An Overview

Technology Marketing Benchmark Survey

2011

Setting the scene

Typical respondent:

• UK based

• Had marketing qualifications

• Budget holder or influencer

• From wide range of different sized client-side organisations

Overall importance of ROI is clear

felt that ROI was “essential” or “very important” when defining marketing strategy

thought the importance of demonstrating ROI had increased in the last 12 months

91% 68%

Some good news in spite of economic conditions

Net increase in the size of marketing functions within the technology sector over the last year.

Considerable optimism over budgets for the next 12 months.

Most marketers feel well respected within their organisations

Stay Same Decrease 2%

Decrease Stay Same 15%

Decrease Decrease 6%

Last 12 Months Next 12 Months (Expected)

Percentage

Increase Increase 28%

Stay Same Increase 17%

Increase Stay Same 9%

Decrease Increase 7%

Stay Same Stay Same 14%

Increase Decrease 2%

Marketing budget change over time

Clear Net Increase

54%

Stable / Fluctuating

23%

Clear Net Decrease

23%

Marketing objectives sought to achieve

Primary objective

42%

16%

19%

3%

5%

3%

4%

Sought to achieve

76%

75%

72%

64%

59%

45%

43%

Focus over next 12 months

58%

47%

47%

36%

29%

27%

29%

Create leads for sales conversion

Build brand

Drive sales (direct)

Increase web traffic

Launch new product/service

Nurture leads

Increase customer loyalty

How effective respondents were in meeting last year’s main marketing objective

14%

73%

11%

Chart Title

Very effective

Quite effective

Quite ineffective

Very ineffective 2%

Which marketing tools are most used?

Used in last 12 months

E-mail 90%

Third party events (e.g. exhibitions) 76%

PR 69%

Online advertising 63%

Search marketing 59%

Direct mail 53%

Social media 52%

Bespoke events (e.g. roundtables, seminars)

50%

Content marketing (e.g. white papers) 50%

Print advertising 47%

Video 35%

Corporate Hospitality 28%

Online Events 20%

Expected net change in spend

+

+++

+++–+

+

So why were these marketing tools chosen? 

BudgetInternal

Preference/ Expertise

Agency Influence

70%

51%

22%

7%

Fit ForPurpose

Most effective tools in terms of investment 

E-mail Bespoke Events

Third Party Events

25% 14%13%

Digital techniques set to increase in importance

We will

invest more in dig-

ital

Don't know

Chart Title

Split will remain constant

We will invest more in offline

49%

But there are still barriers preventing greater use 

Lack of internal resources

Buy in from decision makersPressure to be ROI focussed

How well informed are marketers when it comes to digital marketing techniques?

64%

I’m up to speed with all the latest

techniques!

I understand the key issues, but I

could always learn more.

16%

There are serious gaps in our knowledge!

I’m not very well informed!

14%

5%

How well informed are marketers when it comes to digital marketing techniques?

Is the importance of ROI clear?

felt that ROI was “essential” or “very important” when defining marketing strategy

thought the importance of demonstrating ROI had increased in the last 12 months

91% 68%

Focus on ROI?Or focus on what you know works?

McCallum Layton, Bramley GrangeSkeltons Lane, Thorner, Leeds

+44 (0)113 237 5590www.McCallum-Layton.co.uk

defining a clear direction