Lead Generation: Focus of B-to-B Online Marketers

Online marketers usually focus on three key major objectives: Customer Retention, Brand Awareness and Lead Generation. Not surprising given the state of the economy, lead generation is getting more attention according to a recent study by AMR International.

US B2B Online and Offline Marketing Budget Allocation, by Objective, Fall 2009 (% of total)

AMR International interviewed 1000 marketers and here are highlights of their findings:

Annual growth in US B2B online marketing spend is forecast at 8% in 2010 and is set to reach 14% by 2012
• B2B advertising spend on social media and lead generation sites is forecast to grow at an annualized rate of 21% and 17% respectively to 2013
• Online accounted for 7% of the B2B marketing mix in 2008. This is set to reach 12% by 2013
• Two thirds of B2B marketers believe that online must be complemented by traditional marketing activities
• Only 50% of B2B marketers formally analyze metrics to judge ROI – but those that do find online marketing more effective

What’s the focus of your online marketing program for 2010?


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