B2B marketers say email is the channel that has the biggest impact on their multichannel strategy, according to recent research from ZoomInfo and Ascend2.

The report was based on data from a survey conducted in April 2023 among 101 B2B marketers.

Half of respondents cite email as among the three channels that have the biggest impact on their multichannel strategy, and a third cite social media.

Channels that have the biggest impact on marketers' multichannel strategy

Some 39% of B2B marketers say having a cohesive multichannel marketing strategy is extremely important and 50% say it is somewhat important.

Importance of having a cohesive multichannel marketing strategy

Some 57% of B2B marketers say their multichannel strategy is now at least partially automated.

To what extent marketers have automated their multichannel marketing strategy

B2B marketers say the top challenges they face with multichannel marketing are creating an effective strategy (57% cite as a major challenge), insufficient budget/resources (46%), and data quality (44%).

Greatest challenges to executing a multichannel marketing strategy

About the research: The report was based on data from a survey conducted in April 2023 among 101 B2B marketers.


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B2B Multichannel Marketing: Top Channels, Trends, and Challenges

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji