B2B Enterprises to Return to ‘Tried and True Tactics’ in 2012

As the new year approaches, owners of B2B enterprises are making resolutions about their marketing campaigns. B2B marketers intend to increase the number of leads they bring in and the quality of these leads. At the same time, they believe the effectiveness of many marketing strategies is falling. As a result, these enterprises will largely be using ‘tried and true tactics’ to improve their position in 2012.

The top challenges B2B marketers have identified for next year are:

  •  Generating high quality leads 74%
  • Generating a high volume of  leads 49%
  • Generating perceived value of ‘product’ benefits 41%

Marketers are also finding that many of the tactics they’ve used in the past are no longer quite as effective. Here’s a list of marketing channels which marketers say work best. The numbers in parentheses show the percentage of marketers who said these channels were most effective last year.


  • Website design, management, optimization 31% (50%)
  • Direct mail 6% (22%)
  • Email marketing 26% (40%)

One thing that won’t change next year is the continued challenge of doing more with less. About 62% of surveyed B2B operators say the lack of resources in staffing, budgeting and time limits their success.

As much as marketers might be interested in experimenting with new channels, they also plan to invest in ‘tried and true tactics’ next year.  The top 3 channels  will include:


  • Tradeshows 21%
  • Website design, management and optimization 16%
  • Email marketing 13%

It’s interesting to note that though email marketing is perceived as less effective, B2B enterprises still identify the channel as one of the top 3 to be used for 2012.

[Source: 2012 B2B Marketing Benchmark Report. Marketingsherpa​.com. 2011. Web. 23 Dec. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.