The number of companies that ran business-to-business paid search campaigns dropped by more than 10% last year, according to a B2B Optify study. Marketers who persisted saw paid search contribute to 23% of visits and 16% of lead-generation efforts. Conversion rates rose, but engagement rates per visit dropped. Social media referred only 5% of overall traffic to B2B websites, with Facebook contributing more than half of that and LinkedIn generating only 8%, the study showed.

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