Outlook 2012: Marketers planning new ad campaigns – Survey shows customer acquisition top goal

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


With the primary goals of gaining new customers and raising brand awareness, 66% of b2b marketers will launch new ad campaigns this year, according to BtoB’s “2012 Outlook: Marketing Priorities and Plans” study.

The report, now in its ninth year, was based on an online survey of 343 b2b marketers, conducted between Nov. 21 and Dec. 12. It found that the top goal of b2b marketers this year is customer acquisition (cited by 75% of respondents), followed by brand awareness (15%) and customer retention (10%).

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