Business-to-business companies that market online attribute one in six revenue dollars-17% of total business revenues-to their Internet presence, according to a study by ActivMEDIA Research LLC. Most of this contribution to business success was generated in less than three years. The average time online for B-to-B marketers in the study was just 2.67 years.
In other findings, 59% of B-to-B marketers conduct sales online, but only 8% are solely online businesses. Ninety percent market through traditional channels. For half (51%) online sales represent supplemental business that complements offline sales channels, while at two in five companies, Web sites are solely dedicated to marketing support for offline channels.
The study, “Real Numbers Behind the Online Business-to-Business Industry,” details online business methods employed to realize increased revenues in four segments: retailing, manufacturing, service and wholesaling/distribution.
ActivMEDIA Research LLC, Peterborough, NH, provides custom research that supports businesses online.
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