Report: 44% of B2B Marketers Have an Integrated Marketing Strategy in Place

Not all B2B marketers have an integrated marketing strategy in place, but new research suggests that more are working on creating on to develop a more dynamic approach.

Demand Gen Report and True Influence recently published “The State of Integrated Marketing in B2B” report, and statistics showed that the majority of B2B marketers (44%) have an integrated marketing strategy underway and are testing new strategies. About 26% said that they have at last a solid understanding of integrated marketing and practice across their organization, while 15% claimed that they plan on implementing integrated marketing because they see the potential payoffs of the strategy.

The authors of the report note that there is no universally agreed-upon definition of integrated marketing. The largest number of respondents (35%) believe that it is “a combination of all aspects of marketing communication (advertising, sales, direct marketing, social media, etc.).”

B2B Marketers and Content Marketing Strategies

When it comes to strategizing, previous research indicates that B2B marketers, in particular, have been keen on developing content marketing plans to achieve their primary objectives.

The Content Marketing Institute conducted its “11th Annual B2B Content Marketing Benchmarks, Budgets and Trends” report, and data suggested that 43% of all B2B marketers now have a documented content marketing strategy in place.

Approximately 60% of the “most successful” respondents have a documented plan in existence as well, suggesting that this tactic pays off. The majority of B2B marketers (54%) say that their company has been at least “moderately successful” with its content marketing efforts over the past 12 months.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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