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2017 B2B Facts to Influence Your 2018 Marketing Strategy

Published: January 29, 2018

Author: Matt Cayless

2017 is almost a month in our rear-view mirror…have you reviewed performance of your B2B digital strategies, and what will you change moving forward? If you’re in need of a little guidance on where to go with digital marketing next year, we’ve got some juicy facts that could help you decide where to prioritize your digital marketing budget in 2018.

62% say that content marketing is more successful than a year ago
Only 52% of B2B marketers deem their use of content marketing “moderately successful,” but 62% say it’s more successful than a year ago. This demonstrates that there’s a learning curve when it comes to using content marketing to its full potential. If your 2017 content marketing efforts weren’t quite as successful as you’d hoped, chances are that 2018 will be better if you stay committed. The key to victory is to measure the success of your content marketing and find methods to scale up your strategy at a steady rate.
Popularity of B2B social platforms is changing
LinkedIn remains the most effective social platform for B2B marketers but, surprisingly, B2B engagement on Instagram is growing. Research suggests that B2B companies are seeing 22.53 interactions per 1,000 followers per Instagram post, compared to 5.99 on Facebook, 1.09 on LinkedIn, and 0.86 on Twitter. Perhaps B2B buyers and researchers are getting younger – for whatever reason, we predict 2018 will see even more B2B organizations build a following on the image-sharing platform.
Paid social media marketing is gaining on paid search engine marketing
Speaking of social, it seems more B2B buyers are turning to social media ads over search engine PPC – though the combination of user intent and tight control gives PPC search marketers a performance edge. B2B marketers have certainly been slower than their eCommerce counterparts to figure out strategies and best practices for paid social media, but in B2B, both social ads and search ads can be increasingly effective, and experimenting with both may widen your net when it comes to inbound marketing.
We’ve got more insightful facts; get the full infographic 2017’s important B2B digital marketing statistics and put it to use in your 2018 strategy.

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