but the mix is changing for 2008
by hank berkowitz
“generating leads and closing sales are clearly emerging as top priorities for today’s b2b marketers,†said rick telberg, popular cpa insider™ columnist and co-author of beyond the click: matching online marketing tactics to sales cycle, a new report from bay street group research and aicpa custom media solutions.
“if you’re a cpa channel marketer, you’re far more likely to be seeking new sales over other marketing objectives,†added telberg, “and our research bears this out. it’s all about educating the prospect in the further learning phase of the purchase decision cycle.â€
nearly 70 percent of early respondents to a cpa marketing insider poll expect to increase their ad budgets in 2008, but the priorities are shifting. at this time a year ago, customer acquisition was twice as likely as lead generation to be cited as the no. 1 priority (39% to 20%). today, the gap has closed to four percentage points (32% to 28%). branding has dwindled to the no. 1 priority for just eight percent of respondents down, from 12 percent a year ago.
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