Gartner Research

Digital IQ Index: B2B Manufacturing US, 2019

Published: 05 April 2019

ID: G00389324

Analyst(s): L2 B2B Team

Summary

The complexity of B2B buying continues to rise as B2B buyers spend more time learning — and buying — online. Marketing leaders at B2B manufacturing firms can use this research to better focus their attention on using digital to attract customers and move them to the point of sale.

Table Of Contents

Executive Summary

  • Key Questions
  • Key Recommendations

About This Research

  • Comprehensive Data Collection
  • Covering a Wide Group of Manufacturers

Introduction

Analysis

  • Follow the Money
  • Marketers Miss the Memo
  • Archetypes of Digital Performance
    • Geniuses Are Just That, but Can Occasionally Lose Footing
  • A Level Playing Field?
  • SEO and SEM
  • If a Tree Falls in the Forest …
  • Don’t Be Offbrand With Unbranded Keywords
  • Trouble Navigating a Complex Decision
  • Site Search Comes Up Short
  • Did You Mean …
  • Live Chat: Missing a Key Ingredient
  • It Isn’t Cool to Be Complicated
  • Branded Research and Insights Overwhelms and Underwhelms
  • Sparking Fresh Debate

Rankings

  • Rank 1: John Deere
  • Rank 2: CAT
  • Complete List of DIQ Index Rankings

Take-Aways

  • What to Do?

Methodology

  • Distribution
  • Classification

Recommended by the Authors

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.