2011 B2B Marketing Mix Survey Results

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Sagefrog Marketing Group conducted a survey during the summer of 2011 to gain valuable insight on what tactics marketing professionals and much more.

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2011 B2B Marketing Mix Survey Results

  1. 1. 2011 B2B Marketing MixSurvey ResultsAugust 2011Presented by Mark SchmuklerManaging PartnerSagefrog Marketing Group, LLCmarks@sagefrog.com(215) 230-9024www.sagefrog.com© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com
  2. 2. IntroductionSagefrog Marketing Group has conducted this marketing mixsurvey each year for the past 6 years. Over 125 marketingand management professionals participated this year. Thepurpose of the survey is to gain insight into the marketingtactics that companies are investing in and the return-on-investment of these tactics.Marketers are reporting that this information is helpingthem allocate their marketing resources wisely, optimizetheir marketing mix investments, and maximize businessresults.© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 2
  3. 3. Only about half of all companies have a formal marketing plan Do not have a formal Have a formal marketing plan marketing plan 45% 55% © 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 3
  4. 4. Most companies outsource to fulfill at least some of their marketing needs Both In-house 48% 48% Outsource 4% © 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 4
  5. 5. Most outsourced marketing is done on a project basis Company does Project Basis not outsource 32% 40% Both 20% Ongoing Retainer 8%© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 5
  6. 6. Most companies are spending 5% or less of their overall revenue on marketing 43% 25% 19% 7% 6% Greater than 15% 10% 5% Less than 5% 15% © 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 6
  7. 7. 40% of companies expect theirmarketing budget to increase in 2012 Increase Stay the same 40% 56% Decrease 4%© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 7
  8. 8. The top areas of marketing spend involve digital channels Most Spend - Website Development - Direct Marketing – Email and Mail - Online Marketing - Tradeshows and Events - Public Relations - Advertising Least Spend© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 8
  9. 9. Tradeshows and events remain a top source of sales leads Most Leads - Referrals - Tradeshows and Events - Online Marketing - Email Marketing - Public Relations - Advertising - Direct Mail - Telemarketing Least Leads© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 9
  10. 10. Digital channels provide excellent Return-on-Investment Highest ROI - Referrals - Email Marketing - Online Marketing - Tradeshows and Events - Public Relations - Advertising - Direct Mail - Telemarketing Lowest ROI© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 10
  11. 11. Popularity of social media marketing continues to grow 90%Popularity of Marketing Tactics 70% 57% 53% 54% 46% 46% 30% 30% 31% 32% 22% 22% 25% 10% © 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 11
  12. 12. Social networks and blogs are the most used social media tactics 66%Social Media Tactics Popularity of 34% 26% 29% 19% 9% 11% 11% 4%© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 12
  13. 13. LinkedIn, Facebook, and Twitter are the most popular B2B social sites Popularity of Social Media Sites 58% 50% 43% 19% 11% 3%© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 13
  14. 14. About Sagefrog Marketing GroupSagefrog Marketing Group is a full service marketing, interactive, public relations, andadvertising agency. Sagefrog provides business-to-business marketing services primarily tocompanies based in the greater Philadelphia and New Jersey area. We utilize strategy, creativityand a proven process to help our clients reach the next level. Our services include:• Marketing Strategy and Tactics• Brand Positioning, Messaging and Identity• Marketing Communications Materials• Website Development• Online Marketing – SEO, SEM, SMM• Public Relations• Advertising and Event Support• Direct and Email MarketingSagefrog Marketing Group, LLC196 West Ashland StreetDoylestown, PA 18901(215) 230-9024info@sagefrog.com© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 14

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