The top 10 B2B stats of 2015

In the last 12 months we've carried out a number of in-depth research projects focused on the issues facing B2B marketers, including marketing automation, content marketing, social media, and PR and comms. In case you've missed anything, we've rounded up the top 10 B2B marketing stats of 2015, so you can start 2016 on the right foot. For all of our benchmarking research, click here

10. 35% of PR agencies say ‘share-of-voice’ is the most common way clients gauge success, while the next most selected option is ‘column inches’, cited by 30%.

9. 61% of B2B marketers agree that MA implementation is ‘very difficult’ or ‘difficult’, with the biggest challenge being ‘data integration’.

8. 70% of PR agencies recognise a skills gap in ‘data analytics’ within their organisations.

7. Pressure on clients’ budgets is cited by 35% of B2B marcomms agencies as their biggest challenge, while the ‘ability to attract/retain quality staff’ is the next most challenging aspect of agency life (cited by 23%). 

6. Although Twitter is the most actively used platform (used by 76% of marketers), LinkedIn is seen as the most effective social network by 58% of B2B marketers.

5. Only one in six marketers ‘always’ or ‘usually’ measures ROI from their content marketing activities. 

4. B2B marketers focus on reach rather than engagement, with 69% using social media to broadcast their own content and only 16% using social channels to interact with their audience. 

3. B2B agencies have grown by an impressive 22% since 2014, also reporting an average rise in headcount of 21%. 

2. MA software is likely to be present in 88% of B2B organisations by the start of the 2017-18 financial year.

1. Almost a third of B2B marketers don’t have a clear content marketing strategy in place, even though 99% say it is important.