Report: B2B marketer goals, tactics are out of sync

12/18/2012 | BtoB Magazine

Business-to-business marketers are having difficulty aligning their day-to-day efforts with long-term goals, according to a Demandbase survey. For example, though more than half of marketers say targeting an industry vertical is the most important tactic, fewer than half actually do so, and only a quarter say they've improved efforts toward the goal. Also, scoring leads based on targeted accounts was regarded as most important by about a third of respondents, but such efforts receive just 25% of marketing resources.

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