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BtoB

Marketers under pressure to produce tangible results

Published on .

Framingham, Mass.--International Data Corp. released its “Tech Marketing Trends 2003” report, identifying challenges and strategies for information technology companies.

According to the survey of 90 senior marketing executives at IT companies, conducted in February, marketers face two key demands: pressure to measure and justify their efforts, and pressure to steer marketing toward tangible results, such as lead generation and sales.

The survey found that 35.6% of respondents reported a marketing budget increase in 2003 compared with 2002; 34.5% reported marketing budgets at the same level; and 30% reported a decrease.

On average, ad budgets will decrease by more than 20% in 2003, while direct marketing and investment in tools for marketing programs will increase by 20% this year, according to the report.

--Kate Maddox

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