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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. | BENCHMARK REPORT 2012 B2B Marketing Benchmark Report Research and insights on attracting and converting the modern B2B buyer MarketingSherpa 2012 B2B Marketing Benchmark Report 2012 B2B Marketing Benchmark Report Research and insights on attracting and converting the modern B2B buyer Author Jen Doyle Senior Research Manager Contributors Sergio Balegno Director of Research Production Editor Brad Bortone Senior Copy Editor V marketingsherpa powered by MECLABS s 2012 B2B Marketing Benchmark Report ISBN 978-1-936390-21-2 Copyright 2011 by MarketingSherpa LLC All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means electronic or mechanical including photocopying recording faxing emailing posting online or by any information storage and retrieval system without written permission from the Publisher. To purchase additional copies of this report please visit http www.SherpaStore.com Bulk discounts are available for multiple copies. Please contact Customer Service MarketingSherpa LLC 1 877 895-1717 outside US call 401-247-7655 Service@SherpaStore.com i Copyright 2000-2011 MarketingSherpa LLC a MECLABS Group Company. It is forbidden to copy this report in any manner. For permissions contact service@sherpastore.com. MarketingSherpa 2012 B2B Marketing Benchmark Report Table of Contents Table of Contents.ii Executive Summary.1 Research and insights on attracting and converting the modern B2B buyer.1 Key finding The B2B marketing environment is increasingly challenging.2 Chart B2B marketing challenges growing in pertinence.2 Key finding Increasing challenges apparent in tactical effectiveness.3 Chart Changes in the effectiveness of B2B marketing tactics.3 Key finding Lead generation is top priority conversion is greatest challenge.4 Chart B2B marketing priorities vs. challenges.4 Key finding B2B marketers crave sufficient resources for success enablement.5 Chart Lack of resources presents greatest barrier to B2B marketing success.5
