Forrester finds b-to-b marketers sticking with tried-and-true digital tactics

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Cambridge, Mass.—While b-to-b marketers are beginning to invest more marketing dollars in Web 2.0 tools, the majority are sticking with traditional digital marketing tactics, according to a new report from Forrester Research.

The report was based on an online survey of 189 b-to-b marketers.

It found more than 60% of respondents use conventional digital lead-generation tactics such as e-newsletters and webinars, while less than one-third use blogs, podcasts and social networks for marketing.

Some of the newer Web 2.0 applications are getting less traction; less than 10% of respondents said they use widgets, mashups, “advergaming,” mobile ads or virtual worlds in their marketing.

Despite the promise of Web 2.0—25% of respondents said they think social networks and online communities help build brand awareness—marketers face hurdles such as connecting these tactics to sales and measuring the impact of social media on buyers, the survey found.

—Kate Maddox

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