Green Hat B2B Marketing Outlook Report 2015 Sneak Peek

1. IN ASSOCIATION WITH SPONSORED BY
MEASURABLE B2B MARKETING
EXECUTIVE SUMMARY

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FOREWORD
Andrew Haussegger
MANAGING DIRECTOR, GREEN HAT
Jodie Sangster
CHIEF EXECUTIVE OFFICER, ADMA
Foreword
2015 promises to be a good year for B2B marketers. Happily, budgets are rising again
with a majority of marketers noting there’s more resources. This year, digital marketing
will take the biggest slice of the marketing pie, but content marketing will not be far
behind.
Marketers say that content marketing will be a key pillar for customer outreach.
However, providing engaging content that cuts through will continue to challenge, as will
measuring effectiveness.
Online marketing tactics remain popular while print advertising and direct mail continue
a downward trajectory. PR remains popular. Marketing automation continues to flourish,
with nearly two-thirds of B2B marketers using automation having integrated it with their
sales CRM. But many marketers are not satisfied with their technology investments
because of a skills gap/lack of training. Marketing technology is only as good as the team
who works it, and marketers need to invest in training to get it right.
To conclude, it’s a year where marketers need to track their efforts effectively and
understand how technology can play that vital role in helping them. We will watch with
interest.
A grand total of 455 marketers participated in the study this year – a number that
continues to grow year on year.
B2B is alight with opportunity and challenges. One astute B2B CMO looked me
squarely in the eye recently and said, “seemingly every week someone in my team
comes across another way we could reach our customers… if things could stand
still, we could get on with it!” Perhaps you feel the same way?
B2B marketing is increasingly becoming more a science than an art. Data and
technology are the two ingredients that will separate the winners from the losers.
Smart use of these can tell us how B2B buyers want to engage, what content works
and what stage they are at in their buying process. Thanks to digital and automation,
we can collect and analyse a trail of breadcrumbs – in fact, many criss-crossing
trails – to execute smarter marketing.
So it’s interesting to see the #1 challenge of the respondents is now ‘measuring
marketing ROI’. The fact that today’s buyer is effectively more multi-channel than
the seller adds to the dilemma.
Thanks once again to ADMA and Marketing Magazine for their support this year, as
well as our international partner, B2B Marketing UK.

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Section 1: EXECUTIVE SUMMARY
1.1 Key Findings.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
1.2 Observations.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Section 2: RESEARCH RESULTS
2.1 Market Offerings.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Typical Order Value
Lead Times
2.2 Marketing Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Size of Marketing Budget
Changes in Marketing Budget
Budget Allocation
Size of Marketing Team
Outsourcing Plans
2.3 Marketing Challenges & Objectives.. . . . . . . . . . . . . . . . 11
Marketing Challenges in 2014
Marketing Objectives in 2015
2.4 Marketing Channels.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Traditional Marketing Tactics
Digital Marketing Tactics
Digital versus Traditional Marketing Trends
Inbound versus Outbound
2.5 Marketing Automation.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Marketing Automation Adoption
CRM Integration
Marketing Automation ROI
Marketing Automation Benefits
2.6 Content Marketing.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Significance of Content
Content Trends
Targeting Buyers
2.7 Social Media Marketing.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Social Media Platforms
Social Media Involvement
Social Media ROI
2.8 Marketing & Sales Alignment.. . . . . . . . . . . . . . . . . . . . . . . . . . 22
Cost Per Lead
Lead Follow-up Rate
Lead Conversion to Order Rate
Lead Journey Mapping
Section 3: ABOUT THIS RESEARCH
3.1 Demographics & Methodology.. . . . . . . . . . . . . . . . . . . . . . . . 24
3.2 Research Supporters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
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CONTENTS
Table of Contents

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Section 2: RESEARCH RESULTS
2.1 Market Offerings
TYPICAL ORDER VALUE
What is your typical order value?
Base: In-house marketers (excludes agency marketers and external marketing consultants)
LEAD TIMES
What is your typical sales lead time from prospect introduction to order closure?
Base: In-house marketers (excludes agency marketers and external marketing consultants)
6%
$500K-$999K
30%
>$10K
27%
$10K-$49K
12%
$50K-$99K
20%
$100K-$499K
5%
$1M+
52%
4-12 MONTHS
37% 11%
1-3 MONTHS
12+ MONTHS