B2B Marketing - Read this or you will be busted by competition (you already have been if you are reading this now)


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B2B Marketing - Read this or you will be busted by competition (you already have been if you are reading this now)

  1. 1. presented by The B2B MarkeTing guide In a recent study conducted by Google, over 600 B2B marketing professionals were surveyed and were 2011 edition asked about their marketing strategy for 2011. This survey assessed how these marketers planned to spend their marketing budget, the challenges they faced, how they analyzed ROI and the overall effectiveness of marketing programs. What follows are some key findings from that survey. 1. How did B2B marketers allocate their marketing budget in 2010? 62% traditional marketing methods 34% digital marketing methods (trade shows, magazines, direct mail, etc.) (social media, SEO, email marketing) breakdown of traditional breakdown of digital marketing methods marketing methods 4% - other (as a percentage of the total marketing budget) (as a percentage of the total marketing budget)0% 10% 20% 30% 40% 50% 25% 20% 15% 10% 5% 0% 28% events/trade shows email marketing 8% 13% magazines/publications online content 5% 9% direct mail seo (search engine optimization) 5% 7% sponsorships sem (search engine marketing) 5% 3% television display ads 4% 28% 1% outdoor marketing social media 3% 1% radio of marketing budgets are earmarked for events and trade shows online video 3% mobile 1% 2. Where do B2B marketers anticipate budget increases for 2011? These percentages reflect the average 50% anticipated increase (of those surveyed) in the 34% budget allocation for each marketing channel. 43% 40% 40% 38% 38% 35% 35% of marketers who were already marketing through digital channels planned to 30% increase their digital budgets in 2011. 23% 22% 21% 41% 20% 10% of marketers surveyed expected a budget increase in 2011. And out of that group, the average anticipated budget increase 0% was 21 percent. online social online email other content media video marketing mobile seo sem display ads 3. Most effective media channels. top 10 most effective media channels search visiting using online podcasts, online social mobile events, magazines, engines websites email content webcasts video media trade shows publications 8 out of the top 10 most effective marketing channels are digital. 4. Biggest challenges for 2011. limited budget limited staffing insufficient roi analysis 40% of companies are concerned they do 39% of B2B marketers believe they will not have enough people to execute 31% of marketers indicate that insufficient ROI analysis is one of their biggest not have enough budget to fund their planned marketing efforts. challenges. plans and deliver on goals. 67% of marketers indicate that revenue, lead quality, or lead volume is the most important metric for digital efforts. 5. Predictions for the future. trade shows will remain important 85% of marketers invested in event marketing in 2010. 28% of that group plan to increase those investments in 2011. search is still #1 for reaching b2b audiences email marketing a top digital priority 81% of the B2B marketers surveyed believe their audiences are using search engines for work purposes, Approximately one-third of these marketers are and they agree that search planning to increase their email budgets in 2011. marketing is the most effective digital channel to reach them. eagerness to test new approaches 85% of B2B marketers said that SEM was 69% effective for gaining new leads. SEM was ranked as the number one channel for gaining new leads. of marketers intend to try out new digital tactics in 2011. expect a renewed focus on the customer 62% of B2B marketers agree that since the economic downturn, 87% of marketers invest in customer Two-thirds of marketers say that customer retention is where the majority of their marketing customer loyalty has declined. retention. dollars will go in 2011. social media emerging into b2b mainstream + 42% of marketers believe that social connections have a positive impact on the brand or brand sales. 16% of marketers plan to try using social media as a marketing channel for the first time.  38% of marketers plan to increase their social media budget in 2011. 40% of B2B marketers believe their audiences frequently use social media for business purposes. mobile and online video expected to surge 40% of those already using mobile as a 12% of marketers intended to marketing channel anticipate positive incorporate mobile into their growth in 2011. marketing plans for the first time. 48% of B2B marketers believe that online video 35% of B2B marketers already using initiatives have a strong positive impact online video will increase their on their company’s brand and sales. video budgets for 2011. designed by data co ur tes y o f TRY KISSMETRICS FOR FREE KISSmetrics is a powerful web analytics solution that helps you make smarter business decisions. Start your FREE trial at kissmetrics.com/signup