Canada B2B Marketing: A Maturing Discipline, Underpinned by Marketing Tech - eMarketer
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Canada B2B Marketing: A Maturing Discipline, Underpinned by Marketing Tech

eMarketer Report

By: eMarketer

Published: April 10, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

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).

  • B2B companies invest in marketing primarily to generate leads. Softer goals, such as brand building and improving awareness, are secondary for companies that want to grow the sales funnel and increase their sales presence.
  • But leading B2B practitioners are now expanding their scope to activities beyond directly feeding the sales funnel. Digital has led this expansion, mainly because digital tactics are relatively inexpensive and highly measurable.
  • The marketing technology toolkit in B2B is maturing fast. Point marketing solutions like email automation and content management have been augmented in many cases by a broader stack of integrated solutions.
  • Content marketing systems, social media management platforms and account-based marketing (ABM) are the leading B2B tech categories. An increased focus on analytics generated by these systems is leading to greater personalization of programs aimed at business audiences.

"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."

Table of Contents

B2B Marketers’ Top Priorities

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The Consumerization of B2B

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B2B’s Martech Toolkit

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Related eMarketer Report and Brief

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14 charts are included in the full report:

Canada B2B Marketing: A Maturing Discipline, Underpinned by Marketing Tech

Share of B2B Content/Features Accessed via B2B Websites in Canada, 2016 (% of total clicks tracked by motum b2b)

B2B Marketers’ Top Priorities

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

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)

The Consumerization of B2B

Methods Used by Their Company to Learn About Target Audiences* According to B2B Marketers in North America, Aug 2016 (% of respondents)

B2B’s Martech Toolkit

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)

Share of B2B Content/Features Accessed via B2B Websites in Canada, 2016 (% of total clicks tracked by motum b2b)

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)

Account-Based Marketing

Technologies Used for Account-Based Marketing (ABM) According to B2B Marketers Worldwide, 2015 & 2016 (% of respondents)