A new year is a great time to fine-tune your digital marketing strategy to seize new opportunities and outperform competitors. To help you achieve success, we’ve curated 10 statistics that will help you focus your B2B digital marketing efforts and pave the way for remarkable growth in the coming year.
Keep reading to discover these 10 key stats and sharpen your B2B’s 2024 digital marketing strategy!
Contents
10 Key Stats for Your B2B’s 2024 Digital Marketing Strategy
- Content’s influence on purchase decisions
- Shift in data strategy
- Mobile experience and customer perception
- Video message retention
- Optimal video length on LinkedIn
- LinkedIn and Facebook for B2B marketing
- Lead generation through blogging
- Email newsletters as a preferred content format
- Mobile opens for B2B emails
- Buyer information needs across the purchase cycle
1: Content’s influence on purchase decisions
52% of B2B buyers feel more compelled to buy from a brand after reading their content
According to a Content Marketing Institute study, 52% of B2B buyers say they’re “definitely” more likely to buy from a brand once they’ve read their content.
This highlights the importance of producing compelling B2B content that educates and engages the audience. It’s an effective way to drive traffic to B2B sites and generate leads.
The use of webinars, case studies, white papers, and e-books are just a few examples of content that can be used in a B2B digital marketing strategy. Learn more about optimizing your brand’s marketing collateral.
2. Shift in data strategy
60% of marketers recognize the importance of data collaboration
There has been a significant shift in data strategy, with brands looking to use less third-party data because of data privacy regulations and, consequently, a need to update decision-making processes.
B2B businesses can no longer rely on cookies as much as they used to. Now, 60% of marketers believe data collaboration is the way forward and that it stands as a linchpin in their future strategy. Utilizing first-party data in media strategies is becoming increasingly important.
So, for a stronger 2024 digital marketing strategy, brands need to prioritize working collaboratively with partners to collect data.
3: Mobile experience and customer perception
A poor experience makes 48% of customers feel unvalued
48% of customers say that if a site doesn’t work well or isn’t designed well for mobile, they feel that the company doesn’t care about their business. This highlights the implications of a poor mobile experience and how it affects customer perception.
Investing in mobile optimization, creating simple and user-friendly interfaces, and ensuring your website is responsive for every user is crucial.
4: Video message retention
Viewers retain 95% of a message in video format
Recent reports indicate that customers retain 95% of a message when they watch it on video, as compared to 10% when reading it in a text. This suggests that brands should consider prioritizing video marketing in their 2024 digital marketing strategy.
Why video? Videos can engage and inform customers, and keep their attention for longer periods. Businesses can use them in a myriad of ways, including webinars, product demos, and explainer videos.
5: Optimal video length on LinkedIn
LinkedIn videos between 30-90 seconds perform the best
Videos on LinkedIn that are between 30 to 90 seconds have shown the best results for businesses. LinkedIn is a valuable platform for B2B marketers, and short videos are an effective way to target users on the platform.
Ensuring the content is punchy and gets to the point within that optimal time frame can help improve engagement and conversion rates.
6: LinkedIn and Facebook for B2B marketing
96% of B2B content marketers use LinkedIn and 76% use Facebook
B2B marketers view LinkedIn as the most important social platform, with over 96% saying they use it more than any other platform in a Content Marketing Institute survey.
Facebook is also important, as the leading channel for B2B marketers based on ROI. It has grown to become the best platform to nurture leads with limited investment. So, B2B businesses’ 2024 digital marketing strategies should include a focus on both LinkedIn and Facebook.
7: Lead generation through blogging
Blogs help brands get 67% more leads
Brands that have blogs produce 67% more leads than those that don’t have blogs. Blogging remains effective in generating leads because it is a great way for businesses to increase their online presence and showcase their expertise to potential clients.
So, keep your blog active and try to consider how you can use them to give your audience the information they’re looking for, as well as for your SEO strategy.
8: Email newsletters as a preferred content format
81% of B2B marketers prioritize email newsletters
Over 81% of B2B marketers say their most-used form of content marketing is email newsletters. Emails are a preferred content format because they are easy to use and distribute. They are also great mediums for sharing white papers, case studies, and other marketing collateral.
Email newsletters are easy to automate, personalize, and track, making them efficient.
9: Mobile opens for B2B emails
55% of emails are opened on mobile devices
Today, a significant number of users prefer opening their emails on mobile devices. With 55% percent of emails being read on mobile, it’s important to prioritize mobile-friendly email design. Catering to user preferences in this way will support the success of your 2024 digital marketing strategy.
Interactive features such as videos and infographics can make your email newsletters more impactful. They can grab and maintain the attention of your recipients. Overall, it’s important to offer valuable content in your emails, to prevent users from looking for the ‘Unsubscribe’ button.
10: Buyer information needs across the purchase cycle
During the B2B sales process, it’s important to include technical information, pain points, and compelling closing content. But what’s the right blend, and when should you emphasize each one? Here’s what the stats suggest:
- Technical information: This is key at all stages. However, 81% of buyers want to see it in the early stages of the sales process, as compared to 74% for both the middle and end.
- Pain points: Demonstrating an understanding of customer pain points is important all through, but 61% of B2B decision makers found it most valuable during the middle of the cycle. 51% look for these points to be addressed at the start of the process, and 52% do so at the end of it.
- Compelling closing: 59% of B2B tech buyers, for example, want a compelling closing, i.e., more sales-focused content at the end of the cycle—8-9% higher than at other stages.
Finding the right balance for your customers will depend on their preferences. Pay attention to what kind of information they seek and respond to at different stages, and allow those insights to inform future content.
How to leverage these 10 key stats for your B2B’s 2024 digital marketing strategy
- 52% of B2B buyers are more likely to buy from brands with compelling content. Focus on webinars, case studies, and e-books.
- 60% of marketers believe data collaboration is crucial for future strategies. Use first-party data and collaborate with partners.
- 48% of customers perceive companies with poor mobile experiences as uncaring. Prioritize mobile optimization and user-friendly design.
- Viewers retain 95% of messages when watching videos vs. 10% when reading text. Use webinars, demos, and explainer videos.
- LinkedIn videos (30-90 seconds) yield better results. Create concise and impactful videos for LinkedIn to improve engagement and conversion rates.
- LinkedIn is the most important social platform for B2B marketers. Use Facebook to nurture leads for better ROI.
- Blogs generate 67% more leads. Invest in valuable and informative blog content.
- Over 81% of B2B marketers rely on email newsletters as their most-used content format. Use automation and personalization for targeted content delivery.
- 55% of B2B emails are opened on mobile devices. Use mobile-friendly email design, including interactive features such as videos and infographics.
- Provide technical information early on, and closing-focused content towards the end of the cycle for B2B tech buyers. Address buyer pain points throughout the purchase cycle.
How can B2B businesses support their sales and marketing teams with great collateral?
B2B businesses can support their sales and marketing teams by providing them with great collateral that can help them close deals and generate leads. Sales enablement materials such as sales presentations, product brochures, and white papers can help align sales and marketing teams and increase their productivity. These materials empower sales teams to effectively communicate a product’s features, benefits, and unique value proposition to potential customers.
Marketing collateral such as case studies, infographics, and explainer videos can also drive lead generation and conversions. A case study, for example, is a powerful way to highlight a customer’s success story and the benefits they’ve realized from a product or service. Infographics and explainer videos can help brands break down complex ideas and information, and communicate them in a simple, compelling, and visually-appealing way.
With strategically created sales enablement and marketing collateral tailored to unique requirements, B2B businesses can increase their revenue and streamline their sales and marketing efforts.
Conclusion
The 10 key stats highlighted in this article are fundamental to developing a successful 2024 digital marketing strategy. Understanding the importance of producing compelling content, prioritizing mobile experience, and utilizing data can help businesses stay ahead of the curve.
To implement your 2024 digital marketing strategy with impactful content and design, get in touch with us.
