Direct Response Gets Biggest Slice of B2B Budget

April 19, 2007

This article is included in these additional categories:

Brand Metrics | Email | Out-of-Home

The lion’s share of B2B marketers’ budgets goes to direct response communications, according to the Direct Marketing Association‘s first benchmarking survey focused on B2B (via BtoB Online).

Some 42.9 percent of total budgets go to direct response, and of that amount direct mail receives the highest portion, 27.5 percent, according to the study.

Online marketing receives 18.8 percent of direct-response budget; tradeshows and catalogs get 15.9 percent and 15.7 percent, respectively; telemarketing garners 12.1 percent; and new media (blogs, RSS, etc.) get 1.5 percent.

Of the total budget, 16.1 percent goes to brand advertising and 13.7 percent goes to tradeshows.

The bulk of a company’s marketing resources – 65 percent – goes to new customer acquisition.

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