While b-to-b marketers are ramping up spending on Web 2.0 tools, a majority of them (60%) continue to use conventional lead-generation digital marketing tactics, according to a new survey by Forrester Research. The survey took the pulse of 189 b-to-b marketers. It found that just 31% of respondents (or less) have begun to use tactics such as blogs, podcasts and social networks as new ways to cultivate customers and foster online conversations. Less than 10% of respondents said they use widgets, mashups, “advergaming,” mobile ads or virtual worlds in their marketing. And although 25% of respondents think social networks and online communities help to build brand awareness, they can’t connect these tactics to the sales pipeline.
