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BUDGET AND TRENDS 2014
ITSMA’s annual Services Marketing Budget Allocations and
Trends survey provides data on services marketing budgets,
budget allocations, and marketing priorities from a range of
companies across the technology and consulting industries
MARKETING PRIORITIES FOR 2014
1. Thought leadership development and dissemination
2. Brand/reputation management/differentiation
3. Sales and marketing alignment/sales force enablement
4. Account Based Marketing
5. Marketing Performance Management
CHANGES ANTICIPATED IN MARKETING BUDGET
% of Respondents
Increase
36%
Stay the Same
51%
Decrease
Overall 2014
B2B Services Marketing
Budget Growth:
13%
4.8%
TOP THREE ESSENTIAL SKILLS FOR THE
FUTURE SUCCESS OF MARKETING
% of Respondents
Writing/story telling/editing/publishing
53%
Leadership
51%
Data and analytics
36%
MARKETING BUDGET ALLOCATION
Mean % of the Services Marketing Budget
Other
Market/competitive intel
Business partners/alliances
Marketing operations
Strategy and market
planning
5%5%
5%
6%
7%
Relationship management
and monitoring
Sales enablement and support
7%
8%
8%
Demand generation
and lead management
18%
16%
15%
Brand and communications
Content development
Offering management
MARKETING BUDGET TRENDS
Sponsorships
Content
development
Public trade
shows, events,
conferences
Sales
enablement
and support
Advertising
(traditional)
Brand and
communications
Direct marketing
(email/mail/
telemarketing)
Digital
marketing
Marketing
technology
FIVE MANDATES FOR MARKETERS IN 2014
1 Measure and communicate metrics that matter
2 Become a data and technology frontrunner
3 Improve relevance and personalization
4 Enable thought leadership selling
5 Develop a proactive and adaptive marketing culture
Study Methodology
From December 2013 through January 2014, ITSMA used a
web-based survey to gather data from its members and
select non-members about services marketing budgets
and top marketing priorities. ITSMA received 45 responses
from 44 unique companies.
Julie Schwartz
Senior Vice President
Research and
Thought Leadership
jschwartz@itsma.com
Source: ITSMA, 2014 Services Marketing Budget Allocations and Trends
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