How are B2B marketers for firms with significant revenue prepping for 2009? In cooperation with Babcock and Jenkins, we recently surveyed marketers for B2B organizations with more than $250 million in revenue. We compared selected priorities through several lenses.
The ‘x’ axis shows the percentage of marketers describing each tactic/goal as a ‘priority’ with ‘Identifying new audiences and quality lists’ getting the highest response. The ‘y’ axis shows how marketers perceive the degree of difficulty for each tactic/goal based on the internal expertise and resources required. For example, development of social media is regarded as ‘very challenging’ by more marketers than any other goal/tactic. Finally, the size of the bubble represents the percentage of firms engaged in a given tactic/goal.
Note two of the highest priorities – ‘retention marketing plan/tactics’ and ‘marketing analytics’. The two go hand in hand and can be expected to rise in importance over the course of the recession. Generating new leads will be very difficult and, for many organizations, success will depend on retention. In turn, marketing analytics will identify what they need, want and find useful and be invaluable in retaining and up-selling existing customers. We’ll examine some of the other priorities next week.
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