The B2B Marketing Online report tracks the tectonic shifts that are shaking up the once solid and predictable world of long, complicated sales cycles.
Of course, reaching the ultimate decision maker is still the key goal, but marketers also need to target researchers, technical advisors and negotiators at every stage of the process.
In addition, search plays a major role for buyers in every phase of the purchase process, and social media—such as blogs, wikis, social networks—are being consulted as well.
eMarketer projects that in 2008, US B2B online advertising spending will increase almost 19%, to $5.2 billion.
US B2B Online Advertising Spending, 2006-2011 (billions)
Key questions the “B2B Marketing Online” report answers:
- Where are marketers spending their money?
- What media influences decision-makers most?
- What are employees really doing online at work?
- And many others…
Last year was the first time trade shows—or “face-to-face” media—surpassed business publications in share of total revenue. The emphasis on socialization—and social media—is growing for digital media, too.