Email marketing is the tactic most used by B2B brands, according to 2020 B2B Marketing Mix Report, a study by Sagefrog Marketing Group.
Of the firms surveyed, 84% employ email, a figure consistent with that of 2018. Second on the list, cited by 73%, is social media and social media advertising. Third is blogging and content marketing (63%).
However, email ranks only fourth among the top areas of marketing spend, specified by 27%.
Email falls behind digital marketing (56%), website development (52%), trade shows and events (36%) and is tied with content (27%).
Meanwhile, 39% say email is a top source of leads, putting it in third place in this area. First is referrals (63%) and second is trade shows and events (36%).
That is important because leads are the main marketing objectives for 2020. The list includes:
However, B2B marketing budgets will remain flat next year, with 56% holding steady and 41% planning an increase.
Among those surveyed, 15% allocate 20% of their total budgets to marketing, 10% spend 19% and 5% spend 25%.
The study also shows that personalization is first among the new marketing and sales strategies for 2020:
The report displays some consistency with the 2018 edition. It shows that 64% have a marketing plan, and 59% use a combination of outsourced help and in-house resources. Another 41% do everything in-house.
HubSpot ranks as the most popular automation platform, specified by 41%, according to this study. The others are Pardot by Salesforce (10%), Marketo (7%) and other (20%).
Sagefrog surveyed B2B professionals in multiple industries.