GlobalSpec to Release Results from Industrial Marketing Trends Survey

Although marketing channels may change, the primary goals of industrial marketers remain consistent and they’re continuing to deploy both digital and traditional programs to meet their objectives. That’s just one of the highlights from GlobalSpec’s annual Industrial Marketing Trends Survey of B-to-B marketers in the industrial sector. Respondents shared their goals and challenges, how their budgets are allocated and the marketing channels they rely on to help reach their objectives.

The research, conducted by GlobalSpec, a leading provider of digital media solutions for suppliers and distributors seeking exposure to engineering, manufacturing and technical professionals provides an understanding of what is driving industrial marketers today.

“While suppliers are devoting more resources to online channels than ever before, it may not be enough, given the near-universal use of the Internet by industrial professionals for their purchasing needs,” said Chris Chariton, senior vice president, product management & supplier marketing for GlobalSpec. “Suppliers should shift even more of their marketing dollars to digital media solutions and better reach their potential customers when this audience is online and researching buying decisions.”

Some key findings from the report include:

  • 35 percent of companies are spending more on marketing in 2012 than they did in 2011. About half are spending the same as last year.

  • 67 percent stated that customer acquisition or lead generation is their primary marketing goal in 2012, the same top two marketing goals for the past six years.

  • 42 percent of companies have increased their online marketing budget in 2012, and 47 percent of companies spend more than a third of their overall marketing budget online.

  • 68 percent of companies indicated they will increase spending on Webinars in 2012, making it the top channel where industrial companies will increase spending.

  • The most-used social media applications are LinkedIn (73 percent), Facebook (55 percent), and Twitter (40 percent).

  • Only 17 percent of companies are satisfied or very satisfied with their social media efforts, and just 7 percent have a full-time employee dedicated solely to social media.

Survey results, analysis and recommendations will be presented at the Industrial Marketing Digital Summit, a free online event hosted by GlobalSpec and geared to industrial marketers on Wednesday, July 11.

For more information or to register, visit:

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