Digital Marketing Researches & Reports

Australian B2B Marketing Research, 2018 | Green Hat & ADMA

| Australia

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

Australian B2B Marketing Research, 2018 | Green Hat & ADMA 1 | Digital Marketing Community

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


Data were driven from 412 Australian B2B marketers.

Green Hat

Green Hat is Australia's leading marketing consulting agency dedicated to B2B and ‘considered purchase’ marketing. They help their clients in three main ways. Firstly, optimizing Customer Experience by developing customer lifecycle programs and cut-through brand strategy. Secondly, driving revenue and pipeline growth with a focus on Sales and Marketing alignment. And thirdly, improving operational effectiveness using automation and analytics.

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