- A study by Clutch and R2integrated found that TV and other traditional channels are a stronger priority for B2C marketers while B2B marketers find content marketing strategies more valuable, according to the Drum.
- The study found digital channels, such as website and social media marketing, coupled with a strong content marketing strategy are key for B2B marketers.
- 85% of enterprises (including both B2B and B2C marketers) reported having a website and 80% reported being active on social media. Still, 22% reported TV is their top marketing channel priority.
While B2C marketing relies heavily on traditional channels to promote brand awareness, B2B marketers depend more on digital channels and content marketing to help sheperd potential buyers through a long buying journey.
The importance of content in B2B marketing can be found at every stage of the complex sales process, from lead generation through to lead nurturing and even once prospects have been passed on to sales for the final stage in the buying cycle. Traditional channels including TV, radio and print make sense for B2C marketers looking more for brand and product awareness instead of driving consumers through a buying funnel.
"B2B buyers often follow a buying pattern heavy with research. For any enterprise B2B purchase, the investment is generally significant and there are layers of stakeholders and personas involved in the process," Natalie Staines, director of marketing at R2i, told the Drum. "Content plays a key role in each phase of the buying journey due to its duration and complexity."
The study found that brand awareness was the top strategic priority for 35% of enterprise marketers of all stripes. Both B2C and B2B marketers are integrating traditional and digital channels into their overall strategies, such as using social media marketing to enhance their return on TV spending.