Marketing to decision makers
B2B marketers are becoming increasingly focused on targeting activity to key decision makers, such as board directors or heads of department, according to new research by B2B Marketing in association with telemarketing agency Quantum TM. Seventy seven per cent of respondents said their focus on specific decision makers had increased during the previous 12 months, whilst 84 per cent predict it will increase in the coming year.
The MD and marketing director (predictably) were the two most popular decision makers targeted by respondents, with chairman, sales director and HR director the least popular.
Surprisingly, telemarketing was found to be the most effective medium for targeting key business decision makers, ahead of DM, email and events (see figure 2). Telemarketing attracted the second biggest investment by B2B brands in terms of targeting key decision makers (see figure 1).