Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Industrial marketers focus on customer acquisition, lead generation

Published on .

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.

Most Popular
In this article: