Discovering new audiences and obtaining quality business lists has been named as the top priority for business-to-business (B2B) marketers in 2009.
The finding comes after a survey of B2B marketers by Marketing Sherpa, the results of which show that respondents place the importance of gaining new leads and useful data above all else.
Coming in second on the priorities list was a retention marketing plan, meaning firms are very keen to keep hold of the clients that they already have.
This was closely followed by marketing analytics and Marketing Sherpa says that the two tactics are interlinked.
The research firm explained: “Generating new leads will be very difficult and, for many organisations, success will depend on retention.
“In turn, marketing analytics will identify what they need, want and find useful and be invaluable in retaining and up-selling existing customers.”
The same study showed that of all the initiatives named by respondents as priorities, integrating campaigns with social media platforms was perceived as the most difficult.