Post on 26-Feb-2016
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The B2B Barometer: Vital Statistics
• The B2B Barometer is the ‘state of the nation’ study for B2B marketers
• Now in its fourth wave, and backed by two years’ worth of historical data on B2B marketing
• Findings based on 200 interviews with B2B marketing professionals conducted in January 2011:
• 108 client-side marketing professionals collectively responsible for controlling budgets amounting to £47.8 million a year
• 92 B2B marketing agency professionals with total annual revenues of £540m
• This report project is sponsored by Circle Research, the Institute of Direct Marketing and the Association of B2B Agencies
How confident are you in the ability of the current government to effectively manage the UK's economy?
November 2009 June 2010 January 2011
8%8% 6%
16%19%
19%
54%52% 54%
19% 15% 19%
Very confident
Quite confident
Neutral
Not very confident
Not at all confident
Both client and agency opinion. Base: 200.
How confident are you with your organisation's own outlook for the next 12 months?
November 2009 June 2010 January 2011
27%10% 7%
18%
20%16%
19%
20%20%
23%34%
34%
11% 15%23%
Significantly increasedSlightly increasedStayed the sameSlightly decreasedSignificantly decreased
Base: 92 B2B marketing agency respondents
To what extent has your organisation's revenue changed over the past 12 months?
November 2009 June 2010 January 2011
79%
71% 73%
34%
49%
57%
% of agency respondents confident in outlook for next 12 months
% of agency respondents whose revenue increased in last 12 months
Base: 92 B2B marketing agency respondents
Confidence versus performance amongst agencies
-100% 0% 100%
-100%
100%
Jan 2011June 2010
Nov 2009
Net change in quality
Net
cha
nge
in q
uant
ity
More quality, more quantity
Less quality, more quantity
Less quality, less quantity
More quality, less quantity
Base: 92 B2B marketing agency respondents
Quantity versus quality of enquiries
November 2009 June 2010 January 2011
15% 10% 4%
20%
8%9%
25%
17%17%
24%
47%42%
12% 17%25%
Significantly increasedSlightly increasedStayed the sameSlightly decreasedSignificantly decreased
Base: 92 B2B marketing agency respondents
In the past six months, would you say the number of enquiries you have received has...?
November 2009 June 2010 January 2011
32%
59%
10%
37%
7%
39%
31% 34%51%
ImprovedStayed the sameWorsened
Base: 92 B2B marketing agency respondents
And now thinking about the quality of these enquiries, would you say they have...?
28%
48%
22%
IncreasedRemained staticDecreased
Base: 108 B2B client-side respondents
Thinking about your organisation's budgets, in overall terms how, if at all, would you say they have changed in the past 12 months?
June 2010 January 2011
9% 9%
18% 15%
30% 35%
25%34%
16%8%
Significant increaseSlight increaseNo changeSlight decreaseSignificant decrease
Base: 108 B2B client-side respondents
Compared to the previous 12 months, does your organisation's B2B marketing budget for the next 12 months represent an increase or a decrease?
17%
14%
11%
11%9%
9%
8%
5%
4%3%
3% 5%
Trade showsEmailWebsite developmentOnline adsDirect mailPRPrintSocial mediaMarketing researchMarketing strategyBrand identityOther
Base: 108 B2B client-side respondents
Over the next 12 months, what proportion of this B2B marketing budget do you expect to be allocated to these areas?
April 2009 Nov 2009 June 2010 Jan 20110%
75%
47% 45%43%
43%
39% 41% 42% 41%
Base: 108 B2B client-side respondents
Traditional chan-nelsDigital channels
The rise in spend on digital marketing channels and fall in spend on traditional marketing channels has tapered off over the past six months
April 2009 Nov 2009 June 2010 Jan 20110%
20%
16%
9%
14%
17%
2%5%
Base: 108 B2B client-side respondents
Direct mail’s share of B2B marketing budget has almost halved in two years. The channels to gain from this shortfall have been social media and trade shows.
Trade shows
Social media
Direct mail
Use of market-ing technolo-
gies
Aligning sales and marketing
Measuring ROMI
Insight-led decisions
Social media strategy
14% 17% 14% 8%
33%
36% 34% 44% 52%
38%
50% 49% 43% 40%29%
High priority
Medium priority
Low priority
Base: 108 B2B client-side respondents
Would you describe each of the following as a high, medium or low priority for your organisation at present?
None of the above
Other
ROMI models
Budgeting software
Marketing automation
Marketing performance syst.
Advanced email syst.
Lead management syst.
Database software
Content management syst.
CRM
8%
3%
10%
18%
27%
37%
38%
38%
44%
60%
76%
Base: 108 B2B client-side respondents
Which, if any, of the following marketing technologies do you currently use?
April 2009 November 2009
June 2010 January 2011
51%35%
43% 38%
49%65%
57% 62%
YesNo
Does your organisation currently measure ROMI?
Base: 108 B2B client-side respondents
November 2009 June 2010 January 20110%
75%
32% 28%
64%63%
70%
36% YesNo
Does your organisation have a social media strategy?
Base: 108 B2B client-side respondents
13%
79%
9%
Agree
Disagree
Don't know
Base: 200. Both agency and client opinion
Would you agree or disagree the social media has little relevance to B2B organisations?
20%
73%
8%
Agree
Disagree
Don't know
Base: 200. Both agency and client opinion
Would you agree or disagree that social media is of little relevance to your organisation?
Which of the following social media channels does your organisation use to help clients engage with their target market/s?
None/ not relevantOther
WikiViral marketing
PodcastsSocial bookmarkingOnline communities
Discussion forumsFlickr, YouTubeVideo marketing
FacebookTwitterBlogs
Linked.in
14%5%
10%21%
23%24%
36%36%37%
43%45%
54%59%
74%
Base: 200. Both agency and client opinion
And which one social media channel do you think has the most powerful impact in a B2B setting?
Base: 200. Both agency and client opinion
None/ not relevantOther
WikiSocial bookmarking
Flickr, YouTubePodcasts
Viral marketingFacebook
Discussion forumsTwitter
Video marketingOnline communities
BlogsLinked.in
10%3%
0%0%
1%1%
3%3%
4%4%
9%10%
20%32%
Don't know/ not set
More than £1m
£750k - £1m
£500k - £749,999
£200k - £499,999
£100k - £199,999
£50k - £99,999
£25k - £49,999
Less than £25k
6%
22%
8%
11%
15%
12%
8%
5%
12%
How much is your organisation likely to spend on B2B marketing activities over the next 12 months?
Base: 108 B2B client-side respondents
Find out more …Access the full contents of Report 4 (and earlier
reports) FREE at www.b2bbarometer.co.uk
If you are a B2B marketer and wish to contribute to future surveys, register now:
http://www.b2bbarometer.co.uk/register/
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