B2B Marketing - Read this or you will be busted by competition (you already have been if you are...
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Transcript of B2B Marketing - Read this or you will be busted by competition (you already have been if you are...
The B2B MarkeTing guide
62%(trade shows, magazines, direct mail, etc.)
34%(social media, SEO, email marketing)
traditional marketing methods
digital marketing methods
breakdown of traditional marketing methods
breakdown of digital marketing methods
2011 edition
(as a percentage of the total marketing budget) (as a percentage of the total marketing budget)
10% 20% 30% 40% 50%0%
events/trade shows28%
13%
9%
7%
3%
1%
1%
magazines/publications
direct mail
sponsorships
television
outdoor marketing
radio
5%10%15%20%25% 0%
8%
5%
5%
5%
4%
3%
email marketing
online content
seo (search engine optimization)
sem (search engine marketing)
display ads
social media
online video
34%of marketers who were already marketing through digital channels planned to increase their digital budgets in 2011.
Where do B2B marketers anticipate budget increases for 2011?
2.
28% of marketing budgets are earmarked for events and trade shows
In a recent study conducted by Google, over 600 B2B marketing professionals were surveyed and were asked about their marketing strategy for 2011. This survey assessed how these marketers planned to spend their marketing budget, the challenges they faced, how they analyzed ROI and the overall effectiveness of marketing programs. What follows are some key findings from that survey.
presented by
41%of marketers surveyed expected a budget increase in 2011. And out of that group, the average anticipated budget increase was 21 percent.
1%mobile
3%
0%
10%
20%
30%
40%
50%
43%40% 38% 38%
35% 35%
23% 22% 21%
onlinecontent
socialmedia
onlinevideo
emailmarketing
other
mobile seo sem displayads
Most effective media channels.3.
These percentages reflect the average anticipated increase (of those surveyed) in the budget allocation for each marketing channel.
top 10 most effective media channels
8 out of the top 10 most effective marketing channels are digital.
searchengines
visiting websites
usingemail
onlinecontent
podcasts,webcasts
onlinevideo
socialmedia
mobile events,trade shows
magazines,publications
Biggest challenges for 2011.4.
of companies are concerned they do not have enough budget to fund their plans and deliver on goals.
40%of B2B marketers believe they will not have enough people to execute planned marketing efforts.
39%of marketers indicate that insufficient ROI analysis is one of their biggest challenges.
31%
limited budget limited staffing insufficient roi analysis
Predictions for the future.5.
of marketers indicate that revenue, lead quality, or lead volume is the most important metric for digital efforts. 67%
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trade shows will remain important
of marketers invested in event marketing in 2010.
of that group plan to increase those investments in 2011.
How did B2B marketers allocate their marketing budget in 2010?
1.
85% 28%search is still #1 for reaching b2b audiences email marketing a top digital priority
Approximately one-third of these marketers are planning to increase their email budgets in 2011.
of the B2B marketers surveyed believe their audiences are using search engines for work purposes, and they agree that search marketing is the most effective digital channel to reach them.
81%
of B2B marketers said that SEM was effective for gaining new leads. SEM was ranked as the number one channel for gaining new leads.
85%
Two-thirds of marketers say that customer retention is where the majority of their marketing dollars will go in 2011.
expect a renewed focus on the customer
of marketers intend to try out new digital tactics in 2011.69%
eagerness to test new approaches
of B2B marketers agree that since the economic downturn, customer loyalty has declined.
62%of marketers invest in customer retention.
87%
social media emerging into b2b mainstream
of B2B marketers believe their audiences frequently use social media for business purposes.
mobile and online video expected to surge
of those already using mobile as a marketing channel anticipate positive growth in 2011.
of marketers intended to incorporate mobile into their marketing plans for the first time.
of B2B marketers believe that online video initiatives have a strong positive impact on their company’s brand and sales.
of B2B marketers already using online video will increase their video budgets for 2011.
of marketers believe that social connections have a positive impact on the brand or brand sales.
42%+ of marketers plan to try using social media as a marketing channel for the first time.16%
of marketers plan to increase their social media budget in 2011.
38%40%
40% 12%
48% 35%
4% - other