DemandGen Report

After coming off a disappointing fourth quarter, Harte-Hanks executives say the company is poised for faster growth heading into 2012 – including a series of efforts that have expanded the company's position in the B2B marketing and demand generation space.

For the fourth quarter, the company reported operating revenue of just under $225 million, or a 4.8% decline from a year before. For the year overall, Harte-Hanks reported operating revenue of about $851 million, or about a 1% decrease from its 2010 total revenue.

"While there were many bright spots in 2011, we are not satisfied with our profit performance," said Larry Franklin, Chairman, President & CEO, Harte-Hanks. Franklin also noted, however, that restructuring efforts during 2011 impacted the company's revenue and income, yet the changes also poised the company for faster growth during the coming year.

At MarketingSherpa's B2B Summit in July 2011, MECLABS released results from its 2012 B2B Marketing Benchmark Study. This infographic highlights how B2B marketers are optimizing their demand generation efforts. According to the survey, 31% of respondents cite web site design, management and optimization "very effective" for demand gen, while 46% primarily use a multichannel messaging strategy to create engaging content. See our "What's Working in Demand Generation" feature this week to hear directly from vendors how they are fueling their demand gen efforts.