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B-to-B Companies Attribute $1 in $6 to Internet Presence

A new industry report says that business-to-business companies that market online attribute one in six revenue dollars, or 17 percent of total business revenues, to their Internet presence.

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, said the report from ActivMEDIA Research.

The recently released study, "The Real Numbers Behind The Online Business-To-Business Industry" (September 1999), documents operating characteristics of online businesses that market to other businesses.

The study also found that average growth rates among B-to-B online businesses are very high -- individual company expectations are for Web generated business to increase by over 500 percent between 1998 and 2000.

A majority of B-to-B marketers (59 percent) conduct sales online, but few are solely online businesses (8 percent). Most (92 percent) market through traditional channels.

For half (51 percent) online sales represent supplemental business that complements off-line sales channels, while at two in five companies Web sites are solely dedicated to marketing support for off-line channels, the study found.

Apart from order-taking, the primary function at many B-to-B sites is to build new relationships and reinforce existing ones by offering product and sales information, gathering qualified sales leads for staff follow-up and attracting new business for off-line sales support, the report says.

The study is available for $1,495 for a single copy print or downloadable e-report, and for $5,000 for unlimited company-wide multiuser access to the e-report.