B2B marketers use broader range of channels than B2C

Rob Clapp

An overview of marketing channels used by B2B and B2C companies.

B2B companies use a broader range of marketing channels and data sources than B2C companies, according to a survey of marketers worldwide by Salesforce.

In the 11 channels asked about, B2B companies report a higher usage for ten. For example, while 88% of B2C companies say they use digital advertising, this rises to 93% of B2B companies. Video is the only marketing channel that is more popular with B2C companies.

This gap is largest for direct mail/print advertising – 64% of B2C companies use this channel but this rises to three-quarters (73%) for B2B companies. Audio...

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