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2016 Green Hat/ADMA B2B Marketing Outlook Report Presentation

2016 Green Hat/ADMA B2B Marketing Outlook Report Presentation

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Learn about the recently published 2016 B2B Marketing Outlook Report, which for the first time in the report's six year history will highlight the performance of best in class B2B marketers. You can download the full version of the report here: http://green-hat.com.au/marketing-research-insights/2016-b2b-marketing-outlook-report/

Learn about the recently published 2016 B2B Marketing Outlook Report, which for the first time in the report's six year history will highlight the performance of best in class B2B marketers. You can download the full version of the report here: http://green-hat.com.au/marketing-research-insights/2016-b2b-marketing-outlook-report/

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2016 Green Hat/ADMA B2B Marketing Outlook Report Presentation

  1. 1. OUR SUPPORTERS
  2. 2. Top Challenges in 2015 #1 Measuring Marketing ROI #2 Generating Leads
  3. 3. Budgets on the Rise. Digital on the Rise. Budgets Increasing: 40% Budgets Decreasing: 9% Digital 31% Traditional 19% Content Marketing 17% Advertising & Sponsorship 13%
  4. 4. What does Best-in-Class look like? Build Personas Use Marketing Automation Align Sales & Marketing
  5. 5. What does Best-in-Class look like? Build Personas Use Marketing Automation Align Sales & Marketing Rate Content Marketing higher (94%) Invest more in Marketing Automation (50%) Get more from Social Media (48% satisfied)
  6. 6. How more effectively do Best-in-Class marketers accurately measure … Campaign ROI & Attribution: 72% Lead Acceptance and Follow-up by Sales: 53% Lead Conversion to Revenue: 39%
  7. 7. Does Anyone Care About Revenue? Satisfactory Lead Follow-Up by Sales: Only 36%  12% of Large Enterprise  28% of Mid-Size Enterprises Minimum 1-in-3 Lead-to-Order Conversion: Only 26%
  8. 8. Automation ROI not Black and White (yet) 51% have implemented Automation  62% Mid-to-Large Business  42% Small Business 43% Satisfied or Very Satisfied
  9. 9. Social Media: Hanging in the Balance Three Camps of (about) Equal Size Camp #1: Good Results or Breakeven Camp #2: Yet to get Results Camp #3: Unsure
  10. 10. More Investing in Inbound than Outbound Marketing in 2016 Inbound Marketing: On Track?
  11. 11. www.b2bmarketingleaders.com.au
  12. 12. Get the report: www.green-hat.com.au/b2b-2016 Chat in LinkedIn: B2B Marketing Leaders|Australia and New Zealand Got a question: andrewh@green-hat.com.au

Editor's Notes

  • Introduction:
    448 B2B respondents
    Industry splits
    Role splits
  • Same as last year and the need for improved measurement becoming more compelling.
  • 5 years ago TRAD was higher than DIGITAL …
  • This is about Sales and Marketing integrating.
    Why? Bigger the business, more process required.
    Small business – more direct involvement, small teams
  • We would have expected adoption to have grown at a faster rate, given the drive for improved lead generation and nurturing, as well as the significant marketing investment major automation software vendors are making in our region.
  • Which are you?
  • Introduction:
    448 B2B respondents
    Industry splits
    Role splits

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