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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