Marketing services drive B2B publisher growth, study finds

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMedia Vitals, 8/19/10

Business-to-business publishers that excel at marketing services are outperforming their competition, according to a new research from American Business Media, Booz & Company and the Association of National Advertisers.

ABM members that provide marketing services saw more revenue growth from 2007 to 2008 than those who didn’t. And B2B marketers and media buyers are looking to put more dollars into marketing services.

The B-to-B Marketing Leadership survey (a summary is available here for ABM members), conducted last quarter, drew responses from 132 marketing executives across most major industries. The study rated the marketers in two categories of marketing: “foundational” (event marketing, direct marketing, customer training and development, and sales and marketing collateral) and “leading edge” (data/lead management, customer insights, multi-platform media campaigns, and post sales engagement).

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