IAB research finds over 50% of B2B marketers using digital for lead generation, management and development.

Research from the Internet Advertising Bureau – the trade association for digital marketing – has found that B2B marketers are yet to see the brand-building potential of online, with only 7% of respondents using the medium with this objective. The survey of nearly 140 UK B2B marketing professionals found that online is still being used predominantly to drive sales, with 51% of the sample focusing their digital efforts on lead generation, management and development.