8/6/2019 b2b Marketing Guide

1/1

The B2BMarkeTing guide

62%(trade shows, magazines, direct mail, etc.)

34%(social media, SEO, email marketing)

traditionalmarketing methods

digitalmarketing methods

breakdown of traditionalmarketing methods

breakdown of digitalmarketing methods

(as a percentage o the total marketing budget) (as a percentage o the total marketing budget)

10% 20% 30% 40% 50%0%

events/trade shows28%

13%

9%

7%

3%

1%

1%

magazines/publications

direct mail

sponsorships

television

outdoor marketing

radio

5%10%15%20%25% 0%

8%

5%

5%

5%

4%

3%

email marketing

online content

seo (search engine optimization)

sem (search engine marketing)

display ads

social media

online video

34%of marketers who were already marketingthrough digital channels planned toincrease their digital budgets in 2011 .

Where do B2B marketers anticipatebudget increases or 2011?

2.

28%o marketing budgets are earmarkedor events and trade shows

In a recent study conducted by Google, over 600 B2B marketing pro essionals were surveyed and wereasked about their marketing strategy or 2011. This survey assessed how these marketers plannedto spend their marketing budget, the challenges they aced, how they analyzed ROI and the overalle ectiveness o marketing programs. What ollows are some key ndings rom that survey.

presented by

41%of marketers surveyed expected a budget

increase in 2011 . And out of that group,the average anticipated budget increasewas 21 percent.

1%mobile

3%

0%

10%

20%

30%

40%

50%

43%40%

38% 38%35% 35%

23% 22% 21%

onlinecontent

socialmedia

onlinevideo

emailmarketing

other

mobile seo sem displayads

Most efective media channels.3.

These percentages refect the averageanticipated increase (o those surveyed) in thebudget allocation or each marketing channel.

top 10 most effective media channels

8out o the top 10 most e ectivemarketing channels are digital .search

enginesvisitingwebsites

usingemail

onlinecontent

podcasts,webcasts

onlinevideo

socialmedia

mobile events,trade shows

magazines,publications

Biggest challenges or 2011.4.

o companies are concerned they donot have enough budget to und theirplans and deliver on goals.

40%o B2B marketers believe they willnot have enough people to executeplanned marketing e orts.

39%o marketers indicate that insufcientROI analysis is one o their biggestchallenges .

31%

limited budget limited staffing insufficient roi analysis

Predictions or the uture.5.

o marketers indicate thatrevenue, lead quality, or leadvolume is the most importantmetric or digital e orts.

67%

d e s i g n e d b y d a t a c o u r t e s y o f

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trade shows will remain important

o marketers invested inevent marketing in 2010.

o that group planto increase thoseinvestments in 2011.

How did B2B marketers allocatetheir marketing budget in 2010?

1.

85% 28%search is still # 1for reaching b 2b audiences email marketing a top digital priority

Approximately one-third o these marketers areplanning to increase their email budgets in 2011.

o the B2B marketers surveyedbelieve their audiences are usingsearch engines or work purposes,and they agree that searchmarketing is the most e ectivedigital channel to reach them.

81%

o B2B marketers said that SEM wase ective or gaining new leads.SEM was ranked as the number onechannel or gaining new leads .

85%

Two-thirds o marketers say thatcustomer retention is wherethe majority o their marketing

dollars will go in 2011 .

expect a renewed focus on the customer

o marketers intend to try outnew digital tactics in 2011.69%

eagerness to test new approaches

o B2B marketers agree thatsince the economic downturn,

customer loyalty has declined .

62%o marketersinvest in customer

retention .

87%

social media emerging into b 2b mainstream

o B2B marketers believetheir audiences requentlyuse social media orbusiness purposes .

mobile and online video expected to surge

o those already using mobile as amarketing channel anticipate positivegrowth in 2011 .

o marketers intended toincorporate mobile into theirmarketing plans or the rst time .

o B2B marketers believe that online videoinitiatives have a strong positive impacton their companys brand and sales .

o B2B marketers already usingonline video will increase theirvideo budgets or 2011 .

o marketers believe that socialconnections have a positive impacton the brand or brand sales .42%+ o marketers plan totry using social mediaas a marketing channel

or the rst time .16%

o marketers plan to increasetheir social media budget in 2011 .38% 40%

40% 12%

48% 35%

4% -other

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