ITSMA 2013 Budget Allocations and Trends Survey Abbreviated Summary

2013 Services Marketing Budget
Allocations and Trends
Abbreviated
Summary

Julie Schwartz
Senior Vice President
Research and
Thought Leadership
ITSMA

Dianne Kim
Research Associate
ITSMA

Note: This Abbreviated Summary highlights some of the significant findings from
2013 Services Marketing Budget Allocations and Trends.
A more in-depth analysis can be found in the full report.

ITSMA Benchmarking Study | 2013 Budget Allocations and Trends

Abbreviated Summary
The 2013 Services Topics covered in the report include:
Marketing Budget marketing budget size and growth rates
Allocations and Trends services revenue growth rates
survey provides data on marketing budget allocations
services marketing marketing staff growth rates

budgets, budget marketing staff allocations

allocations, and marketing mix budget allocations
marketing operations and automation
marketing priorities from marketing priorities
a range of companies relationship management
across the technology and digital marketing budget
allocations
sales enablement
consulting industries.
Account Based Marketing

© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | B024AS | 2


Key trends highlighted in the report include:

 Marketers are optimistic; nearly half of
B2B services marketers plan to
increase their budgets in 2013

 In response to changing buyer behavior,
marketers are shifting their
spending in 2013 to reflect new
priorities
– Developing thought leadership  76% of marketers are increasing their
content that drives business digital marketing budgets
– Enabling the sales force  Technology budgets are also on the
– Building a more effective lead rise with lead management systems and
management/nurturing model social media topping the list
– Increasing use of Account Based  Advancing marketing skills is critical to
Marketing staying ahead
– To that end, agencies have
becomes essential partners



Nearly half of In FY2013, do you expect
your marketing Average
budget to increase,
B2B services decrease,
or stay the same Stay the
increase:
17.3%

marketers plan when compared
to FY2012?
same
38%
Increase
45%

to increase % of Respondents
(N=42)
Decrease

their budgets 17%

Average decrease:

in 2013 What was the size of your annual marketing budget
9.7%

as a percentage of revenue? Mean % of Revenue
FY2012 FY2013 (est.)
1.5 1.5

1.0 1.0
0.9
0.8 0.8 0.8

Worldwide North America EMEA Asia/Pacific
(N=32) (N=23) (N=20) (N=17)

Source: ITSMA, 2013 Services Marketing Budget Allocations and Trends



However, in response to changing buyer
behavior, marketers are shifting their
spending in 2013 to reflect new priorities
Overall Marketing Budget Marketing Mix

Budget is flowing into: Budget is flowing into:
 Demand generation and  Digital marketing
lead management  Direct marketing
 Brand and  Private events, seminars,
communications and conferences
 Content development
 Sales (channel)
enablement and
support Budget is flowing away from:
 Public trade shows
 Sponsorships
 Traditional advertising




Spending on Digital/Online/
Social Marketing
continues to grow

 Corporate website
Budget is flowing into:  Search engine optimization
(SEO)
 Public online communities
 Email, email newsletters
 Online video




Marketers are also increasing investment in
technology with lead management, social media,
and web analytics topping the list
What are your spending plans in FY2013 for the following Marketing Technology/
Automation software, tools, and processes? % of Respondents Increasing Spending (N~30)

50 48
45
42
38 37
33
25
% Currently Using (N=165)
16 19
38 35
54 54
NA 75

Lead Social media Web Content Campaign Customer/ Marketing Email
nurturing and monitoring/ analytics management/ management contact performance marketing
management measurement and delivery management management
optimization
Source: ITSMA, 2013 Services Marketing Budget Allocations and Trends, ITSMA/VEM Marketing Performance Management Survey, July 2012



Advancing marketing skills is critical
to staying ahead
Which of the following skills do you believe are essential to your marketing
organization’s future success? % of Respondents (N=42)

Thought leadership development 48
Marketing automation/marketing technology 41
Client engagement/relationship program management 41
Leadership (e.g., leading teams, motivating, creating a vision) 41
Social media participation/management 36
Writing/editing (content creation) 33
Market intelligence/competitive intelligence 31
Strategic planning 26
Vertical market/industry expertise 26
Account Based Marketing (ABM) 26
Data management/mining/analytics 21

Note: Up to five responses allowed.
Source: ITSMA, Budget and Trends Survey, 2013



Agencies consume a substantial portion of
the marketing budget, providing more
execution rather than strategic work
What percentage of the
marketing budget was used FY2012
to purchase services from
or through agencies?
Mean % of Marketing
Budget (N=39) 25%
Mostly strategic:
How would you describe the work that agencies approximately
do for your marketing organization? 25% execution
% of Respondents (N=40) and 75% strategic

Primarily Mostly execution: About a balance:
execution approximately 75% execution 50% execution and
and 25% strategic 50% strategic

30 45 20 5




B2B solution providers earn the lion’s share of
their business from existing accounts, making
client engagement programs essential
Advance client engagement

Revenue from New and Existing Clients Follow-on Business
% of Professional Services Revenue (N=23) % of Professional Services Revenue (N=17)

New
Clients
14% New
Business
29%

Existing Follow-on
Clients Business
86% 71%




Account Based Marketing Programs
(aka Key Account Marketing) have been so
successful that marketers are doubling
their spending in 2013!
Advance client engagement

6.4% 12.0%
Approximately what
percentage of your
marketing budget
was/will be
dedicated to
Account Based FY2012 FY2013
Marketing? (est.)
Mean % (N~24)



Study Participants



Study Countries Represented
% of Respondents
Asia South or Central America

Methodology
14% 2%
(N=42)

Europe
17%
From November 2012 through January North
2013, ITSMA used a web-based survey to America
67%
gather data from its members and select
Sales Model
non-members about services marketing % of Respondents
budgets, services growth, and top (N=42)
We sell services
We sell services
through a mix of
marketing priorities. ITSMA received 42 direct sales and
primarily
through a direct
responses from 38 unique companies. channel partners
sales force
40%
60%
Industry 12% Other
Subsector 10%
% of Network systems and solution provider
Respondents 14%
(N=42) Computer systems and solutions provider

19% Software solutions provider

Professional services firm (consulting,
outsourcing, and systems integration)
45%




ITSMA analyzed the survey data in three ways:

 The data set as a whole Respondent Titles
From which perspective will you be answering this
 Company type—primarily services or product and survey? % of Respondents (N=42)
services

 Company size—less than $1 billion or $1 billion or
Entire
more in annual services revenue company A specific
45% business
unit or
Organization Size division
How large is your services business? 55%
33
% of Respondents (N=42)
29

17

12
Type of Company
7 % of Respondents
(N=42)
2 We sell both
We primarily sell
services (10% or products and
Less than $100– $250– $500– $1–5B Greater less revenue services
$100M 249M 499M 999M than $5B from products) 50%
50%
In Services Revenue




Table of Contents for 2013 Services Marketing
Budget Allocations and Trends

Slide
Survey Highlights 3
Survey Methodology and Demographics 25
Size of the Marketing Budget 36
Services Revenue 42
Marketing Staffing 53
Agency Relationships 62
Services Marketing Budget Allocation 67
The Marketing Mix 75
Marketing Operations and Automation 81
Market and Competitive Intelligence 85
Relationship Management 90
Sales Enablement 93
Marketing Priorities 100
For More Information
Julie Schwartz
Crosstabs 104 Senior Vice President
By Size of Company 104 Research and Thought Leadership
ITSMA
By Type of Company 168
Email: jschwartz@itsma.com
Appendix: Definitions Used in This Report 232 Phone: +1-781-862-8500, Ext. 112


ITSMA 2013 Budget Allocations and Trends Survey Abbreviated Summary

Recommandé

Recommandé

Contenu connexe

Plus de ITSMA

Plus de ITSMA (11)

Dernier

Dernier (20)

ITSMA 2013 Budget Allocations and Trends Survey Abbreviated Summary