Transcript Trend data offered up by ABM via a Forrester study

The B2B Digital Marketing Shift
(Presentation of results for a commissioned study conducted by Forrester Consulting on
behalf of American Business Media)
Agenda
• What do B2B marketers believe are the most
effective marketing vehicles?
• How effective are online marketing vehicles?
• How is the B2B marketing mix changing?
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Survey Background
• American Business Media commissioned Forrester
Consulting to conduct a survey of B2B marketers
• Survey fielded July – August 2005 to a screened
subset of members of eRewards panel
• 867 responses across a wide range of industries
and titles
Click here for more on the survey methodology
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Definitions
When the respondents completed the survey, they used the following definitions:
• Business-to-business / trade marketing efforts: targeting large, small, or medium-sized
companies, small offices or home offices, retailers, wholesalers, or distributors
• General business magazines and newspapers: publications that cover broad business
issues and economic topics (e.g., Wall Street Journal, Business Week, Forbes, etc)
• Industry-specific / trade magazines (business-to-business/trade): publications that
focus on news and trends affecting a specific industry (e.g., Progressive Grocer, Medical
Economics)
• Web-based events: product demonstrations, briefings, or presentations on clients,
product/services, and/or industry topics conducted for customers and/or prospects on the
Internet using services like Webex, etc.
• In-person events: trade shows, conferences, product demonstrations, or presentations on
industry topics conducted for customers and/or prospects held in-person at a hotel or other
meeting facility.
• Online marketing: e.g., ads, search, email, directories, and sponsored Web content.
In the course of this presentation, we use these additional terms:
» Online advertising: e.g., search, ads, and content sponsorship on Web sites.
» Other online marketing: e.g., Web-based events, email lists, and online directories.
» Marketing communications: e.g., public relations, custom publications, printed
newsletters
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Key findings – B2B Marketing Mix
• Industry-specific marketing opportunities of all kinds (trade shows,
magazines, web sites) are viewed as more effective than general business
magazines or web sites.
» The most effective branding vehicles include in-person events and industry
specific magazines. Online is as effective at branding as general business
magazines and TV.
» The most effective lead generation vehicles include in-person events, industry
specific magazines, and online marketing.
• Fewer marketers will use general business magazines, direct mail, and
newspapers, and those using these media will only minimally increase
spending, implying a shift of marketing budget allocation toward digital
media.
• 48% of B2B marketers use online marketing today, and spend 24% of their
budget online
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Industry-Specific Vehicles Are Most Effective
For Branding
“How effective are the following marketing tactics at building brand image?”
In-person events
60.9%
Public relations
51.7%
Industry-specific / trade magazines
50.2%
Custom publications
44.6%
TV
42.9%
Online marketing
39.8%
Direct mail
39.7%
Printed newsletters
39.0%
General business magazines
37.9%
Newspapers
Radio
Printed directories
Online is as
effective as
TV, general
business
magazines,
and newspapers
37.4%
31.8%
29.9%
(On a scale of 1 to 6, 1 being “very ineffective” and 6 being “very effective,” the chart reflects the percentage selecting 5 or 6)
Confidence interval: + / – 3.3 percentage points
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(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
Industry-Specific Vehicles Are Most Effective For
Lead Generation
“How effective are the following marketing tactics at generating qualified leads?”
In-person events
62.6%
Industry-specific / trade magazines
47.4%
Public relations
45.4%
Online marketing
42.1%
Direct mail
42.0%
Custom publications
41.3%
TV
Printed newsletters
General business magazines
Newspapers
Printed directories
Radio
Online is more
effective than
TV, general
business
magazines, and
newspapers
36.3%
35.3%
34.6%
33.3%
31.7%
30.7%
(On a scale of 1 to 6, 1 being “very ineffective” and 6 being “very effective,” the answers reflect a combination of 5 and 6)
Confidence interval: + / – 3.3 percentage points
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(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
2005 B2B Marketing Spending
Company web site
9%
Online
12%
Other
2%
Events
15%
Direct Mail
9%
Directories
3%
Trade
magazines
7%
TV and radio
15%
Marketing
communications
16%
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General
publications
12%
(Base: 867 US B2B marketers;
Source: Forrester Consulting Survey for ABM)
Industryspecific/trade
magazines are
viewed as
more effective
than general
publications,
but receive a
smaller share
of budget.
2005 B2B Online Marketing Spending
Online Directories
6%
Web Events
9%
Email lists
8%
Industryspecific/trade
sites are
viewed as
more effective
than general
sites, but
receive a
smaller share
of budget.
General sites
40%
Industry specific sites
37%
Percent of 2005 Online Marketing budget by tactic
General sites includes portals such as Yahoo!, search sites such as Google, and general business sites such as Forbes.com
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(Base: 406 US B2B marketers using online in 2005; Source: Forrester Consulting Survey for ABM)
Almost Half Of B2B Marketers Are Using Online
Marketing
“Which of the following B2B / trade marketing tactics has your
company used in 2004 and/or 2005? Which will you use in 2008?”
60.8
60.2
In-person events
54.6
Online marketing
48.7
48.7
Direct mail
56.2
48.3
Industry-specific/trade magazines
45.4
Custom publications
44.1
45.8
44.1
41.4
TV
37.7
38.6
41.3
General business magazines
35.6
Newspapers
35.1
Printed newsletters
10
46.9
43.5
33.0
35.3
Radio
Printed directories
2008
2004/5
41.6
Public relations
24.8
26.8
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(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
Online Marketers Have Already Shifted 24% of the
Budget to Online
“Using your best estimate, what percent of your business-to-business/trade
marketing budget was spent on each of the following marketing tactics in 2005?”
16.34
In-person events
14.37
12.20
Television
7.77
9.90
Direct mail
7.42
8.98
Newspapers
5.06
8.58
Industry-specific / trade magazines
5.82
8.22
Your company’s Web site*
10.09
7.73
Custom publications
4.52
General business magazines
3.37
Printed newsletters
3.31
4.20
4.25
Public relations
5.70
2.81
2.18
1.83
1.83
Printed directories
Other*
Other Online Marketing
6.44
5.80
Radio
Online Advertising
6.75
Offline marketers
Online marketers
0.17
0.00
18.17
6.18
Note: Offline marketers are defined as those who indicated they are not using any online marketing vehicles in 2004 or 2005.
*Adjusted for offline marketers.
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(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
Online Marketing Will Be More Important Than
Direct Mail and General Business Magazines
“How much of a role will the following marketing tactics play in your B2B/trade marketing budget in 2008?”
Experimental role
Major role
Your company’s Web site
5.18
4.60
TV
4.50
In-person events
Public relations
4.39
Other online marketing
4.16
Online advertising
4.14
4.10
Industry-specific/trade magazines
4.02
Printed newsletters
Custom publications
3.80
Direct mail
3.79
General business magazines
3.49
Newspapers
3.46
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
(Mean rating on a scale of 1 to 6, 1 being “experimental role” and 6 being “major role”)
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(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
5.50
6.00
Discussion Points
• What is your mix of industry-specific vs general
business marketing vehicles?
• How important is online marketing in your plans?
What role does it play currently?
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Appendix
1. Study Objective and Methodology
2. Marketing Goals
3. Online Marketing Data by BIN
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Appendix 1 – Study Objectives And Methodology
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Objectives
As digital marketing becomes more mainstream, ABM members wonder how
it will impact their business. But most research on digital marketing only
addresses consumer marketing, not B2B. ABM engaged Forrester
Consulting for an independent analysis of the trends in B2B digital
marketing spend across 21 categories of B2B marketers.
Specifically, the project addressed the following questions:
• What percent of marketing spend do B2B marketers allocate to digital
media?
• What is the value proposition of digital marketing and how big a role will it
play in the future?
• What are the perceived strengths and weaknesses of each element of the
B2B marketing mix?
• How will spending on digital marketing change in the next three years and
where will the money come from?
• For each of the 21 categories of B2B marketers, what percentage of the
budget is currently being spent on digital media and how important will
digital media become in the next three years?
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Methodology
•
Forrester developed research and screener questions for an online survey jointly
with the American Business Media to address the current and future state of
business-to-business digital marketing.
•
Forrester fielded screener questions to a predetermined portion of the eRewards
panel to identify qualified respondents.
•
Membership into the eRewards panel is by invitation only. Potential panelists can
request an invitation through an eRewards sponsor (i.e., American Airlines, Hilton,
Hertz, etc.). Once the potential panelist completes an online profile and the request
is accepted, panelist will then receive a notification via email.
•
Members can earn up to $1 in e-Rewards for each e-mail they receive, and much
more for providing their opinions on periodic research surveys. Once sufficient
currency has been accumulated, members can then redeem their e-Rewards for
rewards from companies like American Airlines, BLOCKBUSTER, Hertz, Hilton,
IBM, Omaha Steaks, and e-Bags.
•
There are over a half million active business panelists.
•
Forrester fielded the entire survey (including screeners) to qualified eRewards
panelists and received a total of 867 respondents within 21 various industry areas.
Click here to return to the presentation
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Appendix 2: Respondent data
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Respondents By 2005 Marketing Budget
$30 million or more
$20 million to less than $30
million
$15 million to less than $20
million
$5 million to less than $15
million
16.7%
4.7%
5.3%
18.7%
$500,000 to less than $5 million
Less than $500,000
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(Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)
31.1%
23.4%
Respondents By Company Revenue
$10 billion or more
16.7%
$1 billion to less than $10
billion
$500 million to less than
$1 billion
$100 million to less than
$500 million
16.3%
9.0%
19.8%
Less than $100 million
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(Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)
38.2%
Respondents By Title
President or CEO
CMO or direct report to CMO
17.0%
6.9%
VP of Marketing or Advertising
VP of Sales
11.3%
7.0%
Director of Marketing, Online
Marketing, or Advertising
17.6%
Director of Sales
8.1%
Manager of Marketing, Online
Marketing, or Advertising
15.9%
Manager of Sales
Individual contributor to Marketing or
Advertising
21
9.6%
6.6%
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(Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)
Appendix 3 – Marketing Goals
• One survey question presented respondents with a list of 12
specific marketing goals and asked them to pick the best
medium from each from the following list of advertising
choices:
» General business publications
» Industry-specific publications
» General business Web sites
» Industry-specific Web sites
» Your company’s Web site
» None of the above
• The following page lists the 12 marketing goals
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Review the statements below and indicate which
advertising option, if any, in your opinion best
matches the statement
• The best medium to reach decision makers
• The best medium to reach senior executives that approve purchases
• The best medium to reach other purchase influencers
• The best medium to reach the highest percentage of prospects for my
company’s products/services
• The best medium to raise awareness of my company’s products and services
• The best medium to enhance the credibility of my company’s products/services
• The best medium to reach highly involved users/readers
• The best medium in terms of the frequency the audience reads/uses it
• The best medium in terms of users’/readers’ level of trust in the content
• The best medium to generate the most qualified leads
• The best medium to generate the highest number of leads
• The best medium for ROI
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Appendix 4 – Online Marketing Data by BIN
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B2B Marketing Profile -- Architecture
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B2B Marketing Profile -- Architecture
Respondent Profile - Annual Revenues
$1 billion to $10
billion or more
17%
Less than $100
million
53%
$100 million to less
than $1 billion
30%
Marketing Spend
Less than $1 million
2005
2004
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$1 million to $10 million
56.7%
46.7%
13.3%
23.3%
More than $10 million
30.0%
26.7%
Base: N= 30
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Architecture
2005 Budget Allocation
P ublic relatio ns
4.6%
P rinted newsletters
6.4%
Other
7.3%
P rinted directo ries
0.8%
In-perso n events
10.5%
Radio
6.3%
Online marketing
11.3%
TV
11.5%
Direct mail
6.3%
Industry-specific/trade magazines
6.7%
Newspapers
10.1%
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General business magazines
10.8%
Custo m publicatio ns
7.4%
Base: N=30
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Architecture
Marketing tactics
28
% of 2005
budget
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% using this marketing
tactic
Base: N= 30
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile -- Automotive
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B2B Marketing Profile -- Automotive
Respondent Profile - Annual Revenues
Less than $100
million
41%
$1 billion to $10
billion or more
34%
$100 million to less
than $1 billion
25%
Marketing Spend
Less than $1 million
2005
2004
30
$1 million to $10 million
37.50%
43.80%
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25.00%
18.80%
More than $10 million
37.50%
34.40%
Base: N=32
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Automotive
2005 Budget Allocation
Public relat ions
3.9%
Print ed newslet t ers
1.9%
In-person event s
Ot her
Print ed direct ories
4.5%
1.2%
9.2%
Radio
12.7%
Online market ing
17.2%
TV
16.8%
Direct mail
6.1%
General business magazines
4.0%
Indust ry-specif ic/ t rade magazines
7.6%
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Newspapers
Cust om publicat ions
8.6%
6.4%
Base: N=32
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile –Automotive
Marketing tactics
32
% of 2005
budget
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% using this marketing
tactic
Base: N= 32
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Aviation
33
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Base: N= 39
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Aviation
Respondent Profile - Annual Revenues
Less than $100
million
33%
$1 billion to $10
billion or more
39%
$100 million to less
than $1 billion
28%
Marketing Spend
Less than $1 million
2005
2004
34
$1 million to $10 million
28.20%
35.90%
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35.90%
More than $10 million
35.90%
38.50%
23.10%
Base: N= 39
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Aviation
2005 Budget Allocation
P ublic relatio ns
5.1%
P rinted newsletters
6.9%
Other
10.5%
P rinted directo ries
2.2%
Radio
3.0%
In-perso n events
18.6%
TV
5.0%
General business magazines
5.2%
Custo m publicatio ns
9.3%
Online marketing
17.0%
Newspapers
2.5%
Direct mail
4.9%
35
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Industry-specific/trade magazines
9.8%
B2B Marketing Profile -- Aviation
Marketing tactics
36
% of 2005
budget
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% using this marketing
tactic
Base: N= 39
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Banking, Finance &
Insurance
37
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B2B Marketing Profile – Banking, Finance &
Insurance
Respondent Profile - Annual Revenues
Less than $100
million
34%
$1 billion to $10
billion or more
34%
$100 million to less
than $1 billion
32%
Marketing Spend
Less than $1 million
2005
2004
38
$1 million to $10 million
27.70%
36.20%
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44.70%
42.60%
More than $10 million
27.70%
19.10%
Base: N= 47
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Banking, Finance &
Insurance
2005 Budget Allocation
Public relations
3.0%
Printed newsletters
6.9%
Printed directories
1.8%
Other
10.4%
In-person events
5.4%
Radio
3.8%
Online marketing
7.3%
TV
11.1%
Direct mail
10.5%
General business magazines
6.2%
Industry-specific/trade magazines
6.2%
Custom publications
10.7%
Newspapers
16.7%
39
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Base: N= 47
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Banking, Finance &
Insurance
Marketing tactics
40
% of 2005
budget
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% using this marketing
tactic
Base: N= 47
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Building, Design &
Construction
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B2B Marketing Profile – Building, Design &
Construction
Respondent Profile - Annual Revenues
$1 billion to $10
billion or more
18%
Less than $100
million
36%
$100 million to less
than $1 billion
47%
Marketing Spend
Less than $1 million
2005
2004
42
$1 million to $10 million
37.80%
40.00%
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40.00%
40.00%
More than $10 million
22.20%
20.00%
Base: N= 45
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Building, Design &
Construction
2005 Budget Allocation
Public relations
6.0%
Other
9.3%
Printed newsletters
5.4%
Printed directories
4.8%
Radio
2.8%
In-person events
19.2%
TV
10.2%
General business magazines
4.0%
Online marketing
10.7%
Custom publications
4.6%
Newspapers
Direct mail
6.2%
9.6%
Industry-specific/trade magazines
7.2%
43
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Base: N= 45
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile –Building, Design &
Construction
Marketing tactics
44
% of 2005
budget
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% using this marketing
tactic
Base: N=45
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Business, Advertising and
Marketing
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B2B Marketing Profile – Business, Advertising and
Marketing
Respondent Profile - Annual Revenues
$1 billion to $10
billion or more
22%
Less than $100
million
55%
$100 million to less
than $1 billion
24%
Marketing Spend
Less than $1 million
46
$1 million to $10 million
2005
41.80%
2004
43.60%
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More than $10 million
40.00%
45.50%
18.20%
10.90%
Base: N= 55
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Business, Advertising &
Marketing
2005 Budget Allocation
P ublic relatio ns
4.6%
Other
4.8%
In-perso n events
14.4%
P rinted newsletters
2.2%
P rinted directo ries
2.0%
Radio
5.2%
TV
9.9%
General business magazines
6.3%
Online marketing
21.1%
Custo m publicatio ns
3.1%
Direct mail
11.1%
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Newspapers
7.7%
Industry-specific/trade magazines
7.7%
Base: N= 55
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Business, Advertising &
Marketing
Marketing tactics
48
% of 2005
budget
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% using this marketing
tactic
Base: N= 55
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile -- Computing
49
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B2B Marketing Profile -- Computing
Respondent Profile - Annual Revenues
Less than $100
million
35%
$1 billion to $10
billion or more
47%
$100 million to less
than $1 billion
18%
Marketing Spend
Less than $1 million
2005
2004
50
$1 million to $10 million
16.70%
35.00%
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43.30%
More than $10 million
40.00%
30.00%
31.70%
Base: N= 69
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Computing
2005 Budget Allocation
Public relations
5.2%
Printed newsletters
3.8%
Other
6.7%
Printed directories
1.5%
In-person events
10.3%
Radio
4.8%
TV
9.5%
Online marketing
20.5%
Direct mail
7.5%
Industry-specific/trade magazines
7.1%
51
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General business magazines
7.8%
Custom publications
6.9%
Newspapers
8.4%
Base: N= 69
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Computing
Marketing tactics
52
% of 2005
budget
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% using this marketing
tactic
Base: N= 69
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Electric Engineering
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B2B Marketing Profile – Electric Engineering
Respondent Profile - Annual Revenues
Less than $100
million
27%
$1 billion to $10
billion or more
30%
$100 million to less
than $1 billion
42%
Marketing Spend
Less than $1 million
2005
2004
54
30.30%
24.20%
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$1 million to $10 million
36.40%
45.50%
More than $10 million
33.30%
30.30%
Base: N= 33
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Electric Engineering
2005 Budget Allocation
P ublic relatio ns
6.1%
P rinted newsletters
3.4%
Other
12.1%
P rinted directo ries
4.4%
In-perso n events
9.2%
Radio
3.2%
TV
17.7%
Online marketing
14.6%
Direct mail
4.5%
Industry-specific/trade magazines
8.1%
55
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General business magazines
8.9%
Custo m publicatio ns
1.6%
Newspapers
6.3%
Base: N= 33
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Electric Engineering
Marketing tactics
56
% of 2005
budget
Entire contents © 2005 Forrester Research, Inc.
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% using this marketing
tactic
Base: N= 33
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile -- Government
57
Entire contents © 2005 Forrester Research, Inc.
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B2B Marketing Profile -- Government
Respondent Profile - Annual Revenues
Less than $100
million
34%
$1 billion to $10
billion or more
34%
$100 million to less
than $1 billion
31%
Marketing Spend
Less than $1 million
58
2005
25.70%
2004
25.70%
Entire contents © 2005 Forrester Research, Inc.
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$1 million to $10 million
37.10%
More than $10 million
37.10%
51.40%
22.90%
Base: N=35
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Government
2005 Budget Allocation
P ublic relatio ns
9.3%
Other
4.5%
In-perso n events
15.2%
P rinted newsletters
7.1%
P rinted directo ries
2.9%
Radio
5.1%
Online marketing
14.1%
TV
13.7%
Direct mail
6.7%
General business magazines
2.1%
Industry-specific/trade magazines
1.8%
Custo m publicatio ns
5.7%
Newspapers
11.9%
59
Entire contents © 2005 Forrester Research, Inc.
All rights reserved.
Base: N= 35
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Government
Marketing tactics
60
% of 2005
budget
Entire contents © 2005 Forrester Research, Inc.
All rights reserved.
% using this marketing
tactic
Base: N= 35
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile -- Healthcare
61
Entire contents © 2005 Forrester Research, Inc.
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B2B Marketing Profile -- Healthcare
Respondent Profile - Annual Revenues
Less than $100
million
34%
$1 billion to $10
billion or more
32%
$100 million to less
than $1 billion
34%
Marketing Spend
Less than $1 million
2005
2004
62
$1 million to $10 million
39.30%
42.90%
Entire contents © 2005 Forrester Research, Inc.
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33.90%
32.10%
More than $10 million
26.80%
23.20%
Base: N=56
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Healthcare
2005 Budget Allocation
P ublic relatio ns
3.1%
In-perso n events
11.9%
Other
5.3%
P rinted newsletters
6.3%
P rinted directo ries
1.8%
Radio
9.3%
Online marketing
8.4%
TV
18.7%
Direct mail
12.2%
Industry-specific/trade magazines
5.4%
Newspapers
10.1%
63
Entire contents © 2005 Forrester Research, Inc.
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General business magazines
4.3%
Custo m publicatio ns
3.3%
Base: N= 56
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Healthcare
Marketing tactics
64
% of 2005
budget
% using this marketing
tactic
Base: N= 56
Entire contents © 2005 Forrester Research, Inc.
Source: Forrester Consulting Survey for ABM
All rights reserved.
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Manufacturing &
Processing
65
Entire contents © 2005 Forrester Research, Inc.
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B2B Marketing Profile – Manufacturing &
Processing
Respondent Profile - Annual Revenues
Less than $100
million
21%
$100 million to less
than $1 billion
23%
$1 billion to $10
billion or more
56%
Marketing Spend
Less than $1 million
2005
2004
66
$1 million to $10 million
31.60%
42.10%
Entire contents © 2005 Forrester Research, Inc.
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22.80%
More than $10 million
45.60%
15.80%
42.10%
Base: N= 57
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Manufacturing &
Processing
2005 Budget Allocation
P ublic relatio ns
3.1%
Other
2.6%
In-perso n events
22.2%
P rinted newsletters
5.3%
P rinted directo ries
1.2%
Radio
1.8%
TV
9.2%
General business magazines
7.2%
Online marketing
14.4%
Custo m publicatio ns
5.6%
Newspapers
6.4%
Direct mail
8.3%
67
Entire contents © 2005 Forrester Research, Inc.
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Industry-specific/trade magazines
12.6%
Base: N= 57
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Manufacturing &
Processing
Marketing tactics
68
% of 2005
budget
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% using this marketing
tactic
Base: N=57
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Movies, Radio & TV
69
Entire contents © 2005 Forrester Research, Inc.
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B2B Marketing Profile – Movies, Radio & TV
Respondent Profile - Annual Revenues
$1 billion to $10
billion or more
30%
Less than $100
million
37%
$100 million to less
than $1 billion
33%
Marketing Spend
Less than $1 million
70
2005
23.30%
2004
20.00%
Entire contents © 2005 Forrester Research, Inc.
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$1 million to $10 million
43.30%
46.70%
More than $10 million
33.30%
20.00%
Base: N= 30
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Movies, Radio & TV
2005 Budget Allocation
P ublic relatio ns
7.9%
In-perso n events
8.3%
Other
2.4%
P rinted newsletters
2.2%
P rinted directo ries
1.6%
Radio
6.9%
Online marketing
24.2%
TV
18.6%
Direct mail
4.3%
Industry-specific/trade magazines
6.8%
71
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General business magazines
2.5%
Newspapers
9.3%
Custo m publicatio ns
5.1%
Base: N= 30
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Movies, Radio & TV
Marketing tactics
72
% of 2005
budget
Entire contents © 2005 Forrester Research, Inc.
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% using this marketing
tactic
Base: N= 30
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Pharmaceuticals
73
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B2B Marketing Profile – Pharmaceuticals
Respondent Profile - Annual Revenues
Less than $100
million
29%
$1 billion to $10
billion or more
45%
$100 million to less
than $1 billion
26%
Marketing Spend
Less than $1 million
2005
2004
74
$1 million to $10 million
29.00%
35.50%
Entire contents © 2005 Forrester Research, Inc.
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29.00%
16.10%
More than $10 million
41.90%
48.40%
Base: N= 31
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Pharmaceuticals
2005 Budget Allocation
P ublic relatio ns
5.8%
Other
4.6%
P rinted newsletters
2.7%
P rinted directo ries
0.7%
Radio
1.3%
In-perso n events
19.5%
TV
8.5%
General business magazines
3.5%
Custo m publicatio ns
6.9%
Newspapers
2.4%
Online marketing
23.5%
Industry-specific/trade magazines
7.6%
Direct mail
13.0%
75
Entire contents © 2005 Forrester Research, Inc.
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Base: N= 31
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Pharmaceuticals
Marketing tactics
76
% of 2005
budget
Entire contents © 2005 Forrester Research, Inc.
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% using this marketing
tactic
Base: N=31
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Professional Services
77
Entire contents © 2005 Forrester Research, Inc.
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B2B Marketing Profile – Professional Services
Respondent Profile - Annual Revenues
$1 billion to $10
billion or more
23%
Less than $100
million
48%
$100 million to less
than $1 billion
29%
Marketing Spend
Less than $1 million
2005
2004
78
$1 million to $10 million
42.90%
46.40%
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More than $10 million
26.80%
32.10%
30.40%
19.60%
Base: N=56
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Professional Services
2005 Budget Allocation
P ublic relatio ns
5.9%
Other
4.4%
P rinted newsletters
7.3%
P rinted directo ries
2.6%
Radio
2.8%
In-perso n events
25.5%
TV
3.2%
General business magazines
6.6%
Custo m publicatio ns
8.9%
Online marketing
15.4%
Direct mail
7.9%
79
Entire contents © 2005 Forrester Research, Inc.
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Newspapers
3.8%
Industry-specific/trade magazines
5.7%
Base: N= 56
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Professional Services
Marketing tactics
80
% of 2005
budget
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% using this marketing
tactic
Base: N=56
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Resources
81
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B2B Marketing Profile – Resources
Respondent Profile - Annual Revenues
Less than $100
million
17%
$1 billion to $10
billion or more
40%
$100 million to less
than $1 billion
43%
Marketing Spend
Less than $1 million
2005
2004
82
23.30%
20.00%
Entire contents © 2005 Forrester Research, Inc.
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$1 million to $10 million
43.30%
40.00%
More than $10 million
33.30%
40.00%
Base: N= 30
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Resources
2005 Budget Allocation
Public relations
6.0%
Printed newsletters
3.2%
Other
5.4%
Printed directories
1.8%
Radio
3.2%
In-person events
17.0%
TV
9.5%
General business magazines
7.3%
Custom publications
6.4%
Online marketing
24.2%
Direct mail
6.2%
83
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Newspapers
5.2%
Industry-specific/trade magazines
4.7%
Base: N=30
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Resources
Marketing tactics
84
% of 2005
budget
Entire contents © 2005 Forrester Research, Inc.
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% using this marketing
tactic
Base: N= 30
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Restaurant
85
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B2B Marketing Profile – Restaurant
Respondent Profile - Annual Revenues
$1 billion to $10
billion or more
20%
Less than $100
million
50%
$100 million to less
than $1 billion
30%
Marketing Spend
Less than $1 million
2005
2004
86
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$1 million to $10 million
50.00%
53.30%
More than $10 million
26.70%
20.00%
23.30%
23.30%
Base: N= 30
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Restaurant
2005 Budget Allocation
P ublic relatio ns
5.3%
Other
4.8%
P rinted newsletters
5.3%
P rinted directo ries
4.0%
In-perso n events
15.0%
Radio
6.8%
TV
8.1%
General business magazines
1.7%
Online marketing
20.9%
Custo m publicatio ns
5.9%
Direct mail
11.2%
Newspapers
5.5%
Industry-specific/trade magazines
5.3%
87
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Base: N= 30
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Restaurant
Marketing tactics
88
% of 2005
budget
Entire contents © 2005 Forrester Research, Inc.
All rights reserved.
% using this marketing
tactic
Base: N= 30
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Retail Services
89
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B2B Marketing Profile – Retail Services
Respondent Profile - Annual Revenues
Less than $100
million
39%
$1 billion to $10
billion or more
44%
$100 million to less
than $1 billion
18%
Marketing Spend
Less than $1 million
2005
2004
90
24.60%
15.80%
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$1 million to $10 million
29.80%
38.60%
More than $10 million
45.60%
45.60%
Base: N=57
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Retail Services
2005 Budget Allocation
Public relations
4.2%
Printed newsletters
6.7%
Other
5.3%
Printed directories
3.3%
In-person events
13.6%
Radio
6.4%
TV
6.4%
Online marketing
15.9%
General business magazines
4.0%
Custom publications
6.9%
Direct mail
14.0%
Newspapers
2.9%
Industry-specific/trade magazines
10.5%
91
Entire contents © 2005 Forrester Research, Inc.
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Base: N= 57
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Retail Services
Marketing tactics
92
% of 2005
budget
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% using this marketing
tactic
Base: N= 57
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Science and R&D
93
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B2B Marketing Profile – Science and R&D
Respondent Profile - Annual Revenues
$1 billion to $10
billion or more
26%
Less than $100
million
43%
$100 million to less
than $1 billion
31%
Marketing Spend
Less than $1 million
2005
2004
94
$1 million to $10 million
31.40%
34.30%
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45.70%
51.40%
More than $10 million
22.90%
14.30%
Base: N= 35
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Science and R&D
2005 Budget Allocation
P ublic relatio ns
4.3%
Other
1.9%
In-perso n events
18.9%
P rinted newsletters
3.4%
P rinted directo ries
3.3%
TV
4.7%
Radio
4.2%
General business magazines
1.2%
Custo m publicatio ns
6.9%
Newspapers
4.8%
Online marketing
28.4%
Industry-specific/trade magazines
9.8%
Direct mail
8.2%
95
Entire contents © 2005 Forrester Research, Inc.
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Base: N= 35
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Science and R&D
Marketing tactics
96
% of 2005
budget
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% using this marketing
tactic
Base: N=35
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile – Transportation
97
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All rights reserved.
B2B Marketing Profile – Transportation
Respondent Profile - Annual Revenues
$1 billion to $10
billion or more
33%
Less than $100
million
43%
$100 million to less
than $1 billion
25%
Marketing Spend
Less than $1 million
2005
2004
98
$1 million to $10 million
40.80%
44.90%
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28.60%
26.50%
More than $10 million
30.60%
28.60%
Base: N= 49
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Transportation
2005 Budget Allocation
P ublic relatio ns
3.8%
In-perso n events
16.4%
Other
3.1%
P rinted newsletters
4.2%
P rinted directo ries
6.6%
Radio
5.9%
TV
8.9%
Online marketing
12.4%
General business magazines
4.4%
Direct mail
10.8%
Industry-specific/trade magazines
9.6%
99
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Custo m publicatio ns
7.5%
Newspapers
6.3%
Base: N= 49
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Transportation
Marketing tactics
100
% of 2005
budget
Entire contents © 2005 Forrester Research, Inc.
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% using this marketing
tactic
Base: N= 49
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5
B2B Marketing Profile -- Travel
101
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B2B Marketing Profile -- Travel
Respondent Profile - Annual Revenues
Less than $100
million
33%
$1 billion to $10
billion or more
30%
$100 million to less
than $1 billion
37%
Marketing Spend
Less than $1 million
2005
2004
102
$1 million to $10 million
26.70%
43.30%
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40.00%
More than $10 million
33.30%
23.30%
30.00%
Base: N= 30
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile – Travel
2005 Budget Allocation
P ublic relatio ns
3.7%
Other
4.2%
In-perso n events
24.4%
P rinted newsletters
0.7%
P rinted directo ries
1.8%
Radio
6.8% TV
7.6%
General business magazines
3.5%
Custo m publicatio ns
2.6%
Newspapers
5.4%
Industry-specific/trade magazines
4.1%
Online marketing
30.6%
103
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Direct mail
4.6%
Base: N= 30
Source: Forrester Consulting Survey for ABM
B2B Marketing Profile -- Travel
Marketing tactics
104
% of 2005
budget
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% using this marketing
tactic
Base: N= 30
Source: Forrester Consulting Survey for ABM
% of respondents increasing
marketing spend by more
than 5% in 2008
2008
2004/5