B2B Businesses Should Know These Top 5 Cross-Channel Marketing Stats 

cross-channel marketing stats


In 2021, spending on digital marketing increased by 9.57% compared to last year, says a report. This clearly shows that to succeed in business today, you need a solid online presence.


But many companies don’t realize that having a website and social media accounts isn’t enough. It would be best if you also had cross-channel marketing techniques to create a cohesive experience across all channels that reflects your brand voice and values.


And it’s no secret that cross-channel marketing has become increasingly crucial for businesses lately.


So, whether you’re new to cross-channel marketing or looking for ways to improve your strategy, check out these top five stats before you step in!


Top 5 Cross-Channel Stats That B2B Businesses Should Know


1. 93% of B2B businesses use email marketing


Email marketing has quickly become an essential part of any business-to-business (B2B) company’s online strategy, with 93% of B2B organizations reporting using this for distributing content.


Even more remarkable is that in 2021, 64% of B2B marketers have indicated that their email campaigns have been highly effective in meeting the goals they set out to achieve.


This impressive success is partially because announcements about new products and features tend to have the highest click-through rate among other emails sent by B2B marketers. [source]


Additionally, automation within emails plays a pivotal role, helping businesses send triggered emails for segmentation, nurture campaigns, and even more! [source]


2. 95% of B2B businesses produce social media content


B2B marketers have fully embraced the power of social media. According to recent stats, 95% of B2B marketers produce content on social media platforms. [source]


Moreover, 75% of B2B organizations use social media marketing and advertising, and 3 out of every four buyers use this powerful medium when purchasing.


Even more encouraging is that 62% of B2B organizations have seen a return on investment (ROI) from such marketing and advertising tools. [source


Increasingly, businesses recognize the benefit of deploying social media as an effective marketing strategy, and utilizing these platforms leads to tremendous success.


3. 60% of B2B buyers said mobile played a significant role in sales


The numbers regarding mobile usage in B2B searches and purchases are staggering, with half of all B2B queries taking place on smartphones and 60% of buyers saying mobile had a significant impact on their recent purchase.


Additionally, the impact cannot be underestimated, as researchers on a mobile device make up 42% of the purchase process, and 40% of revenue for leading B2B organizations is influenced by or derived from mobile activity. [s1,s2


So, it is clear that any business looking to stay competitive must include practical strategies to reach customers through this highly-used platform.


4. 80% of decision-makers want articles instead of ads


Content marketing is rising in the business-to-business sector, with 69% of organizations now employing this strategy.


And 80% of people in decision-making positions have expressed a desire to be presented with articles instead of ads, further highlighting the relevance of quality content today. [source]


Moreover, 41% of those representing B2B organizations read several detailed pieces before engaging with a sales representative, and 60% say that content helps them make better decisions. [s1,s2]


Creative and informative content can drive a business to greater heights, and it’s time to take advantage!


5. 75% of B2B marketers say implementing video increases ROI


Videos have quickly become the go-to content source for modern B2B marketers, and it’s not hard to see why. Statistics show that 71% of these professionals produce videos, and 70% of B2B buyers and researchers watch videos at different buying funnel stages. [s1, s2]


Many have found success with this method, too! Over 83% of video marketers have reported that video helps with lead generation, and 62% believe video is more effective than any other type of content for converting qualified leads.[s1, s2]


For those in the B2B world, creating visually engaging videos is a powerful asset when acquiring customers.


Final Thoughts


It’s important to remember that cross-channel marketing is a powerful tool for any business. By understanding and utilizing these five statistics, you can create a plan to effectively reach your target audience across all channels and increase your ROI.


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