Inbox Insight has released a free report titled: “B2B Multi Channel Strategy: Market Research Report“. This in-depth whitepaper seeks to provide the most relevant and up-to-date multi channel insights for B2B marketers in 2022 while determining the fundamental components of an effective multi channel strategy. It uncovers the key challenges facing multi channel marketers, provides a solid depiction of the current state of multi channel marketing, and reveals unique research takeaways.
Supported by their own first party research among 200 senior B2B marketers within the Insights for Professionals (IFP) community, the report explores the current most utilized channels as cited by the research panel, the channels most critical to strategy, and key consideration points when deciding which channels to adopt.
One clear area that B2B marketing professionals are planning to invest their resource is Paid Social, with almost half (46.5%) intending to invest more in this channel. Over a quarter (26%) report Paid Social as one of the top 3 channels most difficult to manage, supporting the need for additional resource to be spent on building and developing skills and understanding of this critical brand awareness channel.
Direct Marketing is another channel high on the agenda for senior B2B marketers in 2022, with 42% planning investment in this channel and 30% citing it as a critical channel to their strategy. With nearly a third of B2B marketers still utilizing Direct Marketing, it clearly remains highly regarded in the marketing arsenal.
More than a quarter (27.5%) of the research panel do, however, cite Direct Marketing in their top 3 channels most difficult to manage. This indicates a shift in target audience behaviors in recent years, suggesting that investment is needed to better understand how to reach and engage audiences effectively in today’s B2B landscape. Being flexible, adaptable and innovative is essential to creating a seamless multi channel experience.
What’s more, just under half (49%) of senior B2B marketing professionals outsource between 50% and 75% of their channels. Could this be down to a significant absence of specialist inhouse skills required to maintain each channel? Or more due to the sheer volume of channels and substantial budget to manage, making it impossible to achieve multi channel success inhouse?
Contributor to the report, Amie Lovell, believes: “Key to creating a seamless multi channel experience is to adopt a fully integrated multi channel approach that truly engages and resonates with your target audience. Channel alignment and cross-channel integration are key to delivering this in 2022 and beyond.”
Paul David, Marketing Director at Inbox Insight, was asked why they chose to release the report at this time: “Understanding the essential components of an effective multi channel strategy reveals invaluable insights into where B2B marketers should look to invest resource in 2022 in order to achieve the best performance from their current channel mix. It also provides a solid indication of the channels best suited to key marketing activities such as driving brand awareness, supporting the overarching marketing strategy and objectives.”
He continues… “It is clear from our first party research that various pain points exists for senior B2B marketers in both the US and UK. Reporting, budget constraints, and delivering a unified multi channel strategy across all channels feature as some of the biggest resounding challenges. Understanding how to alleviate these to enhance channel performance and advance the multi channel strategy can go a long way.”
Interested parties can find the report ready to download, for free, here.
Inbox Insight’s mission is to provide innovative full funnel Demand Generation solutions that address the complex needs of both vendors and their target buyers.
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.
Date of Publish: 02/03/2022
Press Contact: Paul.David@inboxinsight.com