Analyst & Other Reports

Google’s 2011 B2B Marketing Outlook for Demand Generation and Marketing Mix

Over the past year, B2B marketing relied more than ever on the Internet, and digital
marketing yielded highly satisfying results for a majority of marketers. These are two key discoveries of a Google-commissioned survey of more than 600 B2B marketing professionals from a variety of industries and company sizes. Its findings have been released in a new report, the 2011 B2B Marketing Outlook.

Among other things, the survey found that:

  • Seventy-seven percent of B2B marketers expect budgets to remain grow or remain stable over the coming year.
  • Sixty-six percent of B2B marketing budgets are still allocated to traditional media tactics.
  • Search engines rank as the most effective, and eight of the top 10 most effective channels for reaching B2B audiences are digital.
  • One in three marketers predicts that marketing ROI measurement will be their top challenge in 2011.

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