ABM Sales Presentation Final v2 Ext

7/27/2019 ABM Sales Presentation Final v2 Ext

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The B2B Digital Marketing Shift

(Presentation of results for a commissioned study conducted by Forrester Consulting on

behalf of American Business Media)


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2 Entire contents 2005 Forrester Research, Inc.All rights reserved.

Agenda

What do B2B marketers believe are the mosteffective marketing vehicles?

How effective are online marketing vehicles?

How is the B2B marketing mix changing?


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Survey Background

American Business Media commissioned ForresterConsulting to conduct a survey of B2B marketers

Survey fielded JulyAugust 2005 to a screenedsubset of members of eRewards panel

867 responses across a wide range of industriesand titles

Click herefor more on the survey methodology


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DefinitionsWhen the respondents completed the survey, they used the following definitions:

Business-to-business / trade marketing efforts:targeting large, small, or medium-sizedcompan

ies, small offices or home offices, retailers, wholesalers, or distributors

General business magazines and newspapers:publications that cover broad business

issues and economic topics (e.g., Wall Street Journal, Business Week, Forbes, etc)

Industry-specific / trade magazines (business-to-business/trade):publications that

focus on news and trends affecting a specific industry (e.g., Progressive Grocer, MedicalEconomics)

Web-based events:product demonstrations, briefings, or presentations on clients,product/services, and/or industry topics conducted for customers and/or prospects on theInternet using services like Webex, etc.

In-person events:trade shows, conferences, product demonstrations, or presentations onindustry topics conducted for customers and/or prospects held in-person at a hotel or othermeeting facility.

Online marketing:e.g., ads, search, email, directories, and sponsored Web content.

In the course of this presentation, we use these additional terms:

Online advertising: e.g., search, ads, and content sponsorship on Web sites.

Other online marketing: e.g., Web-based events, email lists, and online directories.

Marketing communications: e.g., public relations, custom publications, printednews

letters


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Key findingsB2B Marketing Mix

Industry-specific marketing opportunities of all kinds (trade shows,magazines, web sites) are viewed as more effective than general businessmagazines or web sites.

The most effective branding vehicles include in-person events and industryspecific magazines. Online is as effective at branding as general businessmagazines and TV.

The most effective lead generation vehicles include in-person events, industryspecific magazines, and online marketing.

Fewer marketers will use general business magazines, direct mail, andnewspapers, and those using these media will only minimally increasespending, implying a shift of marketing budget allocation toward digitalmedia.

48% of B2B marketers use online marketing today, and spend 24% of theirbudget online


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29.9%

31.8%

37.4%

37.9%

39.0%

39.7%

39.8%

42.9%

44.6%

50.2%

51.7%

60.9%

Printed directories

Radio

Newspapers

General business magazines

Printed newsletters

Direct mail

Online marketing

TV

Custom publications

Industry-specific / trade magazines

Public relations

In-person events

Industry-Specific Vehicles Are Most Effective

For BrandingHow effective are the following marketing tactics at building brand image?

(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)

(On a scale of 1 to 6, 1 being very ineffective and 6 being very effective, the chart reflects the percentage selecting 5or 6)

Online is as

effective asTV, general

businessmagazines,

and newspapers

Confidence interval: + /3.3 percentage points


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30.7%

31.7%

33.3%

34.6%

35.3%

36.3%

41.3%

42.0%

42.1%

45.4%

47.4%

62.6%

Radio

Printed directories

Newspapers


Printed newsletters

TV

Custom publications

Direct mail

Online marketing

Public relations


In-person events

Industry-Specific Vehicles Are Most Effective For

Lead Generation

How effective are the following marketing tactics at generating qualified leads?


(On a scale of 1 to 6, 1 being very ineffective and 6 being very effective, the answers reflect a combination of 5 and 6)

Online is moreeffective thanTV, general

businessmagazines, andnewspapers

Confidence interval: + /3.3 percentage points


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2005 B2B Marketing Spending

(Base: 867 US B2B marketers;Source: Forrester Consulting Survey for ABM)

Industry-specific/trademagazines areviewed asmore effective

than generalpublications,but receive asmaller shareof budget.

Events

15%

Direct Mail

9%

General

publications

12%Marketingcommunications

16%

TV and radio

15%

Directories

3%

Other

2%

Online

12%

Company web site

9%

Trade

magazines

7%


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2005 B2B Online Marketing Spending

Web Events9%

Email lists

8%

Industry specific sites

37%

General sites

40%

Online Directories

6%

(Base: 406 US B2B marketers using online in 2005; Source: Forrester Consulting Survey for ABM)

Percent of 2005 Online Marketing budget by tactic

General sites includes portals such as Yahoo!, search sites such as Google, and general business sites such as Forbes.com

Industry-

specific/tradesites areviewed asmore effectivethan generalsites, but

receive asmaller shareof budget.


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Almost Half Of B2B Marketers Are Using Online

Marketing


Which of the following B2B / trade marketing tactics has your

company used in 2004 and/or 2005? Which will you use in 2008?

26.8

35.3

43.5

46.9

41.3

37.7

41.4

45.8

45.4

56.2

48.7

60.2

24.8

33.0

35.1

35.6

38.6

41.6

44.1

44.1

48.3

48.7

54.6

60.8

Printed directories

Radio

Printed newsletters

Newspapers


Public relations

TV

Custom publications

Industry-specific/trade magazines

Direct mail

Online marketing

In-person events

2008

2004/5


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Online Marketers Have Already Shifted 24% of the

Budget to Online

6.18

18.17

1.83

2.18

5.70

4.20

3.31

3.37

4.52

10.09

5.82

5.06

7.42

7.77

14.37

0.00

0.17

1.83

2.81

4.25

5.80

6.44

6.75

7.73

8.22

8.58

8.98

9.90

12.20

16.34

Other Online Marketing

Online Advertising

Other*

Printed directories

Public relations

Radio

Printed newsletters


Custom publicationsYour companys Web site*


Newspapers

Direct mail

Television

In-person events

Offline marketersOnline marketers

Using your best estimate, what percent of your business-to-business/trade

marketing budget was spent on each of the following marketing tactics in 2005?


Note: Offline marketers are defined as those who indicated they are not using any online marketing vehicles in 2004 or 2005.

*Adjusted for offline marketers.


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3.46

3.49

3.79

3.80

4.02

4.10

4.14

4.16

4.39

4.50

4.60

5.18

1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 5.50 6.00

Newspapers


Direct mail

Custom publications

Printed newsletters


Online advertising

Other online marketing

Public relations

In-person events

TV

Your companys Web site

Online Marketing Will Be More Important Than

Direct Mail and General Business MagazinesHow much of a role will the following marketing tactics play in your B2B/trade marketing budget in 2008?


(Mean rating on a scale of 1 to 6, 1 being experimental role and 6 being major role)

Experimental role Major role


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Discussion Points

What is your mix of industry-specific vs generalbusiness marketing vehicles?

How important is online marketing in your plans?What role does it play currently?


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Appendix

1. Study Objective and Methodology

2. Marketing Goals

3. Online Marketing Data by BIN


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Appendix 1Study Objectives And Methodology


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Objectives

As digital marketing becomes more mainstream, ABM members wonder howit will impact their business. But most research on digital marketing onlyaddresses consumer marketing, not B2B. ABM engaged ForresterConsulting for an independent analysis of the trends in B2B digitalmarketing spend across 21 categories of B2B marketers.

Specifically, the project addressed the following questions:

What percent of marketing spend do B2B marketers allocate to digitalmedia?

What is the value proposition of digital marketing and how big a role will itplay in the future?

What are the perceived strengths and weaknesses of each element of theB2B marketing mix?

How will spending on digital marketing change in the next three years andwhere will the money come from?

For each of the 21 categories of B2B marketers, what percentage of thebudget is currently being spent on digital media and how important willdigital media become in the next three years?


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Methodology

Forrester developed research and screener questions for an online survey jointlywith the American Business Media to address the current and future state ofbusiness-to-business digital marketing.

Forrester fielded screener questions to a predetermined portion of the eRewardspanel to identify qualified respondents.

Membership into the eRewards panel is by invitation only. Potential panelists canrequest an invitation through an eRewards sponsor (i.e., American Airlines, Hilton,Hertz, etc.). Once the potential panelist completes an online profile and the requestis accepted, panelist will then receive a notification via email.

Members can earn up to $1 in e-Rewards for each e-mail they receive, and muchmore for providing their opinions on periodic research surveys. Once sufficientcurrency has been accumulated, members can then redeem their e-Rewards forrewards from companies like American Airlines, BLOCKBUSTER, Hertz, Hilton,IBM, Omaha Steaks, and e-Bags.

There are over a half million active business panelists.

Forrester fielded the entire survey (including screeners) to qualified eRewardspanelists and received a total of 867 respondents within 21 various industry areas.

Click hereto return to the presentation


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Appendix 2: Respondent data


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23.4%

31.1%

18.7%

5.3%

4.7%

16.7%

Less than $500,000

$500,000 to less than $5 million

$5 million to less than $15

million

$15 million to less than $20million

$20 million to less than $30

million

$30 million or more

Respondents By 2005 Marketing Budget

(Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)


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Respondents By Company Revenue

38.2%

19.8%

9.0%

16.3%

16.7%

Less than $100 million

$100 million to less than

$500 million

$500 million to less than

$1 billion

$1 billion to less than $10

billion

$10 billion or more



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Respondents By Title

6.6%

9.6%

15.9%

8.1%

17.6%

7.0%

11.3%

6.9%

17.0%

Individual contributor to Marketing or

Advertising

Manager of Sales

Manager of Marketing, Online

Marketing, or Advertising

Director of Sales

Director of Marketing, Online

Marketing, or Advertising

VP of Sales

VP of Marketing or Advertising

CMO or direct report to CMO

President or CEO



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Appendix 3Marketing Goals

One survey question presented respondents with a list of 12specific marketing goals and asked them to pick the bestmedium from each from the following list of advertisingchoices:

General business publications

Industry-specific publications General business Web sites

Industry-specific Web sites

Your companys Web site

None of the above The following page lists the 12 marketing goals


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The best medium to reach decision makers The best medium to reach senior executives that approve purchases

The best medium to reach other purchase influencers

The best medium to reach the highest percentage of prospects for mycompanys products/services

The best medium to raise awareness of my companys products and services The best medium to enhance the credibility of my companys products/services

The best medium to reach highly involved users/readers

The best medium in terms of the frequency the audience reads/uses it

The best medium in terms of users/readers level of trust in the content

The best medium to generate the most qualified leads

The best medium to generate the highest number of leads

The best medium for ROI

Review the statements below and indicate which

advertising option, if any, in your opinion best

matches the statement


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Appendix 4Online Marketing Data by BIN


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B2B Marketing Profile -- Architecture


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46.7%

56.7% 13.3%

26.7%

30.0%

23.3%2004

2005


Respondent Profile - Annual Revenues

$100 million to less

than $1 billion30%

$1 billion to $10billion or more

17%

Less than $100

million

53%

Less than $1 million $1 million to $10 million More than $10 million

Marketing Spend

Base: N= 30Source: Forrester Consulting Survey for ABM


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B2B Marketing ProfileArchitecture

Base: N=30Source: Forrester Consulting Survey for ABM

2005 Budget Allocation

General business magazines10.8%

Custo m publications

7.4%

Industry-specific/t rade magazines

6.7%

Direct mail

6.3%

Online marketing

11.3%

In-person events

10.5%

Other

7.3%

Radio

6.3%

Printed newsletters

6.4%

Public relations

4.6%

TV

11.5%

Printed directories

0.8%

Newspapers

10.1%


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Marketing tactics

% of 2005

budget

% of respondents increasing

marketing spend by more

than 5% in 2008

% using this marketing

tactic

2008

2004/5Base: N= 30Source: Forrester Consulting Survey for ABM


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B2B Marketing Profile -- Automotive


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43.80%

37.50% 25.00%

34.40%

37.50%

18.80%2004

2005

B2B Marketing Profile -- Automotive



than $1 billion

25%

$1 billion to $10

billion or more

34%

Less than $100

million

41%


Marketing Spend



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B2B Marketing ProfileAutomotive



General business magazi nes

4.0%

Cust om publicat ions

6.4%

Indust ry- specif ic/ t rade magazines

7.6%

Direct mail

6.1%

Online market ing

17.2%

In-person event s

9.2%

Other

4.5%

Radio

12.7%

Printed newsletters

1.9%

Public relations

3.9%

TV

16.8%

Printed directories

1.2%

Newspapers

8.6%


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B2B Marketing ProfileAutomotive

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008



33/104


B2B Marketing ProfileAviation



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35.90%

28.20% 35.90%

23.10%

35.90%

38.50%2004

2005

B2B Marketing Profile -- Aviation


$100 million to lessthan $1 billion

28%

$1 billion to $10

billion or more

39%

Less than $100

million

33%


Marketing Spend



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5.2%

Custom publications

9.3%


9.8%

Direct mail

4.9%

Online market ing

17.0%

In-person events

18.6%

Other

10.5%

Radio3.0%

Printed newsletters

6.9%

Public relations

5.1%

TV

5.0%

Printed directo ries

2.2%

Newspapers

2.5%


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Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008



37/104


B2B Marketing Profile Banking, Finance &

Insurance


38/104


36.20%

27.70% 44.70%

19.10%

27.70%

42.60%2004

2005


InsuranceRespondent Profile - Annual Revenues


than $1 billion

32%

$1 billion to $10

billion or more

34%

Less than $100

million

34%


Marketing Spend



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Insurance




6.2%

Custom publicatio ns

10.7%


6.2%

Direct mail

10.5%

Online marketing

7.3%

In-person events

5.4%

Other

10.4%

Radio

3.8%

Printed newsletters

6.9%

Public relations

3.0%

TV

11.1%

Printed directories

1.8%

Newspapers

16.7%

B2B Marketing Profile -- Banking Finance &


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B2B Marketing Profile -- Banking, Finance &

Insurance

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5

Base: N= 47

Source: Forrester Consulting Survey for ABM


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B2B Marketing Profile Building, Design &

Construction


42/104


40.00%

37.80% 40.00%

20.00%

22.20%

40.00%2004

2005


ConstructionRespondent Profile - Annual Revenues


than $1 billion

47%

$1 billion to $10

billion or more

18% Less than $100

million

36%


Marketing Spend



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Construction




4.0%

Custom publications

4.6%

Direct mail

9.6%

Online marketing10.7%

In-person events

19.2%

Other

9.3%

Industry-specif ic/ trade magazines

7.2%

Radio

2.8%

Printed newsletters

5.4%

Public relations

6.0%

TV

10.2%

Printed director ies

4.8%

Newspapers

6.2%

B2B Marketing Profile Building Design &


44/104



Construction

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5Base: N=45



45/104


B2B Marketing Profile Business, Advertising and

Marketing


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43.60%

41.80% 40.00%

10.90%

18.20%

45.50%2004

2005

B2B Marketing Profile Business, Advertising and

MarketingRespondent Profile - Annual Revenues


than $1 billion

24%


22%

Less than $100

million

55%


Marketing Spend



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B2B Marketing Profile Business, Advertising &

Marketing




6.3%


3.1%


7.7%

Direct mail

11.1%

Online marketing

21.1%

In-person events

14.4%

Other

4.8%

Radio

5.2%

Printed newsletters

2.2%

Public relations

4.6%

TV

9.9%

Printed directories

2.0%

Newspapers

7.7%

B2B Marketing Profile -- Business, Advertising &


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B2B Marketing Profile Business, Advertising &

Marketing

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5Base: N= 55



49/104


B2B Marketing Profile -- Computing


50/104


35.00%

16.70% 43.30%

31.70%

40.00%

30.00%2004

2005




than $1 billion

18%

$1 billion to $10

billion or more

47%

Less than $100

million

35%


Marketing Spend



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B2B Marketing ProfileComputing




7.8%

Custom publications6.9%

Industry-specific/ trade magazines

7.1%

Direct mail

7.5%

Online marketing

20.5%

In-person events

10.3%

Other

6.7%

Radio

4.8%

Printed newsletters

3.8%

Public relations

5.2%

TV

9.5%

Printed directories

1.5%

Newspapers

8.4%

B2B M k ti P fil C ti


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Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5Base: N= 69



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53Entire contents 2005 Forrester Research, Inc.All rights reserved.

B2B Marketing ProfileElectric Engineering


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24.20%

30.30% 36.40%

30.30%

33.30%

45.50%2004

2005




42%

$1 billion to $10

billion or more

30%

Less than $100million

27%


Marketing Spend



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1.6%Industry-specific/ trade magazines

8.1%

Direct mail

4.5%

Online marketing

14.6%

In-perso n events

9.2%

Other

12.1%


Radio3.2%

Printed newsletters

3.4%

Public relations

6.1%

TV

17.7%

Printed directories

4.4%

Newspapers

6.3%

B2B Marketing Profile Electric Engineering


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B2B Marketing Profile -- Electric Engineering

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5Base: N= 33



57/104


B2B Marketing Profile -- Government


58/104


25.70%

25.70% 37.10%

22.90%

37.10%

51.40%2004

2005




31%

$1 billion to $10

billion or more

34%

Less than $100

million

34%


Marketing Spend



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B2B Marketing ProfileGovernment




2.1%

Custom publications

5.7%


1.8%

Direct mail6.7%

Online marketing

14.1%

In-person events

15.2%

Other

4.5%

Radio

5.1%

Printed newsletters

7.1%

Public relations

9.3%

TV

13.7%

Printed directories2.9%

Newspapers

11.9%

B2B Marketing Profile Government


60/104



Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5Base: N= 35



61/104


B2B Marketing Profile -- Healthcare


62/104


42.90%

39.30% 33.90%

23.20%

26.80%

32.10%2004

2005




34%

$1 billion to $10

billion or more

32%

Less than $100

million

34%


Marketing Spend



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B2B Marketing ProfileHealthcare




4.3%

Custom publications

3.3%


5.4%

Direct mail

12.2%

Online marketing

8.4%

In-person events

11.9%

Other

5.3%

Radio

9.3%

Printed newsletters

6.3%

Public relations3.1%

TV

18.7%

Printed directories

1.8%

Newspapers

10.1%



64/104



Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5Base: N= 56


B2B Marketing Profile Manufacturing &


65/104



Processing



66/104


42.10%

31.60% 22.80%

42.10%

45.60%

15.80%2004

2005


ProcessingRespondent Profile - Annual Revenues


than $1 billion23%

$1 billion to $10

billion or more56%

Less than $100

million21%


Marketing Spend

Base: N= 57




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Processing

Base: N= 57




7.2%

Custom publications

5.6%


12.6%

Direct mail

8.3%

Online marketing

14.4%

In-person events

22.2%

Other

2.6%

Radio

1.8%

Printed newsletters

5.3%

Public relations

3.1%

TV9.2%

Printed directories

1.2%

Newspapers

6.4%

B2B Marketing Profile -- Manufacturing &


68/104


Processing

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5

Base: N=57



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69Entire contents 2005 Forrester Research, Inc.

All rights reserved.

B2B Marketing ProfileMovies, Radio & TV


70/104



20.00%

23.30% 43.30%

20.00%

33.30%

46.70%2004

2005




33%

$1 billion to $10

billion or more

30%

Less than $100

million

37%


Marketing Spend

Base: N= 30


B2B M k i P fil M i R di & TV


71/104




Base: N= 30




2.5%


5.1%


6.8%

Direct mail

4.3%

Online marketing

24.2%

In-person events

8.3%

Other

2.4%

Radio6.9%

Printed newsletters

2.2%

Public relations

7.9%

TV

18.6%

Printed directories

1.6%

Newspapers

9.3%

B2B Marketing Profile -- Movies, Radio & TV


72/104



B2B Marketing Profile Movies, Radio & TV

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5Base: N= 30


B2B M k ti P fil Ph ti l


73/104



B2B Marketing ProfilePharmaceuticals



74/104



35.50%

29.00% 29.00%

48.40%

41.90%

16.10%2004

2005




26%

$1 billion to $10

billion or more

45%

Less than $100million

29%


Marketing Spend

Base: N= 31




75/104




Base: N= 31




3.5%

Custom publications

6.9%


7.6%

Direct mail

13.0%

Online market ing23.5%

In-person events

19.5%

Other

4.6%Radio

1.3%

Printed newsletters2.7%


TV

8.5%

Printed directories

0.7%

Newspapers

2.4%

B2B Marketing Profile -- Pharmaceuticals


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e g o e ceu c s

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5

Base: N=31


B2B M k ti P fil P f i l S i


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B2B Marketing ProfileProfessional Services



78/104



46.40%

42.90% 26.80%

19.60%

30.40%

32.10%2004

2005




29%


23%

Less than $100

million

48%


Marketing Spend

Base: N=56




79/104




Base: N= 56



Custom publications

8.9%


5.7%

Direct mail

7.9%

Online marketing

15.4%

In-person events

25.5%

Other

4.4%


6.6%

Radio

2.8%

Printed newsletters

7.3%


TV3.2%

Printed directories

2.6%

Newspapers

3.8%

B2B Marketing Profile -- Professional Services


80/104



g

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5

Base: N=56


B2B Marketing Profile Resources


81/104



B2B Marketing ProfileResources



82/104



20.00%

23.30% 43.30%

40.00%

33.30%

40.00%2004

2005




than $1 billion

43%

$1 billion to $10

billion or more

40%

Less than $100

million17%


Marketing Spend

Base: N= 30




83/104




Base: N=30




7.3%

Custom publications

6.4%


4.7%

Direct mail

6.2%

Online marketing

24.2%

In-person events

17.0%

Other

5.4%

Radio

3.2%

Printed newsletters

3.2%

Public relations

6.0%

TV

9.5%


1.8%

Newspapers

5.2%

B2B Marketing Profile -- Resources


84/104



g

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5

Base: N= 30


B2B Marketing Profile Restaurant


85/104



B2B Marketing ProfileRestaurant



86/104



53.30%

50.00% 26.70%

23.30%

23.30%

20.00%2004

2005




than $1 billion

30%

$1 billion to $10

billion or more

20%

Less than $100

million

50%


Marketing Spend

Base: N= 30




87/104




Base: N= 30




1.7%

Custom publications

5.9%


5.3%

Direct mail

11.2%

Online marketing

20.9%

In-person events

15.0%

Other

4.8%

Radio6.8%

Printed newsletters

5.3%

Public relations

5.3%

TV

8.1%


4.0%

Newspapers

5.5%

B2B Marketing Profile -- Restaurant


88/104



g

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5

Base: N= 30


B2B Marketing Profile Retail Services


89/104



B2B Marketing ProfileRetail Services



90/104



15.80%

24.60% 29.80%

45.60%

45.60%

38.60%2004

2005




18%

$1 billion to $10

billion or more

44%

Less than $100

million

39%


Marketing Spend

Base: N=57




91/104




Base: N= 57




4.0%

Custom publications

6.9%


10.5%

Direct mail

14.0%

Online marketing

15.9%

In-person events

13.6%

Other

5.3%

Radio6.4%

Printed newsletters

6.7%Public relations

4.2%

TV

6.4%


3.3%

Newspapers

2.9%



92/104



g

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5

Base: N= 57


B2B Marketing Profile Science and R&D


93/104

93

Entire contents 2005 Forrester Research, Inc.





94/104

94



34.30%

31.40% 45.70%

14.30%

22.90%

51.40%2004

2005




than $1 billion

31%


26% Less than $100

million

43%


Marketing Spend

Base: N= 35




95/104

95




Base: N= 35





6.9%


9.8%Direct mail

8.2%

Online marketing28.4%

In-person events

18.9%

Other

1.9%

Radio

4.2%

Printed newsletters

3.4%

Public relations

4.3%

TV

4.7%


3.3%

Newspapers

4.8%

B2B Marketing Profile -- Science and R&D


96/104

96



Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5

Base: N=35


B2B Marketing Profile Transportation


97/104

97






98/104

98



44.90%

40.80% 28.60%

28.60%

30.60%

26.50%2004

2005




25%

$1 billion to $10

billion or more

33%

Less than $100

million

43%


Marketing Spend

Base: N= 49




99/104

99




Base: N= 49




4.4%

Custom publications

7.5%

Direct mail

10.8%

Online marketing

12.4%

In-person events

16.4%

Other

3.1%

Radio5.9%

Printed newsletters

4.2%


TV

8.9%


6.6%

Newspapers

6.3%Industry-specific/trade magazines

9.6%

B2B Marketing Profile -- Transportation


100/104

100



Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

2008

2004/5Base: N= 49


B2B Marketing Profile -- Travel


101/104

101



B2B Marketing Profile Travel



102/104

102



43.30%

26.70% 40.00%

30.00%

33.30%

23.30%2004

2005

a et g o e ave



37%

Less than $100

million

33%

$1 billion to $10

billion or more

30%


Marketing Spend

Base: N= 30


B2B Marketing ProfileTravel


103/104

103



g

Base: N= 30




3.5%

Custom publications

2.6%

Industry-specif ic/ trade magazines

4.1%

Direct mail

4.6%

Online marketing

30.6%

In-person events

24.4%

Other

4.2%

Radio

6.8%

Printed newsletters

0.7%


TV

7.6%


1.8%

Newspapers

5.4%



104/104

Marketing tactics

% of 2005

budget



than 5% in 2008


tactic

ABM Sales Presentation Final v2 Ext

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