Primary Survey-Based Research
March 2012 — Online Marketing: The Next Frontier of Email, Display, Search, Social
In conjunction with Bizo, Crain's BtoB Magazine conducted a comprehensive survey of business- to-business (B2B) marketers across the U.S. The results of the survey highlight where B2B marketing tactics are on the maturity curve and underscore various opportunities for marketers to increase the sophistication of their entire marketing mix.
Some of the key survey results include:
More than 60 percent of marketers report that their greatest marketing challenge is generating more leads, and nearly two-thirds (63 percent) of respondents report that their marketing mix either doesn't meet sales demand or they're unsure of whether their mix is effective.
There is plenty of opportunity to leverage segmentation and targeting across the marketing mix. B2B marketers appear to be most comfortable using segment targeting in email marketing, where there is an 84 percent adoption rate, but only about one-third are using segment targeting in their display, paid search or socialmedia programs.
Survey Methodology: This survey was fielded online from the period of January 18 to February 3, 2012. The true population of B2B marketing professionals in the US was researched via a 28 question online survey. A representative sample of the BtoB marketers audience was invited to participate in the survey via email. A sample of 326 completes was achieved.
"In just a few months working with Bizo, we're increasing our brand awareness with audiences that matter," said Richard Turcott, CMO for RatePoint, Inc., a leading provider of customer feedback and online reputation management services. "Bizo's business targeting ensures we're getting in front of the most qualified audiences for our business, and it shows in the results."