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Changes in Business-to-Business Marketing: Objectives, Strategies & Investment
Business-to-business marketers have a fairly consistent set of goals, but the means by which they reach their customer audience is evolving-and doing so in sometimes substantially different ways across different vertical markets. Advertisers and exhibitors are still focused on expanding their customer base, but now have a much wider variety of options from which to choose. This report details survey results of 767 business-to-business marketing professionals regarding their marketing objectives, preferred marketing channels, and investment plans. Respondents were a mix of trade show exhibitors and magazine advertisers across five vertical markets: Technology, Travel, Beauty, Home Entertainment, and Industrial & Specialty (which includes the paper and packaging; gas and appliances; sand and gravel; roofing and siding; and golf course and landscape management markets).

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