Digital B2B benchmarks: These metrics are important

Defined B2B benchmarks are helpful when, for example, the performance of online marketing measures is compared. They also sharpen the focus on measures taken in comparison to the industry. The following questions arise, for example: How are other industries digitally positioned? Which social media channels do they use? But it is also important to look at your own measures. B2B companies should pay attention to important B2B benchmarks when evaluating. In this article, we show what digital marketing looks like for companies. And clarify which key figures are important in the B2B industry.

• Benchmarks help to compare measures
• In B2B, key figures often have a different meaning than in B2C
• DDV study shows benchmarks in digital marketing
• There is still room for improvement for B2B companies – especially in the area of ​​social media
• Different key figures apply to different departments

Our everyday lives, whether professional or bahamas number data private, have changed are important dramatically due to digitalization. This is particularly evident at the moment. It is hard to imagine what our business and private lives would look like without digital offerings. There are a number of possibilities here, especially for companies. For example: insights into everyday company life on social media, sending mailings, digitally organizing training courses, seminars and even trade fairs, or active lead generation via the website.

Whether the measures are successful can then be easily compared using certain key figures. But which B2B benchmarks are actually important are important when it comes to evaluating existing marketing measures? It often helps to think outside the box. The best way to do this is to take a look at the online marketing measures of your competitors.

expansion potential in B2B online marketing

At the end of the year, many B2B companies will be evaluating their measures and plans for 2021. It is therefore worth taking a look at the competition. How do companies from other industries fare digitally? How do B2C and B2B compare? And using monitoring for target group insights which social networks can score points in both B2B and B2C?
The DDV also asked itself these questions. In collaboration with Dr. Schwarz Consulting, the “Digital Benchmarks 2020” study took a look at digital marketing in German companies. The results show that there is still room for improvement – especially for B2B companies.

6 out of 10 companies rely on multi-channeling

In online marketing, a mix of different measures often achieves the best results. Although this is nothing new, a rethink is now underway. In 2020, 6 out of 10 companies used a mix of social media marketing, email marketing, SEA measures are important and the active generation of leads. This corresponds to an increase of 10% compared to the previous year. But this shows an interesting development. More and more companies are realizing that a well-thought-out multi-channel approach is successful in the long term.

Tried and tested remains: Search engines remain the most popular paid channel

Search engines like Google remain the most line data popular channels for placing ads. 69% of the companies surveyed said they use Google Ads. This shows that tried and tested methods are still very successful. Paid advertising via Google Ads leaves Facebook, Instagram and display advertising behind. The potential is huge for B2Bs. A precisely defined target group and perfect distribution of the ad are particularly important here.