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BizReport : Advertising : March 19, 2012

Survey: B2B marketers missing opportunities

Too many B2B marketers are missing opportunities presented by adequate use of data, targeting and measurement. According to Crain's B2B Magazine survey brands are still 'pushing' ads rather than 'pulling' in consumers with the use of proper targeting methods.

by Kristina Knight

Top findings from the survey include:

• Most B2B marketers rely on email to reach their customers
• 40% of survey respondents say measurement remains a challenge
• One-third use segmentation for display, search and social messaging

John DiStefano, Research Director of Crain's BtoB Magazine said, "We have moved from a push environment, to pull style messaging, to finally the permission economy. While this contextualizing of the sales funnel presents challenges for some marketers, others are leveraging the new tools to reach their audiences online and drive more targeted, effective campaigns. This data shows that there is still a tremendous opportunity to further leverage new technologies and emerging channels to boost marketing results."

Researchers from Bizo and Crain's B2B collaborated on the report. While 84% were found to segment email campaigns, only about one-third are segmenting other add opportunities - such as display, search and social campaigns. Of those who do use segmentation as a tactic just over half use location/geography (56%) while 55% use job function; 49% segment emails based on title.

Also of interest, even though email is the medium which has been available the longest most agree that additional optimization is needed even in email campaigns. And, although most agree targeted and segmentation are needed one-third (37%) say there is a lack of good data with which to create segments.

Tags: ad targeting, advertising trends, B2B marketing, B2B trends, B2BOnline, online advertising

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