Praxiswissen Online-Marketing

Abstract

This paper highlights the key findings of a 2-year study of best practice in business-to-business (B2B) digital marketing. The research aims to provide practitioners with an insight into what senior B2B decision makers believe to be the most effective digital activities to achieve their marketing objectives. In addition to information on channels, budget and time allocation, the 2012 study also looked at the other side of the coin - not just how marketers market, but also how buyers buy. The results provide a practical benchmark against which marketers can evaluate their own activities and build ROI arguments for additional budget and resource allocation. © 2012 MACMILLAN PUBLISHERS LTD.