Business Technology Marketing: Practical Benchmark Data for 2006

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  • 1. Business Technology Marketing: Practical Benchmark Data for 2006 August 10, 2006 Anne Holland, President MarketingSherpa, Inc. More data on this topic available from: Stefan Tornquist, Research Director MarketingSherpa, Inc. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 1
  • 2. Facts not opinion: MarketingSherpa Methodology 1. Primary Research • MarketingSherpa’s Business Technology Survey 1,900 business technology marketers, June of 2006 • MarketingSherpa Business Technology Vendor Website Study 166 large and SMB sites put through their paces 2. Partnered Studies • MarketingSherpa & CNET B2B Business Technology Buyer’s Study 633 business technology buyers surveyed in May of 2006 3. ‘Best of’ Secondary Research from: • Babcock & Jenkins, BNET, BusinessWire, CMP TechWeb, More data on this topic available from: Hitwise, Intouch, ITToolbox, Knowledgestorm, SEO-PR, TechTarget, Unisfair, Zoominfo and many others 4. Anecdotal Evidence from MarketingSherpa’s Own 3,300 Case Studies & Interviews © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 2
  • 3. Marketing Spend of B-to-B Tech Marketers 10.0% High end of normal range: 8.7% 7.5% 5.0% Average 3.6% 2.5% Low end of normal range: 0.9% 0.0% Marketing budget as a percentage of gross revenue © 2006 MarketingSherpa Inc. More data on this topic available from: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 3
  • 4. How much do B-to-B Tech marketers spend online vs offline? 60% Smaller orgs. Solo practitioners: 58% 45% Small organizations: 37% 30% 31.0% Medium organizations: 25% 15% Large organizations: 7% Larger orgs. 0% % of total mktg. budget More data on this topic © 2006 MarketingSherpa Inc. available from: spent online © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 4
  • 5. What Influences Business Technology & Services Purchasing Decisions? % impacted by tactic Word of mouth 48.3% Conferences/Trade Events 41.9% Print magazines 40.6% Online magazines 36.5% E-mail newsletter from a company you know 34.1% Search engine natural listing 24.1% Industry bulletin boards/listservs 19.6% Blogs from other technology professionals 19.6% Webinar/teleseminar 18.4% Direct mail pieces 15.3% Blogs from industry media/analysts 10.0% Search engine ad 6.8% Blogs from vendors 4.6% Radio/TV 4.4% More data on this topic E-mail from a company you don't know 4.0% available from: RSS feed 3.6% 'Cold call' telephone inquiry from company or rep 2.8% Podcasts 2.7% © 2006 MarketingSherpa Inc. 0% 10% 20% 30% 40% 50% 60% Source: MarketingSherpa and CNET, Business Technology Buyers’ Survey, May 2006 © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 5
  • 6. Lead Generation Results: Broad vs Vertical Trade Shows 2006 More data on this topic available from: Source: MarketingSherpa IT Marketing Benchmark Survey 2005 and Business Technology Benchmark Survey, June 2006 © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 6
  • 7. Classic Online Advertising Tactics Compared Effectiveness - Top 2 answers © 2006 MarketingSherpa Inc. 78% White paper syndication 67% service 59% 71% Online ads - general 39% business sites 18% 66% Paid search ads (Google, 84% etc.) 68% 64% Online ads - industry 79% specific 58% More data on this topic 49% available from: Solo emails to 3rd party 44% Large orgs. (outside) lists 58% Medium orgs. Small orgs. 42% Offers in 3rd party 57% newsletters 70% 0% 20% 40% 60% 80% 100% © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 7
  • 8. How Effective Are New (Web 2.0) Marketing Channels for B-to-B Marketing? More data on this topic available from: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 8
  • 9. Search Engine Optimization (Or Lack Thereof) % Large Company Sites © 2006 MarketingSherpa Inc. Not found 15% Second page Top 3 Natural 13% 44% First page More data on this topic available from: 28% © 2006, MarketingSherpa Inc. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 9
  • 10. Which Lead Gen Offers on Your Web Site Are Effective? © 2006 MarketingSherpa Inc. 24% Free trial demo 54% 28% 33% Webcast/Webinar 41% 31% 31% White paper 35% 36% 33% Blog 35% 19% 9% More data on this topic Services available from: Podcasts 22% 13% Software & ASPs Hardware 1% Low ticket sweepstakes 2% (i.e. PDA) 6% % rating tactic as 'very effective' 0% 10% 20% 30% 40% 50% 60% © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 10
  • 11. Sales Cycles Continue to Lengthen 2005 2006 © 2006 MarketingSherpa Inc. 50% 40% 41% 36% 30% 33% 32% 20% 23% 15% 10% 12% 8% More data on this topic available from: 0% Less than 3 months 3 - 6 months 7 - 12 months 12+ months © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 11
  • 12. When Email Relationships Go Stale… % of email newsletter recipients © 2006 MarketingSherpa Inc. 60% 40% 44.2% 34.1% 20% 10.4% 8.9% 0% I go through their I still scan quickly, I tell my e-mail client Nothing, I tend to just unsubscribe process looking for something (Outlook, Lotus, etc.) to ignore them More data on this topic useful move them to the available from: spam/junk/bulk folder Source: MarketingSherpa and CNET, Business Technology Buyers’ Survey, May 2006 © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 12
  • 13. B-to-B Marketer’s Use of Personas 2004 - 2006 2004 2005 2006 © 2006 MarketingSherpa Inc. 50% 40% 40% 35% 30% 31% 20% 22% 19% 19% 17% 14% More data on this topic 10% available from: 9% 0% Software/ASP Hardware Services © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 13
  • 14. Using Personas More data on this topic available from: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 14
  • 15. Want more practical data? Here’s the source: Our research team welcomes feedback and/or questions. All-new for 2006: 1,900 tech marketers surveyed feedback@Marketing 151 tables & charts Sherpa.com 13 personas & profiles More data on this topic available from: Covers: search, email, PR, lead generation, Web sites, advertising, branding, podcasting, telemarketing, and budgeting MarketingSherpa, Inc. 499 Main Street Warren, RI 02885 For more information or to order call 877.895.1717 or (877) 895-1717 Outside the U.S.(401) 247-7655 http://PracticalBusinessTechMktg.MarketingSherpa.com http://www.MarketingSherpa.com © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 15