With lead acquisition the top goal of today’s B2B companies, marketers are prioritizing investments in social media and digital content marketing in 2011, according to a survey from Focus. Meanwhile, client understanding and customer retention are top goals for B2C brands with marketers emphasizing social media, digital content, and email as a means to achieve their goals.
Most (55%) B2B companies cite acquiring leads as their top strategic priority in 2011, followed by building brand awareness (49%) and lead conversion (45%).
B2C brands cite improved client understanding (49%) and brand awareness (49%) as top strategic goals in 2011, followed by customer retention (40%).
Below, additional findings from the Marketers' Benchmark Survey, conducted by Focus.com.
Overall, marketers are prioritizing investment in social media as the way to meet their goals over the next 12 months, increasing investment in social media-related technologies, including social monitoring, campaign management tools, and analytics.
Most Important Marketing Channels*, B2B
B2B marketers plan to invest most heavily in social technologies (59%) and digital content (47%) over the next 12 months, followed by investments in search (30%) and email (30%).