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Green Hat B2B Marketing Outlook Australia 2014 Sneak Peek

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Green Hat
Green Hat

This document is a research report on B2B marketing practices in Australia in 2014. It contains an executive summary with key findings and observations from the research. The bulk of the document details research results on topics like marketing resources, challenges, channels, automation, content marketing, metrics, and social media. It was conducted by Green Hat with support from several marketing organizations to explore current B2B marketing intentions and directions.

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In association with Sponsored by B2B Marketing Outlook Australia 2014 A research report exploring B2B marketing practice, intentions and directions MEASURABLE B2B MARKETING
2PAGE B2B Marketing Outlook | AUSTRALIA 2014 Foreword. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Section 1: Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.1 Key Findings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.2 Observations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Section 2: Research Results. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.1 Market Offerings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Type of Offering Typical Order Value Lead Times 2.2 Marketing Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Size of Marketing Budget Change in Marketing Budget Budget Allocation Size of Marketing Team 2.3 Marketing Challenges & Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Marketing Challenges in 2013 Marketing Objectives in 2014 2.4 Marketing Channels. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Traditional Marketing Tactics Digital Marketing Tactics Digital versus Traditional Marketing Trends Inbound versus Outbound Mobile Marketing 2.5 Marketing Automation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Marketing Automation Adoption Marketing Automation ROI Marketing Automation Benefits 2.6 Content Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Significance of Content Marketing Creation of Content Targeting Buyers 2.7 Marketing Metrics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Cost Per Lead 2.8 Marketing & Sales Alignment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Lead Follow-up Rate Lead Conversion to Order Rate 2.9 Social Media Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Social Media Platforms Social Media Involvement Social Media ROI Section 3: Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Research Supporters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 CONTENTS ?2014 Green Hat Marketing Pty Ltd ABN 30 099 016 752. All rights reserved. No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.
15PAGE B2B Marketing Outlook | AUSTRALIA 20142.0 RESEARCH RESULTS 2.4 Marketing Channels Digital versus Traditional Marketing Trends This graph provides a comparative snapshot of trends in traditional and digital marketing, based on our respondents¡¯ intentions for 2014. Public Relations In-Person Events Surveys/Research Direct Mail Telemarketing Tradeshows/Conferences Print Advertising Website and Microsites Email Campaigns e-Nurture Marketing Social Media Marketing Online Video Online Content Syndication Search Engine Optimisation (SEO) Webinars Online Communities and Portals Online Paid/Display Advertising Mobile App Marketing Digital versus Traditional Marketing Trends 20% 40% 60% 80%-20%-40% More DIGITAL Less Start Stop TRADITIONAL
19PAGE B2B Marketing Outlook | AUSTRALIA 20142.0 RESEARCH RESULTS 2.6 Content Marketing Significance of Content Marketing How significant is Content Marketing in your B2B marketing? (eg white papers, research reports, articles, videos and other thought leadership material ¨C excluding corporate/service/ product collateral) Creation of Content How do you create content for B2B marketing? Targeting Buyers Have you developed demographic/psychographic personas for buyers in your target market? DRILLING DOWN Larger companies are significantly more likely to partly, mostly or completely outsource their content development: 74% compared to 49% of smaller companies. EXPERT VIEW: THE FUTURE OF CONTENT MARKETING ¡°I think it¡¯ll look less like a separate thing ¨C ¡®content marketing¡¯ ¨C and more like, well, marketing! The future of all marketing is in programs that are useful, honestly empathetic, inspired, and based on data or creative insights.¡± Ann Handley, Chief Content Officer, Marketing Profs ¡°Marketing departments will continue their transformation into mini-publishers. Analytics and data will be critical, but knowing more about our customers¡¯ consumption habits will create a more complex need for useful content.¡± Joe Pulizzi, Founder, Content Marketing Institute Quoted in Marketo¡¯s guide to Content Marketing for Lead Generation, 2014 43% Very significant Content is a key pillar in our marketing 27% 22% 8% Significant We promote a range of content Somewhat significant Not significant for us 45% Mostly in-house some outsourced 39% Completely in-house 12% Mostly outsourced 3% Not sure 1% Completely outsourced 37% No 35% Yes 23% We plan to 5% Not sure?
17PAGE B2B Marketing Outlook | AUSTRALIA 20142.0 RESEARCH RESULTS 2.5 Marketing Automation Marketing Automation Adoption How would you best describe your adoption of marketing automation? For the purposes of this research, we define marketing automation (MA) as the use of software and web-based services to generate, nurture, manage and score leads as well as execute repetitive campaign tasks. Marketing Automation ROI How would you rate your return on investment from marketing automation? Base: Marketing automation users INSIGHT Of those respondents currently using marketing automation, twice as many have integrated it with their CRM systems as have not, which sounds encouraging. However, true integration is more than just occasional database syncs between disparate systems. Ideally, well-integrated MA and CRM systems deliver a relevant real-time view for both Marketing and Sales of lead progression and buyer engagement across marketing campaigns and nurture programs, as well as social media channels and website activity. KEY FINDING Half of respondents (51%) that have implemented marketing automation have positive ROI, with a further 10% currently breaking even. DRILLING DOWN Larger companies are 50% more likely to have integrated their MA platform with their CRM system. Of those that use Marketing automation, how would you rate yourt ROI 9% Excellent 42% Satisfactory 21% Plan to implement in 2014 28% Currently using & integrated with CRM 13% Currently using & not integrated with CRM 10% Breakeven 17% Not sure 22% Yet to achieve ROI 2% Used MA but abandoned it 33% Do not use MA 3% Not sure
25PAGE B2B Marketing Outlook | AUSTRALIA 2014RESEARCH SUPPORTERS This study was conducted by Green Hat with the support of ADMA, Marketing Magazine, Marketo and SAP Green Hat is an Australian marketing consulting agency working exclusively for the B2B sector. Our services include market research, strategic planning and execution of programs that require lead nurturing and progression, lead generation, marketing automation, digital marketing and content development. We assist clients that have medium to long consideration times ¨C especially in the high-tech, professional services, financial services and industrial sectors. Our client list includes global blue-chip brands such as IBM, EMC, SingTel Optus, Flight Centre, Nokia Siemens, as well as many local organisations. www.green-hat.com.au The Association for data-driven marketing and advertising (ADMA) is the principal industry body for information based marketing and advertising and is the largest marketing and advertising body in Australia with over 550 member organisations. ADMA is the ultimate authority and go-to resource for creative and effective data-driven marketing across all channels and platforms, providing knowledge, advocacy, insight and innovation to advance responsive and enlightened marketing. www.adma.com.au Marketing magazine has been exploring the strategic challenges facing marketing directors in businesses large and small every month for over 30 years, and it continues to be a trusted resource for marketers and media professionals in Australia. Through the magazine, digital properties, videos and live events, Marketing strives to empower marketing decision makers to plan strategies, implement campaigns and gain competitive advantage in their marketplace. www.marketingmag.com.au As market leader in enterprise application software, SAP helps companies of all sizes and industries run better. SAP empowers people and organisations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 238,000 customers to operate profitably, adapt continuously, and grow sustainably. www.sap.com Marketo provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships, acquire new customers more efficiently, maximise customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing¡¯s contribution to revenue growth. www.marketo.com MEASURABLE B2B MARKETING Sponsor Sponsor

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Green Hat B2B Marketing Outlook Australia 2014 Sneak Peek

  • 1. In association with Sponsored by B2B Marketing Outlook Australia 2014 A research report exploring B2B marketing practice, intentions and directions MEASURABLE B2B MARKETING
  • 2. 2PAGE B2B Marketing Outlook | AUSTRALIA 2014 Foreword. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Section 1: Executive Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.1 Key Findings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 1.2 Observations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Section 2: Research Results. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.1 Market Offerings. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Type of Offering Typical Order Value Lead Times 2.2 Marketing Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Size of Marketing Budget Change in Marketing Budget Budget Allocation Size of Marketing Team 2.3 Marketing Challenges & Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Marketing Challenges in 2013 Marketing Objectives in 2014 2.4 Marketing Channels. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Traditional Marketing Tactics Digital Marketing Tactics Digital versus Traditional Marketing Trends Inbound versus Outbound Mobile Marketing 2.5 Marketing Automation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Marketing Automation Adoption Marketing Automation ROI Marketing Automation Benefits 2.6 Content Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Significance of Content Marketing Creation of Content Targeting Buyers 2.7 Marketing Metrics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Cost Per Lead 2.8 Marketing & Sales Alignment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Lead Follow-up Rate Lead Conversion to Order Rate 2.9 Social Media Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Social Media Platforms Social Media Involvement Social Media ROI Section 3: Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Research Supporters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 CONTENTS ?2014 Green Hat Marketing Pty Ltd ABN 30 099 016 752. All rights reserved. No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.
  • 3. 15PAGE B2B Marketing Outlook | AUSTRALIA 20142.0 RESEARCH RESULTS 2.4 Marketing Channels Digital versus Traditional Marketing Trends This graph provides a comparative snapshot of trends in traditional and digital marketing, based on our respondents¡¯ intentions for 2014. Public Relations In-Person Events Surveys/Research Direct Mail Telemarketing Tradeshows/Conferences Print Advertising Website and Microsites Email Campaigns e-Nurture Marketing Social Media Marketing Online Video Online Content Syndication Search Engine Optimisation (SEO) Webinars Online Communities and Portals Online Paid/Display Advertising Mobile App Marketing Digital versus Traditional Marketing Trends 20% 40% 60% 80%-20%-40% More DIGITAL Less Start Stop TRADITIONAL
  • 4. 19PAGE B2B Marketing Outlook | AUSTRALIA 20142.0 RESEARCH RESULTS 2.6 Content Marketing Significance of Content Marketing How significant is Content Marketing in your B2B marketing? (eg white papers, research reports, articles, videos and other thought leadership material ¨C excluding corporate/service/ product collateral) Creation of Content How do you create content for B2B marketing? Targeting Buyers Have you developed demographic/psychographic personas for buyers in your target market? DRILLING DOWN Larger companies are significantly more likely to partly, mostly or completely outsource their content development: 74% compared to 49% of smaller companies. EXPERT VIEW: THE FUTURE OF CONTENT MARKETING ¡°I think it¡¯ll look less like a separate thing ¨C ¡®content marketing¡¯ ¨C and more like, well, marketing! The future of all marketing is in programs that are useful, honestly empathetic, inspired, and based on data or creative insights.¡± Ann Handley, Chief Content Officer, Marketing Profs ¡°Marketing departments will continue their transformation into mini-publishers. Analytics and data will be critical, but knowing more about our customers¡¯ consumption habits will create a more complex need for useful content.¡± Joe Pulizzi, Founder, Content Marketing Institute Quoted in Marketo¡¯s guide to Content Marketing for Lead Generation, 2014 43% Very significant Content is a key pillar in our marketing 27% 22% 8% Significant We promote a range of content Somewhat significant Not significant for us 45% Mostly in-house some outsourced 39% Completely in-house 12% Mostly outsourced 3% Not sure 1% Completely outsourced 37% No 35% Yes 23% We plan to 5% Not sure?
  • 5. 17PAGE B2B Marketing Outlook | AUSTRALIA 20142.0 RESEARCH RESULTS 2.5 Marketing Automation Marketing Automation Adoption How would you best describe your adoption of marketing automation? For the purposes of this research, we define marketing automation (MA) as the use of software and web-based services to generate, nurture, manage and score leads as well as execute repetitive campaign tasks. Marketing Automation ROI How would you rate your return on investment from marketing automation? Base: Marketing automation users INSIGHT Of those respondents currently using marketing automation, twice as many have integrated it with their CRM systems as have not, which sounds encouraging. However, true integration is more than just occasional database syncs between disparate systems. Ideally, well-integrated MA and CRM systems deliver a relevant real-time view for both Marketing and Sales of lead progression and buyer engagement across marketing campaigns and nurture programs, as well as social media channels and website activity. KEY FINDING Half of respondents (51%) that have implemented marketing automation have positive ROI, with a further 10% currently breaking even. DRILLING DOWN Larger companies are 50% more likely to have integrated their MA platform with their CRM system. Of those that use Marketing automation, how would you rate yourt ROI 9% Excellent 42% Satisfactory 21% Plan to implement in 2014 28% Currently using & integrated with CRM 13% Currently using & not integrated with CRM 10% Breakeven 17% Not sure 22% Yet to achieve ROI 2% Used MA but abandoned it 33% Do not use MA 3% Not sure
  • 6. 25PAGE B2B Marketing Outlook | AUSTRALIA 2014RESEARCH SUPPORTERS This study was conducted by Green Hat with the support of ADMA, Marketing Magazine, Marketo and SAP Green Hat is an Australian marketing consulting agency working exclusively for the B2B sector. Our services include market research, strategic planning and execution of programs that require lead nurturing and progression, lead generation, marketing automation, digital marketing and content development. We assist clients that have medium to long consideration times ¨C especially in the high-tech, professional services, financial services and industrial sectors. Our client list includes global blue-chip brands such as IBM, EMC, SingTel Optus, Flight Centre, Nokia Siemens, as well as many local organisations. www.green-hat.com.au The Association for data-driven marketing and advertising (ADMA) is the principal industry body for information based marketing and advertising and is the largest marketing and advertising body in Australia with over 550 member organisations. ADMA is the ultimate authority and go-to resource for creative and effective data-driven marketing across all channels and platforms, providing knowledge, advocacy, insight and innovation to advance responsive and enlightened marketing. www.adma.com.au Marketing magazine has been exploring the strategic challenges facing marketing directors in businesses large and small every month for over 30 years, and it continues to be a trusted resource for marketers and media professionals in Australia. Through the magazine, digital properties, videos and live events, Marketing strives to empower marketing decision makers to plan strategies, implement campaigns and gain competitive advantage in their marketplace. www.marketingmag.com.au As market leader in enterprise application software, SAP helps companies of all sizes and industries run better. SAP empowers people and organisations to work together more efficiently and use business insight more effectively to stay ahead of the competition. SAP applications and services enable more than 238,000 customers to operate profitably, adapt continuously, and grow sustainably. www.sap.com Marketo provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships, acquire new customers more efficiently, maximise customer loyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing¡¯s contribution to revenue growth. www.marketo.com MEASURABLE B2B MARKETING Sponsor Sponsor