US B2B marketers are struggling to optimize their online marketing mix, with many unable to segment and target the right decision-makers or measure program success across the entire marketing funnel, according to the results of a survey developed and fielded by Crain's BtoB magazine and business audience marketing company Bizo.

Moreover, the sales cycle has lengthened for the plurality of B2B companies (43%), increasing pressure on Marketing to boost brand awareness to help deliver leads and effectively nurture them through a prolonged buying process, the study found.

Among the study's key findings:

  • Only 40% of respondents say their online marketing mix is meeting the needs of the sales pipeline.
  • One-third of respondents report their biggest online marketing challenge is accurately measuring and attributing online conversions to the correct marketing channels.
  • Fully 79% say that differentiating on brand is a priority for their organization.

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image of Vahe Habeshian

Vahe Habeshian is the director of publications at MarketingProfs and a longtime editor. Reach him via

Twitter: @habesh