CRM is popular with business-to-business marketing

More and more B2B companies are using CRM
The end of 2016 is approaching, so we are already looking at the future. CRM is more popular than ever in the world of B2B marketing.

b2b uses crm


The research of the software start-up Online Success shows the trends in the field of B2B marketing. Online Success asked more than 200 business-to-business marketers for their opinion.

CRM in the world of B2B

The use of CRM is popular in the world of business-to-business marketing: 70% of the surveyed marketers say they use a CRM system. CRM usage is expected to increase to 83% in 2017.

Lead generation and online advertising

Online advertising is also popular. B2B online advertising is mainly used for lead generation. Advertising via LinkedIn is expected to increase in popularity in 2017. The research predicts an increase from 39% in 2016 to 62% in 2017. The use of advertisements on Facebook and Twitter is predicted to remain about the same.

Focus on lead generation

B2B companies are strongly focusing on lead generation in 2017. Lead management is one of the strengths of a CRM system. It is therefore not surprising that these trends are visible in the research. Content marketing is the most popular lead generation marketing tool: 48% of respondents cite content marketing as a favorite. Content marketing is also mentioned in connection with Customer Relationship Management: content marketing helps B2B companies to establish and strengthen relationships.