FROM BRANDS TO
SALES LEADS

AT A GLANCE

HEADLINE TRENDS

51% say
marketing
communications
has become more
centralised in
...
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Vanson Bourne Infographic: Technology Marketing

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Vanson Bourne: From Brands to Sales Leads -a recent Vanson Bourne infographic on the changes in UK tech marketing

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Vanson Bourne Infographic: Technology Marketing

  1. 1. FROM BRANDS TO SALES LEADS AT A GLANCE HEADLINE TRENDS 51% say marketing communications has become more centralised in recent years. More than 1/3 say they are bringing marcoms work in-house  51% This compares to just 7% who say the trend is to outsource more of the marcoms function. 4/5 say budgets have been cut 3/4 say social media is the top trend  BRANDS TO LEADS 68% say greater focus on driving sales Brands® Designer Logo® Just over 1/2 say it's less about brand development and more about demand generation TM Measuring Marketing Campaign Success 93% 9 out of 10 indicated that other than Marketing/PR/Comms teams it is the Sales department who use target market research Sales Leads 25% Brand Perception MARKETERS AS RESEARCHERS Just over half say that keeping track of customers has increased in importance 69% say a greater emphasis has been placed on targeting specific audiences  Just under half say a greater emphasis has been placed on evaluation especially calculating ROI in communcations. 93% research their target market & 69% say they are constantly gathering insight from their target markets CHANGING SKILL SETS The marketer as a 'creative type' is outmoded as a result of lower budgets, tighter focus and the need to generate sales leads at the expense of brand development Most valuable marketing skills 27% generate relevant audience insight 24% evaluate and prove ROI/value of marcoms 10% creativity Science has replaced art. Tracking and evaluation have become major trends. Biggest skill shortages 42% 42% 36% data analysis making sense of different data sources trends analysis Survey conducted in May to June 2013 by Vanson Bourne with 59 tech marketers in UK-based companies.

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