Ita marketing survey results 2011 ita fall ppt

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December 2011 survey results on what members plan to do in the coming year with regard to marketing spend/focus.

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Ita marketing survey results 2011 ita fall ppt

  1. 2. Where’s Your Business Coming From? ITA Marketing Survey Results Fall 2011
  2. 3. Do You Have a Formal Marketing Plan? <ul><li>79% - Yes </li></ul><ul><li>21% - No </li></ul>
  3. 4. Do You Track the Source of Closed Business <ul><li>93% - Yes </li></ul><ul><li>7% - No </li></ul>
  4. 5. What is Your Most Important Marketing Priority for the Coming Year? <ul><li>75% - Lead Generation </li></ul><ul><li>8% - Awareness Building </li></ul><ul><li>8% - New Product Launch </li></ul><ul><li>8% - Other </li></ul><ul><li>2% - Implementing a Marketing Plan </li></ul><ul><li>Other: </li></ul><ul><li>“ All are equally important” </li></ul><ul><li>“ Tightening the message across multiple products” </li></ul><ul><li>“ Branding, Lead Gen, measuring marketing” </li></ul>
  5. 6. Will online advertising spend increase or decrease in the coming year? <ul><li>62% - Increase </li></ul><ul><li>20% - Stay the same </li></ul><ul><li>18% - No spend </li></ul>
  6. 7. Will Print Advertising spend increase or decrease in the coming year? <ul><li>40% - No Spend </li></ul><ul><li>32% - Stay the same </li></ul><ul><li>15% - Decrease </li></ul><ul><li>12% - Increase </li></ul>
  7. 8. Will PPC spend increase or decrease in the coming year? <ul><li>36% - Increase </li></ul><ul><li>36% - No spend </li></ul><ul><li>23% - Stay the same </li></ul><ul><li>5% - Decrease </li></ul>
  8. 9. Will Pay for Leads spend increase or decrease in the coming year? <ul><li>40% - No spend </li></ul><ul><li>28% - Increase </li></ul><ul><li>25% - Stay the same </li></ul><ul><li>8% - Decrease </li></ul>
  9. 10. Will Direct Mail spend increase or decrease in the coming year? <ul><li>38% - Stay the same </li></ul><ul><li>32% - No spend </li></ul><ul><li>20% - Increase </li></ul><ul><li>10% - Decrease </li></ul>
  10. 11. Will Telemarketing spend increase or decrease in the coming year? <ul><li>32% - Stay the same </li></ul><ul><li>32% - Increase </li></ul><ul><li>26% - No spend </li></ul><ul><li>11% - Decrease </li></ul>
  11. 12. Will eMail marketing spend increase or decrease in the coming year? <ul><li>64% - Increase </li></ul><ul><li>26% - Stay the same </li></ul><ul><li>8% - No spend </li></ul><ul><li>3% - Decrease </li></ul>
  12. 13. Will online events (webinar) spend increase or decrease in the coming year? <ul><li>75% - Increase </li></ul><ul><li>20% - Stay the same </li></ul><ul><li>5% - No spend </li></ul>
  13. 14. Will location events (seminars, lunch and learns) spend increase or decrease in the coming year? <ul><li>48% - Increase </li></ul><ul><li>42% - Stay the same </li></ul><ul><li>8% - No spend </li></ul><ul><li>2% - Decrease </li></ul>
  14. 15. Will Trade Shows/Conferences spend increase or decrease in the coming year? <ul><li>52% - Stay the same </li></ul><ul><li>28% - Increase </li></ul><ul><li>15% - No spend </li></ul><ul><li>5% - Decrease </li></ul>
  15. 16. How do you execute your marketing plan? <ul><li>54% - In house and outsourced </li></ul><ul><li>44% - In house </li></ul><ul><li>2% - Not executing </li></ul>
  16. 17. What % of revenue are you spending on marketing? <ul><li>Less than 1% - 12% </li></ul><ul><li>2% - 22% </li></ul><ul><li>3% - 20% </li></ul><ul><li>4% - 10% </li></ul><ul><li>5% - 28% </li></ul><ul><li>+5% - 8% </li></ul>
  17. 18. Where will you spend the majority of the marketing budget in the coming year? <ul><li>25% - Online marketing </li></ul><ul><li>20% - Website </li></ul><ul><li>20% - Trade shows & Events </li></ul><ul><li>18% - Direct marketing </li></ul><ul><li>10% - Other </li></ul><ul><li>5% - Advertising/Sponsorship </li></ul><ul><li>2% - eMail </li></ul>
  18. 19. Where will you spend the majority of the marketing budget in the coming year? <ul><li>Other </li></ul><ul><li>“ Direct, Tradeshows, sponsorships” </li></ul><ul><li>“ Social networking” </li></ul><ul><li>“ Telemarketing” </li></ul><ul><li>“ SEO” </li></ul>
  19. 20. What is the best source of raw inquiries? <ul><li>48% - Website </li></ul><ul><li>18% - Referral program </li></ul><ul><li>12% - Software publisher </li></ul><ul><li>12% - Other </li></ul><ul><li>5% - Direct mail </li></ul><ul><li>5% - Online advertising </li></ul>
  20. 21. What is the best source of raw inquiries <ul><li>Other </li></ul><ul><li>“ Internal inquiries” </li></ul><ul><li>“ Social networking” </li></ul><ul><li>“ Telemarketing” </li></ul><ul><li>“ Not sure” </li></ul><ul><li>“ Events with telemarketing, email” </li></ul>
  21. 22. What is the best source of qualified leads? <ul><li>55% - Referral program </li></ul><ul><li>18% - Other </li></ul><ul><li>8% - Website </li></ul><ul><li>8% - Pay for leads </li></ul><ul><li>5% - Telemarketing </li></ul><ul><li>2% - Print ads </li></ul><ul><li>2% - online ads </li></ul><ul><li>2% - Software publisher </li></ul>
  22. 23. What is the best source of qualified leads? <ul><li>Other </li></ul><ul><li>“ email newsletter” </li></ul><ul><li>“ internal referrals” </li></ul><ul><li>“ word of mouth” </li></ul><ul><li>“ social networking” </li></ul><ul><li>“ telemarketing” </li></ul><ul><li>“ website webinars” </li></ul><ul><li>“ not sure yet” </li></ul>
  23. 24. To what extent do you believe your website and online presence contributes to converting leads into closed business? <ul><li>38% - Greatly contributes </li></ul><ul><li>56% - Somewhat contributes </li></ul><ul><li>3% - No impact </li></ul><ul><li>3% - Other </li></ul>
  24. 25. Going forward do you intend to increase or decrease marketing activities? <ul><li>72% - Increase </li></ul><ul><li>26% - Stay the same </li></ul>

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