BtoB: Marketers opt for short-term results

A poll of business-to-business marketers showed that marketing spending will increase, but again this year the moneys will be poured into measurable, sales-driving media. Only about one in six executives expected a spending decline, and about half expected increases.

Driving sales remains the most important marketing objective, with customer acquisition a close second. The others, like brand awareness and customer retention, finished far below.