Lead generation, sales, and revenue were all top priorities for B2B marketers in 2015, and new research indicates that many of these goals were achieved.
The “State of B2B Marketing 2016” report from Regalix indicates that the majority of B2B marketers (69 percent) achieved their objective of increasing revenue last year, with increasing the number of leads generated (68 percent) and increasing sales (65 percent) following closely behind.
Looking ahead to the rest of 2016, the top goal for B2B marketers remains boosting revenue, with 67 percent citing this as their primary objective. Respondents also said they would like to boost sales (61 percent), increase the number of leads generated (61 percent) and increase their number of acquired customers (56 percent).
In terms of marketing tactics, 77 percent said that digital marketing is a high priority for them in 2016. About 37 percent stated that their digital marketing tactics were more effective than offline marketing (11 percent) in helping them achieve their goals in 2015.
Looking Back on B2B Marketing in 2015
Last year, the “State of B2B Marketing 2015” report from Regalix showed that 52 percent of marketers intended to spend more than half of their budgets on digital marketing. Just 36 percent had said the same back in 2014.
In 2015, the majority of B2B marketers (71 percent) said their top goal would be to increase revenue. Boosting the number of customers acquired (65 percent) and sales (63 percent) were also primary objectives at the beginning of last year.
Most B2B marketers (67 percent) claimed they had achieved their leading goal of increasing revenue in 2014.