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Similaire à B2 B Barometer Wave 6 Report
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B2 B Barometer Wave 6 Report
- 1. The B2B Barometer Q1 2012
- 2. The B2B Barometer: Vital Statistics • The B2B Barometer is the ‘state of the nation’ study for B2B marketers • Now in its sixth wave, and backed by three years’ worth of historical data on B2B marketing • Findings based on 128 interviews with B2B marketing professionals conducted in April: • 73 client-side marketing professionals collectively responsible for controlling budgets amounting to £29.1 million a year • 55 B2B marketing agency professionals • This report project is sponsored by Circle Research, the Institute of Direct and Digital Marketing and the Association of B2B Agencies
- 3. How confident are you with your own organisation's outlook for the next 12 months? 19% 15% 19% 22% 25% Very confident Quite confident 52% Neutral 54% 54% 47% Not very confident 55% Not at all confident I don't know 19% 16% 19% 21% 14% 8% 8% 6% 6% 5% Nov 09 Jun 10 Jan 11 Aug 11 Apr 12 Base: 128 B2B marketers: 73 client-side marketers; 55 B2B marketing agency professionals
- 4. How confident are you with your own organisation's outlook for the next 12 months? Net confidence = % confident - % not confident 100% 80% 75% 75% 72% 67% 61% 70% 59% 56% 50% 48% 48% Net confidence (agencies) Net confidence (clients) 25% Nov 09 Jun 10 Jan 11 Aug 11 Apr 12 Base: 73 client-side marketers; 55 B2B marketing agency professionals 4
- 5. How would you say your organisation’s budgets have changed in the past 12 months? 28% 32% 38% Increased 48% 41% Remained static Decreased 44% 22% 26% 18% Jan 11 Aug 11 Apr 12 Base: 73 client-side marketers 5
- 6. To what extent has your organisation’s revenue changed over the past 12 months? 11% 15% 23% 24% 34% 23% Significantly up 34% Slightly up 34% 37% 19% 26% Largely static 20% 18% Slightly declined 20% 19% 22% 20% Significantly declined 16% 9% 27% 11% 10% 7% 12% 6% Nov 09 Jun 10 Jan 11 Aug 11 Apr 12 Base: 55 B2B marketing agency professionals 6
- 7. In the past six months, would you say the number of enquiries you have received has…? 12% 17% 20% 23% 25% 24% Significantly increased 35% Slightly increased 47% 40% 42% Stayed the same 25% Slightly decreased 17% 20% 17% 26% Significantly decreased 17% 17% 8% 15% 9% 8% 10% 10% Nov 09 Jun 10 Jan 11 Aug 11 Apr 12 Base: 55 B2B marketing agency professionals 7
- 8. And now thinking about the quality of these enquiries, would you say they have…? 31% 34% 38% 51% 56% 7% 37% Improved Stayed the same 49% Worsened 59% 39% 35% 32% 10% 13% 9% Nov 09 Jun 10 Jan 11 Aug 11 Apr 12 Base: 55 B2B marketing agency professionals 8
- 9. Net quantity versus net quality of enquiries 75% 54% 51% 50% 46% 47% 41% 28% 25% 25% Net quantity Net quality 1% 0% -1% Nov 09 Jun 10 Jan 11 Aug 11 Apr 12 -25% -25% Base: 55 B2B marketing agency professionals 9
- 10. Compared to the previous 12 months, does your organisation's B2B marketing budget for the next 12 months represent an increase or a decrease? 24% Decrease = 27% Increase = 48% 15% 11% 9% 8% 6% 6% 6% 6% 5% 3% 2% 0% 11-15% 11-15% 6-10% 6-10% >25% 16-20% >25% 21-25% 16-20% 21-25% 1-5% 0% 1-5% Base: 73 client-side marketers 10
- 11. Over the next 12 months, what proportion of this B2B marketing budget do you expect to be allocated to these areas? 1% 1% 1% 3% Trade shows 3% 15% Direct mail 3% Email 3% Website development 4% Print PR 4% 12% Direct sales Content creation 6% SEO/PPC Social media Online advertising 11% Telemarketing 7% Marketing research Marketing strategy 7% Brand identity 9% Other advertising 9% Other Base: 73 client-side marketers 11
- 12. What are your three highest marketing priorities for the coming twelve months? Generating more leads 41% Greater up-selling, cross-selling 38% Raising brand awareness 32% Generating better quality leads 27% Better enabling sales teams 21% Better nurturing leads 19% Deepen customer understanding 19% Communicating brand positioning 19% Driving website traffic 18% Launching new product/service 14% Reducing customer churn 10% Refining brand positioning 10% Boosting SEO 8% Ensure employees 'living the brand' 1% Other 15% Base: 73 client-side marketers 12
- 13. Which three of the following are the biggest marketing priorities for your clients for the coming twelve months? Generating better quality leads 45% Generating more leads 44% Better nurturing leads 29% Greater up-selling, cross-selling 27% Better enabling sales teams 27% Deepen customer understanding 24% Driving website traffic 22% Communicating brand positioning 18% Raising brand awareness 15% Boosting SEO 9% Launching new product/service 9% Reducing customer churn 9% Ensure employees 'living the brand' 9% Refining brand positioning 2% Other 7% Base: 55 B2B marketing agency professionals 13
- 14. How closely integrated are your activities using these different marketing channels? 4% 3% 29% 17% Very closely integrated Quite closely integrated Not very integrated Not at all integrated Don't know 47% Base: 73 client-side marketers 14
- 15. How many of your clients' activities are closely integrated? 2% 4% 4% All our clients' activities are closely integrated 22% Most of our clients' activities are closely integrated 35% Half of our clients' activities are closely integrated Few of our clients' activities are closely integrated None of our clients' activities are closely integrated 33% Don't know Base: 55 B2B marketing agency professionals 15
- 16. To what extent does your organisation use content in its marketing activity? 14% 8% All of our activity Most of our activity 22% 40% Half of our activity Some of our activity Little/None of our activity 16% Base: 73 client-side marketers 16
- 17. Do you expect to move closer towards or further away from a content driven marketing approach in the next 12 months? 8% 16% Closer towards No change Further away 40% Base: 73 client-side marketers 17
- 18. What are your three most important goals when using content in your marketing activity? Generating leads 42% Nurturing leads 30% Supporting brand positioning 23% Driving enquiries 23% Boosting SEO 21% Driving website traffic 18% Enabling sales teams 12% Raising brand awareness 3% Other 4% Base: 73 client-side marketers 18
- 19. To what extent do you use the following types of content? Chart shows % using extensively Case studies 45% White papers 31% Seminars 27% Blog posts 25% Public speaking 25% In-depth reports 22% Print articles 22% Video 18% Best practice guides 14% Tools, e.g. decision trees 10% Infographics 4% Webcasts 4% Podcasts e-books Base: 73 client-side marketers 19
- 20. And which three of these content types do you think are most effective in achieving your marketing goals? Case studies 48% Video 25% Public speaking 23% White papers 22% Seminars 21% Print articles 14% Best practice guides 12% Blog posts 11% In-depth reports 10% Tools, e.g. decision trees 10% Infographics 4% Webcasts 4% Podcasts 1% e-books 1% Base: 73 client-side marketers 20
- 21. Which of the following techniques do you use to distribute the content you produce? Your website 59% Regular email newsletters 45% Trade events 41% Ad hoc emails specific to content 38% Bespoke events 37% Twitter 37% LinkedIn 36% Publishing in trade press 36% Direct mail 36% Advertising in trade press 25% YouTube 25% Encourage others to blog… 22% Feature on other websites 16% Acquiring a microsite 15% Advertising on other webistes 11% Base: 73 client-side marketers 21
- 22. Find out more … Access the full contents of Report 6 (and earlier reports) FREE at www.b2bbarometer.co.uk If you are a B2B marketer and wish to contribute to future surveys, register now: http://www.b2bbarometer.co.uk/register/ Tweet your comments using #B2BBarometer 22