DUBLIN, Ireland–(BUSINESS WIRE)–June 15, 2005–Research and Markets (http://www.researchandmarkets.com/reports/c19236) has announced the addition of ‘B2B Marketing: Making the Internet Integral in a Cross-Channel World’ to their offering.
In the B2B realm, online marketing has traditionally consisted of pulling in new prospects and pushing the brand. As a rule, the online efforts have not supplanted established marketing, but supplemented it. That approach is subtly but surely changing, however, as many marketers move toward more integrated models.
The B2B Marketing report analyzes the rapidly changing environment that online business-to-business marketers deal with every day.
The pivotal objectives for business marketers are also their core challenges – generating leads, building the brand and measuring effectiveness.
Whether the target audiences are consumers or businesspeople, marketing is marketing. The key differences between consumer marketing and B2B marketing are that business targets are harder to segment, they typically need far more details about a company’s products or services prior to purchase and they usually take a longer time to reach a purchasing decision. Another key difference is that far more B2B purchases are finalized offline.
While the Internet is an effective tool for establishing and maintaining contacts, it is less critical for actual selling. In a survey sponsored by the CMO Council, BtoB Magazine, and USA Today, the vast majority of B2B marketers said digital marketing was most valuable as a lead-generating tool.
Other issues that are important to B2B marketers are Web site traffic generation, customer education, content distribution and partner/channel education. All are becoming critical components of a solid and well-integrated B2B marketing program.
Key questions the B2B Marketing report addresses:
— Where does the Internet fit in the vital lead generation process?
— How does brand-building counteract the effects of commoditization?
— What aspects of search engine marketing make the most sense in
the B2B space?
— Is e-mail a more effective lead-generation tool for B2B marketers?
— How can B2B marketers use online channels to improve ROI?
— And many more…
— BtoB Magazine
— CMO Council
— Direct Marketing Association
— Forrester Research
— Nielsen//NetRatings AdRelevance
— NOVO 1
— Patrick Marketing Group
For more information visit http://www.researchandmarkets.com/reports/c19236.