B2B Marketing and Google recently joined forces to investigate whether B2B brands are securing enough revenue from digital channels. The overwhelming finding was that they were not.
This research project, designed to discover why some B2B brands are still struggling with the fundamentals of conducting business in the digital age, paints a picture of an industry aware of the potential digital offers but – in many cases – unable to start taking full advantage.
Covering areas such as internal culture and adaptability, as well as websites, social media and search, How good is your digital strategy? is essential reading for any marketer eager to start seeing more of a return on their digital investments.
The research for this report was carried out in August 2014, and includes the opinions of 118 mid- to senior-level B2B marketers. Commentary is provided by Alex Aspinall, head of content at B2B Marketing.
