BtoB

Marketing services providers increase b-to-b work

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Chicago—Eighty-eight percent of marketing services companies recently surveyed said they have expanded their offerings to include b-to-b marketing, and about 76% said they plan to increase their emphasis on b-to-b services.

The executives surveyed also discussed the top challenges they face. The No. 1 challenge cited was analytics, followed by data acquisition, database management, lead management and tracking ROI.

The survey was conducted by Alterian, a marketing software company, at its Annual Think Tank Summit.

Among other findings, 90% of executives said their clients use e-mail for customer retention and cross-selling; 72% said clients use e-mail for customer acquisition. In addition, 48% use e-mail for transactional messages. Fifty percent said e-mail is part of an integrated mix of on- and offline marketing, and 14% said they use e-mail as a standalone marketing tool.

—Carol Krol

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