The B2B Barometer Wave 5 (Q3 2011)

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Wave 5 of the B2B Barometer was launched in the summer of 2011 and responses collected over a 3-4 week period in July and August. 137 online interviews were conducted in total; 68 with client-side B2B marketing professionals controlling a total of £27m in B2B marketing budgets, and 69 B2B marketing agency professionals with total annual revenues of £540m. Findings include the movement and allocation of B2B budgets across channels, attitudes to sales and marketing alignment and forecasts of economic confidence. Read the full, free report at www.b2bbarometer.co.uk.

About the B2B Barometer®: The B2B Barometer® has established itself as the definitive state of the nation study. The surveys are undertaken by B2B research specialists Circle Research and supported by ABBA, the IDM and members of the IDM B2B Council. The fifth report is now available, making interesting comparisons available between client's perceptions over time, as well as differences between client and agency views.

Key areas covered:
B2B agency performance; Online advertising budget share in next 12 months; Attitudes and behaviours to sales/marketing alignment; Budgets and economic confidence.

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The B2B Barometer Wave 5 (Q3 2011)

  1. 1. The B2B Barometer Q3 2011
  2. 2. The B2B Barometer: Vital Statistics• The B2B Barometer is the ‘state of the nation’ study for B2B marketers• Now in its fifth wave, and backed by two years’ worth of historical data on B2B marketing• Findings based on 137 interviews with B2B marketing professionals conducted in July and August 2011: • 68 client-side marketing professionals collectively responsible for controlling budgets amounting to £27.0 million a year • 69 B2B marketing agency professionals with total annual revenues of £540m• This report project is sponsored by Circle Research, the Institute of Direct and Digital Marketing and the Association of B2B Agencies
  3. 3. How confident are you in the ability of the current government toeffectively manage the UKs economy? 8% 7% 7% 51% 49% 50% Very confident Quite confident Not sure Not very confident 25% 22% Not at all confident 26% No opinion 14% 12% 9% 5% 8% 4% Jun 10 Jan 11 Aug 11 Base: 137 B2B marketers
  4. 4. How confident are you with your organisations own outlook for the next12 months? 80% Net confidence = % confident - % not confident 64% 63% 61% 54% 40% Nov 09 Jun 10 Jan 11 Aug 11 Base: 137 B2B marketers
  5. 5. How confident are you with your organisations own outlook for the next12 months? 80% Before 4th August 64% 63% 63% 61% 59% 54% After 4th August 40% Nov 09 Jun 10 Jan 11 Aug 11 Base: 137 B2B marketers
  6. 6. To what extent has your organisations revenue changed over the past12 months? 11% 15% 23% 34% 23% 34% Significantly up 34% 19% 26% Slightly up Largely static 20% 18% 20% 19% Slightly declined 20% Significantly declined 16% 9% 27% 10% 7% 12% Nov 09 Jun 10 Jan 11 Aug 11 Base: 69 B2B marketing agency respondents
  7. 7. In the past six months, would you say the number of enquiries youhave received has...? 12% 17% 20% 25% 24% Significantly increased 35% 47% Slightly increased 42% 25% Stayed the same 17% Slightly decreased 20% 17% 17% Significantly 17% decreased 8% 15% 9% 10% 10% 4% Nov 09 Jun 10 Jan 11 Aug 11 Base: 69 B2B marketing agency respondents
  8. 8. And now thinking about the quality of these enquiries, would you saythey have...? 31% 34% 38% 51% 7% 37% Improved Stayed the same 49% Worsened 59% 39% 32% 10% 13% Nov 09 Jun 10 Jan 11 Aug 11 Base: 69 B2B marketing agency respondents
  9. 9. Agency revenues versus agency enquiries 100% 67% 64% 60% Revenues up over 57% past 12 months 55% 36% 49% Enquiries up over 34% past 6 months 0% Nov 09 Jun 10 Jan 11 Aug 11 Base: 69 B2B marketing agency respondents
  10. 10. Thinking about your organisations budgets, in overall terms how, if atall, would you say they have changed in the past 12 months? Aug 11 18% Jan 11 38% 22% 28% Increased Remained static Decreased 48% 44% Base: 68 B2B client-side marketers
  11. 11. Compared to the previous 12 months, does your organisations B2Bmarketing budget for the next 12 months represent an increase or adecrease? 8% 16% 20% 34% 25% 38% Significant increase Slight increase No change 30% 35% Slight decrease Significant decrease 33% 18% 15% 9% 5% 9% 5% Jun 10 Jan 11 Aug 11 Base: 68 B2B client-side marketers
  12. 12. Over the next 12 months, what proportion of this B2B marketing budgetdo you expect to be allocated to these areas? Trade shows 7% Email 2% 4% 19% Website development 3% Direct mail 4% Print PR 4% Online ads 13% 6% Marketing research Marketing strategy 7% Social media 12% Brand identity 8% Telemarketing 9% Other Base: 68 B2B client-side marketers
  13. 13. The rise in spend on digital marketing channels and fall in spend ontraditional marketing channels has tapered off over the past six months 75% 47% 45% 43% 43% 43% Traditional channels* 41% 42% 41% 39% 34% Digital channels 23% Other 15% 16% 14% 14% 0% Apr 09 Nov 09 Jun 10 Jan 11 Aug 11 Base: 68 B2B client-side marketers * excludes telemarketing
  14. 14. Direct mail’s share of B2B marketing budget has almost halved in twoyears. The channels to gain from this shortfall have been social mediaand trade shows. 20% 15% 14% Email 13% 12% 11% 12% Website 10% development 5% 6% Online ads 2% Social media 3% 0% Apr 09 Nov 09 Jun 10 Jan 11 Jul 11 Base: 68 B2B client-side marketers
  15. 15. Direct mail’s share of B2B marketing budget has almost halved in twoyears. The channels to gain from this shortfall have been social mediaand trade shows. 20% 19% 17% 16% Trade shows 14% Direct mail 9% 10% 9% PR 7% 0% Apr 09 Nov 09 Jun 10 Jan 11 Jul 11 Base: 68 B2B client-side marketers
  16. 16. Comparison of how B2B marketing budgets are allocated amongstchannels against how time assigned to B2B marketing is allocated Trade shows 19% 16% Email 13% 16% Website development 12% 12% Direct mail 9% 8% Print 8% 6% PR 7% 8% Online 6% Budget 4% 4% Time Strategy 7% Marketing research 4% 5% Social media 3% 6% Brand identity 2% 2% Telemarketing 4% 3% Other 7% 6% Base: 68 B2B client-side marketers
  17. 17. Do you think that your organisations sales and marketing activitiesshould be better aligned? 18% 28% Yes, significantly Yes, to some degree No, not really No, not at all 51% Base: 68 B2B client-side marketers
  18. 18. What would you say are the most significant consequences of mis-alignment? Leads not fully nurtured 60% Wasted time 53% Inefficient budget allocation 41% Inconsistent brand message 31% Internal tensions 29% Effort duplication 28% Customer dissastisfaction 21% Other 9% No major consequences 6% Base: 68 B2B client-side marketers
  19. 19. To what extent is aligning sales and marketing an important objectivefor your organisation? 7% Very important 32% Quite important Not very important 59% Not at all important Base: 68 B2B client-side marketers
  20. 20. Do you think that that sales and marketing alignment can berealistically achieved by your organisation? 4% 35% Yes, perfectly realistic Yes, largely realistic No, not very realistic Not at all realistic 60% Base: 68 B2B client-side marketers
  21. 21. Find out more … Access the full contents of Report 5 (and earlier reports) FREE at www.b2bbarometer.co.ukIf you are a B2B marketer and wish to contribute to future surveys, register now: http://www.b2bbarometer.co.uk/register/ Tweet your comments using #B2BBarometer

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