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Survey Shows B2B Sales Cycle Lengthening, Increasing Challenges For Online Marketers

One major obstacle to measurement is poor data infrastructure: 34 percent say they do not have the right tools to collect and analyze marketing program data.  Another challenge is a lack of understanding of the metrics needed at each stage of the buying decision, with 22 percent citing this as a top obstacle to meeting the evolving needs of the market.

Survey Methodology

This survey was fielded online from the period of January 22 to February 8, 2013. The true population of B2B marketing professionals in the US was researched via a 25 question online survey. A representative sample of the BtoB marketers audience was invited to participate in the survey via email. A sample of 243 completes was achieved. Confidence Interval: 94% - Margin of Error: +/- 5%

Methods and procedures adhere to the standards and ethics established by the Market Research Association ( Individual participant or participant company names are not disclosed. Results are reported in aggregate only. No incentive was offered to complete the survey.

About Crain's B2BBtoB is dedicated to integrated business-to-business marketing. The magazine is read by 100,000 b-to-b marketers in print and online. Every issue is filled with game-changing strategies and tactics needed for success, including news, analysis, benchmarks and best practices. BtoB also publishes a wide variety of e-newsletters addressing specific areas of b-to-b marketing, and hosts webinars, virtual trade shows and live events. BtoB is published by Crain Communications Inc., which publishes more than 20 business, trade and consumer publications and related websites in North America, Europe and Asia.

Advertising offices—711 Third Avenue, 3rd Floor, New York, NY 10017| 212-210-0100 | |  

Editorial offices—150 N. Michigan Avenue, Chicago, IL 60601 | 312-649-5200 | |  

About BizoBizo is how B2B marketers identify and reach their target audiences online.  Fueled by Bizo's audience of more than 120 million professionals around the world, including more than 85% of the U.S. business population, the Bizo Marketing Platform can precisely target business people by specific business demographic criteria. Bizo's customers use the platform's data management and targeting capabilities to reach audiences anywhere they travel online and engage those that come to their websites, landing pages, and social channels.  Bizo has earned the confidence of more than 600 SMB marketers and large global brands including AMEX, Mercedes Benz, Monster,, Porsche, Microsoft, AT&T, and UPS who use Bizo to impact every stage of their sales and marketing funnels. 

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