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Technology Marketing Benchmark Survey 2011

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  • 1. Technology Marketing Benchmark Survey 2011 An OverviewIT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 2. Setting the sceneTypical respondent:• UK based• Had marketing qualifications• Budget holder or influencer• From wide range of different sized client-side organisations IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 3. Overall importance of ROI is clear91%felt that ROI was 68% thought the importance“essential” or “very of demonstrating ROIimportant” when defining had increased in themarketing strategy last 12 months IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 4. Some good newsin spite of economic conditions Net increase in the size of marketing functions within the technology sector over the last year. Considerable optimism over budgets for the next 12 months. Most marketers feel well respected within their organisations IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 5. Marketing budget change over timeLast 12 Months Next 12 Months (Expected) Percentage Increase Increase 28% Clear Stay Same Increase 17% Net Increase Increase Stay Same 9% 54% Decrease Increase 7% Stable / Stay Same Stay Same 14% Fluctuating Increase Decrease 2% 23% Stay Same Decrease 2% Clear Decrease Stay Same 15% Net Decrease Decrease Decrease 6% 23% IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 6. Marketing objectives sought to achieve Sought to Primary Focus over next achieve objective 12 monthsCreate leads for sales conversion 76% 42% 58%Build brand 75% 16% 47%Drive sales (direct) 72% 19% 47%Increase web traffic 64% 3% 36%Launch new product/service 59% 5% 29%Nurture leads 45% 3% 27%Increase customer loyalty 43% 4% 29% IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 7. How effective respondents were in meeting lastyear’s main marketing objective Very ineffective Very effective 2% Quite ineffective 11% 14% Quite effective 73% IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 8. Which marketing toolsare most used? IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 9. Used in last Expected net 12 months change in spendE-mail 90% +Third party events (e.g. exhibitions) 76%PR 69% +Online advertising 63% +Search marketing 59% +Direct mail 53%Social media 52% +Bespoke events (e.g. roundtables, seminars) 50% +Content marketing (e.g. white papers) 50% +Print advertising 47% –Video 35% +Corporate Hospitality 28%Online Events 20% + IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 10. So why were these marketing tools chosen? 70% 51% 22% 7%Internal Preference/ Budget Agency Fit For Expertise Influence Purpose IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 11. Most effective tools in terms of investment E-mail Bespoke Third Party Events Events 25% 14% 13% IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 12. Digital techniques setto increase in importance IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 13. DontWe will invest knowmore in offline We will 49% invest more in digital Split will remain constant IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 14. But there are still barriers preventing greater use Lack of internal resources Buy in from decision makers Pressure to be ROI focussed IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 15. How well informed are marketers when itcomes to digital marketing techniques? I understand the key issues, but I I’m up to speed could always with all the latest learn more. techniques! 64% 16% IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 16. How well informed are marketers when itcomes to digital marketing techniques? There are serious gaps in our I’m not very well knowledge! informed! 14% 5% IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 17. Is the importance of ROI clear?91%felt that ROI was 68% thought the importance“essential” or “very of demonstrating ROIimportant” when defining had increased in themarketing strategy last 12 months IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
  • 18. Focus on ROI?Or focus on what you know works? IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton