B2B Marketers Signal Intent to Boost Online Display Marketing

B2B marketers often have a very clear idea of who to target with their promotions. But determining how to reach decision makers can be complicated these days, especially in light of the constant news about social media strategies. While social media plays a role in B2B marketing, a newly released survey from Bizo shows that online display advertising remains an important part of the media mix for this sector.

B2B marketers responding to the survey noted their top 3 priorities for advertising spending this year as follows:

  • Display: 65%
  • Mobile: 60%
  • Paid search/​SEO: 56%

In addition, half of  B2B marketers say that online display is as important to their marketing mix in 2011 as it was in 2010. Another 39% say that display marketing has become even more important this year. And marketers indicate the seriousness of their intentions with respect to display by allocating more funding to this channel. While nearly half (48.8%) of B2B operators are upping the online display budget, another 22.6% are keeping the display budget unchanged for 2011.

There’s a reason these marketers continue to spend on online display. They point to their overall return on investment.  Here are a few of the metrics being used to measure success:

  • Increased site traffic: 52.9%
  • Increased actions such as whitepaper downloads: 45.7%
  • Increase in qualified leads: 38.6%
  • Increased site traffic from a specific desired business sector: 31.4%

While newer forms of marketing may be grabbing more headlines these days, B2B operators aren't about to abandon what has become a major component of their promotional strategy.

[Source: Online Marketing Survey. Business Audience Marketing. Bizo. 2011 Web. 27 Apr. 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.