Online B2B Marketing to Grow 12% Annually

Tuesday, February 2, 2010
Steve Smith

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After a tough 2009 for b2b marketing, investment in online efforts will grow 8% this year and 14% in 2012, says AMR International in a report it will release later this week. AMR CEO Denzil Rankine says that market cycles and the shift of media dollars away from print will be the bulwarks of growth in coming years. He predicts that compound annual growth for onloine b2b marketing will be 12% through 2013. Only 7% of all b2b marketing spend went online in 2008, but that share should reach 12% by 2013. "Overall B2B marketing spending is likely to grow at 4% to 2013," Rankine tells minonline. "Although magazines will continue their structural decline, online, direct mail and events are all likely to grow – albeit at varying rates.”

While an 8% surge in 2010 is hearty, AMR is calling for an even better 14% expansion of digital spend 2012. New digital channels, more media outlets and experimentation with new forms of marketing are attracting more money online, but publishers still need to figure out how best to capture those moving dollars. AMR expects that b2b advertising into social media will grow at an average annual rate of 21% into 2013, while lead generation will grow 17% annually. The good news for print and events is that two-thirds of b2b marketers surveyed for this report believe that online efforts must be complemented by traditional marketing.

Even more to the point for marketers, “new channels and products are still poorly understood or inadequately measured.” AMR is critical of current b2b publisher approaches and warns that their products online are still not innovative enough and do not offer the necessary back end metrics for accountability. AMR finds that only half of b2b marketers currently analyze metrics in an sytematic way to determine ROI on their investments, but those that do measure results formally consider online marketing more effective.

AMR International’s report on b2b marketing will be released this week at the DeSilva + Phillips Dealmakers Summit. Look for more detail on its findings in next week’s issue of min’s b2b.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

Posted via email from Yellow Door Media