Kapost, the company behind the marketing content engine of the same name, recently released an ebook called The Blueprint of Modern Product Launch Marketing looking at how to “make a splash” when launching a product.

In marketing that, the company shared an infographic (via MarketingProfs) looking at The State of B2B Product Marketing in 2015. It makes use of research collected by Regalix, which spoke to senior marketers about trends and practices. At nearly 70%, understanding the buyer was the most cited go-to-market strategy, and creating marketing collateral is a top priority.

Most B2B companies do invest in product marketing as only 16% do not, according to the findings. Websites and email are the dominant digital channels. take a look at the graphic for a summary of the findings.

Images via Thinkstock, Kapost