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B2B Marketing Online: Trends and Tactics
eMarketer, Nov 2006, Pages: 28
Executive Summary
US B2B Media Spending, 2005-2010 (millions, % increase over prior year and % share)
Issues & Questions
The eMarketer View
Online Marketing Trends
Advertising Spending and Channels
Top 15 US B2B Advertisers, Ranked by B2B Ad Spending, 2005 (millions and % increase/decrease vs. prior year)
Top 15 US B2B Advertisers, Ranked by B2B Online Ad Spending, 2005 (millions and % increase/decrease vs. prior year)
Sponsored Link and Imaged-Based Advertising Impressions among US At-Home and At-Work Internet Users, by Industry, March 2006 (thousands, % of industry advertising, and % of total advertising)
US B2B Ad Spending by the Top 100 B2B Advertisers, by Media, 2005 (% share)
US B2B Ad Spending by the Top 100 B2B Advertisers, by Media, 2005 (billions and % increase/decrease vs. prior year)
US B2B Media Spending, 2005-2010 (millions)
Online and Offline* Advertising Spending by Select** US Companies, First half 2006 (thousands and online % of total)
Online Advertising Spending by Select* US Companies, First half 2005 vs. First half 2006 (thousands and % increase/decrease vs. prior year)
Offline*Advertising Spending by Select** US Companies, First half 2005 vs. First half 2006 (thousands and % increase/decrease vs. prior year)
Broader Online Ad Trends
US Online Advertising Revenues, by Vehicle, First half 2005 & first half 2006 (millions and % of total revenues)
US Online Advertising Impressions, by Industry, March & April 2006 (millions and % increase/decrease vs. prior month)
Marketing Trends
Types of B2B Marketing in which US Companies Have Increased Budget Allotment since 2005 (% of respondents)
US B2B Marketers Who Plan to Increase Marketing Spending, by Tactic, Q2 2006 (% of respondents*)
Change in Online Marketing Spending by US Marketing Professionals and Managers in the Industrial and Manufacturing Sector, 2006 vs. 2005 (% of respondents)
Portion of Marketing Budget that Will Be Spent Online this Year by US Marketing Professionals and Managers in the Industrial and Manufacturing Sector, February 2006 (% of respondents)
Marketing Spending according to Senior Technology Marketers Worldwide, by Channel, 2006 (% of marketing budget)
Size Matters
US B2B Spending, by Business Size, 2005 (millions)
Effective Online Advertising Strategies according to US Marketers of Business Technology, by Prospect's Company Size, 2006 (% of respondents)
Accountability and ROI
Effectiveness of Marketing in the Next Three Years according to Marketing Executives at US-Based Manufacturing Companies, by Tactic, 2006 (% of respondents)
Online Advertising Platforms with the Highest ROI according to US Advertising Executives, 2006 (% of respondents)
Best ROI for Lead Generation Tactics according to US Marketers, Spring 2006 (% of respondents)
Marketing Technologies that US B2B Marketing Executives Use or Plan to Use, 2006 (% of respondents)
The Web’s Role Grows in the Sales Cycle
Primary Marketing Goal of the Year according to US Marketing Professionals and Managers in the Industrial and Manufacturing Sector, February 2006 (% of respondents)
Length of Sales Cycles according to US B2B Technology Marketers, 2005 & 2006 (% of respondents)
Select Online Marketing Tactics Used by US High-Tech Advertisers, 2006 (% of respondents)
US Advertising Agencies that Are Satisfied* with Their Marketing Efforts in the Past Year, by Users vs. Non-Users of Online Behavioral Targeting, 2006 (% of respondents in each group)
B2B and Non-B2B Media Used during Various Stages of the Purchase Decision Making Process by US Business Decision Makers, February-April 2006 (% of respondents)
Actions Taken by US Business Decision Makers due to B2B Web Site Advertising, February-April 2006 (% of respondents)
But Can You Convert Visitors to Customers?
Usability Success Rate* for B2B vs. B2C Web Sites, 2006
Amount of Time that Elapses between When Sales Receives and Follows Up on a Marketing-Generated Lead according to US B2B Marketers, September 2006 (% of respondents)
Leading US High-Tech Companies, by Online Customer Experience, Q4 2006 (based on an index*)
Online Marketing Tactics in 2006 and Beyond
Top 15 Web Sites among US Internet Users, Ranked by At-Work Usage, June 2006 (millions of pages viewed and % of pages viewed at work)
Marketing Budget Allocations according to US B2B Marketing Executives, 2006 (% of total marketing budget)
Lead Generation
Top Lead Management Priorities among US B2B Marketers, September 2006 (% of respondents)
Marketing Tactics that US B2B Marketers Consider to Be Effective* in Generating Qualified Leads, 2005 (% of respondents)
Very Effective Lead Generation Tactics according to B2B Technology Marketers in the US, by Type of Technology Being Marketed, June 2006 (% of respondents)
Whether B2B Media Webinars and Webcasts Are Convenient Ways for US Business Decision Makers to Learn Something New about Their Industry, February-April 2006 (% of respondents)
Percent of Marketing-Generated Leads that Sales Acts on according to US B2B Marketers, September 2006 (% of respondents)
Percent of Marketing-Generated Leads that Result in a Sale according to US B2B Marketers, September 2006 (% of respondents)
E-mail
Average E-Mail List Price per Thousand (PPM), by Category, October 2005 & October 2006
E-Mail Address Used for Subscribing to B2B and B2C E-Mail Marketing Messages among US Consumer and Business E-Mail Users, Q2 2006 (% of respondents)
Purchase Metrics for US Credit Card Households, 1999, 2004 & 2009
Click-Through and Open Rates for B2C and B2B US E-Mail Marketing Campaigns, January-June 2006
Average Open Rates for B2B and B2C E-Mail Marketing Messages, by Subject Line Content, April-August 2006
Average Click Rates for B2B and B2C E-Mail Marketing Messages, by Ratio of Text to Images, April-August 2006
Average Click Rates for B2B and B2C E-Mail Marketing Messages, by Layout Style, April-August 2006
Average Click Rates for E-Mail Marketing Messages*, by Promotions Included, April-August 2006
Search Engines
Average Cost per Acquisition for Select Media in the US, 2006
Leading Problems with Search Engine Marketing according to US Search Marketers, by Business Size, 2006 (% of respondents)
Natural vs. Paid First Clicks that Led to Conversions via US Search Engines, 2006 (% of converted first clicks)
Metrics Tracked by Search Engine Advertisers and Agencies Worldwide to Measure the Success of Their Search Engine Marketing Programs, 2005 (% of respondents)
Word-of-Mouth
Marketing Tactics that Influence Business Technology and Service Purchasing Decisions according to US B2B Technology Buyers, May 2006 (% of respondents)
Goal of Viral Ad Campaigns according to Experienced B2C and B2B Viral Marketers in the US, March 2006 (% of respondents in each group)
Most Important Thing that US Marketers Need to Generate a Word-of-Mouth Marketing Campaign, December 2005-January 2006 (% of respondents)
Blogs, RSS and Podcasts
Emerging Media on which US B2B Marketing Executives Are Interested in Advertising, 2006 (% of respondents)
How US Marketers Drive Customer Conversions and Interactions, January-February 2006 (% of respondents)
Fortune 1000 Senior Executives' Opinions Regarding the Credibility of Blogs, by Purpose of Blog, February 2006 (% of respondents)
Frequency that US Business Decision Makers Visit Blogs, February-April 2006 (% of respondents)
Familiarity with Blogs and RSS among B2B Technology Buyers* Worldwide, August 2006 (% of respondents)
Types of RSS Feed Content Accessed by B2B Technology Buyers* Worldwide Who Use RSS Feeds, August 2006 (% of respondents)
Frequency of Podcast Usage according to B2B IT Buyers Worldwide, June 2006 (% of respondents)
Device Used to Listen to Podcasts according to B2B IT Buyers Worldwide, June 2006 (% of respondents)
Influence of Podcast Content on IT Purchase Decisions of B2B IT Buyers Worldwide, June 2006 (% of respondents)
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