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

Why it matters

Overall, 19% of B2B marketing budgets go towards advertising and there are growing opportunities in new channels like digital video and audio. However, as more channels and data sources are used, B2B companies can struggle with marketing attribution and reporting.

Takeaways

• In the 11 marketing channels asked about, B2B companies report a higher usage for ten of them.
• The gap is largest for direct mail/print advertising - 64% of B2C companies use this...