2012 B2B Marketing Benchmark Report

True Influence

2012 B2B Marketing Benchmark Report

The pressure for B2B marketers is on. Modern B2B buyers have an increasing tendency and capacity to research purchasing decisions online long before they engage with Sales. They are empowered with information, and are reluctant from a persistently struggling economy. Winning over modern B2B buyers requires organizations to revolutionize their marketing approach, and the barriers to success are vast.

Facing great scrutiny, we must act on the buyer’s terms, tie all activities into revenue, and continually optimize performance. Overall success will depend on our ability to influence change throughout organizational levels, and build strategies for buyer-centric lead generation and funnel optimization.

In this 2012 edition of the B2B Marketing Benchmark Report we will examine the top challenges B2B marketers are facing, the barriers that exist in preventing success, and best practices in overcoming them to attract and convert the modern B2B buyer. Marketing Sherpa Benchmark Reports provide marketing executives and practitioners the comprehensive research data and insights needed to compare an organization’s practices and performance against industry benchmarks, and guide strategic decisions and tactical planning.

Information and collective wisdom of 1,745 B2B marketers

More than 1,700 B2B marketers shared their knowledge and results in one of the most extensive studies in the industry – the Marketing Sherpa 2011 B2B Marketing Benchmark Survey. Now, you can use this valuable knowledge to benchmark your organization’s practices and performance against other organizations like yours, and learn top tactics and strategies to optimize campaign performance.

Benchmark data from multiple lenses, organized for quick reference

The 2012 B2B Marketing Benchmark Report is a comprehensive reference guide containing more than 150 charts with analytical commentary, hundreds of informative insights from your peers, several abridged case studies of real-life social marketing success stories, and more. To help you quickly locate the information most relevant to your marketing situation, we have segmented data throughout this report by:

  • Average of all respondents
  • Key industry sectors
  • Organization size
  • Phases of marketing maturity
  • Highlights of this year’s study

The strategic priorities of CMOs and senior marketing executives for B2B marketing
How organizations allocate B2B marketing budgets and key performance indicators
Top tactics B2B marketers use to generate leads including social media, email marketing and more
The opportunities that exist for B2B marketers in funnel optimization for lead generation ROI
Download the Report

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