2013 B2B Marketing Mix Survey Results

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2013 B2B Marketing Mix Survey Results

  1. 1. © 2013 Sagefrog Marketing Group, LLC. Slide 1 2013 B2B Marketing Mix Survey Results Sagefrog Marketing Group
  2. 2. © 2013 Sagefrog Marketing Group, LLC. Slide 2 Sagefrog Marketing Group has conducted this marketing mix survey each year for the past eight years. The purpose of the survey is to provide a planning tool to help marketing professionals optimize their return-on-investment. One hundred marketing and management professionals participated in our survey this year. Health and Life Sciences Professional and Business Services Technology Financial and Insurance Advertising and Marketing Manufacturing Other 24% 2% 11% 16% 13% 28% 6%
  3. 3. © 2013 Sagefrog Marketing Group, LLC. Slide 3 More Than One-Third of Companies Do Not Have A Marketing Plan Have a formal marketing plan 65% Do not have a formal marketing plan 35% Formal marketing plans are up 2% from 2012.
  4. 4. © 2013 Sagefrog Marketing Group, LLC. Slide 4 Most Companies Outsource to Fulfill at Least Some of Their Marketing Needs Both 55% In-house 40% Outsource 5% Outsourcing is up 3% from 2012.
  5. 5. © 2013 Sagefrog Marketing Group, LLC. Slide 5 Most Outsourced Marketing is Done on a Project Basis Ongoing Retainer 17% Both 29% Project Basis 54% Retainers are up 8% from 2012.
  6. 6. © 2013 Sagefrog Marketing Group, LLC. Slide 6 Over Half of Companies are Spending 5% or More of Their Revenue on Marketing 9% Greater than 15% 15% 10% 5% Less than 5% 10% 20% 49% 12%
  7. 7. © 2013 Sagefrog Marketing Group, LLC. Slide 7 Digital Channels Make up Three of the Top Five Areas of Marketing Spend 1. Website Development 2. Online Marketing 3. Tradeshows and Events 4. Email Marketing 5. Advertising Tradeshows beat Email Marketing this year. Direct marketing was down from 2012.
  8. 8. © 2013 Sagefrog Marketing Group, LLC. Slide 8 Most Leads Least Leads Digital Marketing Channels are Becoming a Top Source of Sales Leads • Referrals • Tradeshows and Events • Email Marketing • Public Relations • Online Marketing • Advertising • Telemarketing • Direct Mail
  9. 9. © 2013 Sagefrog Marketing Group, LLC. Slide 9 Digital Channels Provide Excellent Return-on-Investment • Online Marketing • Tradeshows and Events • Email Marketing • Public Relations • Advertising + Direct Mail • Telemarketing Highest ROI Lowest ROI Tradeshows are up this year.
  10. 10. © 2013 Sagefrog Marketing Group, LLC. Slide 10 8% 23% 23% 24% 25% 26% 30% 31% 32% 40% 49% 51% 56% 67% 72% 85% Books/eBooks PopularityofMarketingTactics OtherSem inarsOnline Ads Telem arketingW ebinars W hite Papers SEM DirectM arketing PrintAds Tradeshow s PressReleases SEO SocialM edia Em ailM arketing W ebsite Marketing Tactics Social media and SEO growth continues
  11. 11. © 2013 Sagefrog Marketing Group, LLC. Slide 11 Bookm arkingRatingsand Review sDocum entSharing Photo Sharing Forum s/Com m unities Video Sharing M icro-blogs Blogs SocialNetw orks PopularityofSocialMediaTactics 4% 11% 9% 9% 13% 15% 7% 5% 16% 11% 17%19% 26% 37% 37% 25% 34% 39% 48% 66% 79% 84% 2011 2012 2013 29%30% 0% 35% Social Media Tactics Networks and blogs used most
  12. 12. © 2013 Sagefrog Marketing Group, LLC. Slide 12 The Most Popular B2B Social Media SitesPopularityofSocialMediaSites Other 4% 19% +10% from 2012 31% 43% 53% 73% 78% Pinterest Google+ YouTube Tw itter Facebook Linkedin +8% from 2012 Pinterest and Facebook are up.
  13. 13. © 2013 Sagefrog Marketing Group, LLC. Slide 13 57% of Companies Feel that Social Media is Important Somewhat Important 13% Very Important 31% Important 13%
  14. 14. © 2013 Sagefrog Marketing Group, LLC. Slide 14 65% of Companies Spend at Least One Hour Per Week on Social Media SocialMediaUsage 35% 23% 21% 3% 18% < 1 hour 1-3 hours 4-6 hours 7-9 hours > 10 hours_
  15. 15. © 2013 Sagefrog Marketing Group, LLC. Slide 15 45% of Companies Expect to Increase Their Marketing Budget in 2014 Stay the Same 52% Increase 45% Decrease 3%
  16. 16. © 2013 Sagefrog Marketing Group, LLC. Slide 16 About Sagefrog Marketing Group Sagefrog Marketing Group is a full service marketing, interactive public relations, and advertising agency. Sagefrog provides business-to-business marketing services for clients in the greater Philadelphia and New Jersey area. We utilize strategy, creativity and a proven process to help our clients reach the next level. Our services include: • Strategy and Tactics • Brand Positioning, Messaging and Identity • Website Development • Marketing Materials • Online Marketing • Social Media Marketing • Public Relations • Advertising • Tradeshow/Event Marketing • Direct and Email Marketing Sagefrog Marketing Group, LLC | 62 East Oakland Avenue | Doylestown, PA 18901 | (215) 230-9024 | info@sagefrog.com

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