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.