Online B2B marketing is worth $3bn (£1.8bn) in America and is expected to grow eight per cent in 2010.

The growth is attributed to the continuing shift online from print media and a ‘cyclical rebound' in the market.

The figures were published in a survey by consultancy firm AMR International which also found that marketers' needs are not always being met by online products offered by publishers.

"There is not enough innovation in lead generation products, multimedia services are weak and measurement capabilities are frequently lacking," said AMR CEO Denzil Rankine.

Two-thirds of the B2B marketers quizzed believe that online marketing must still be complemented by traditional marketing activities.

The report also found that American B2B advertising spend on social media and lead generation sites is predicted to grow at an average annual rate of 21 per cent and 17 per cent respectively to 2013.

Online accounted for seven per cent of the B2B marketing mix in 2008 but will reach 12 per cent by 2013. Only half of marketers questioned formally analysed metrics to judge ROI. 

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