AMR CEO Denzil Rankine will present the firm’s research at the DeSilva & Phillips Dealmakers Summit in New York on Thursday.
Annual growth in U.S. b-to-b online marketing spending is projected to be 8% this year and to reach 14% in 2012. B-to-b social media spending will grow at an annual average rate of 21% through 2013, AMR projected. B-to-b spending on lead-generation sites is anticipated to grow at 17% in the same time frame.
AMR’s research found that b-to-b publishers are not doing enough to take advantage of this projected growth in spending. “There is not enough innovation in lead-generation products. Multimedia services are weak, and measurement capabilities are frequently lacking,” Rankine said in a statement.