The section of the study regarding the division of company functions shows how in the B2B sector the sales department also deals with marketing.
In 64% of cases! however! we find a marketing manager or digital marketing manager in charge of the function.
In all other cases! the function is in the hands of the CEO! sales manager or otherwise.
Digital should not remain the prerogative of the marketing department in any case! but it would be desirable for it to permeate other company functions as well. As always! however! it is a matter of corporate culture that for now remains confined to individual cases.
B2B Companies: Digital Marketing Tools
While on the one hand we notice an linkedin database ever-growing interest in Web Marketing! looking deeper we see some discrepancies.
As for marketing tools! the most popular are: social media (used by 60% of companies)! videos and multimedia content (53%)! and email marketing (47%).
A good portion of companies also use SEO (40%)! and finally we find Google Adv (21%) and Social Adv (24%) which are less popular in the B2B sector.
The reason for this choice is easy to steve cross executive recruiter understand! and lies in the fact that these latter tools require greater technical expertise to be implemented effectively.
The rules of digital: lead generation in the B2B sector
In the often long and non-linear process of B2B sales! many companies see digital as an opportunity to expand their user base.
Data confirmed by the Observatory study which highlights how 60% of companies are employed in digital lead generation activities with greater awareness and attention to the customer.
To conclude! we can see how there is a push mobile list towards digital that confirms the trend of the previous year!
Planning must be there but it is not enough on its own! for an effective implementation of Web Marketing strategies the whole team must be involved both from the top and from the bottom (as well as transversally).
To learn more about how digital marketing development is evolving in companies! download the full report from the B2B Marketing Observatory!
