Digital marketing is taking on more importance at B2B organizations, although offline marketing channels continue to occupy the largest share of budgets, according to new reports from Regalix and DemandWave. The studies find that revenue and sales increases are the top marketing objectives for B2B companies, with quality and quantity of leads the leading goals for digital marketing efforts.
Turning first to the DemandWave study that focuses exclusively on digital marketing, the survey results indicate that while the delivery of quality leads is marketers’ top objective, measuring and proving ROI (with which CMOs are having considerable difficulty) is the biggest digital marketing challenge, with more respondents saying this is their biggest challenge than in the previous two years of the study. In fact, a plurality (35%) of respondents reported not having an attribution model to measure digital marketing ROI, though multi-channel was the most common among those with one. Read the rest at MarketingCharts.com.