Transcript B2B Barometer Q1 2012: Slide Deck

The B2B Barometer
Q1 2012
The B2B Barometer: Vital Statistics
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The B2B Barometer is the ‘state of the nation’ study for B2B marketers
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Now in its sixth wave, and backed by three years’ worth of historical data on B2B
marketing
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Findings based on 128 interviews with B2B marketing professionals conducted in
April:
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73 client-side marketing professionals collectively responsible for controlling budgets
amounting to £29.1 million a year
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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
How confident are you with your own organisation's outlook for the next 12
months?
19%
15%
52%
54%
19%
54%
22%
25%
47%
55%
16%
19%
19%
Very confident
Quite confident
Neutral
Not very confident
Not at all confident
I don't know
21%
14%
8%
8%
5%
6%
6%
Nov 09
Jun 10
Jan 11
Aug 11
Apr 12
Base: 128 B2B marketers: 73 client-side marketers; 55 B2B marketing agency professionals
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%
70%
61%
59%
50%
56%
48%
48%
Net confidence (agencies)
Net confidence (clients)
25%
Nov 09
Jun 10
Jan 11
Base: 73 client-side marketers; 55 B2B marketing agency professionals
Aug 11
Apr 12
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How would you say your organisation’s budgets have changed in the past
12 months?
28%
38%
32%
Increased
41%
48%
Decreased
44%
22%
18%
Jan 11
Aug 11
Base: 73 client-side marketers
Remained static
26%
Apr 12
5
To what extent has your organisation’s revenue changed over the past 12
months?
11%
15%
23%
24%
34%
23%
Significantly up
34%
19%
18%
26%
37%
Largely static
20%
20%
20%
19%
16%
9%
10%
7%
12%
Jun 10
Jan 11
Aug 11
27%
Nov 09
Slightly up
34%
Base: 55 B2B marketing agency professionals
Slightly declined
22%
Significantly declined
11%
6%
Apr 12
6
In the past six months, would you say the number of enquiries you have
received has…?
12%
17%
25%
20%
23%
24%
Significantly increased
35%
47%
Slightly increased
40%
42%
25%
Stayed the same
Slightly decreased
17%
20%
17%
17%
8%
15%
Nov 09
10%
Jun 10
9%
Jan 11
Base: 55 B2B marketing agency professionals
26%
Significantly decreased
17%
10%
Aug 11
8%
Apr 12
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And now thinking about the quality of these enquiries, would you say they
have…?
31%
34%
38%
51%
56%
7%
Improved
37%
Stayed the same
Worsened
49%
59%
39%
35%
32%
Nov 09
Jun 10
10%
13%
9%
Jan 11
Aug 11
Apr 12
Base: 55 B2B marketing agency professionals
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Net quantity versus net quality of enquiries
75%
54%
51%
46%
50%
47%
41%
28%
25%
25%
Net quantity
Net quality
0%
1%
-1%
Nov 09
Jun 10
Jan 11
Aug 11
Apr 12
-25%
-25%
Base: 55 B2B marketing agency professionals
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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%
Base: 73 client-side marketers
>25%
21-25%
16-20%
11-15%
6-10%
1-5%
0%
1-5%
6-10%
11-15%
16-20%
21-25%
>25%
0%
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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%
3%
15%
3%
3%
4%
4%
12%
6%
11%
7%
7%
9%
9%
Base: 73 client-side marketers
Trade shows
Direct mail
Email
Website development
Print
PR
Direct sales
Content creation
SEO/PPC
Social media
Online advertising
Telemarketing
Marketing research
Marketing strategy
Brand identity
Other advertising
Other
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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
Ensure employees 'living the brand'
Other
Base: 73 client-side marketers
8%
1%
15%
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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
Other
Base: 55 B2B marketing agency professionals
2%
7%
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How closely integrated are your activities using these different marketing
channels?
3%
4%
29%
17%
Very closely integrated
Quite closely integrated
Not very integrated
Not at all integrated
Don't know
47%
Base: 73 client-side marketers
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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
Half of our clients' activities
are closely integrated
35%
Few of our clients' activities
are closely integrated
None of our clients' activities
are closely integrated
33%
Base: 55 B2B marketing agency professionals
Don't know
15
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
16%
Base: 73 client-side marketers
Little/None of our activity
16
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
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
Raising brand awareness
Other
Base: 73 client-side marketers
12%
3%
4%
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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
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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%
Base: 73 client-side marketers
Infographics
4%
Webcasts
4%
Podcasts
1%
e-books
1%
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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 about it
22%
Feature on other websites
16%
Acquiring a microsite
15%
Advertising on other webistes
Base: 73 client-side marketers
11%
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Find out more …
Access the full contents of Report 6 (and earlier
reports) FREE at www.b2bbarometer.co.uk
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future surveys, register now:
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