Business-to-Business Marketing Mix Survey Finds Digital Bias

PHILADELPHIA—August 02, 2011—Sagefrog Marketing Group, a full-service marketing, interactive and public relations agency, has published the results of its sixth-annual “Business-to-Business (B2B) Marketing Mix Survey” that monitors and reports marketing mix plans, activities and performance.

Conducted during the summer of 2011, the report is comprised of feedback from more than 125 marketing and management professionals. The data includes valuable insight into business-to-business marketing strategies, budget allocation and trends.

With digital marketing on the rise, results showed that three of the top five marketing tactics being used relate to online marketing (Website development, e-mail marketing and social media marketing). Respondents also reported using marketing practices such as press releases, direct marketing, Search Engine Optimization, and seminars. Other survey questions examine a range of marketing topics, including most-used social media tactics, top areas of marketing spend, and top sources of sales leads.

Key results include:

  • The areas of highest marketing spend involve digital marketing, including website development, direct marketing (e-mail and direct mail) and online marketing.
  • While tradeshow and event marketing remains as a top source of sales leads, e-mail marketing and online marketing are reported to have better ROI.
  • The most utilized social media tactics are social networks such as LinkedIn and Facebook (66 percent), blogs (34 percent), and video sharing sites (29 percent).
  • 40 percent of respondents expect their marketing budget to increase in 2012.

“Marketers are reporting that our B2B Marketing Mix Survey is helping them to allocate their marketing resources wisely, optimize their marketing mix investments, and maximize business results,” said Mark Schmukler, managing partner at Sagefrog Marketing Group.

To see all the results of the “2011 B2B Marketing Mix Survey,” download a free copy of the report (PDF).

About Sagefrog
Sagefrog Marketing Group is a full service, business-to-business marketing, interactive, public relations and advertising agency for companies in the greater Philadelphia and New Jersey area. Sagefrog services include marketing strategy, research and planning, brand development, marketing materials, websites, online marketing, public relations, advertising, trade show and event marketing, and email and direct marketing. Please visit

  • Brett Olszewski

    Interesting results but nothing too surprising. Marketers are expanding/complimenting from their known base of channels into digial ones. Is there any additional information about the demographics of the respondents? Are they small to medium businesses, large enterprises, etc. This would be helpful to understand how these trends might be applicable to larger groups. Good stuff, thanks!