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NEW YORK Business-to-business marketers are ramping up their Internet activities to develop sales contacts, according to a new research report.
New York research firm eMarketer said in an analysis of the b-to-b ad market that the Internet’s strength in lead generation put it in a good position to attract more spending from the segment, likely as a supplement to traditional marketing activities, which will remain important to closing deals that often have long sales cycles.
EMarketer, which aggregates survey and market data from numerous resources, cited a December 2004 survey by B2B magazine that showed 29 percent of business-to-business marketers have customer acquisition as their prime marketing goal, followed by driving sales by 27 percent.
The
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