Media Mix Modifications Coming for B2B

B2B marketers are struggling to stay current with the changes in marketing strategy and technology. In particular, some BtoB marketers continue to employ tactics which are no longer providing big returns. These are the findings from the Crain’s BtoB Magazine and Bizo survey that was published last month.

Most B2B firms continue to rely heavily on email. About 59% feel this channel is most effective. Paid search and display come in second and third, ranking at 36% and 35%, respectively. Currently, only 29% believe that social media is getting a significant share of funding and resources.

The majority of B2B marketers say that they need to generate more leads (60%) and that their marketing mix may not be effective in helping them reach that goal (63%).  John DiStefano, Research Director of Crain's BtoB Magazine, notes that we have now moved to a permission economy with respect to marketing. As such B2B marketers have a “tremendous opportunity to further leverage new technologies and emerging channels to boost marketing results."

About 77% of these operators will be adjusting their media mix this year. To determine which formats can be used more efficiently, B2B marketers will be examining lead generation effectiveness. This effort is well underway for email campaigns, but only about 1/​3 of B2B enterprises are targeting or segmenting their display or search campaigns. Currently, senior management at these businesses believes that a lack of user data (37%) and uncertainty about how to use targeting in a display or search campaign (33%) are preventing them from achieving their goals.  Once these problems are resolved, managers will then have the information they need to adjust media mix.

[Source: Survey Shows Many Marketers Are Behind. BtoB Magazine​.com. 19 Mar. 2012. Web. 10 Apr. 2012]


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.