This document is a research report on B2B marketing practices in Australia in 2014. It contains an executive summary with key findings and observations from the research. The bulk of the document details research results on topics like marketing resources, challenges, channels, automation, content marketing, metrics, and social media. It was conducted by Green Hat with support from several marketing organizations to explore current B2B marketing intentions and directions.

1. In association with Sponsored by
B2B Marketing Outlook
Australia 2014
A research report exploring
B2B marketing practice,
intentions and directions
MEASURABLE B2B MARKETING

2. 2PAGE
B2B Marketing Outlook | AUSTRALIA 2014
Foreword. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Section 1: Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
1.1 Key Findings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
1.2 Observations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Section 2: Research Results. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
2.1 Market Offerings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Type of Offering
Typical Order Value
Lead Times
2.2 Marketing Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Size of Marketing Budget
Change in Marketing Budget
Budget Allocation
Size of Marketing Team
2.3 Marketing Challenges & Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Marketing Challenges in 2013
Marketing Objectives in 2014
2.4 Marketing Channels. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Traditional Marketing Tactics
Digital Marketing Tactics
Digital versus Traditional Marketing Trends
Inbound versus Outbound
Mobile Marketing
2.5 Marketing Automation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Marketing Automation Adoption
Marketing Automation ROI
Marketing Automation Benefits
2.6 Content Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Significance of Content Marketing
Creation of Content
Targeting Buyers
2.7 Marketing Metrics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Cost Per Lead
2.8 Marketing & Sales Alignment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Lead Follow-up Rate
Lead Conversion to Order Rate
2.9 Social Media Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Social Media Platforms
Social Media Involvement
Social Media ROI
Section 3: Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Research Supporters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
CONTENTS
©2014 Green Hat Marketing Pty Ltd ABN 30 099 016 752. All rights reserved.
No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.

3. 15PAGE
B2B Marketing Outlook | AUSTRALIA 20142.0 RESEARCH RESULTS
2.4 Marketing Channels
Digital versus Traditional Marketing Trends
This graph provides a comparative snapshot of trends in traditional and digital marketing, based on our respondents’ intentions for 2014.
Public Relations
In-Person Events
Surveys/Research
Direct Mail
Telemarketing
Tradeshows/Conferences
Print Advertising
Website and Microsites
Email Campaigns
e-Nurture Marketing
Social Media Marketing
Online Video
Online Content Syndication
Search Engine Optimisation (SEO)
Webinars
Online Communities and Portals
Online Paid/Display Advertising
Mobile App Marketing
Digital versus Traditional Marketing Trends
20% 40% 60% 80%-20%-40%
More
DIGITAL
Less
Start
Stop
TRADITIONAL

4. 19PAGE
B2B Marketing Outlook | AUSTRALIA 20142.0 RESEARCH RESULTS
2.6 Content Marketing
Significance of Content Marketing
How significant is Content Marketing in your B2B marketing?
(eg white papers, research reports, articles, videos and other
thought leadership material – excluding corporate/service/
product collateral)
Creation of Content
How do you create content for B2B marketing?
Targeting Buyers
Have you developed demographic/psychographic
personas for buyers in your target market?
DRILLING DOWN
Larger companies are significantly more likely to partly,
mostly or completely outsource their content development:
74% compared to 49% of smaller companies.
EXPERT VIEW: THE FUTURE OF CONTENT MARKETING
“I think it’ll look less like a separate thing – ‘content
marketing’ – and more like, well, marketing! The future
of all marketing is in programs that are useful, honestly
empathetic, inspired, and based on data or creative
insights.”
Ann Handley, Chief Content Officer, Marketing Profs
“Marketing departments will continue their
transformation into mini-publishers. Analytics and data
will be critical, but knowing more about our customers’
consumption habits will create a more complex need
for useful content.”
Joe Pulizzi, Founder, Content Marketing Institute
Quoted in Marketo’s guide to Content Marketing for
Lead Generation, 2014
43%
Very
significant
Content is
a key pillar
in our
marketing
27% 22% 8%
Significant
We promote
a range of
content
Somewhat
significant
Not significant
for us
45%
Mostly
in-house
some
outsourced
39%
Completely
in-house
12%
Mostly
outsourced
3%
Not sure
1%
Completely
outsourced
37%
No
35%
Yes
23% We
plan to
5%
Not
sure?

5. 17PAGE
B2B Marketing Outlook | AUSTRALIA 20142.0 RESEARCH RESULTS
2.5 Marketing Automation
Marketing Automation Adoption
How would you best describe your adoption of marketing automation?
For the purposes of this research, we define marketing automation (MA) as the use of
software and web-based services to generate, nurture, manage and score leads as well
as execute repetitive campaign tasks.
Marketing Automation ROI
How would you rate your return on investment from marketing automation?
Base: Marketing automation users
INSIGHT
Of those respondents currently using marketing automation, twice as many have
integrated it with their CRM systems as have not, which sounds encouraging. However,
true integration is more than just occasional database syncs between disparate systems.
Ideally, well-integrated MA and CRM systems deliver a relevant real-time view for both
Marketing and Sales of lead progression and buyer engagement across marketing
campaigns and nurture programs, as well as social media channels and website activity.
KEY FINDING
Half of respondents (51%) that have implemented marketing automation have
positive ROI, with a further 10% currently breaking even.
DRILLING DOWN
Larger companies are 50% more likely to have integrated their MA platform with their
CRM system.
Of those that use Marketing automation,
how would you rate yourt ROI
9%
Excellent
42%
Satisfactory
21%
Plan to implement
in 2014
28%
Currently using
& integrated
with CRM
13%
Currently using
& not integrated
with CRM
10%
Breakeven
17%
Not sure
22%
Yet to achieve ROI
2%
Used MA but
abandoned it
33%
Do not
use MA
3%
Not sure

6. 25PAGE
B2B Marketing Outlook | AUSTRALIA 2014RESEARCH SUPPORTERS
This study was conducted by Green Hat with the support of ADMA, Marketing
Magazine, Marketo and SAP
Green Hat is an Australian marketing consulting agency
working exclusively for the B2B sector. Our services include
market research, strategic planning and execution of
programs that require lead nurturing and progression, lead
generation, marketing automation, digital marketing and
content development. We assist clients that have medium
to long consideration times – especially in the high-tech,
professional services, financial services and industrial
sectors. Our client list includes global blue-chip brands such
as IBM, EMC, SingTel Optus, Flight Centre, Nokia Siemens,
as well as many local organisations.
www.green-hat.com.au
The Association for data-driven marketing and advertising (ADMA)
is the principal industry body for information based marketing
and advertising and is the largest marketing and advertising
body in Australia with over 550 member organisations. ADMA
is the ultimate authority and go-to resource for creative and
effective data-driven marketing across all channels and
platforms, providing knowledge, advocacy, insight and
innovation to advance responsive and enlightened marketing.
www.adma.com.au
Marketing magazine has been exploring the strategic
challenges facing marketing directors in businesses large
and small every month for over 30 years, and it continues to
be a trusted resource for marketers and media professionals
in Australia. Through the magazine, digital properties, videos
and live events, Marketing strives to empower marketing
decision makers to plan strategies, implement campaigns
and gain competitive advantage in their marketplace.
www.marketingmag.com.au
As market leader in enterprise application software, SAP
helps companies of all sizes and industries run better. SAP
empowers people and organisations to work together more
efficiently and use business insight more effectively to stay
ahead of the competition. SAP applications and services
enable more than 238,000 customers to operate profitably,
adapt continuously, and grow sustainably.
www.sap.com
Marketo provides the leading cloud-based marketing
software platform for companies of all sizes to build and
sustain engaging customer relationships, acquire new
customers more efficiently, maximise customer loyalty
and lifetime value, improve sales effectiveness, and
provide analytical insight into marketing’s contribution to
revenue growth.
www.marketo.com
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