Marketers struggle to balance tactical strategies, long-term goals

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San Francisco—Marketers are struggling to balance short-term strategies with long-term goals, according to a report from targeting and personalization platform provider Demandbase Inc. and technology media company Ziff Davis. The study, conducted in August, surveyed 100 b-to-b executives online about their target audiences and the tactics they use to reach them. It found that account-based information is considered important in resource allocation, but buyer demographics dominate lead scoring and tactical efforts. Fifty-six percent of respondents said targeting companies by industry vertical was most important, but less than one-half (49%) are dedicating the most resources toward that goal. Only 25% reported an increased focus on industries and vertical markets as a long-term focus, the report found. Thirty-five percent of respondents said scoring leads based on targeted accounts was most important, but account-based marketing is receiving only 25% of overall marketing resources, the report found. Forty-five percent of marketers said company size was a key consideration for lead scoring, but only 25% spend their time focusing budget and resources on targeting companies by size. As for which online marketing channels they use to reach their audience, 63% of respondents said they use SEO/organic search, and 60% use social media, the report found. Fifty-three percent use inbound/content marketing, while 41% use SEM/pay-per-click strategies.
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