B2B Marketing Trends - (Page 1)

whitepaper0606 7/17/06 1:00 PM Page 1 MARKETERS PREDICT UNPRECEDENTED GROWTH FOR B2B CUSTOM PUBLISHING BY MICHAEL HORGAN conducted by independent research firm I n the increasingly competitive B2B N o l l Research illustrate the growing industries, today's marketers are searching i m p o r t a n c e of custom publishing as a for ways to gain an advantage over their weapon in the arsenals of B2B marketing competition. While tried-and-true professionals. marketing approaches like sales collateral The survey of marketing directors, and small in-person events still rank atop managers, vice presidents and company t h e list of most effective, custom o w n e r s in more than 14 different B2B publishing and Internet technologies are industries, showed that from August 2004 on the rise. These marketing avenues once to January 2006, a decrease in trade shows d u b b e d new media are not so new w a s offset by a big jump in custom a n y m o r e . In fact, they have become p u b l i s h i n g . According to the study, the important components to an integrated number of B2B marketers listing custom B2B CUSTOM PUBLISHING marketing campaign. publishing as a marketing approach having New research, commissioned by Penton the largest influence on their buyers nearly Custom Media and B2B Marketing Trends, tripled

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B2B Marketing Trends