Which information sources are really useful for B2B decision-makers and which channels and formats do marketers rely on? Does the communication of marketers match the information needs of decision-makers? The study "B2B marketing and information sources in the industry" by the Vogel Communications Group (VCG) addresses these questions. The survey was carried out by Vogel Research in collaboration with the trade journal marconomy.
VCG conducted the B2B Marketing and Information Sources Study in the industry for the second time (after 2019). In the B2B marketer category, 595 people in the main sectors of IT, mechanical engineering, chemicals, automation and marketing took part in the survey. In the B2B decision-makers category, 564 people took part. In addition to the central topic of B2B content, the study also addresses the question "Artificial intelligence in B2B marketing: what potential do B2B marketers see?"
"High-quality content for different communication channels and phases of the information process is an essential key to B2B communication success. The results of our study show that vendor-independent information sources such as trade media play an important role in reaching the right target groups. When it comes to a specific procurement requirement, sales teams, websites or online stores of suppliers are relevant sources of information for B2B decision-makers," explains Georgina Bott, Director Corporate Communications VCG.
"The B2B Marketing Study 2023 is a prime example of what Vogel Communications Group stands for as a corporate group: marketing and communications expertise paired with in-depth target group and industry knowledge. This combination resulted in exciting findings in our study that are of great benefit to marketing and communications managers in the industry - both strategically and operationally," summarizes Matthias Bauer, CEO of VCG.
Click here for the study
Figure: Title page of the study
Vogel Communications Group (VCG) is a leading provider of specialist communication and information with 790 employees and a turnover of around 100 million euros. The Group is represented at 9 locations in German-speaking countries and also internationally with a focus on China. VCG offers a group-owned agency network consisting of 9 communication agencies and service companies. With around 100 specialist media, it is anchored in the 5 economic fields of automotive, industry, information technology, law/economics/taxes and B2B communication/marketing. VCG offers 250+ services, 100+ digital platforms and communities as well as 300+ business events per year for professional and successful corporate communications.
We make our customers more successful through communication - nationally and internationally!
