How Business Leaders View Digital Marketing

More than three-quarters (78%) of business leaders say their company’s digital marketing efforts are somewhat or very successful, according to a recent report from Act-On Software and Ascend2.

The report was based on data from a survey of 73 owners, partners, and C-level executives at companies in the United States (68% B2B-focused, 15% B2C, 16% mixed).

Some 56% of respondents say their company’s digital marketing efforts are somewhat successful, 22% say they are very successful, and 22% say they are not successful.

Below, additional key findings from the report.

Effectiveness

More than half (58%) of respondents say the effectiveness of their company’s digital marketing efforts is increasing marginally over time.

Top Tactics

Business leaders say the most effective digital marketing tactics employed by their business are email (60% list as a top channel) and websites (60%).

Challenges

Respondents say the top digital marketing challenges facing their business are an inadequate budget (47% cite), a lack of internal skills/training (44%), and a lack of an effective strategy (44%).

About the research: The report was based on data from a survey of 73 owners, partners, and C-level executives at companies in the United States (68% B2B-focused, 15% B2C, 16% mixed).

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