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TNS NIPO B2B Marketing Barometer 2011 sneak preview: More budget for B2B Marketing

Together with B2B marketing agency spotONvision, international research company TNS NIPO researched B2B marketing activities in The Netherlands. It is the first time that B2B Marketing professionals were surveyed in The Netherlands in this way and the survey has delivered some interesting outcomes.

In an interview with Hella Hueck (RTL-News-presenter), sector director Business and Finance and marketing manager at TNS NIPO Reg van Steen explains some of the more remarkable results.


B2B marketing budgets are growing. Compared to last year there is a significant rise in spending. However B2B is still nowhere near as big as B2C marketing. And this will need to change. Some of the companies admit to not even having a special budget for B2B marketing whereas you would not hear that in any B2C company. So there is still a long way to go.

Looking at the use of social media in B2B marketing, you will not find many companies having a solid strategy in place. Compared to B2C companies our business-to-business marketeers are lagging behind. Some are cautiously trying different tactics but there is a lot to be gained in social media B2B marketing.

Want to know more about the outcome of the spotONvision-TNS-NIPO research? The results will be presented at the B2B Marketing Forum on 15th March in the Westergasfabriek in Amsterdam. All registrants will receive a free copy of the B2B Marketing Barometer.