How are Irish companies ‘doing’ B2B digital marketing?

By Roisin McGinn on 06 April 2018 17:34:49 BST

Soon we’ll be sharing findings from the 2018 Irish B2B Marketers survey with you all. We’re excited to reveal Irish B2B marketing trends - and we think you will be, too.

Studies into Irish B2B marketers are few and far between compared to their B2C peers and that's why we wanted to do the survey. We knew we couldn’t do it on our own, so we contacted the Marketing Institute of Ireland who were happy and willing to lend a hand. They sent the survey to their contacts and Squaredot sent it to our own database of B2B marketers.

The inspiration for carrying out the survey came from reading Hubspot’s State of Inbound 2017 report. This huge, meaty report surveyed 6399 marketers in 141 countries, and presented findings on how inbound is changing the face of sales and marketing across the globe.

It concluded that digital marketing - specifically inbound - was influencing salespeople and identified a slow shift from the hard-sell stereotype towards the role of trusted adviser.



Our survey isn’t about how the metrics match up, or whose revenues are biggest. We acknowledge upfront that a comparison to global trends is not a competition. It’s about how the tactics compare, where the priorities lie, and what can we learn from our peers abroad. The aim of our survey report will be to offer real insight, value and tips on how to maximise returns in digital marketing for B2B. We cover B2B social media in the report, too - but if you just can't wait to find out about that, we've blogged about Facebook, Instagram and Twitter for B2B already. 



Well, we can’t give away all our secrets just yet - so we’re afraid we’ll have to keep you in suspense a little longer (sorry!)

However, here are a few stats to whet your appetite:

 - 70% of Irish marketers do have a B2B marketing strategy in place - but they also want to read more content around strategy (which could mean they're unsure of the effectiveness of their current processes)

 - Most Irish marketers (39%) are not using marketing automation software

 - Marketing is the second source of leads for Irish companies

 - Irish marketers' inbound budget will stay the same in 2018 while global marketing spend will increase by 3%

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