IT Marketing Benchmarking Report Key Findings

Published January 2013

IT Marketing Benchmarking Report © B2B Marketing 2013

KEY FINDINGS

Benchmarking ReportIT Marketing

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The IT Marketing Benchmarking Report was produced by B2B Marketing, in association with Kingpin.

This report highlights the key trends and drivers affecting marketing in the technology sector. It gives a detailed picture of the processes B2B companies currently adopt to establish and achieve marketing objectives; contains key finding that provide context for the survey data, and provides B2B marketers with consequent actions and takeaways.

Benchmarking reports are a regular series of products produced by B2B Marketing. They are available free to Premium Members of B2B Marketing, or otherwise can be purchased online for £150 plus VAT. Key findings are available to download for free.

About this report


KEY FINDINGSOrder the full report today:

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1. Lead generation number one objective




This figure shows that in 2011, twice as many people were interested in lead generation than nurturing. In 2012, the gap shrunk to only 10 per cent.


2. Social media less of a priority




The majority of IT marketers’ regard social media as ‘not very important’, while only 17 per cent regard it as ‘critical’ – suggesting this channel has fallen out of favour for this group of marketers.


3. Content marketing most effective channel




Despite the hype over digital, content marketing appears to be able to deliver more than other digital techniques. Overall, 39 per cent of respodents selected it as one of their top three tools.


4. Video most powerful to capture buyer interest




The power of video is clearly evident, with 27 per cent of respondents regarding watching a video to be ‘very important’.


5. Demonstrating ROI is unsuccessful




IT marketers’ ability to demonstrate ROI on marketing spend is falling. Twenty four per cent of respondents reported their ability to demonstrate ROI had increased in 2012, against 31 per cent who said it had fallen.


Contents of the full report

Section A: Key findings• Importance of lead nurturing • Rise in marketing budgets • Traditional marketing tools dominate • Email remains the mainstay • Content marketing most effective • The social media bubble has burst • Measurement on marketing activity is failing • Slow uptake of marketing automation • Video offers most clues to buyer interest • Marketers have no specific technology budget

Section B: Key learnings• Balancing lead generation and nurturing • Don’t get obsessed with digital • Handle email with care • Invest in brand journalism • Focus on ROI • Build the right infrastructure • Develop a social strategy

Appendix 1: Respondent profiles• Size and turnover of responding organisations • Company type • Company and geographical reach • Roles and level of responsibility

Appendix 2: Full survey results• Marketing objectives • Marketing budgets • Current usage of marketing techniques and channels • Measurement • Marketing technology • Social media • Targeting decision makers





Buy this reportThis report will help you: benchmark your current technology marketing activity, understand digital marketing techniques, optimise your marketing tools and techniques and rationalise your routes to market.

You can buy this report now for just £150 + VAT, or subscribe as a B2B Marketing Premium Member to get unlimited access to all the reports.

B2B Marketing produces the following types of reports:

• Benchmarking reports: Indepth analysis of key channels, helping marketers benchmark their activities against industry standards.

• Best practice guides: Practical guidance focused on key objectives or utilising particular marketing tools or techniques.

• Business cases: Insight and data to help build a case towards a specific marketing investment.

• Technology evaluation guides: Indepth functional comparison data on a particular type of marketing technology.

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IT Marketing Benchmarking Report Key Findings