The B2B Barometer Q3 2011. The B2B Barometer: Vital Statistics The B2B Barometer is the ‘state of...

The B2B BarometerQ3 2011

http://www.b2bbarometer.co.uk/


The B2B Barometer: Vital Statistics

• The B2B Barometer is the ‘state of the nation’ study for B2B marketers

• Now in its fifth wave, and backed by two years’ worth of historical data on B2B marketing

• Findings based on 137 interviews with B2B marketing professionals conducted in July and August 2011:

• 68 client-side marketing professionals collectively responsible for controlling budgets amounting to £27.0 million a year

• 69 B2B marketing agency professionals with total annual revenues of £540m

• This report project is sponsored by Circle Research, the Institute of Direct and Digital 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?

Jun 10 Jan 11 Aug 11

4%

9% 14% 12%

26%25% 22%

51% 49% 50%

8% 7% 7%

5% 8%

Very confident

Quite confident

Not sure

Not very confident

Not at all confident

No opinion

Base: 137 B2B marketers


How confident are you with your organisation's own outlook for the next 12 months?

Nov 09 Jun 10 Jan 11 Aug 1140%

80%

64%

54%

63%61%


Net confidence = % confident - % not confid-ent



80%

64%

54%

63%

61%0.63


59%

After 4th August

Before 4th August

How confident are you with your organisation's own outlook for the next 12 months?


To what extent has your organisation's revenue changed over the past 12 months?

Nov 09 Jun 10 Jan 11 Aug 11

27%

10% 7% 12%

18%

20%16% 9%

19%

20%

20% 19%

23%

34%

34%26%

11% 15%23%

34%

Significantly up

Slightly up

Largely static

Slightly declined

Significantly declined

Base: 69 B2B marketing agency respondents


In the past six months, would you say the number of enquiries you have received has...?


15% 10%4%

10%

20%

8%9%

17%

25%

17%17%

17%

24%

47%42%

35%

12% 17%25% 20%

Significantly increased

Slightly increased

Stayed the same

Slightly decreased

Significantly decreased



And now thinking about the quality of these enquiries, would you say they have...?


32%

59%

10% 13%

37%

7%

39%

49%

31% 34%

51%38%

Improved

Stayed the same

Worsened



Agency revenues versus agency enquiries


100%

34%

49%

57%

60%

36%

64%67%

55%

Revenues up over past 12 months

Enquiries up over past 6 months



Thinking about your organisation's budgets, in overall terms how, if at all, would you say they have changed in the past 12 months?

28%

48%

22%

38%

44%

18%

Increased

Remained static

Decreased

Base: 68 B2B client-side marketers

Jan 11

Aug 11


Compared to the previous 12 months, does your organisation's B2B marketing budget for the next 12 months represent an increase or a decrease?

Jun 10 Jan 11 Aug 11

9% 9% 5%

18% 15%

5%

30% 35%

33%

25%34%

38%

16%8%

20%

Significant increaseSlight increaseNo changeSlight decreaseSignificant decrease



Over the next 12 months, what proportion of this B2B marketing budget do you expect to be allocated to these areas?

19%

13%

12%

9%

8%

7%

6%

4%

4%

3%2% 4%

7%Trade shows

Email

Website development

Direct mail

Print

PR

Online ads

Marketing research

Marketing strategy

Social media

Brand identity

Telemarketing

Other



The rise in spend on digital marketing channels and fall in spend on traditional marketing channels has tapered off over the past six months

Apr 09 Nov 09 Jun 10 Jan 11 Aug 110%

75%

47% 45% 43% 43% 43%

39% 41% 42% 41%

34%

14% 14% 15% 16%

23%

Traditional channels*

Digital channels

Other

Base: 68 B2B client-side marketers* excludes telemarketing


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.

Apr 09 Nov 09 Jun 10 Jan 11 Jul 110%

20%

12%

14%

13%

15%

11% 12%

10%

6%

2%

5%

3%

Email

Website devel-opment

Online ads

Social media



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.

Apr 09 Nov 09 Jun 10 Jan 11 Jul 110%

20%

14%

17%19%

16%

9%10%9%

7%

Trade shows

Direct mail

PR



Comparison of how B2B marketing budgets are allocated amongst channels against how time assigned to B2B marketing is allocated

Other

Telemarketing

Brand identity

Social media

Marketing research

Strategy

Online

PR

Print

Direct mail

Website development

Email

Trade shows

6%

3%

2%

6%

5%

7%

4%

8%

6%

8%

12%

16%

16%

7%

4%

2%

3%

4%

4%

6%

7%

8%

9%

12%

13%

19%

BudgetTime



Do you think that your organisation's sales and marketing activities should be better aligned?

28%

51%

18%

Yes, significantly

Yes, to some degree

No, not really

No, not at all



What would you say are the most significant consequences of mis-alignment?

No major consequences

Other

Customer dissastisfaction

Effort duplication

Internal tensions

Inconsistent brand message

Inefficient budget allocation

Wasted time

Leads not fully nurtured

6%

9%

21%

28%

29%

31%

41%

53%

60%



To what extent is aligning sales and marketing an important objective for your organisation?

59%

32%

7%

Very importantQuite importantNot very importantNot at all important



Do you think that that sales and marketing alignment can be realistically achieved by your organisation?

35%

60%

4%

Yes, perfectly realisticYes, largely realisticNo, not very realisticNot at all realistic



Find out more …Access the full contents of Report 5 (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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