In 2018, Australian B2B marketers are focusing on customer experience, personalization and increasingly segmented audiences with 95% of them see “Customer Experience” as a significant challenge. They’re also planning to invest more in content development.

Get a deep look at the state of B2B marketing in Australia to effectively cut through the noise in such a dynamic era:

Challenges, Objectives & Marketing Strategy for Australian B2B Marketers

• Measuring marketing ROI is the top-ranking challenge for 52% of Australian B2B marketers, followed by optimizing customer experience with a rate of 50%.
• Generating leads (71%), nurturing & progressing leads (70%), and optimizing customer experience (64%) are the top three significant marketing objectives in 2018.
• 58% of respondents have a documented content marketing & social media strategy.
• Only 48% have developed personas for buyers in their target markets.
• Social media targeting is the most used method to improve customer experience and overall effectiveness with a rate of 50%.

Marketing Automation, Content Marketing & Social Media

• Salesforce Pardot, Marketo and HubSpot are the top Marketing Automation Platforms (MAPs) that B2B Australian use.
• LinkedIn (88%), Facebook (64%) and Twitter (57%) are the top social platforms that Australian B2B marketers use.
• 66% of respondents expect to spend at least 20% of their marketing budget on content development, 62% will do so on website/SEO, and only 42% will spend more on social media marketing.

A Graph Shows the Most used Marketing Automation Platforms (MAPs) by B2B Australian Marketers in 2018

Methodology:

Data were driven from 412 Australian B2B marketers.