In a recent survey amongst decision makers at companies involved in B2B marketing, 44% stated that one of their greatest challenges was targetting the right audience. Considering the fact that the B2B press provides one of the most, if not the most, precisely targetted platforms for marketing communications it really makes you wonder exactly who these marketing decision makers actually are.
Take a look at your advertisers. How many of them have a marketing director, a marketing manager and a marketing department? Probably not many. Then take a look of how many of your advertisers have just one person in charge of marketing, and is that one person's single role marketing? It's very often the case that a company's sales manager is given the role of marketing and marketing isn't their single priority.
