Mission Control Marketing Publishes Second Annual Original Research Report to Identify the Marketing Channels That Influence B2B Sales

Report Provides Insights Into the Marketing Platforms and Channels that are Most Trusted and Influential to More Than 500 Decision-Makers at Large and Mid-sized Companies

Mission Control Marketing, the essential agency partner to the CMO at mid-sized B2B organizations, today revealed new findings from its second-annual research report, “Which Marketing Channels Lead to Sales: The Definitive Guide for Building a Marketing Strategy that Influences B2B Sales”. The report provides insight into B2B buying behavior by identifying the marketing channels that provide the most influence during the customer journey. In partnership with market research firm, Researchscape, Mission Control Marketing surveyed decision-makers across marketing, technology, operations and finance roles at large and medium-sized businesses about the marketing channels that they most trust and most influence their purchasing decisions.

“More than ever before, B2B marketing executives are being asked to correlate business results for their investments,” said Elliot Schimel, CEO of Mission Control Marketing. “As B2B marketing executives start to formalize their plans for 2019, this research report provides the best unbiased perspective for allocating budget towards channels that will result in sales. The data in this report, which is based on insights collected directly from executives that choose vendors on behalf of their companies, provides a roadmap for marketers to invest in the events, analyst firms and other content that is most trusted and used by their company’s target prospects.

In the second addition of the annual report, Mission Control Marketing unveiled its B2B Influence and Trends Indexes, which benchmark the influence of each marketing channel within the full B2B marketing landscape, as well as which channels are growing in influence year-over-year.

Key Statistics:

Social media is the most influential B2B marketing channel, as 92% of respondents who use social media for work said that at least one social media platform influenced a purchasing decision.

Industry analysts is the second-most influential marketing channel: 77% of all executives surveyed said an industry analyst influenced their decision to choose a vendor within the last year.

These platforms are the top influencers on B2B buyers:

  • Social Media: Facebook

  • Industry analysts: Deloitte

  • Events and Conferences: MarketingProf’s B2B Marketing Forum

  • News outlet: Bloomberg BusinessWeek

The research identifies the daily media habits of these decision-makers, as well as the marketing channels they turn to when considering vendors for an RFP or when choosing new solutions. The impact of the following channels were included: events, industry analysts, news media, advertising, social media, email marketing, owned media and others.

The study compared these media channels to each other and conducted an in-depth exploration of each channel individually. Its findings provide insights about how decision-makers behave, how they consume media, what media they trust, what marketing channels they prefer, how they assess vendors, and, most importantly, what most influences their decision to choose a vendor.

Additional findings and results from the full research report are available here.