BTB Marketers Fail to Test, Survey Says

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Less than one-quarter of business-to-business marketing professionals usually or always test marketing communications tactics before rolling them out, according to a survey released yesterday by Mac McIntosh Inc., a sales and marketing consulting company in North Kingstown, RI.

Just 4.5 percent of survey respondents always test, while 19.5 percent usually test. Nearly 34 percent seldom test and 15 percent never test.

Lack of time was the main reason for not testing at 50.7 percent. One-quarter said they had no budget for testing, and 16 percent said there was no system in place for tracking test results. Eight percent said they had no need to test.

Among those who do test, 41 percent said the audience was the most important thing to test, followed closely by 39 percent who said the offer was most important.

The survey was completed by 280 of 940 subscribers who received a special edition of the company's e-newsletter, Sales Lead Report.

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