B2B Marketing Barometer 2012 - Reg van Steen
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Reg van SteenBusiness Unit Director
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#b2bnl
Join the conversation
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TNS NIPO B2B Marketing Barometer 2012
Reg van SteenTNS NIPO
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• Nieuwe klanten werven25%
• Naamsbekendheid/positionering20%
• Omzet verhogen18%
• Klantbehoud10%
• Marketingbudget10%
• Inzet digital marketing 6%
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< € 100.00052%
€ 100.000 - 500.00013%
€ 500.000 - € 1 mln3%
> € 1 mln6%
Weet niet / geen specifiek B2B budget
26%
Uitgaven B2B Marketing (2011)
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B2B Marketing Budget
stijgt het B2B-marketingbudget; 12%
blijft het B2B-marketing-
budget gelijk; 47%
daalt ook het B2B-market-ingbudget;
34%
weet niet; 7%
Als de omzet daalt, dan
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B2B Marketing Budget
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Groei investeringen in
• Website(s) van organisatie• PR• CRM• Online advertising• Mobile marketing• Email marketing• Social media
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Non engaging: cold calling
• 25% van de B2B marketeers doet aan cold calling
• 47% van de B2B marketeers die een social media strategie hebben
• Inschatting rendement: 5%
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Basis: allen die social media inzetten voor hun organisatie
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Content marketing in de lift
• De helft van de B2B organisaties biedt het aan (2011: 36%)
• 20% minimaal maandelijks
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Uitdagingen Content marketing
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En wat levert het allemaal op?(inschatting door B2Bers die social media inzetten)
2011 2012
32%37%
27%
32%
41%32%
opbrengsten hoger dan investeringeneven hoogopbrengsten lager dan investeringen
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B2B marketing Nederland 2012:• nuchter en down to earth• ruim een kwart budget voor digital• kleine minderheid heeft strategie social media
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