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Direct Response Gets Biggest Slice of B2B Budget

By far the lion’s share of b-to-b marketers’ budgets goes to direct response communications, according to the Direct Marketing Association’s first benchmarking survey focused on the b-to-b space.

The survey showed that 42.9 percent of total budgets go to direct response, writes BtoB. Of that, direct mail receives the highest portion of the budget, at 27.5 percent. Online marketing receives 18.8 percent and trade shows and catalogs get 15.9 percent and 15.7 percent respectively. Telemarketing garners 12.1 percent and new media (blogs, RSS, etc.) gets 1.5 percent.
Of the total budget, 16.1 percent goes to brand advertising and 13.7 percent goes to trade shows. The bulk of a company’s resources - 65 percent - goes to new customer acquisition.