by Jen Doyle, Senior Research AnalystB2B Marketers Increasing Investments in Inbound TacticsClick here to see a larger, printable version of this chart
The majority of B2B organizations are increasing marketing budgets for inbound marketing tactics, including social media, virtual events and webinars, SEO and PPC. When considering outbound marketing tactics such as telemarketing, direct mail and print advertising, the majority of B2B organizations are either not changing or decreasing budgets.
The growing trend of utilizing inbound marketing tactics is a result of the cost effective reputations of these marketing channels, and when applied with established sales funnel processes that include a lead nurturing stage for non-sales-ready leads and lead scoring methodologies to determine when a lead is ready to be contacted by a salesperson, organizations are able to effectively generate a high volume of qualified leads for sales teams.
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from the MarketingSherpa 2011 B2B Marketing Benchmark Report