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ITSMA B2B Services Marketing Budget and Trends 2014 Infographic
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ITSMA B2B Services Marketing Budget and Trends 2014 Infographic

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ITSMA’s annual Services Marketing Budget Allocations and Trends survey provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the …

ITSMA’s annual Services Marketing Budget Allocations and Trends survey provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries

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  • 1. B2B SERVICES MARKETING BUDGET AND TRENDS 2014 ITSMA’s annual Services Marketing Budget Allocations and Trends survey provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries MARKETING PRIORITIES FOR 2014 1. Thought leadership development and dissemination 2. Brand/reputation management/differentiation 3. Sales and marketing alignment/sales force enablement 4. Account Based Marketing 5. Marketing Performance Management CHANGES ANTICIPATED IN MARKETING BUDGET % of Respondents Increase 36% Stay the Same 51% Decrease Overall 2014 B2B Services Marketing Budget Growth: 13% 4.8% TOP THREE ESSENTIAL SKILLS FOR THE FUTURE SUCCESS OF MARKETING % of Respondents Writing/story telling/editing/publishing 53% Leadership 51% Data and analytics 36% MARKETING BUDGET ALLOCATION Mean % of the Services Marketing Budget Other Market/competitive intel Business partners/alliances Marketing operations Strategy and market planning 5%5% 5% 6% 7% Relationship management and monitoring Sales enablement and support 7% 8% 8% Demand generation and lead management 18% 16% 15% Brand and communications Content development Offering management MARKETING BUDGET TRENDS Sponsorships Content development Public trade shows, events, conferences Sales enablement and support Advertising (traditional) Brand and communications Direct marketing (email/mail/ telemarketing) Digital marketing Marketing technology FIVE MANDATES FOR MARKETERS IN 2014 1 Measure and communicate metrics that matter 2 Become a data and technology frontrunner 3 Improve relevance and personalization 4 Enable thought leadership selling 5 Develop a proactive and adaptive marketing culture Study Methodology From December 2013 through January 2014, ITSMA used a web-based survey to gather data from its members and select non-members about services marketing budgets and top marketing priorities. ITSMA received 45 responses from 44 unique companies. Julie Schwartz Senior Vice President Research and Thought Leadership jschwartz@itsma.com Source: ITSMA, 2014 Services Marketing Budget Allocations and Trends © 2014 ITSMA—Reproduction Prohibited | B025IG