Brand New B2B Barometer Report, Wave 4, 15 March 2011


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The B2B Barometer® is an ongoing not-for-profit research study developed to better understand current and future B2B marketing trends in today's economic climate, by capturing the views of B2B professionals from major companies and the agencies that serve them. The Fourth report (published 15 March 2011) is now available and includes a useful slide deck.

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Brand New B2B Barometer Report, Wave 4, 15 March 2011

  1. 1. The B2B BarometerReport 4 : 15 March 2011#B2BBarometerFindings based on 200 interviews with B2B marketing professionals conducted in January 2011<br />
  2. 2. The B2B Barometer: Vital Statistics<br /><ul><li>The B2B Barometer is the ‘state of the nation’ study for B2B marketers
  3. 3. Now in its fourth wave, and backed by two years’ worth of historical data on B2B marketing
  4. 4. Findings based on 200 interviews with B2B marketing professionals conducted in January 2011:
  5. 5. 108 client-side marketing professionals collectively responsible for controlling budgets amounting to £47.8 million a year
  6. 6. 92 B2B marketing agency professionals with total annual revenues of £540m
  7. 7. This report project is sponsored by Circle Research, the Institute of Direct Marketing and the Association of B2B Agencies </li></li></ul><li>How confident are you in the ability of the current government to effectively manage the UK's economy?<br />
  8. 8. How confident are you with your organisation's own outlook for the next 12 months?<br />
  9. 9. To what extent has your organisation's revenue changed over the past 12 months?<br />
  10. 10. Confidence versus performance amongst agencies<br />
  11. 11. Quantity versus quality of enquiries<br />
  12. 12. In the past six months, would you say the number of enquiries you have received has...?<br />
  13. 13. And now thinking about the quality of these enquiries, would you say they have...?<br />
  14. 14. Thinking about your organisation's budgets, in overall terms how, if at all, would you say they have changed in the past 12 months?<br />
  15. 15. Compared to the previous 12 months, does your organisation's B2B marketing budget for the next 12 months represent an increase or a decrease?<br />
  16. 16. Over the next 12 months, what proportion of this B2B marketing budget do you expect to be allocated to these areas?<br />
  17. 17. The rise in spend on digital marketing channels and fall in spend on traditional marketing channels has tapered off over the past six months<br />
  18. 18. Direct mail’s share of B2B marketing budget has almost halved in two years. The channels to gain from this shortfall have been social media and trade shows.<br />Trade shows<br />Direct mail<br />Social media<br />
  19. 19. Would you describe each of the following as a high, medium or low priority for your organisation at present?<br />
  20. 20. Which, if any, of the following marketing technologies do you currently use?<br />
  21. 21. Does your organisation currently measure ROMI?<br />Base: 108 B2B client-side respondents <br />
  22. 22. Does your organisation have a social media strategy?<br />Base: 108 B2B client-side respondents <br />
  23. 23. Would you agree or disagree the social media has little relevance to B2B organisations?<br />
  24. 24. Would you agree or disagree that social media is of little relevance to your organisation?<br />
  25. 25. Which of the following social media channels does your organisation use to help clients engage with their target market/s?<br />Base: 200. Both agency and client opinion<br />
  26. 26. And which one social media channel do you think has the most powerful impact in a B2B setting?<br />Base: 200. Both agency and client opinion<br />
  27. 27. How much is your organisation likely to spend on B2B marketing activities over the next 12 months?<br />Base: 108 B2B client-side respondents <br />
  28. 28. Find out more …<br />Access the full contents of Report 4 (and earlier reports) FREE at <br /><br />If you are a B2B marketer and wish to contribute to future surveys, register now<br />Tweet your comments using #B2BBarometer<br />