BtoB

Listen to what marketers say

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What are b-to-b marketers really interested in and how can we help them? Here is some enlightening research from our team at BtoB magazine, which participated in two surveys of its marketer subscribers over the summer.

When BtoB readers ranked subjects of most interest to them in a subscriber study conducted by Erdos and Morgan, advertising and e-mail marketing rose to the top of the list. Other topics of great interest to at least 85% of our readers included: direct marketing, marketing measurement, business media and online advertising.

Combine that information with the results of our BtoB/Association of National Advertisers survey published last month in BtoB and you really see what is going on. That survey revealed something many of us suspected but didn't realize to what extent: B-to-b marketers are spending much larger percentages of their budgets on various online platforms than are b-to-c marketers. More than 30% of b-to-b marketers spent more than 20% of their budgets on online vehicles.

The platforms used most by b-to-b marketers (more than 75%) are: e-mail marketing, online advertising, organic search marketing, paid search marketing and webinars.

B-to-b media have a great future, and a significant portion of that future will involve both print and online advertising. But the more lead-generation opportunities we can provide advertisers and the more e-mail newsletters and webinars we can produce, the more we will help marketers.

Bob Felsenthal can be reached at bfelsenthal@crain.com.

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