Email marketing remains a leading tactic for B2B brands. But social has knocked it from the top slot, according to 2022 B2B Marketing Mix, a study by Sagefrog Marketing Group.
Last year, email was utilized by 83%, versus 75% for social. This year’s list is as follows:
The stakes are growing because 58% of B2B marketers plan to increase their marketing budgets this year, while 38% will hold steady. Only 4% foresee a decrease. This continues the steady rise seen over the past two years.
Here are the areas in which they are increasing their spend:
Yes, email ranks near the button, but it still went up by 3% over last year. In contrast, digital marketing fell from 44% in 2021 to 37% this time around. Social media went from 22% to 34%. And brand marketing remained flat at 27%.
But email remains high as a source of sales and marketing leads:
(Note: Other includes network events, clutch reviews and outbound sales).
What tools are they using? Of those polled, 61% are deploying some type of marketing automation software, and these are the most popular platforms among this group:
HubSpot remains at the top, and has grown by 7% over last year. Marketo is up by 1%, Pardot by Salesforce by 2% and the other category by 9%.
These are the most-used social media channels:
What’s next for B2B marketers? The respondents are adding these marketing & sales strategies in 2022:
B2B brands are well-organized—70% have a formal marketing plan. And, of those polled, 51% use both in-house and outsourced resources, while 41% do everything in-house and 8% rely totally on outsourcing.
The top objectives for 2022 are:
For this, the 15th annual report in this series, Sagefrog surveyed managers or directors (46%), coordinators or specialists (21%), C-Level executives (17%), vice presidents (9%) and assistants (7%).
Of those, 33% were in marketing & advertising, 24% in professional & Business Services, 23% in Software & Technology, 18% in Healthcare & Life Sciences, 12% in Industrial & Manufacturing, 12% in Other and 7% in Financial & Insurance.