snapshot: b2b marketing outlook report 2012 andrew haussegger, green hat february/march 2012 ©...

Snapshot: B2B Marketing Outlook Report 2012Andrew Haussegger, Green HatFebruary/March 2012

© 2012 Green Hat Marketing Pty Ltd. All Rights Reserved

© 2012 Green Hat Marketing Pty Ltd

What will be discussed today

Marketing teams & budgets Key challenges in B2B marketing Marketing measurement & benchmarks Traditional vs digital tactics Role of social media in B2B marketing


Acknowledgements

187 Research Participants


Companies178Participants187

Questions 32

Responses 13,000+

Data points 84

4

The most comprehensive research conducted into the practice of B2B Marketing in Australia - providing an insight into the objectives, challenges, responses and outcomes for the Australian B2B marketer.

Industries15

Some numbers before the numbers...


Marketing teams are small... in most cases

Revenue < $1M 100% with <5 staff

Revenue $1M to $50M 89%Revenue $50M to $500M 67%Revenue $500M+ 32%

Point of View: Lack of financial ROI measurement impacts ability to justify staff increases. As well, marketing teams are often cut in economic hard times but not increased when conditions improve.

Most B2B marketing teams are small. Even one third of the largest revenue category have teams of less than five staff.


What’s happening to marketing budgets?

More than half of budgets are essentially unchanged. Budget increases outnumber budget decreases by about three to one.


Point of View: Marketers are shifting their spend to online where buyers are researching and networking. New leader in 2014!

How is that budget being spent (2011 v 2012)?

Investment in traditional (offline) activities slides back (again) in favour of digital and lead nurturing initiatives.


What did marketers find most challenging in 2011?

Point of View: Marketers are challenged in their backend operations. Key drivers are ROI accountability & performance optimisation.


Understanding what it costs to produce a sales lead

A surprisingly high number of marketers do not track Cost per Lead. The bigger the order value, the more likely the marketer does not know cost.

Point of View: Are marketers unable to measure cost or unwilling to? Lack of process? Knowing the cost helps optimise future channels to market.

34% not sureDemand-Gen Leads 66% know Cost-per-Lead

50% not sureNurture Program Leads 50% know Cost-per-Lead


So ... what does a lead cost?

Point of View: Nurture programs are working with largely known and conditioned audiences.

Lower order

values


Point of View: Sales are leaving too many leads ‘on the table’. Closed-loop processing is missing.

Lead acceptance by Sales & lead-to-order conversion

Percentage of leads marketers lose sight of: 27%

Percentage of companies who follow up 80%+ of leads: 35%

Lead-time least likely to convert to an order:4-12 months


Conversion rates have a long way to go

35%

60%

Point of View: More tightly integrated sales & marketing planning and execution is needed.


What traditional tactics will marketers deploy in 2012?


What digital tactics will marketers deploy in 2012?


Which Social Media is being used by B2B marketers?

Most of the surveyed social media forums increased in usage.

75% 59% 47% 40% 29% 13%20% 11% 5%

Point of View: Marketers have put more than their toe in water and are now spreading their bets. Winners tomorrow will have invested in inbound today.

10%

#admab2b


And how do marketers feel about Social Media?

Overall, current sentiment is not positive, however marketers are persisting and testing options.

Good results and ROI: 7%Undecided – too early to tell: 33%

Not happy with results: 29%

Plan to get started: 20%

Resisting the trend: 11%

Point of View: ‘Show me the money’ but Social needs time. Offers a platform to turn strangers into friends into customers for relatively low cost.


A selection from many great comments ...

(We need to avoid) formalising a marketing/sales process that won't constrain our business to a set of arbitrary KPIs and kill off our ability to be flexible and creative.

Cross channel Marketing and Information marketing is where it's happening ...

Developing compelling content: building a content marketing strategy that is relevant to the market in ANZ is my top priority

Keep up the good work! So refreshing to have a B2B focused survey!


What to expect in the 2012 Outlook Report

1. Objectives & challenges in B2B Marketing2. Marketing budget distribution3. Use of traditional vs digital marketing tactics4. Marketing metrics and conversion rates5. Adoption of social media6. Marketing department profiles (staff, budgets)

To register for the 2012 Outlook report visit:www.green-hat.com.au/b2b2012

http://www.green-hat.com.au/b2b2012

snapshot: b2b marketing outlook report 2012 andrew haussegger, green hat february/march 2012 ©...

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