This research report explores B2B marketing practice, intentions and directions for 2012/13 in Australia. Developed in association with ADMA and Marketing Magazine, and based on responses from nearly 300 Australian B2B marketing professionals, this year’s report delivers essential insights for all B2B marketers.

1. B2B Marketing Outlook Australia 2013
B2B Marketing Outlook
Australia 2013
A research report exploring B2B marketing practice,
intentions and directions
In association with
measurable b2b marketing

2. Our Research Partners B2B Marketing Outlook Australia 2013
This study was conducted by Green Hat in association with ADMA and Marketing Magazine.
measurable b2b marketing
Green Hat is an Australian marketing consulting agency The Association for data-driven marketing and advertising (ADMA) Marketing magazine has been exploring the strategic
working exclusively for the B2B sector. Our services include is the principal industry body for information based marketing challenges facing businesses large and small every month
market research, strategic planning and execution of and advertising and is the largest marketing and advertising body for over 25 years, and it continues to be a trusted resource
programs that require lead nurturing and progression, lead in Australia with over 500 member organisations. for marketers and media professionals in Australia. Each
generation, marketing automation, digital marketing and issue is packed with in-depth reports, commentary and sage
ADMA represents the new era of marketing and advertising
content development. We assist clients that have medium advice from leading industry specialists, and Marketing is
– a 3600 view from end to end.
to long consideration times – especially in the high-tech, still Australia’s number one resource for information on
professional services, financial services and industrial • From marketing to advertising implementing strategies, maximising campaigns and gaining
sectors. Our client list includes global blue-chip brands • From effective to creative competitive advantage in the marketplace.
such as IBM, EMC, SingTel Optus, Hitachi, Chep and Nokia • From above to below
www.marketingmag.com.au
Siemens, as well as many local organisations. • From measurable to engaging
www.green-hat.com.au ADMA is the ultimate authority and go-to resource for creative
and effective data-driven marketing across all channels
and platforms, providing knowledge, advocacy, insight and
innovation to advance responsive and enlightened marketing.
www.adma.com.au

3. Contents B2B Marketing Outlook Australia 2013
Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 2.4 Marketing Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Traditional Marketing Tactics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Section 1: Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Digital Marketing Tactics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
1.1 Key Findings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Digital versus Traditional Marketing Trends. . . . . . . . . . . . . . . . . 18
1.2 Observations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Inbound versus Outbound Marketing. . . . . . . . . . . . . . . . . . . . . . 19
Section 2: Research Results. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.5 Marketing Metrics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
2.1 Market Offering. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Cost per Marketing Lead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Type of Offering . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Marketing and Sales Alignment: ‘Closing the Loop’ . . . . . . . . . . 20
Lead Times . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.6 Social Media Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Typical Order Value. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Social Media Platforms. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
2.2 Marketing Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Social Media Engagement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Size of Marketing Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Satisfaction with Social Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Size of Marketing Budget. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Social Media Return on Investment . . . . . . . . . . . . . . . . . . . . . . . 24
Change in Marketing Budget. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Section 3: Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Budget Justification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Budget Allocation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
2.3 Marketing Challenges and Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . 14
Marketing Challenges in 2012. . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Marketing Objectives in 2013. . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
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No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.

4. 2.0 Research Results B2B Marketing Outlook Australia 2013
2.2 Marketing Resources
Budget Allocation How did/will you spend your marketing budget?
Over the past three years we have asked respondents to tell us
how they spent their previous year’s marketing budget and how Traditional demand generation 28%
(inc events, trade shows, telemarketing, DM)
they plan to spend it in the coming year (to an enforced total of 33%
100%). In 2012, we added the option lead nurturing and lead Digital marketing 24%
(inc website, online ads, SEO,
management program (including marketing automation) and, search marketing, social media, webinars) 21%
in this year’s questionnaire, we added content development.
Content development 15%
In interpreting this graph, bear in mind that these new categories (inc white papers, videos, articles,
web/social content) 12%
may have been represented amongst other categories in previous 2013 (planned)
years. For example, spend on content development may have Advertising & sponsorship 12%
been allocated to PR or digital marketing in earlier years.
(excluding online) 14% 2012 (actual)
The gap between spend on digital marketing and traditional Lead nurturing & management program 9%
(inc marketing automation)
demand generation activity is expected to further close. In 2012, 7%
the differential was 12% but in 2013 it is expected to narrow
7%
to 4%. This is on track to fulfil our prediction last year that Public Relations
7%
expenditure on digital marketing will overtake traditional tactics
in 2014. 5%
Other
6%
And to fuel this digital direction, marketers are planning to invest
about $1 in $7 on developing content for their target audience. 0% 5% 10% 15% 20% 25% 30% 35%
We expect this will include thought leadership papers, videos,
sales collateral, social media content and well as website content.
Key Finding
Spend on digital marketing is closing in on traditional
demand generation and – as predicted last year – is on
track to exceed it in 2014.
©2013 Green Hat Marketing Pty Ltd ABN 30 099 016 752. All rights reserved.
No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.
PAGE 13

5. 2.0 Research Results B2B Marketing Outlook Australia 2013
2.4 Marketing Channels
Inbound versus Outbound Marketing In comparing Inbound (pull marketing) versus Outbound (push marketing) tactics,
how did/will you spend your marketing budget?
In 2012, expenditure on outbound marketing exceeded that on
inbound marketing. However, companies plan to spend more on
inbound in 2013 – indicating that an important turning point has
being reached. 35%
This finding is supported by growth trends in content 34%
development, social media and arguably Public Relations.
Spent in 22% 35% Will spend in
2012 2013
43%
31%
Similar expenditure on both More expenditure on Inbound More expenditure on Outbound
Key Finding
Inbound marketing ‘breaks the line’ with a higher
proportion of B2B marketers expecting to spend more
on inbound than outbound marketing in 2013.
©2013 Green Hat Marketing Pty Ltd ABN 30 099 016 752. All rights reserved.
No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.
PAGE 19

6. 2.0 Research Results B2B Marketing Outlook Australia 2013
2.6 Social Media Marketing
Social Media Engagement Which of the following best describes your organisation’s involvement in social media?
Participation in social media is increasing – only 15% are now
inactive, compared with 23% in both 2012 and 2011, although Creator/publisher of
the number ‘watching from the fence’ has stayed much the blogs and online content
same at around one in ten. Over half (52%) of companies are
now actively creating/publishing of blogs, tweets and online
content – with Information companies being the most active Inactive
industry sector (65%).
Joiner/member of groups
but generally do not participate
2013
2012
Monitor/consumer of content
but generally do not become member 2011
Commentator/participator in
discussions but generally do not create
Other
0% 10% 20% 30% 40% 50% 60%
Key Finding
The majority of B2B marketers (52%) now say their
organisations are engaged in social media as publishers
or creators of social media content.
©2013 Green Hat Marketing Pty Ltd ABN 30 099 016 752. All rights reserved.
No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.
PAGE 22

7. B2B Marketing Outlook Australia 2013
For further information on this research, please contact the report authors: Melbourne
Level 1, 39 Burwood Road, Hawthorn, VIC 3122
Andrew Haussegger Caroline Leslie
Phone +61 3 9290 9777
Managing Director Head of Content & Communications
andrewh@green-hat.com.au carolinel@green-hat.com.au Sydney:
linkedin.com/in/andrewhaussegger linkedin.com/in/carolineleslie Level 7, 33 Chandos Street, St Leonards, NSW 2065
+61 3 9290 9777 +61 3 9290 9777 Phone +61 2 9947 1220
www.green-hat.com.au
email: enquiries@green-hat.com.au
LinkedIn: linkedin.com/company/green-hat
Twitter: @greenhatmktg
©2013 Green Hat Marketing Pty Ltd ABN 30 099 016 752. All rights reserved.
No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.
PAGE 26