Feature Articles

Marketing budgets are expected to tighten for a lot of BtoB organizations this year, but a new study from DemandGen Report titled “The Demand Imperative,” shows dollars will continue to be shifted to lead generation activities and lead management tools. In the survey of more than 200 marketing and sales executives conducted in December of last year, 86.5% of respondents indicated lead generation and lead management increased as a priority over the past year.

Over the past two years, email marketing has clearly become the ubiquitous method for engaging new prospects and maintaining customer relationships. The platform’s relatively low cost and the ability to track opens and click through rates, has resulted in a flood of newsletters, invites and other content delivered to inboxes.