ITSMA 2013 Budget Allocations and Trends Survey Abbreviated Summary
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ITSMA 2013 Budget Allocations and Trends Survey Abbreviated Summary

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As buyer behavior changes and channels grow more complex, marketers are shifting spending to reflect new priorities in 2013. They’re spending more on thought leadership and doubling spending on ...

As buyer behavior changes and channels grow more complex, marketers are shifting spending to reflect new priorities in 2013. They’re spending more on thought leadership and doubling spending on Account Based Marketing. In addition, they are investing more in marketing automation to ensure the effectiveness of their programs. Marketers are facing other areas of complexity in marketing head on, taking steps to rebalance the online and offline marketing mix, update the marketing organization and skills, leverage agency relationships, enable thought leadership selling, and shift their focus from generating demand to building a more effective lead management and nurturing model.

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ITSMA 2013 Budget Allocations and Trends Survey Abbreviated Summary ITSMA 2013 Budget Allocations and Trends Survey Abbreviated Summary Presentation Transcript

  • 2013 Services Marketing Budget Allocations and Trends Abbreviated Summary Julie SchwartzSenior Vice President Research and Thought Leadership ITSMA Dianne KimResearch Associate ITSMA Note: This Abbreviated Summary highlights some of the significant findings from 2013 Services Marketing Budget Allocations and Trends. A more in-depth analysis can be found in the full report.
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsAbbreviated SummaryThe 2013 Services Topics covered in the report include:Marketing Budget marketing budget size and growth ratesAllocations and Trends services revenue growth ratessurvey provides data on marketing budget allocationsservices marketing marketing staff growth ratesbudgets, budget marketing staff allocationsallocations, and marketing mix budget allocations marketing operations and automationmarketing priorities from marketing prioritiesa range of companies relationship managementacross the technology and digital marketing budget allocations sales enablementconsulting industries. Account Based Marketing© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 2
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsKey trends highlighted in the report include:  Marketers are optimistic; nearly half of B2B services marketers plan to increase their budgets in 2013  In response to changing buyer behavior, marketers are shifting their spending in 2013 to reflect new priorities – Developing thought leadership  76% of marketers are increasing their content that drives business digital marketing budgets – Enabling the sales force  Technology budgets are also on the – Building a more effective lead rise with lead management systems and management/nurturing model social media topping the list – Increasing use of Account Based  Advancing marketing skills is critical to Marketing staying ahead – To that end, agencies have becomes essential partners© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 3
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsNearly half of In FY2013, do you expect your marketing Average budget to increase,B2B services decrease, or stay the same Stay the increase: 17.3%marketers plan when compared to FY2012? same 38% Increase 45%to increase % of Respondents (N=42) Decreasetheir budgets 17% Average decrease:in 2013 What was the size of your annual marketing budget 9.7% as a percentage of revenue? Mean % of Revenue FY2012 FY2013 (est.) 1.5 1.5 1.0 1.0 0.9 0.8 0.8 0.8 Worldwide North America EMEA Asia/Pacific (N=32) (N=23) (N=20) (N=17) Source: ITSMA, 2013 Services Marketing Budget Allocations and Trends© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 4
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsHowever, in response to changing buyerbehavior, marketers are shifting theirspending in 2013 to reflect new priorities Overall Marketing Budget Marketing Mix Budget is flowing into: Budget is flowing into:  Demand generation and  Digital marketing lead management  Direct marketing  Brand and  Private events, seminars, communications and conferences  Content development  Sales (channel) enablement and support Budget is flowing away from:  Public trade shows  Sponsorships  Traditional advertisingSource: ITSMA, 2013 Services Marketing Budget Allocations and Trends© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 5
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsSpending on Digital/Online/Social Marketingcontinues to grow  Corporate websiteBudget is flowing into:  Search engine optimization (SEO)  Public online communities  Email, email newsletters  Online videoSource: ITSMA, 2013 Services Marketing Budget Allocations and Trends© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 6
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsMarketers are also increasing investment intechnology with lead management, social media,and web analytics topping the listWhat are your spending plans in FY2013 for the following Marketing Technology/Automation software, tools, and processes? % of Respondents Increasing Spending (N~30) 50 48 45 42 38 37 33 25 % Currently Using (N=165) 16 19 38 35 54 54 NA 75 Lead Social media Web Content Campaign Customer/ Marketing Email nurturing and monitoring/ analytics management/ management contact performance marketing management measurement and delivery management management optimizationSource: ITSMA, 2013 Services Marketing Budget Allocations and Trends, ITSMA/VEM Marketing Performance Management Survey, July 2012© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 7
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsAdvancing marketing skills is criticalto staying aheadWhich of the following skills do you believe are essential to your marketingorganization’s future success? % of Respondents (N=42) Thought leadership development 48 Marketing automation/marketing technology 41 Client engagement/relationship program management 41Leadership (e.g., leading teams, motivating, creating a vision) 41 Social media participation/management 36 Writing/editing (content creation) 33 Market intelligence/competitive intelligence 31 Strategic planning 26 Vertical market/industry expertise 26 Account Based Marketing (ABM) 26 Data management/mining/analytics 21Note: Up to five responses allowed.Source: ITSMA, Budget and Trends Survey, 2013© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 8
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsAgencies consume a substantial portion ofthe marketing budget, providing moreexecution rather than strategic workWhat percentage of themarketing budget was used FY2012to purchase services fromor through agencies?Mean % of MarketingBudget (N=39) 25% Mostly strategic: How would you describe the work that agencies approximately do for your marketing organization? 25% execution % of Respondents (N=40) and 75% strategic Primarily Mostly execution: About a balance: execution approximately 75% execution 50% execution and and 25% strategic 50% strategic 30 45 20 5Source: ITSMA, 2013 Services Marketing Budget Allocations and Trends© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 9
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsB2B solution providers earn the lion’s share oftheir business from existing accounts, makingclient engagement programs essentialAdvance client engagementRevenue from New and Existing Clients Follow-on Business% of Professional Services Revenue (N=23) % of Professional Services Revenue (N=17) New Clients 14% New Business 29% Existing Follow-on Clients Business 86% 71%Source: ITSMA, 2013 Services Marketing Budget Allocations and Trends© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 10
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsAccount Based Marketing Programs(aka Key Account Marketing) have been sosuccessful that marketers are doublingtheir spending in 2013!Advance client engagement 6.4% 12.0% Approximately what percentage of your marketing budget was/will be dedicated to Account Based FY2012 FY2013 Marketing? (est.) Mean % (N~24)Source: ITSMA, 2013 Services Marketing Budget Allocations and Trends© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 11
  • ITSMA Benchmarking Study | 2013 Budget Allocations and Trends Study Participants© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 12
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsStudy Countries Represented % of Respondents Asia South or Central AmericaMethodology 14% 2% (N=42) Europe 17%From November 2012 through January North2013, ITSMA used a web-based survey to America 67%gather data from its members and select Sales Modelnon-members about services marketing % of Respondentsbudgets, services growth, and top (N=42) We sell services We sell services through a mix ofmarketing priorities. ITSMA received 42 direct sales and primarily through a directresponses from 38 unique companies. channel partners sales force 40% 60%Industry 12% OtherSubsector 10%% of Network systems and solution providerRespondents 14%(N=42) Computer systems and solutions provider 19% Software solutions provider Professional services firm (consulting, outsourcing, and systems integration) 45% Source: ITSMA, 2013 Services Marketing Budget Allocations and Trends© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 13
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsITSMA analyzed the survey data in three ways: The data set as a whole Respondent Titles From which perspective will you be answering this Company type—primarily services or product and survey? % of Respondents (N=42) services Company size—less than $1 billion or $1 billion or Entire more in annual services revenue company A specific 45% business unit orOrganization Size divisionHow large is your services business? 55% 33% of Respondents (N=42) 29 17 12 Type of Company 7 % of Respondents (N=42) 2 We sell both We primarily sell services (10% or products andLess than $100– $250– $500– $1–5B Greater less revenue services $100M 249M 499M 999M than $5B from products) 50% 50% In Services RevenueSource: ITSMA, 2013 Services Marketing Budget Allocations and Trends© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 14
  • ITSMA Benchmarking Study | 2013 Budget Allocations and TrendsTable of Contents for 2013 Services MarketingBudget Allocations and Trends SlideSurvey Highlights 3Survey Methodology and Demographics 25Size of the Marketing Budget 36Services Revenue 42Marketing Staffing 53Agency Relationships 62Services Marketing Budget Allocation 67The Marketing Mix 75Marketing Operations and Automation 81Market and Competitive Intelligence 85Relationship Management 90Sales Enablement 93Marketing Priorities 100 For More Information Julie SchwartzCrosstabs 104 Senior Vice President By Size of Company 104 Research and Thought Leadership ITSMA By Type of Company 168 Email: jschwartz@itsma.comAppendix: Definitions Used in This Report 232 Phone: +1-781-862-8500, Ext. 112© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 15