Check Your Online Budgets Now

According to a post by the Center for Media Research, Omniture has developed a white paper that predicts the near future of BtoB marketing turning more significantly toward online. Omniture asserts that in order to take advantage of the Web 2.0 environment, businesses not only need to embrace the trend, but need to be ahead of the curve.

According to the report and the Direct Marketing Association:

"By 2008 online marketing efforts will be the dominant media for business-to-business initiatives. Traditional direct mail, industry print, and events and promotions will take a back seat to more efficient and sophisticated online efforts. A Forrester Research study in 2005 indicated that by 2008, online marketing will be more ubiquitous than anything except in-person events (including sales calls)."

When you consider that 45% of B2B decision makers spend 5 or more hours a week online researching products, according to the CMO Council & KnowledgeStorm, it follows naturally that more budget should be spent on online marketing to this group. Consider the challenges:

Top B2B Marketing Challenges
Challenge	% of Respondents
Reaching decision makers	63%
Deepening relationships with customers	63
Measuring marketing results	57
Generating more leads	56
Improving lead quality	52
Increasing product awareness	52
Developing brand awareness	49
Source: Omniture Online Marketing Guide, 2006

One way around the perennial challenge of getting in front of the right executives for lead generation and better relationship marketing is targeted niche material online that speaks directly to their needs.

Take a look at trends in marketing tactics from the last two years versus what is predicted for one year from now:

B2B Marketing Tactic Trends (% of respondents)
Tactic	Used in 2004/05	Expect to use in 2008
In-person events	60.2%	60.8%
Direct mail	56.2	48.7
Online marketing	48.7	54.6
Newspapers	46.9	35.6
Custom publications	45.8	44.1
Industry specific/trade magazines	45.4	48.3
Printed newsletters	43.5	35.1
TV	41.4	44.1
General business magazines	41.3	38.6
Public relations	37.7	41.6
Radio	35.3	33.0
Printed directories	26.8	24.8
Source: Omniture Online Marketing Guide, 2006

Now is the time to begin building best practices in online marketing tactics. Be it new media, "traditional" online strategy, or some mix, it's important now more than ever to embrace lead with these options.