71.4% feel the challenge of fragmentation in BtoB marketing measures
A survey by Bizibl and IDEATECH reveals that 71.4% of BtoB marketers face challenges with siloed marketing tactics, and only 4.6% have achieved true integration.
📋 Article Processing Timeline
- 📰 Published: April 7, 2026 at 20:30
- 🔍 Collected: April 7, 2026 at 12:00
- 🤖 AI Analyzed: April 20, 2026 at 22:12 (322h 12m after Collected)
Bizibl Technologies Inc. (Headquarters: Chiyoda-ku, Tokyo, Representative Director and CEO: Yohei Hanatani, hereinafter Bizibl), which provides the webinar marketing tool "Bizibl", conducted a "Survey on the Orchestration of BtoB Marketing Measures" jointly with IDEATECH Inc., targeting 325 managers and persons in charge involved in BtoB marketing.
■ Survey Summary
- 71.4% feel a decline in results and an increase in costs due to siloed fragmentation of measures.
- 84.3% recognize the need for integration of measures.
- On the other hand, only 4.6% answered "integration has been achieved."
It has become clear that while many companies feel the "need for integration," they have not yet been able to execute it.
■ Nearly 60% recognize the "19 Channels"; channel understanding is progressing
Regarding the "19 channels" advocated in the book "Traction," 61.2% answered that they recognize them.
Also, as for the measures they are currently focusing on:
- SNS operations: 51.7%
- Content marketing: 37.5%
- Digital advertising: 32.0%
The utilization of diverse channels, centering on digital, is progressing.
■ On the other hand, "Measures they want to work on but haven't been able to" also surfaced
As measures they want to strengthen in the future but have not been able to tackle sufficiently:
- Website optimization: 30.8%
- Webinar / Online
■ Survey Summary
- 71.4% feel a decline in results and an increase in costs due to siloed fragmentation of measures.
- 84.3% recognize the need for integration of measures.
- On the other hand, only 4.6% answered "integration has been achieved."
It has become clear that while many companies feel the "need for integration," they have not yet been able to execute it.
■ Nearly 60% recognize the "19 Channels"; channel understanding is progressing
Regarding the "19 channels" advocated in the book "Traction," 61.2% answered that they recognize them.
Also, as for the measures they are currently focusing on:
- SNS operations: 51.7%
- Content marketing: 37.5%
- Digital advertising: 32.0%
The utilization of diverse channels, centering on digital, is progressing.
■ On the other hand, "Measures they want to work on but haven't been able to" also surfaced
As measures they want to strengthen in the future but have not been able to tackle sufficiently:
- Website optimization: 30.8%
- Webinar / Online