Learn to leverage marketing technology at our free Friday Forum on July 10. RSVP now

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.

Sign up for free to read the full article.

Take the first step (it's free).

Already a registered user? Sign in now.

Loading...

ABOUT THE AUTHOR
image of Vahe Habeshian

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

Twitter: @habesh