The document analyzes B2B digital marketing practices in 2012, specifically the outsourcing versus in-house management of various marketing channels. It highlights that the majority of companies tend to manage resources internally, particularly in social media and email marketing, while PPC and digital advertising see more outsourcing. Additionally, the average company utilizes around three external agencies for their digital marketing activities.

1. What Works Where in B2B
Digital Marketing 2012
Resourcing – in-house vs outsourced

2. WWW 2012 2
Q: To what extent, if at all, do you outsource activity in each of the following
channels to external agencies as opposed to doing it in-house?
7% 9% 4%
44% 38%
Don't do
58% 57%
65% 60%
All or mostly in-
house
23%
26%
17%
18% Half outsourced/
half-inhouse
7% 7%
16%
18%
12% 35%
23% All or mostly
15% 18% outsourced
10% 12%
Social media Email marketing Affiliate marketing Extranets Website development SMS/MMS
Majority resource
in-house

3. WWW 2012 3
Q: To what extent, if at all, do you outsource activity in each of the following
channels to external agencies as opposed to doing it in-house? (Continued)
19% 21%
31%
34% 34%
42%
47%
Don't do
27%
27%
22%
15%
28% 24% All or mostly in-
house
13%
20% 15%
12%
10%
7% 11% 10%
Half outsourced/
half-inhouse
34% 36% 35%
31% 30% 33% 30%
All or mostly
outsourced
PPC Digital advertising
Online video/ podcasts SEO Microsites Mobile optimisation Mobile apps
Majority outsource

4. WWW 2012 4
Q: How many external agencies do you outsource your digital
marketing activity to?
Mean = 3 agencies
28%
27%
20%
10%
7%
5%
2%
1%
0% 0% 0%
0 1 2 3 4 5 6 7 8 9 10+

5. Thank you
To view the research in full, visit: www.omobono.co.uk/wwwb2b
For further information please contact Fran Brosan
fran@omobono.co.uk or call 01223 307000
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