According to a report from strategy consulting firm AMR International, online B2B spending will recover in 2010 and experience compound annual growth through 2013.
The B2B Online Marketing report notes that growth in several areas will exceed the average rate. B2B social media marketing spending will enjoy a CAGR of 21% over the period, while lead generation Websites will increase 17%.
Unlike in media as a whole, where the biggest B2B marketing focus is on building awareness, in the online channel lead generation is the top priority. Customer retention is also more important online, with awareness lagging behind when it comes to divvying up digital budgets.
As an online marketer, I am amazed business to business marketers are still allocating the majority of their media spend to building awareness whether online or off versus focusing exclusively on harvesting leads online.
I guess not all B2B Marketers are aware…