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Published: April 10, 2017
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Business-to-business (B2B) marketers in Canada are turning to marketing technology to get a better understanding of target audiences and improve the efficacy of programs. Tools that were once the exclusive domain of business-to-consumer (B2C) teams have made their way into B2B circles. The result is a more data-driven approach to marketing that provides solid evidence of marketing return on investment (ROI).
"Video plays are by far the best performing call to action for B2B websites in Canada. Half of all calls to action in 2016 were video plays, more than all other actions combined, according to motum b2b."
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Share of B2B Content/Features Accessed via B2B Websites in Canada, 2016 (% of total clicks tracked by motum b2b)
Most Significant Goals vs. Barriers to Lead Generation Success According to Senior B2B* Marketers Worldwide, Aug 2016 (% of respondents)
Senior B2B* Marketers Worldwide Who Use In-House vs. Outsourced Resources to Execute Lead Generation, Aug 2016 (% of respondents)
Customer Marketing Metrics Tracked by B2B Marketers and Executives in North America*, Sep 2016 (% of respondents)
Customer Marketing Tactics Used by B2B Marketers and Executives in North America*, Sep 2016 (% of respondents)
Methods Used by Their Company to Learn About Target Audiences* According to B2B Marketers in North America, Aug 2016 (% of respondents)
Most Effective vs. Difficult Lead Generation Tactics According to Senior B2B* Marketers Worldwide, Aug 2016 (% of respondents)
Content Marketing Tools Used by Their Company According to B2B Marketers in North America, Aug 2016 (% of respondents)
Most Effective Metrics Used by Their Company to Measure Content Marketing Efforts According to B2B Marketers in North America, Aug 2016 (% of respondents)
Number of B2B Videos* Published per B2B Company Worldwide, Dec 1, 2015-Nov 30, 2016 (% of total on the Vidyard platform)
Average Number of B2B* Videos Published per B2B Company Worldwide, by Annual Company Revenues, Dec 1, 2015-Nov 30, 2016
Social Media Management
Click Share of B2B Content in Canada, by Platform, 2016 (% of total clicks on SqueezeCMM's platform)
Technologies Used for Account-Based Marketing (ABM) According to B2B Marketers Worldwide, 2015 & 2016 (% of respondents)
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