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OPINION: Green means business

As B2B marketers turn their heads to 2009, there will be two macro factors they will have to address - the environment and the global economy.  But with companies tightening their belts in this economic downturn, how can marketers embrace green marketing? 

According to a recent Eloqua survey of 150 B2B marketing managers, marketers have the best intentions at heart and want a greener approach to marketing. In the next 12-to-18 months, 60 per cent of respondents said they will move away from traditional marketing activities such as direct mailers and brochures and look to digital activities to be more 'green'. Sixty per cent also said that ‘green' marketing can provide them with a competitive advantage. 

However, the major factors holding back marketers from putting their best/green plans into action is cost and lack of awareness.