Effectiveness of key B2B marketing tactics declined in 2011 and you’ll need to stay vigilant and nimble in order to generate leads and improve conversion rates in 2012, according to MarketingSherpa’s 2012 B2B Marketing Benchmark Report.
Not exactly news to those of us laboring in the marketing and advertising trenches – but I did find some practical insights to help small business (SMB) owners prioritize their marketing and ad budgets for the coming year.
Overall, the survey noted that “B2B marketers experienced severe declines in the tactical effectiveness for many of their marketing channels, when compared to the previous year” as seen in the chart below:
The effectiveness of each of the 11 B2B marketing tools measured declined from 2010 to 2011, according to the 1,700 marketers surveyed. The biggest decline in effectiveness was for virtual events / webinars which declined by 24 points; telemarketing 22; public relations 18.
The top 3 effective B2B marketing tactics were the same as in 2010:
- Website design, management and optimization
- Search engine optimization (SEO)
- Email marketing
Download the marketing survey’s executive summary here.
Need help developing or prioritizing marketing strategies? Looking for short-term or contract marketing assistance? Contact me for a FREE performance review.
Comments on this entry are closed.