B2B 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 贈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 organisations 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 organisations 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