MarketingVOX: Some 75.6 percent of B2B marketing executives say they plan to increase their online budgets next year, according to BtoB Magazine’s 2007 Marketing Priorities and Plans survey of 569 B2B marketing executives.
Moreover, 62.7 percent of B2B marketing execs plan to increase their overall marketing budgets in 2007, up slightly from the 60.7 percent who said so in 2006. BtoB’s survey also found that customer acquisition is the primary marketing goal for 2007 (62.3 percent of survey respondents), followed by brand awareness (19.5 percent) and customer retention (11.0 percent).
The largest share of online marketing budgets (31.7 percent) will go toward website development, according to BtoB’s survey. Email follows with 21.8 percent, search with 18.7 percent, and webcasts at 8.8 percent. Banner advertising will receive only 5.9 percent of B2B online marketing budgets, and sponsorships 5.5 percent.
Online video is expected to receive 2.7 percent of the online marketing budget in 2007. Blogs, RSS, product listings and lead-generation programs will together account for 4.9 percent.
Overall, some 50.2 percent of B2B marketers said they plan to increase spending on direct mail next year, and 44.1 percent said they plan to increase spending on events. Print, broadcast and outdoor advertising budgets will not be significantly upped in 2007, according to the BtoB survey.
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as a marketer targeting the b2b buying audience I’ve found that it is much more difficult to prove ROI on online spends than in the B2C space. In B2B while sourcing is moving more online, conversions, particularly large scale sales, still happens offline… so how do you attribute an offline sale to an online marketing spend? the key I’ve found in measuring these conversions is analytics. For example, web side story (formerly Hitwise) can combine on site conversion and traffic to offline sales tracking, such as found with the use of salesforce.com. Another method I’ve used is changing my phone number based upon where my traffic comes from. Someone coming from My Google adwords will receive one 800 number, another coming from say ThomasNet (b2b vertical site) would receive a different phone number. This has proven to be more useful.