Report: Customer Acquisition Critical to Measurement of B2B Product Marketing Success

When Regalix recently surveyed a pool of B2B marketers, they found that 89 percent of them use new customer acquisition as the main metric to measure the success of their product marketing campaigns.

The vast majority of marketers believe promoting their products is worthwhile, as the study found that 84 percent of them invest in product marketing strategies.

Product Marketing Tactics

One of the main tactics the surveyed marketers utilize to achieve their goals is the creation of marketing collateral (80 percent).  In addition, 67 percent use market research, while only 48 percent use “collecting product feedback” as part of their marketing campaign process.

The respondents also stated that they use social media when it comes to launching new products. The top two most-preferred platforms were LinkedIn and Twitter, with 81 and 71 percent of B2B marketers claiming they use them during a product launch, respectively.

Future Product Marketing Goals

When it comes to what they think could be done better, 69 percent of respondents stated “understanding buyer needs or pain points as the most important go-to-market strategy to a product launch.”

In addition, future endeavors that B2B marketers might consider are “offline” marketing tactics that were proven popular among survey respondents, such as tradeshows and other promotional events. Seventy-one percent of those polled said that tradeshows are the top offline channel they use to generate leads and create a marketing pipeline. Promotional events was next at 51 percent.

This data and more can be found in Regalix’s latest study, the 2015 State of B2B Product Marketing report, which was released this month. It details the marketing strategies used by B2B marketers, whose companies mainly consisted of software, hardware, cloud, and mobile products.