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Where to Focus Your B2B Marketing

Econsultancy just released their August 2011 report of B2B Internet Statistics, detailing the most recent finds on online marketing, e-commerce, the Internet, and related digital media. While the report offers a lot of great findings, here are some interesting statistics that really stood out:

  • Industry events and tradeshows remain critical for B2B marketers. In 2010, 85% of marketers invested in event marketing, and 28% of that group plan to increase those investments in 2011. If they were given incremental budget, tradeshows are the number one channel in which marketers would invest.
  • Digital Media is 8 of the top 10 most effective channels for reaching the B2B audience.
  • 63% of B2B marketers recognize that traditional initiatives have a strong impact on online activity in terms of search traffic, web traffic, and online conversions.
  • On average, marketers spend 38% of their total budgets on brand awareness, 34% on lead generation, and 28% on customer retention. By contrast, 28% of online budgets are dedicated to awareness with the difference allocated between lead generation and customer retention.
  • More than half (55%) of the B2B organizations surveyed currently have a department whose primary focus is on customer retention and loyalty. 94% of these companies report there was senior level executive support for creating such a department. More than one-third (36%) of respondents indicated that their department reports directly to the CEO; 21% report to the Sr. VP/VP of Marketing and 15% report to the Sr. VP/VP of Sales

If you primarily deal with B2B clients, I highly recommend you take the time to sit down and read this report, which addresses all the aspects of the online marketing industry.

Jenn Lisak Golding

Jenn Lisak Golding is President and CEO of Sapphire Strategy, a digital agency that blends rich data with experienced-back intuition to help B2B brands win more customers and multiply their marketing ROI. An award-winning strategist, Jenn developed the Sapphire Lifecycle Model: an evidence-based audit tool and blueprint for high-performing marketing investments.

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