Award-winning B2B marketing agency Earnest compiled the latest stats and trivia for B2B marketers in 2021, forcing readers to start over with how they reach and engage their buyers.
In an animated video and blog, the agency pulled together the latest insights from leading industry sources, from Gartner and Forrester to Edelman and 360 Magazine, to provide marketers with the information they need to take a digital leap in 2021.
The study includes an expert forecast that 80% or more of the sales cycle will be digital and remote-controlled, as three in four buyers see this new way of doing business as more effective, safer and more cost-effective.
However, Earnest points out that remote doesn’t necessarily mean remote, especially when only 20-30% of B2B buyers say they want to interact with sales reps in person after Covid. Around 90% state that they are ready to use themselves digitally – end-to-end – in order to make a B2B purchase.
Digital content is king
Focusing on positive change, Earnest says this year is a chance to become a more helpful brand and adjust to new buyer preferences. One such change is a pursuit of digital technology: buyers read 40% more content than they did in early 2020, and 59% of executives prefer to watch video over text format.
There is also room for improvement when it comes to thought guidance. Only 17% of shoppers think what they read is “very good” or “excellent”, although 49% believe it can influence their decisions.
The statistics also show a switch to audio content and an increase in influencer marketing spend, showing that a positive B2B change is emerging.
Other important statistics for B2B marketers are:
44% of people are more likely to use social media today than it was before the Covid-19 outbreak
The content shared on LinkedIn has increased by 50% compared to the previous year
There are currently 44% more emails being sent than they were before the block began, and email open rates have increased by an average of 28%
Marketing spend for influencers is up 70% year over year
89% of marketers consider influencers to be comparable or superior in ROI to other common marketing tactics
18% of adults now listen to podcasts every week, and 54% of podcast listeners say they are more likely to consider the brands they hear advertised on podcasts
Click here to read the full compilation of Vital Statistics for B2B Marketers. You can watch the video here.
For more information, please contact firstname.lastname@example.org.
Rebecca Ley, content writer, earnest.
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Earnest is the award-winning B2B marketing agency chasing the hustle and bustle in London and New York.
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