Email marketing is the most impactful channel for B2B marketers

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Key stat: Half of US B2B marketers say that email marketing is the channel that has the biggest impact on their multichannel strategy, outpacing social media (33%) and content marketing (26%), per April 2023 Ascend2 and Zoominfo data.

Beyond the chart:

• Email marketing is the top area both US B2B and B2C marketers have increased their direct marketing budget over the past year, according to an April 2023 survey from SeQuel Response and ISG.
• But recent changes from Apple and Google have threatened the effectiveness of email marketing, forcing marketers to figure out which metrics matter most.
• “Opens are dead for all intents and purposes,” though they can still show directional trends, said Ryan Phelan, managing partner at marketing company RPEOrigin. Instead, click-based activity is what marketers should be paying attention to.

Use this chart:

• Identify which marketing channels B2B marketers find most valuable.
• Evaluate your multichannel strategy.

More like this:

• US marketers increase email marketing budgets as they seek ways to increase engagement
• US B2B marketing data spending growth remains sluggish amid economic pressures
• B2B marketers are taking a cautious approach toward data investments
• B2B marketing firms are spending less and focused on ROI for 2023 and 2024

Note: Respondents were asked, "Which of the following has the most impact on your multi-channel strategy?"

Methodology: Data is from the October 2023 Ascend2 report titled "B2B Perspective on Multi-Channel Marketing" in partnership with Zoominfo. 101 US B2B marketers were surveyed during April 2023. Respondents were from companies with fewer than 50 employees (58%), 50 to 500 employees (23%), or more than 500 employees (19%) in a job role of vice president/director/manager (35%), owner/partner/C-level (52%), or non-management (13%).