DECEMBER 19, 2008
Counting on digital marketing for leads and future sales
More than six out of 10 business-to-business (B2B) marketers surveyed in December 2008 by BtoB Magazine said they planned to launch new ad campaigns next year.
Considering the state of the economy, it could be worse. Nearly seven out of 10 marketers surveyed at the end of 2007 planned to launch new ad campaigns this year. Given the study’s sample size (211 B2B marketers), the difference of 9 percentage points is not huge.
One-quarter of respondents said they planned to reduce their marketing budgets in 2009.
Budgets for digital campaigns should fare better than those for traditional media, judging by a study fielded in August and September 2008 by Hearst Electronics Group and Goldstein Group Communications. More respondents to that survey said Websites and search engines were their best sources of leads than any other means, including trade shows, long a favorite of B2B marketers.
Although the sample size of the Hearst/Goldstein study was limited to 99 B2B marketers, the results are useful in a directional sense.
Online was the only sales channel more respondents said they would use in 2011 than in 2008.