[B2B Marketing Orchestration Survey] 84.3% Want to Integrate Campaigns, But Only 4.6% Have Achieved It - This 80-Point Gap is the 'Current State' of B2B Marketing

'Resapy®️' (https://ideatech.jp/service/research-pr), which provides one-stop research data marketing, in collaboration with Bizibl Technologies Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Yohei Hanaya; hereinafter 'Bizibl'), which offers the webinar marketing tool 'Bizibl,' conducted a survey on the actual state of 'orchestration' of B2B marketing measures targeting 325 managers and personnel involved in B2B marketing. We are pleased to announce the results.

• 01｜Approximately 70% of marketing personnel feel a decrease in results and an increase in costs due to vertical segmentation of marketing measures.

• 02｜Over half cite 'lack of know-how and frameworks for integrated operation' as the reason for slow campaign integration.

• 03｜Over 80% are eager to strengthen integrated operation of future marketing measures.

■Survey Overview

• Survey Name: Survey on the Actual State of 'Orchestration' of B2B Marketing Measures

• Survey Method: Internet survey planned by 'Resapy®︎' research marketing provided by IDEATECH

• Survey Period: March 18, 2026 - March 19, 2026

• Valid Responses: 325 managers and personnel involved in B2B marketing

*Percentages are rounded to the second decimal place, so the total may not necessarily be 100.

■Approximately 60% of marketing personnel are aware of the '19 Channels' concept from the book 'Traction'

When asked "Q1. Are you aware of the '19 Channels' concept introduced in the book 'Traction: How Startups Get Customers'?" (n=325), "Yes" was 61.2% and "No" was 36.0%.

・Yes: 61.2%

・No: 36.0%

・Don't know/Cannot answer: 2.8%

■'SNS operation' is the most focused channel for marketing personnel at approximately 50%, followed by 'content marketing' at 37.5%

When asked "Q2. Please tell us which channels you are currently focusing on most in your company's B2B marketing. (Up to 3 answers allowed)" (n=325), "SNS operation (X, LinkedIn, Facebook, etc.)" was 51.7%, "Content marketing (blogs, white papers, videos, etc.)" was 37.5%, and "Digital advertising (listing, display, SNS ads, etc.)" was 32.0%.

・SNS operation (X, LinkedIn, Facebook, etc.): 51.7%

・Content marketing (blogs, white papers, videos, etc.): 37.5%

・Digital advertising (listing, display, SNS ads, etc.): 32.0%

・SEO measures・AI search measures (SGE, LLMO, etc.): 24.0%

・Website optimization (LP improvement, CTA design, UX improvement, etc.): 20.9%

・Offline advertising (taxi ads, outdoor ads, transit ads, etc.): 16.3%

・Exhibitions・Offline events: 14.5%

・PR・Public relations activities (press releases, survey PR, etc.): 11.4%

・Email marketing: 9.5%

・Webinars・Online events: 8.9%

・Other: 1.2%

・Don't know/Cannot answer: 3.1%

■Channels marketing personnel want to focus on but haven't sufficiently addressed: 'Website optimization' at 30.8% and 'Webinars/Online events' at 28.6% are top

When asked "Q3. Please tell us which marketing channels you want to focus on but have not sufficiently addressed." (n=325), "Website optimization (LP improvement, CTA design, UX improvement, etc.)" was 30.8%, "Webinars・Online events" was 28.6%, and "Offline advertising (taxi ads, outdoor ads, transit ads, etc.)" was 28.3%.

・Website optimization (LP improvement, CTA design, UX improvement, etc.): 30.8%

・Webinars・Online events: 28.6%

・Offline advertising (taxi ads, outdoor ads, transit ads, etc.): 28.3%

・Digital advertising (listing, display, SNS ads, etc.): 26.2%

・Exhibitions・Offline events: 25.8%

・SEO measures・AI search measures (SGE, LLMO, etc.): 24.0%

・PR・Public relations activities (press releases, survey PR, etc.): 19.7%

・SNS operation (X, LinkedIn, Facebook, etc.): 18.8%

・Email marketing: 17.2%

・Content marketing (blogs, white papers, videos, etc.): 14.5%

・Other: 5.5%

・Don't know/Cannot answer: 5.5%

■Approximately 70% of marketing personnel are at 'Level 3 or below' in campaign integration, revealing a lack of overall optimization

When asked "Q4. To which of the following levels do you think your company's marketing campaign integration (degree of collaboration and linkage between channels) applies?" (n=325), "Level 1: Each campaign is independent and there is no collaboration" was 9.8%, and "Level 2: There is some information sharing, but no planned collaboration" was 29.5%.

・Level 1: Each campaign is independent and there is no collaboration: 9.8%

・Level 2: There is some information sharing, but no planned collaboration: 29.5%

・Level 3: Collaboration exists between major campaigns, but overall optimization has not been achieved: 29.8%

・Level 4: Most campaigns are collaborative and cross-sectional operations based on data are possible: 21.8%

・Level 5: All campaigns are integrated and strategic orchestration is realized: 4.6%

・Don't know/Cannot answer: 4.3%

■Voices such as 'Easier hot lead collaboration through SEO and white paper integration' and 'High-quality customer acquisition through SNS and referral campaigns'

When asked "Q5. For those who answered 'Level 3,' 'Level 4,' or 'Level 5' in Q4, please freely tell us about effective combinations of marketing channels in your company and their results (e.g., increase in effective business negotiations, improvement in lead acquisition). If there are no specific episodes or results, please write 'None in particular.'" (n=183), 101 responses were obtained.

＜Free responses - partial excerpts＞

・SEO and white papers allowed us to understand the level of interest in our company, making it easier to collaborate on hot leads with sales.

・New customers increased through campaign announcements using SNS.

・Combined use of SNS and referral campaigns for existing customers. We feel that high-quality customers are more likely to gather.

・Recently, online advertising feels good. If the strategy is successful, a response greater than the cost can be expected.

・Awareness through TV commercials, SNS utilization.

■Reasons for slow marketing campaign integration: 'Lack of know-how and frameworks' is over half

When asked "Q6. For those who answered 'Level 1,' 'Level 2,' or 'Level 3' in Q4, please tell us the reasons why your company's marketing campaign integration and collaboration are not sufficiently progressing. (Multiple answers allowed)" (n=225), "Because there is no know-how or framework for integrated operation" was 51.6%, "Because performance measurement for each campaign is independent and cross-sectional analysis is not possible" was 40.9%, and "Because daily tasks keep us busy and there is no time to design collaboration between campaigns" was 31.1%.

・Because there is no know-how or framework for integrated operation: 51.6%

・Because performance measurement for each campaign is independent and cross-sectional analysis is not possible: 40.9%

・Because daily tasks keep us busy and there is no time to design collaboration between campaigns: 31.1%

・Because different personnel or departments are responsible for each campaign and there is no system for collaboration: 29.8%

・Because upper management's understanding cannot be obtained, making it difficult to secure a budget for integrated initiatives: 27.1%

・Because different tools are used for each campaign, making data integration difficult: 13.8%

・Because it is difficult to quantitatively demonstrate the results of integrated operations: 6.2%

・Other: 0.0%

・Don't know/Cannot answer: 2.7%