2010 B2B Technology Collateral Survey Report by Eccolo Media
2011 B2B Marketing Mix Survey Results
-
Upload
mark-schmukler -
Category
Business
-
view
1.834 -
download
5
description
Transcript of 2011 B2B Marketing Mix Survey Results
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
2011 B2B Marketing Mix Survey Results
August 2011
Presented by Mark Schmukler
Managing Partner
Sagefrog Marketing Group, LLC
(215) 230-9024
www.sagefrog.com
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 2
Introduction
Sagefrog Marketing Group has conducted this marketing mix survey each year for the past 6 years. Over 125 marketing and management professionals participated this year. The purpose of the survey is to gain insight into the marketing tactics that companies are investing in and the return-on-investment of these tactics. Marketers are reporting that this information is helping them allocate their marketing resources wisely, optimize their marketing mix investments, and maximize business results.
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
Have a formal marketing plan
55%
Do not have a formal
marketing plan 45%
Only about half of all companies have a formal marketing plan
3
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
Most companies outsource to fulfill at least some of their marketing needs
4
In-house 48%
Outsource 4%
Both 48%
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 5
Project Basis 32%
Ongoing Retainer
8%
Both 20%
Company does not outsource
40%
Most outsourced marketing is done on a project basis
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 6
7% 6%
19%
25%
43%
Greater than15%
15% 10% 5% Less than 5%
Most companies are spending 5% or less of their overall revenue on marketing
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 7
Increase 40%
Decrease 4%
Stay the same 56%
40% of companies expect their marketing budget to increase in 2012
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
The top areas of marketing spend involve digital channels
8
- Website Development - Direct Marketing – Email and Mail - Online Marketing - Tradeshows and Events - Public Relations - Advertising
Most Spend
Least Spend
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 9
- Referrals - Tradeshows and Events - Online Marketing - Email Marketing - Public Relations - Advertising - Direct Mail - Telemarketing
Most Leads
Least Leads
Tradeshows and events remain a top source of sales leads
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 10
- Referrals - Email Marketing - Online Marketing - Tradeshows and Events - Public Relations - Advertising - Direct Mail - Telemarketing
Highest ROI
Lowest ROI
Digital channels provide excellent Return-on-Investment
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 11
10%
22% 22% 25% 30% 30% 31% 32%
46% 46% 53% 54% 57%
70%
90%
Po
pu
lari
ty o
f M
arke
tin
g Ta
ctic
s
Popularity of social media marketing continues to grow
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
Social networks and blogs are the most used social media tactics
12
4% 9% 11% 11%
19% 26% 29%
34%
66%
Po
pu
lari
ty o
f
Soci
al M
ed
ia T
acti
cs
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 13
3%
11%
19%
43% 50%
58%
Po
pu
lari
ty o
f So
cial
Me
dia
Sit
es
LinkedIn, Facebook, and Twitter are the most popular B2B social sites
© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 14
About Sagefrog Marketing Group Sagefrog Marketing Group is a full service marketing, interactive, public relations, and advertising agency. Sagefrog provides business-to-business marketing services primarily to companies based in the greater Philadelphia and New Jersey area. We utilize strategy, creativity and a proven process to help our clients reach the next level. Our services include: • Marketing Strategy and Tactics • Brand Positioning, Messaging and Identity • Marketing Communications Materials • Website Development • Online Marketing – SEO, SEM, SMM • Public Relations • Advertising and Event Support • Direct and Email Marketing Sagefrog Marketing Group, LLC 196 West Ashland Street Doylestown, PA 18901 (215) 230-9024 [email protected]