Forrester: B2B Marketers Cling To Familiar
Business-to-business marketers’ interest in social media and Web 2.0 services have increased dramatically over the past nine months, according to a new study from Forrester Research.
When it comes to program spending and execution, however, B2B marketers cling to familiar approaches, according to the Forrester survey of 189 marketing professionals in seven different industries.
The majority of survey respondents—60% or more—report using conventional lead-generation digital tactics such as e-mail newsletters, Webinars, microsites, and online display ads in their marketing mix. Far fewer—31% or less—have begun to use tactics like blogs, podcasts, and social networks as new ways to engage buyers and foster community conversations.
