For the second year running, Omobono has partnered with The Marketing Society to produce an authoritative report on what senior marketers view as effective when it comes to spending their budgets on B2B digital marketing. And this year we’ve also looked at views of effectiveness from the buyer side – at whom all the marketing activity is aimed.
So for the first time we can see not only what works where from the marketer’s perspective, but how B2B buyers want to be approached (not always the same things).
The research was conducted in spring 2012 with 96 senior B2B marketers, responsible for budgets totalling over £70 million. Many of these are heavyweight marketers from big companies. In addition, 224 senior B2B buyers responded with their views, spread across business & professional services, financial services, engineering & manufacturing and technology & telecoms. Collectively they have a buying power of £150m.
The research pulls out the statistics in four key areas – business relationships, thought leadership, the role of digital and spend vs effectiveness.
For further information and the detailed data that backs this up, feel free to contact us.