Industrial marketers focus on customer acquisition, lead generation

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Troy, N.Y.—Acquiring new customers and generating leads are the two top goals of industrial marketers, according to a report released Tuesday by GlobalSpec. The report, "Trends in Industrial Marketing 2009: How Manufacturers are Marketing Today," was based on an online survey of marketing and sales executives and managers in the industrial sector. Forty-four percent of respondents said customer acquisition is their primary marketing goal; 29% said lead generation was their primary goal.

Forty-eight percent reported that online expenditures represent a greater portion of their marketing budget this year than in 2008. Additionally, 30% of respondents are reducing tradeshow attendance, and 28% are cutting down on print ads.

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