Latest trends in B2B marketing

MarketingSherpa has just released its 2009-2010 B2B Marketing Benchmark Report. You can download the 9-page excerpt for free or purchase the entire 200+ page report for $447.

Though I’m not convinced the full report is worth its hefty price tag, there are a few good tidbits of information:

  • The majority of B2B marketers are optimistic that the economy will recover in the remainder of the year
  • B2B is ahead of B2C when it comes to adopting social media strategies and tools, including social networks and company blogging
  • While B2B marketers plan on increasing investments in programs like webcasts, search, website improvements and social media, they are majorly decreasing spend in other areas, especially tradeshows/face-to-face events and traditional advertising
  • There is still a noticeable breakdown in the marketing-to-sales process – the majority of B2B marketers do not have a process for nurturing leads that aren’t sales-ready, do not have closed-loop tracking from source to conversion, and do not have a process for handing leads back to marketing
  • When it comes to a company’s website, B2B marketers struggle most with clear and compelling messaging, efficient/regular updates and optimizing the site for search

The full report contains more detailed info breakdown of marketing budgets by program, industry and company size; average leads generate by program investment; outsourcing key marketing functions; effectiveness of different email tactics; analysis of PR effectiveness; case studies; and more.

— Posted by Melissa Coyle


1 Response to “Latest trends in B2B marketing”

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