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What Works Where in B2B Digital 2012
What Works Where in B2B Digital 2012
What Works Where in B2B Digital 2012
What Works Where in B2B Digital 2012
What Works Where in B2B Digital 2012
What Works Where in B2B Digital 2012
What Works Where in B2B Digital 2012
What Works Where in B2B Digital 2012
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What Works Where in B2B Digital 2012

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For the second year running, Omobono has partnered with The Marketing Society to produce an authoritative …

For the second year running, Omobono has partnered with The Marketing Society to produce an authoritative
report on what senior marketers view as effective when it comes to spending their budgets on B2B digital
marketing. And this year we’ve also looked at views of effectiveness from the buyer side – at whom all the
marketing activity is aimed.

So for the first time we can see not only what works where from the marketer’s perspective, but how B2B buyers want to be approached (not always the same things).

We’ve got excellent information on how buyers react to different channels when used by both potential and existing suppliers. We can quantify the importance of recommenders (peers within the organisation or externally).

It’s an Aladdin’s cave of data. Whilst overall there are many indications that marketers are getting it right – some surprising results have emerged in terms of what really makes the difference between success and failure.

Once you’ve enjoyed the highlights here, feel free to contact us for the detailed data that backs it up by emailing: fran@omobono.co.uk

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  • Hi Ali, thanks for the note - glad you enjoyed the presentation. What results are you dubious about, out of interest? Obviously the data is drawn directly from our results, so is accurate of (at very least) those who answered the survey, but there are certainly some somewhat surprising results in there...
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  • The presentation is thorough. It deserves quality time to read. I enjoyed it. Even though I am not quite convinced of some of the data; yet the presentation is provocative and makes you think
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  • 1. What works wherein marketers are2012How B2B? marketing.How buyers are buying.In association with The Marketing Society and Circle Research #wwwb2b
  • 2. What works where in B2B 2012? Page 2 of 8 Introduction For the second year running, Omobono has partnered with The Marketing Society to produce an authoritative report on what senior marketers view as effective when it comes to spending their budgets on B2B digital marketing. And this year we’ve also looked at views of effectiveness from the buyer side – at whom all the marketing activity is aimed. So for the first time we can see not only what It’s an Aladdin’s cave of data. Whilst overall works where from the marketer’s perspective, there are many indications that marketers are but how B2B buyers want to be approached getting it right – some surprising results have (not always the same things). emerged in terms of what really makes the difference between success and failure. We’ve got excellent information on how buyers react to different channels when used by Once you’ve enjoyed the highlights here, feel both potential and existing suppliers. We can free to contact us for the detailed data that quantify the importance of recommenders backs it up by emailing: fran@omobono.co.uk (peers within the organisation or externally).
  • 3. What works where in B2B 2012? Page 3 of 8Theme One: Building relationships Direct relationships Deepening customer relationships still matter Over 75% But only 16% Marketers who think extranets are 36% 24% of marketers say think it’s good for deepening achieved by of B2B buyers deeper customer relationships are more likely relationships are helping the to buy from in their top 3 organisation Amount of budget face-to-face 1% objectives ‘live the brand’ allocated to them contact BUT Where do buyers go for information? Social media The bigger the company, Buyers are using Email the more notice they take information from current of influencers suppliers to stay informed But buyers are Buyers are twice as likely 93% 91% to receive useful information via email 20% more likely 42% large from prospective to engage with co’s suppliers than from existing suppliers Supplier Supplier existing ones on Twitter 18% SMEs websites emails3
  • 4. What works where in B2B 2012? Page 4 of 8Theme Two: Thought Leadership Marketers want to Thought Leadership and Social Media be known for something 22% 18% 13% For companies bigger Marketers than £150m, thought who think leadership is their social media But a third of Corporate Email Social 85% buyers don’t website marketing media No2 priority effectively builds thought use social as an Social media spend continues to rise, second only to corporate info source leadership website and email budgets Challenges of delivering thought leadership Search: is it being Priority challenges facing marketers overlooked? delivering thought leadership % of buyers 58 use search to find info 14% 12% 12% 11% 10% 10% 9% 9% 9% Measuring Managing Cut- Internal Targeting Staying Quality Internal Finding And only 1 in 6 marketers % of budget ROI resources through buy-in right innovative content expertise right think their organisation is allocated by 6 audience approach ‘living the brand’ – making Creating cut-through, staying innovative and creating co-ordinating thought marketers to quality content are all significant issues for marketers leadership even harder SEO4
  • 5. What works where in B2B 2012? Page 5 of 8Theme Three: Use of digital channels Digital is important. Which channels Digital’s good. Personal’s better. But it’s not everything. lead to sales? 94% of But digital is 41% of buyers say Personalised email marketers view only allocated personal Bespoke events 40% of Personal visits digital as critical Buyers react visits Trade events most positively or important budget are the best way LinkedIn to digital content tailored to their to reach them requirements BUT Choosing the right channels Marketers keep But buyers use of channels Buyers are with the same changes depending on where more likely channels even they are in the buying cycle to be visited though objectives by prospective change Keeping Making suppliers than Personalisation informed contact Three of the top existing ones four ways to get Actively buyers to act rely looking on face-to-face Buying cycle contact5
  • 6. What works where in B2B 2012? Page 6 of 8Theme Four: Spend vs effectiveness What are marketers spending on? What marketers think’s working To measure or not? Social Video/podcast optimisation media /webinar 9% Mobile 13% Social media 14% of marketers say Email marketing 18% +10% 3% highest riser ROI is a key challenge Corporate website development 22% Display advertising 7% year on year Mobile apps 3% Microsites SEO 6% Extranets SEO & email are felt BUT Affiliate -9% the biggest to be less effective mktg 10% 2% PPC 6% Extranets 1% faller but buyers 15% don’t (nor have SMS/MMS 1% Other 1% don’t agree plans to) measure it Social – marketers vs buyers Mobile or Focusing on video immobile? Only 74% 65% 7% Average mobile marketing budget 63% 5% of Buyers using 65% LinkedIn regularly BUT buyers BUT Marketers who say Those doing it 21% 40% Buyers who would never use of buyers like it as a use YouTube form of contact. In The majority prefer video social is in-house Buyers who say Facebook mobile to access a tech sector 20% to be hosted on the effective is no use to them supplier website bought as a result supplier’s website6
  • 7. What works where in B2B 2012? Page 7 of 8About the ResearchThe research was conducted in spring 2012 engineering & manufacturing and technologywith 96 senior B2B marketers, responsible for & telecoms. Collectively they have a buyingbudgets totalling over £70 million. Many of power of £150m.these are heavyweight marketers from big The survey was conducted during Februarycompanies. and March 2012 by Circle Research on behalf of Omobono Limited. We would particularly www.marketing-society.org.ukIn addition, 224 senior B2B buyers respondedwith their views, spread across business & like to thank the team at Circle, and Theprofessional services, financial services, Marketing Society, for their invaluable input. www.circle-research.comAbout OmobonoOmobono is an award-winning digital agency. Our combination of business expertise,specialising in brand engagement for large creativity and technical delivery is unique.corporates and government. We offer a full service, from strategy andOmobono works with some of the world’s communications planning to creative deliverylargest companies to drive their relationships – and implementation of complex, dynamicwith customers, employees and stakeholders. websites, through to mobile and social mediaWhich leads to increased sales, marketing. www.omobono.comloyalty and share of voice.7
  • 8. To find out more about how Omobono can help you maximise the effectiveness of your digital activities: please call Fran Brosan on 01223 307000 or email fran@omobono.co.uk www.omobono.com8

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