Appendix B State of Marketing 40 Marketers Move to Evolve Journeys, but Data Woes Linger Several channels experienced triple-digit growth over the past two years. B2B marketers are playing catch-up on their use of channels considered the domain of B2C companies, for example, video advertising and SMS/text messaging. Percentage Growth in Actual Channel Use over the Past Two Years (2015–2017) B2B* B2C 176% 24% 66% 204% 141% Video advertising growth growth growth 142% 24% 59% 197% 92% SMS/text messaging growth growth growth 135% 27% 64% 161% 103% Mobile apps growth growth growth Native advertising/ 113% 32% 68% 147% 81% sponsored content growth growth growth 83% 41% 75% 56% 106% Email marketing growth growth growth 80% 40% 72% 88% 69% Display/banner ads growth growth growth 73% 44% 77% 80% 68% Social media marketing growth growth growth 47% 56% 83% 26% 69% Website growth growth growth 47% 44% 64% 47% 37% Organic search growth growth growth 43% 44% 63% 44% 31% Paid search growth growth growth 2015 usage 2017 usage * B2B also includes respondents who identified as B2B2C. Salesforce Research