Target Marketing Priorities Analysis: 2007 Survey Results and Analysis - KeyTrends in B2B Companies

Optimizing lead-generation programs is a top priority for improving sales effectiveness. Our Target Marketing Report surveys marketing executives and uncovers their plans to leverage budgets and programs to generate more sales. This report will help you team with your marketing counterparts to improve your results. Released March 2007, this report features benchmarks based on 537 participating companies in both B2B and B2C industries. B2B responses are shown separately and compared to B2C responses.

Profile of Survey Participants:

Respondents:
Marketing professionals who were personally involved in the development and execution of demand-generation focused marketing strategies and tactics

Profile of 537 partcipanting companies:

60% had revenues of $100M or less
25% had revenues of $100M to $1B
15% had revenues over $1B
The breakdown of the participation by major industry segments follows:
26% - technology firms (computer hardware, software, and communications organizations); 16% - non-computer related manufacturing; 13% - services firms (technology services and professional services organizations); 9% - financial firms; 7% - healthcare firms; 5% - retail/consumer packaged goods (CPG); and 24% - other (non-profits, government, education, travel, transportation, etc.).

This 49 page report includes analysis and the summary of the B2B respondents' responses to each survey question.

Table of Contents:

Executive Summary
Focus on Keeping More, Winning More
Target Marketing Garnering More of the Budget
Direct Mail and E-mail Generating Best ROI
Web-based Marketing is Gaining in Importance
Web-Based Marketing Share of Budget Remains Same
Developing Web Sites, Getting People to Them are Top Objectives
Ability to Calculated Customer & Product/Service Profitability is Improving
Data Accuracy Better, But Still Room for Improvement
Multiple Areas Cited as Ways to Optimize Demand Generation
Marketing's Own Performance Ratings are not in Sync with Sales
Going Forward Recommendations