Marketers believe that accurate measurement is the most important element for a successful B2B multichannel marketing strategy, according to recent research from ActOn and Ascend2. 72% of survey respondents said that accurate measurement was essential, followed by integrated marketing technology, dashboards/visualizations of analytics, and an optimized channel mix.
However, 54% of B2B marketers said their current marketing technology stack partially allows them to measure multichannel marketing initiatives. Insufficient budget/resources and a lack of an efficient strategy were the greatest challenges for executing a successful multichannel marketing strategy.
Despite these challenges, 72% of B2B marketers rate their current multichannel marketing strategy as somewhat successful. The research was based on a survey conducted in June 2022 among 98 marketers who work for B2B firms.
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The Most Important Elements of a B2B Multichannel Strategy
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