B2B Multichannel Marketing: Top Channels, Trends, and Challenges

 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.

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

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

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%).

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