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eMarketer Chart

Marketing Tactics in Which US B2B Marketers Are Investing in 2016 (% of respondents)

Chart Profile

  • Measurement:

    (% of respondents)

  • Data Covered:

  • Source:

    Kapost

  • Methodology:

    Data is from the May 2016 Kapost "B2B Customer Experience Benchmark Report 2016." 316 marketers were surveyed during February 24-March 10, 2016. Respondents were from B2B companies (66%), both B2B and B2C companies (24%) and B2C companies (10%). B2C marketers' responses were excluded from the results. Respondents identified their role as CMO (9%), coordinator (12%), director (23%), manager (38%), other C-level (11%) and SVP/VP (7%). Respondents identified their role focus as in content marketing (32%), demand generation (15%), digital marketing (18%), field marketing (4%), marketing tech and operations (9%), product marketing (14%) and not in marketing (8%). Respondents identified the number of employees at their company as less than 100 (35%), 100-500 (22%), 501-1,000 (15%), 5,001-10,000 (7%), 10,001-20,000 (3%) and more than 20,000 (9%). Kapost is a provider of content marketing services and software.

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