First let's look at the wider B2B marketing situation in the UK, Europe, Middle East and Africa. Marketers know that their website and online assets are the main touch point for prospects wanting to find out more about their business, but 80 percent of sales orders still come through via phone calls, faxes or emails. Digital marketing is growing at an impressive rate in Europe, with nearly percent of companies already practicing inbound marketing and set to increase this spending in 2014. But often marketers are uncertain about how to classify marketing campaigns or strategically balance out the various marketing tactics.