Stirista’s latest State of B2B Customer Acquisition has confirmed that digital initiatives have become the new way for B2B marketers, with their top channels being social media (22%), digital advertising (16%), and email (13%).
(Source: Stirista)
“The top customer acquisition channels are social and digital advertising,” says the press release, “but nearly half (47%) of B2B marketers say data quality and availability are the biggest challenge in reaching and engaging with customers.”
Workflow efficiency (47%) and measuring performance and attribution (43%) were also top-ranking challenges. Still, the Stirista survey found further hope in social and digital advertising, with both “expected to significantly increase in importance in the next 2-5 years.” With 72% expecting budget increases for customer acquisition initiatives in the next two years, Stirista sees continued focus on in-person channels such as live events and partner programs as well.
“While digital channels have been embraced, savvy marketers are taking a hybrid approach in digital personalization and in-person connections through live events and partner programs that leverage the best of both worlds of new data and technology,” says Mike Hilts, Stirista SVP of Product.