note: United States; as of May 2014; 364 Respondents; among B2B marketing professionals
Further information regarding this statistic can be found on page 55.
Source: Advertising Age; ID 368188
21
Marketing strategies
Software solutions used for B2B demand generation in the U.S. 2014
Software solutions used for B2B demand generation in the United States
as of October 2014
Note: United States; 200 Respondents; among B2B marketing professionals
Further information regarding this statistic can be found on page 56.
Source: Website (Software Advice); ID 368278
22
Marketing strategies
Marketing automation platforms used by B2B marketers in the U.S. 2013
What marketing-allocation platform(s) do you actively use?
Note: United States; September 2013; 18 years and older; 905 Respondents; among B2B marketing professionals
Further information regarding this statistic can be found on page 57.
Source: Advertising Age; Various sources (Pepper Global); ID 368123
23
Marketing strategies
B2B lead generation: incentives offered 2014
What did you offer prospects in return for their contact information or
lead gen opt-in?
Note: Worldwide; February 2014; 399 Respondents; among B2B marketers
Further information regarding this statistic can be found on page 58.
Source: MediaPost; Chief Marketer; ID 368712
24
Marketing strategies
Most valuable B2B marketing automation system features 2015
What are the most valuable features of a marketing automation system?
Note: Worldwide; February 2015; among marketers, sales, and business professionals: 76 percent of respondents were B2B-focused
Further information regarding this statistic can be found on page 59.
Source: Ascend2; MarketingCharts; ID 406647
25
B2B marketing in the U. S. - Statista Dossier
Marketing effectiveness
Marketing effectiveness
Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015
Leading marketing channels influencing revenue growth according to
B2B and B2C professionals in the United States in 2015
Note: 600 Respondents; among digital marketers
Further information regarding this statistic can be found on page 60.
Source: Various sources (Webmarketing123); MarketingCharts; ID 400082
27
Marketing effectiveness
Most important attributes of effective B2B content marketing 2015
Leading attributes of content marketing effectiveness according to B2B
marketing professionals as of January 2015
Note: Worldwide; North America; January 9 to 20, 2015; among senior B2B marketing leaders and business leaders: 72 percent of respondents were based
in North America
Further information regarding this statistic can be found on page 61.
Source: Various sources (Regalix); MarketingCharts; ID 405290
28
Marketing effectiveness
B2B lead generation: most effective tactics worldwide 2014
Most effective business-to-business lead generation tactics worldwide as
of February 2014
Note: Worldwide; February 2014; 399 Respondents; among B2B marketers
Further information regarding this statistic can be found on page 62.
Source: MediaPost; Chief Marketer; ID 368739
29
Marketing effectiveness
B2B event marketing: most effective channels according to marketers in 2014
Most effective channels used to market B2B events according to
marketers worldwide in 2014
Note: Worldwide; North America; Novemebr 6 to 14, 2014; 212 Respondents; among senior marketing execs and business leaders
Further information regarding this statistic can be found on page 63.
Source: MarketingCharts; Various sources (Regalix); ID 374644
30
Marketing effectiveness
B2B lead-to-deal conversion rates in the U.S. 2014, by channel
Lead-to-deal conversion rate among B2B companies in the United States
in October 2014, by channel
Note: United States; October 2014; based on CRM data from clients of Implisit; broader industry metrics may vary
Further information regarding this statistic can be found on page 64.
Source: Various sources (Implisit); ID 384617
31
Marketing effectiveness
E-mail marketing performance in the business services sector in N. America 2014
E-mail marketing performance metrics in the business products and
services sector in North America from Q4 2010 to Q2 2014
Note: North America; Q4 2010 to Q2 2014
Further information regarding this statistic can be found on page 65.
Source: Epsilon; Email Experience Council; ID 235410
32
Marketing effectiveness
Effectiveness of B2B social media content marketing tactics in North America 2014
How do you assess the effectiveness of the following social media
platforms for B2B marketing?
Note: North America; July and August 2014; 1,820; among B2B marketers
Further information regarding this statistic can be found on page 66.
Source: MarketingProfs; Content Marketing Institute; ID 311524
33
B2B marketing in the U. S. - Statista Dossier
Content marketing
Content marketing
Use of content marketing among B2B marketers in North America 2012-2014
Use of content marketing among B2B marketers in North America from
2012 to 2014
Note: North America; July and August 2014; 2012: n=1,416; 2013: n=1,217, 2014: n=1,820; among B2B marketers
Further information regarding this statistic can be found on page 67.
Source: MarketingProfs; Content Marketing Institute; ID 251444
35
Content marketing
Organizational goals for content marketing in North America 2014
What are the goals for content marketing in your company?
Note: North America; July and August 2014; 1,820; among B2B marketers
Further information regarding this statistic can be found on page 68.
Source: MarketingProfs; Content Marketing Institute; ID 235180
36
Content marketing
B2B content marketing challenges in North America 2014
Largest B2B content marketing challenges in North America as of August
2014
Note: North America; July and August 2014; 1,820; among B2B marketers
Further information regarding this statistic can be found on page 69.
Source: MarketingProfs; Content Marketing Institute; ID 245138
37
Content marketing
Departments in charge of B2B content marketing in North America 2014
Departments responsible for B2B content marketing in North America as
of August 2014
Note: North America; July and August 2014; 1,820; among B2B marketers
Further information regarding this statistic can be found on page 70.
Source: Content Marketing Institute; MarketingProfs; ID 328614
38
Content marketing
Leading content distribution platforms for B2B marketing in the U.S. 2014
Leading content distribution platforms for business-to-business
marketing in the United States as of May 2014
Note: United States; as of May 2014; 364 Respondents; among B2B marketing professionals
Further information regarding this statistic can be found on page 71.
Source: Advertising Age; ID 368188
39
Content marketing
Advertising usage among B2B content marketers in North America 2014
Which paid advertising methods do you use to promote/distribute
content?
Note: North America; July and August 2014; 1,820; among B2B marketers
Further information regarding this statistic can be found on page 72.
Source: Content Marketing Institute; MarketingProfs; ID 328641
40
Content marketing
Effectiveness ratings of B2B content marketing tactics in North America 2014
How effective are the following content marketing tactics for B2B
marketing?
Note: North America; July and August 2014; 1,820; among B2B marketers
Further information regarding this statistic can be found on page 73.
Source: MarketingProfs; Content Marketing Institute; ID 245127
41
B2B marketing in the U. S. - Statista Dossier
References
References
Growth of the global B2B media revenue 2013-2018, by platform
Compound annual growth rate of global business-to-business media
revenue between 2013 and 2018, by platform
Source and methodology information
Notes:
n.a.
Source
PwC
Conducted by
PwC
Survey period
June 2014
Region
Worldwide
Number of respondents
n.a.
Age group
n.a.
Special characteristics
forecast
Published by
PwC; Website (primaonline.it)
Publication date
June 2014
Original source
primaonline.it
Website URL
http://www.statista.com/statistics/307287/growth-ofglobal-b2b-media-revenue-by-platform/
43
References
Quarterly revenue of B2B media industry in the U.S. 2012-2014
Revenue of B2B media industry in the United States from 1st quarter 2012
to 2nd quarter 2014 (in billion U.S. dollars)
Source and methodology information
Notes:
n.a.
Source
ABM
Conducted by
ABM
Survey period
Q1 2012 to Q2 2014
Region
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
includes revenue for events, print, digital and data
Published by
ABM
Publication date
September 2014
Original source
abmassociation.com
Website URL
http://www.statista.com/statistics/368868/b2b-mediaindustry-revenue-usa/
44
References
B2B e-commerce volume in the United States 2006-2013
B2B e-commerce volume in the United States from 2006 to 2013 (in billion
U.S. dollars)
Source and methodology information
Notes:
Source
US Census Bureau
Values regarding 2011 to 2013 were calculated from total U.S. manufacturing
shipments and merchant wholesale trade sales including MSBOs. Values
regarding the preceeding years were taken from previous U.S. Census
Bureau E-Stats reports.
Conducted by
US Census Bureau
Survey period
2006 to 2013
Region
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
US Census Bureau
Publication date
May 2015
Original source
2013 E-stats report, table 1 and 2
Website URL
http://www.statista.com/statistics/239366/us-b2b-ecommerce-volume-since-2006/
45
References
B2B ad spend growth in the U.S. 2013-2014
Change in advertising spending of leading 100 business-to-business
advertisers in the United States in 2013 and 2014
Source and methodology information
Source
Advertising Age; Kantar Media
Conducted by
Kantar Media
Survey period
2013 and 2014
Region
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
measured media
Published by
Advertising Age
Publication date
September 2015
Original source
adage.com
Website URL
http://www.statista.com/statistics/353630/b2b-adspend-growth-medium-usa/
Notes:
Measured media from WPP's Kantar Media based on spending in 19 media:
consumer magazines, Sunday magazines, local magazines, business-tobusiness magazines, local newspapers, national newspapers, free-standing
inserts, broadcast network TV, broadcast spot TV, national syndicated TV,
network cable TV, network radio, national spot radio, local radio, Spanishlanguage media (magazines, newspapers, TV networks), outdoor and
internet (display advertising; excludes paid search, video and other forms of
internet advertising). Unmeasured spending figures are Ad Age DataCenter
estimates including direct marketing, promotion, internet paid search, social
media and other forms of spending not included in the 19 measured media.
For more information, see the methodology . Figure for 2013 comes from an
earlier AdAge publication.
46
References
B2B ad spend growth in the U.S. 2014, by medium
Change in advertising spending of the leading 100 business-to-business
advertisers in the United States in 2014, by medium
Source and methodology information
Source
Advertising Age; Kantar Media
Conducted by
Kantar Media
Survey period
2013 and 2014
Region
United States
Number of respondents
100
Age group
n.a.
Special characteristics
measured media
Published by
Advertising Age
Publication date
August 2015
Original source
adage.com
Website URL
http://www.statista.com/statistics/320012/b2b-adspend-change-medium-usa/
Notes:
* Includes business publications. ** Broadcast and cable. Measured media
from WPP's Kantar Media based on spending in 19 media: consumer
magazines, Sunday magazines, local magazines, business-to-business
magazines, local newspapers, national newspapers, free-standing inserts,
broadcast network TV, broadcast spot TV, national syndicated TV, network
cable TV, network radio, national spot radio, local radio, Spanish-language
media (magazines, newspapers, TV networks), outdoor and internet (display
advertising; excludes paid search, video and other forms of internet
advertising). Unmeasured spending figures are Ad Age DataCenter estimates
including direct marketing, promotion, internet paid search, social media and
other forms of spending not included in the 19 measured media. For more
information, see the methodology .
47
References
CRM industry revenue in the U.S. 2013-2018
Customer relationship management (CRM) industry revenue in the United
States from 2013 to 2018 (in billion U.S. dollars)
Source and methodology information
Notes:
n.a.
Source
Advertising Age; MarketsandMarkets
Conducted by
MarketsandMarkets
Survey period
May 2013
Region
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
forecast
Published by
Advertising Age; MarketsandMarkets
Publication date
May 2014
Original source
B-to-B Marketing Fact Pack, page 20
Website URL
http://www.statista.com/statistics/368167/crm-revenue/
48
References
Allocation of B2B marketing budgets in North America 2015
Budget allocation of B2B marketing budgets in North America in 2015
Source and methodology information
Notes:
The source does not provide information on the type of the survey.
Source
MarketingCharts; Forrester Research
Conducted by
Forrester Research
Survey period
2014
Region
North America
Number of respondents
132
Age group
18 years and older
Special characteristics
among B2B senior marketing professionals from
companies that sell primarily or in part to other
businesses, who work at comopanies with100 or more
employees and who have budget or management
responsibility
Published by
MarketingCharts; Forrester Research
Publication date
January 2015
Original source
marketingcharts.com
Website URL
http://www.statista.com/statistics/381584/b2bmarketing-budget-allocation-north-america/
49
References
Change of B2B content marketing budgets in North America 2014
Is your B2B content marketing spending going to increase or decrease
over the next 12 months?*
Source and methodology information
Notes:
Source
MarketingProfs; Content Marketing Institute
* This question was phrased by the source as follows: "How do you expect
your organization’s content marketing budget to change in the next 12
months?"
Conducted by
Content Marketing Institute
Survey period
July and August 2014
Region
North America
Number of respondents
1,820
Age group
n.a.
Special characteristics
among B2B marketers
Published by
Content Marketing Institute
Publication date
October 2014
Original source
B2B Content Marketing 2015, page 29
Website URL
http://www.statista.com/statistics/372832/b2bmarketing-budgets-change/
50
References
Content marketing budgets as share of total budgets in North America 2011
Share of content marketing in marketing budgets in North America 2011,
by company size
Source and methodology information
Notes:
n.a.
Source
MarketingProfs; Content Marketing Institute
Conducted by
Content Marketing Institute
Survey period
August 2011
Region
North America
Number of respondents
1,092
Age group
n.a.
Special characteristics
among B2B marketers
Published by
Content Marketing Institute
Publication date
December 2011
Original source
B2B Content Marketing 2012, page 11
Website URL
http://www.statista.com/statistics/235188/share-ofcontent-marketing-in-marketing-budgets-worldwide-bycompany-size/
51
References
Share of digital in B2B marketing spending in the U.S. 2014
What percent of your marketing budget was spent on digital marketing?
Source and methodology information
Notes:
Source
Advertising Age; Various sources (B2B Magazine)
The source does not provide information on the type of the survey. The
source does not provide survey date. The date given in the field "survey time
period" is the release date.
Conducted by
Advertising Age; Various sources (B2B Magazine)
Survey period
as of May 2014
Region
United States
Number of respondents
364
Age group
n.a.
Special characteristics
among B2B marketing professionals
Published by
Advertising Age
Publication date
May 2014
Original source
B-to-B Marketing Fact Pack, page 4
Website URL
http://www.statista.com/statistics/368049/digital-shareb2b-marketing-spending/
52
References
B2B demand generation: cost-per-lead in the U.S. 2014, by channel
Perception of lead generation cost (cost-per lead) among B2B marketers
in the United States as of October 2014, by channel
Source and methodology information
Source
Website (Software Advice); MarketingCharts
Conducted by
Website (Software Advice); Various sources
(Research Now)
Survey period
as of October 2014
Region
United States
Number of respondents
200
Age group
n.a.
Special characteristics
among B2B marketing professionals
Published by
Website (Software Advice); MarketingCharts
Publication date
October 2014
Original source
marketingcharts.com
Website URL
http://www.statista.com/statistics/368308/b2b-demandgeneration-channels-cost-per-lead-usa/
Notes:
The source does not provide information on the type of the survey. The
figures may be over or under 100 percent due to rounding. The figures
present a combined result for: very low cost and somewhat low cost; and very
high cost and somewhat high cost per lead. The source does not provide
survey date. The date given in the field "survey time period" is the release
date.
53
References
B2B marketing: leading customer marketing acitivities worldwide 2014
Leading customer marketing activities used by B2B marketers worldwide
as of September 2014
Source and methodology information
Notes:
Region is presumed. Multiple answers were possible.
Source
MediaPost; Website (Influitive)
Conducted by
Demand Metric; Website (Influitive)
Survey period
August 13 to September 2, 2014
Region
Worldwide
Number of respondents
237
Age group
n.a.
Special characteristics
among B2B marketers
Published by
MediaPost
Publication date
October 2014
Original source
mediapost.com
Website URL
http://www.statista.com/statistics/333869/leadingcustomer-b2b-marketing-activities/
54
References
Leading content distribution platforms for B2B marketing in the U.S. 2014
Leading content distribution platforms for business-to-business
marketing in the United States as of May 2014
Source and methodology information
Notes:
Source
Advertising Age
The source does not provide information on the type of the survey. The
source does not provide survey date. The date given in the field "survey time
period" is the release date.
Conducted by
Advertising Age
Survey period
as of May 2014
Region
United States
Number of respondents
364
Age group
n.a.
Special characteristics
among B2B marketing professionals
Published by
Advertising Age
Publication date
May 2014
Original source
B-to-B Marketing Fact Pack, page 22
Website URL
http://www.statista.com/statistics/368188/contentdistribution-platforms-b2b-marketing/
55
References
Software solutions used for B2B demand generation in the U.S. 2014
Software solutions used for B2B demand generation in the United States
as of October 2014
Source and methodology information
Notes:
Source
Website (Software Advice)
The source does not provide further information on the survey methdology
(exact date of survey, type of survey used). The source does not provide
survey date. The date given in the field "survey time period" is the release
date.
Conducted by
Website (Software Advice); Various sources
(Research Now)
Survey period
as of October 2014
Region
United States
Number of respondents
200
Age group
n.a.
Special characteristics
among B2B marketing professionals
Published by
Website (Software Advice)
Publication date
October 2014
Original source
softwareadvice.com
Website URL
http://www.statista.com/statistics/368278/b2b-demandgeneration-software-solutions/
56
References
Marketing automation platforms used by B2B marketers in the U.S. 2013
What marketing-allocation platform(s) do you actively use?
Source and methodology information
Notes:
Methodology data taken from here .
Source
Advertising Age; Various sources (Pepper Global)
Conducted by
Advertising Age; Various sources (Pepper Global)
Survey period
September 2013
Region
United States
Number of respondents
905
Age group
18 years and older
Special characteristics
among B2B marketing professionals
Published by
Advertising Age
Publication date
May 2014
Original source
B-to-B Marketing Fact Pack, page 20
Website URL
http://www.statista.com/statistics/368123/b2-marketing
-automation-platforms-usa/
57
References
B2B lead generation: incentives offered 2014
What did you offer prospects in return for their contact information or
lead gen opt-in?
Source and methodology information
Notes:
The methodology can be found here .
Source
MediaPost; Chief Marketer
Conducted by
Chief Marketer
Survey period
February 2014
Region
Worldwide
Number of respondents
399
Age group
18 years and older
Special characteristics
among B2B marketers
Published by
Chief Marketer; MediaPost
Publication date
September 2014
Original source
mediapost.com
Website URL
http://www.statista.com/statistics/368712/b2b-leadgeneration-incentives/
58
References
Most valuable B2B marketing automation system features 2015
What are the most valuable features of a marketing automation system?
Source and methodology information
Source
Ascend2; MarketingCharts
Conducted by
Ascend2 (Regalix)
Survey period
February 2015
Region
Worldwide
Number of respondents
317
Age group
18 years and older
Special characteristics
among marketers, sales, and business professionals:
76 percent of respondents were B2B-focused
Published by
Ascend2 (Regalix); MarketingCharts
Publication date
February 2015
Original source
marketingcharts.com
Website URL
http://www.statista.com/statistics/406647/b2bmarketing-automation-system-valuable-features/
Notes:
The source does not specify the type of the survey or the exact date of the
study.
59
References
Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015
Leading marketing channels influencing revenue growth according to
B2B and B2C professionals in the United States in 2015
Source and methodology information
Notes:
Source
Various sources (Webmarketing123); MarketingCharts
This question was phrased by the source as follows: "Which channel makes
the biggest positive impact on revenue?" The source does not specify the
exact date or the type of the survey.
Conducted by
Various sources (Webmarketing123)
Survey period
February 2015
Region
United States
Number of respondents
600
Age group
18 years and older
Special characteristics
among digital marketers
Published by
Various sources (Webmarketing123); MarketingCharts
Publication date
February 2015
Original source
marketingcharts.com
Website URL
http://www.statista.com/statistics/400082/revenueinfluencing-b2b-b2c-marketing-channels-usa/
60
References
Most important attributes of effective B2B content marketing 2015
Leading attributes of content marketing effectiveness according to B2B
marketing professionals as of January 2015
Source and methodology information
Notes:
Source
Various sources (Regalix); MarketingCharts
The source does not specify the type of the survey. The question was
phrased by the source as follows: "In your opinion, what are the important
elements of effective content?"
Conducted by
Various sources (Regalix)
Survey period
January 9 to 20, 2015
Region
Worldwide; North America
Number of respondents
285
Age group
18 years and older
Special characteristics
among senior B2B marketing leaders and business
leaders: 72 percent of respondents were based in
North America
Published by
Various sources (Regalix); MarketingCharts
Publication date
February 2015
Original source
marketingcharts.com
Website URL
http://www.statista.com/statistics/405290/leadingattributes-effective-b2b-content/
61
References
B2B lead generation: most effective tactics worldwide 2014
Most effective business-to-business lead generation tactics worldwide as
of February 2014
Source and methodology information
Notes:
The methodology can be found here .
Source
MediaPost; Chief Marketer
Conducted by
Chief Marketer
Survey period
February 2014
Region
Worldwide
Number of respondents
399
Age group
n.a.
Special characteristics
among B2B marketers
Published by
Chief Marketer; MediaPost
Publication date
September 2014
Original source
mediapost.com
Website URL
http://www.statista.com/statistics/368739/b2b-leadgeneration-most-effective-online-tactics/
62
References
B2B event marketing: most effective channels according to marketers in 2014
Most effective channels used to market B2B events according to
marketers worldwide in 2014
Source and methodology information
Notes:
Approximately 88 percent of the respondent were from North America.
Source
MarketingCharts; Various sources (Regalix)
Conducted by
Various sources (Regalix)
Survey period
Novemebr 6 to 14, 2014
Region
Worldwide; North America
Number of respondents
212
Age group
18 years and older
Special characteristics
among senior marketing execs and business leaders
Published by
MarketingCharts; Various sources (Regalix)
Publication date
December 2014
Original source
marketingcharts.com
Website URL
http://www.statista.com/statistics/374644/mosteffective-b2b-event-marketing-channels/
63
References
B2B lead-to-deal conversion rates in the U.S. 2014, by channel
Lead-to-deal conversion rate among B2B companies in the United States
in October 2014, by channel
Source and methodology information
Notes:
n.a.
Source
Various sources (Implisit)
Conducted by
Various sources (Implisit)
Survey period
October 2014
Region
United States
Number of respondents
n.a.
Age group
n.a.
Special characteristics
based on CRM data from clients of Implisit; broader
industry metrics may vary
Published by
Various sources (Implisit)
Publication date
November 2014
Original source
implisit.com
Website URL
http://www.statista.com/statistics/384617/b2b-lead-todeal-conversion-rates-by-channel-usa/
64
References
E-mail marketing performance in the business services sector in N. America 2014
E-mail marketing performance metrics in the business products and
services sector in North America from Q4 2010 to Q2 2014
Source and methodology information
Source
Epsilon; Email Experience Council
Conducted by
Epsilon; Email Experience Council
Survey period
Q4 2010 to Q2 2014
Region
North America
Number of respondents
n.a.
Age group
n.a.
Special characteristics
n.a.
Published by
Epsilon
Publication date
July 2014
Original source
Q2 2014 Email Trends and Benchmarks, page 7
Website URL
http://www.statista.com/statistics/235410/emailmarketing-performance-business-services-sector-north
-america/
Notes:
* In Q2 2014, the click-to-open rate was not reported. The figures other than
for Q2 2014 come from previous publications.
65
References
Effectiveness of B2B social media content marketing tactics in North America 2014
How do you assess the effectiveness of the following social media
platforms for B2B marketing?
Source and methodology information
Notes:
Source
MarketingProfs; Content Marketing Institute
This question was phrased by the source as follows: "How effective are
thesocial media platforms that you use?" Percentages shown represent
marketers who rated each platform a 4 or 5 on a 5-point scale where 5 =
“Very Effective” and 1 = “Not at all Effective.
Conducted by
Content Marketing Institute; MarketingProfs
Survey period
July and August 2014
Region
North America
Number of respondents
1,820
Age group
n.a.
Special characteristics
among B2B marketers
Published by
Content Marketing Institute
Publication date
October 2014
Original source
B2B Content Marketing 2015, page 24
Website URL
http://www.statista.com/statistics/311524/effectiveness
-of-b2b-social-media-content-marketing/
66
References
Use of content marketing among B2B marketers in North America 2012-2014
Use of content marketing among B2B marketers in North America from
2012 to 2014
Source and methodology information
Notes:
Source
MarketingProfs; Content Marketing Institute
Conducted by
Content Marketing Institute
Figures for 2012 come from the 2013 edition of the report. For the 2014
survey the source redefined content marketing as follows: "“a strategic
marketing approach focused on creating and distributing valuable, relevant,
and consistent content to attract and retain a clearly defined audience —
and, ultimately, to drive profitable customer action.”
Survey period
July and August 2014
Region
North America
Number of respondents
2012: n=1,416; 2013: n=1,217, 2014: n=1,820
Age group
n.a.
Special characteristics
among B2B marketers
Published by
Content Marketing Institute
Publication date
October 2014
Original source
B2B Content Marketing 2015, page 8
Website URL
http://www.statista.com/statistics/251444/use-ofcontent-marketing-among-b2b-marketers-in-northamerica/
67
References
Organizational goals for content marketing in North America 2014
What are the goals for content marketing in your company?
Source and methodology information
Source
MarketingProfs; Content Marketing Institute
Conducted by
Content Marketing Institute
Survey period
July and August 2014
Region
North America
Number of respondents
1,820
Age group
n.a.
Special characteristics
among B2B marketers
Published by
Content Marketing Institute
Publication date
October 2014
Original source
B2B Content Marketing 2015, page 14
Website URL
http://www.statista.com/statistics/235180/organizationa
l-goals-for-content-marketing-worldwide/
Notes:
This question was phrased by the source as follows: "How important is each
of the following content marketing goals to your organization?"
68
References
B2B content marketing challenges in North America 2014
Largest B2B content marketing challenges in North America as of August
2014
Source and methodology information
Notes:
Source
MarketingProfs; Content Marketing Institute
This question was phrased by the source as follows: "With regard to content
marketing, how challenged are you with each of the following?" Percentages
shown represent marketers who rated each challenge a 4 or 5 on a 5-point
scale where 5 = “Very Challenged” and 1 = “Not at all Challenged.”
Conducted by
Content Marketing Institute
Survey period
July and August 2014
Region
North America
Number of respondents
1,820
Age group
n.a.
Special characteristics
among B2B marketers
Published by
Content Marketing Institute
Publication date
October 2014
Original source
B2B Content Marketing 2015, page 30
Website URL
http://www.statista.com/statistics/245138/b2b-contentmarketing-challenges-in-north-america/
69
References
Departments in charge of B2B content marketing in North America 2014
Departments responsible for B2B content marketing in North America as
of August 2014
Source and methodology information
Notes:
n.a.
Source
Content Marketing Institute; MarketingProfs
Conducted by
Content Marketing Institute
Survey period
July and August 2014
Region
North America
Number of respondents
1,820
Age group
n.a.
Special characteristics
among B2B marketers
Published by
Content Marketing Institute
Publication date
October 2014
Original source
B2B Content Marketing 2015, page 13
Website URL
http://www.statista.com/statistics/328614/departmentsresponsible-b2b-content-marketing-north-america/
70
References
Leading content distribution platforms for B2B marketing in the U.S. 2014
Leading content distribution platforms for business-to-business
marketing in the United States as of May 2014
Source and methodology information
Notes:
Source
Advertising Age
The source does not provide information on the type of the survey. The
source does not provide survey date. The date given in the field "survey time
period" is the release date.
Conducted by
Advertising Age
Survey period
as of May 2014
Region
United States
Number of respondents
364
Age group
n.a.
Special characteristics
among B2B marketing professionals
Published by
Advertising Age
Publication date
May 2014
Original source
B-to-B Marketing Fact Pack, page 22
Website URL
http://www.statista.com/statistics/368188/contentdistribution-platforms-b2b-marketing/
71
References
Advertising usage among B2B content marketers in North America 2014
Which paid advertising methods do you use to promote/distribute
content?
Source and methodology information
Notes:
n.a.
Source
Content Marketing Institute; MarketingProfs
Conducted by
Content Marketing Institute
Survey period
July and August 2014
Region
North America
Number of respondents
1,820
Age group
n.a.
Special characteristics
among B2B marketers
Published by
Content Marketing Institute
Publication date
October 2014
Original source
B2B Content Marketing 2015, page 26
Website URL
http://www.statista.com/statistics/328641/advertisingusage-b2b-content-marketing-north-america/
72
References
Effectiveness ratings of B2B content marketing tactics in North America 2014
How effective are the following content marketing tactics for B2B
marketing?
Source and methodology information
Notes:
Source
MarketingProfs; Content Marketing Institute
This question was phrased by the source as follows: "How effective are the
following tactics that you use?" Percentages shown represent marketers who
rated each tactic a 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1
= “Not at all Effective.”
Conducted by
Content Marketing Institute
Survey period
July and August 2014
Region
North America
Number of respondents
1,820
Age group
n.a.
Special characteristics
among B2B marketers
Published by
Content Marketing Institute
Publication date
October 2014
Original source
B2B Content Marketing 2015, page 21
Website URL
http://www.statista.com/statistics/245127/effectiveness
-of-b2b-content-marketing-tactics-in-north-america/
73