Practical Application guide of the Machinery Directive 2006/42/EC
Business Technology Marketing: Practical Benchmark Data for 2006
Transcript of Business Technology Marketing: Practical Benchmark Data for 2006
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Business Technology Marketing: Practical Benchmark Data for 2006
August 10, 2006
Anne Holland, President
MarketingSherpa, Inc.
Stefan Tornquist, Research Director
MarketingSherpa, Inc.
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Facts not opinion: MarketingSherpa Methodology
1. Primary Research
• MarketingSherpa’s Business Technology Survey
1,900 business technology marketers, June of 2006
• MarketingSherpa Business Technology Vendor Website Study
166 large and SMB sites put through their paces
2. Partnered Studies
• MarketingSherpa & CNET B2B Business Technology Buyer’s Study
633 business technology buyers surveyed in May of 2006
3. ‘Best of’ Secondary Research from:
• Babcock & Jenkins, BNET, BusinessWire, CMP TechWeb,
Hitwise, Intouch, ITToolbox, Knowledgestorm, SEO-PR,
TechTarget, Unisfair, Zoominfo and many others
4. Anecdotal Evidence from MarketingSherpa’s Own
3,300 Case Studies & Interviews
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3.6%
0.0%
2.5%
5.0%
7.5%
10.0%
Marketing budget as a percentage ofgross revenue
Low end of normal range: 0.9%
High end of normal range: 8.7%
Average
© 2006 MarketingSherpa Inc.
Marketing Spend of B-to-B Tech Marketers
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31.0%
0%
15%
30%
45%
60%
% of total mktg. budgetspent online
Large organizations: 7%
Solo practitioners: 58%
Medium organizations: 25%
Smaller orgs.
Larger orgs.
Small organizations: 37%
© 2006 MarketingSherpa Inc.
How much do B-to-B Tech marketers spend online vs offline?
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What Influences Business Technology & Services Purchasing Decisions?
2.7%
2.8%
3.6%
4.0%
4.4%
4.6%
6.8%
10.0%
15.3%
18.4%
19.6%
19.6%
24.1%
34.1%
36.5%
40.6%
41.9%
48.3%
0% 10% 20% 30% 40% 50% 60%
Podcasts
'Cold call' telephone inquiry from company or rep
RSS feed
E-mail from a company you don't know
Radio/TV
Blogs from vendors
Search engine ad
Blogs from industry media/analysts
Direct mail pieces
Webinar/teleseminar
Blogs from other technology professionals
Industry bulletin boards/listservs
Search engine natural listing
E-mail newsletter from a company you know
Online magazines
Print magazines
Conferences/Trade Events
Word of mouth
% impacted by tactic
© 2006 MarketingSherpa Inc.
Source: MarketingSherpa and CNET, Business Technology Buyers’ Survey, May 2006
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Lead Generation Results: Broad vs Vertical Trade Shows 2006
Source: MarketingSherpa IT Marketing Benchmark Survey 2005 and Business TechnologyBenchmark Survey, June 2006
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70%
58%
58%
68%
18%
59%
57%
44%
79%
84%
39%
67%
42%
49%
64%
66%
71%
78%
0% 20% 40% 60% 80% 100%
Offers in 3rd partynewsletters
Solo emails to 3rd party(outside) lists
Online ads - industryspecific
Paid search ads (Google,etc.)
Online ads - generalbusiness sites
White paper syndicationservice
Large orgs.
Medium orgs.
Small orgs.
Effectiveness - Top 2 answers© 2006 MarketingSherpa Inc.
Classic Online Advertising Tactics Compared
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How Effective Are New (Web 2.0) Marketing Channels for B-to-B Marketing?
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% Large Company Sites
Top 3 Natural44%
First page28%
Second page13%
Not found15%
© 2006, MarketingSherpa Inc.
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Search Engine Optimization (Or Lack Thereof)
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19%
36%
31%
28%
22%
35%
35%
41%
54%
9%
33%
31%
33%
24%
6%
2%1%
0% 10% 20% 30% 40% 50% 60%
Low ticket sweepstakes(i.e. PDA)
Podcasts
Blog
White paper
Webcast/Webinar
Free trial demo
Services
Software & ASPs
Hardware
% rating tactic as 'very effective'
© 2006 MarketingSherpa Inc.
Which Lead Gen Offers on Your Web Site Are Effective?
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36%
41%
15%
8%
33% 32%
23%
12%
0%
10%
20%
30%
40%
50%
Less than 3 months 3 - 6 months 7 - 12 months 12+ months
2005 2006 © 2006 MarketingSherpa Inc.
Sales Cycles Continue to Lengthen
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Source: MarketingSherpa and CNET, Business Technology Buyers’ Survey, May 2006
44.2%
34.1%
10.4% 8.9%
0%
20%
40%
60%
I go through theirunsubscribe process
I still scan quickly,looking for something
useful
I tell my e-mail client(Outlook, Lotus, etc.) to
move them to thespam/junk/bulk folder
Nothing, I tend to justignore them
% of email newsletter recipients © 2006 MarketingSherpa Inc.
When Email Relationships Go Stale…
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31%
17%14%
35%
19%22%
40%
19%
0%
10%
20%
30%
40%
50%
Software/ASP Hardware Services
2004 2005 2006 © 2006 MarketingSherpa Inc.
B-to-B Marketer’s Use of Personas 2004 - 2006
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Using Personas
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All-new for 2006:
1,900 tech marketers surveyed
151 tables & charts
13 personas & profiles
Covers: search, email, PR, lead generation, Web
sites, advertising, branding, podcasting,
telemarketing, and budgeting
For more information or to order call 877.895.1717 or http://PracticalBusinessTechMktg.MarketingSherpa.com
MarketingSherpa, Inc.
499 Main Street
Warren, RI 02885
(877) 895-1717
Outside the U.S.(401) 247-7655
http://www.MarketingSherpa.com
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