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Web and email ‘still king’ for B2B marketing

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Websites and email marketing are the most effective methods to reach B2B buyers in the UK,  according to Episerver, the customer-centric digital experience company.

Episerver’s newly released report, “B2B Digital Experiences Report 2019: How Companies Are Meeting Rising Expectations” surveyed 100 B2B decision-makers across the UK and found that 1 in 5 (19%) consider their website to be their most effective B2B marketing tool. This was closely followed by email marketing (15%) and social media advertising (12%).

Over three quarters (76%) of those surveyed also agree that their website is a ‘vital source’ of sales leads for their organisation. In contrast, only 2% of respondents considered organic social media content to be an effective channel for generating B2B leads.

Commenting on the research findings, Joey Moore, Head of Evangelism, EMEA & APAC at Episerver said, “Despite the marketing community’s obsession with new innovations such as chatbots and AI, it seems that — in the B2B space — more traditional channels are best at reaching decision-makers who are drowning in marketing messages targeted at people like them, not them as individuals.

“It’s vital marketers optimise tried and true touchpoints, using one-to-one personalisation that is welcomed on decision-makers’ preferred channels.”

B2Bs appear to be on notice, as the report findings also indicate the number one website feature/functionality B2Bs plan to adopt in the next 12 months is personalized content (36%).

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