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Sagefrog Marketing Group has conducted this marketing mix survey for ten years. The purpose of the survey is to provide a planning tool to help marketing professionals optimize their results and return-on-investment.
One hundred marketing and management professionals participated in our survey.
Manufacturing & Distribution
Software & Technology
Healthcare & Life Sciences
Business & Professional Services
Other
27%
23% 20%
14%
16%
© 2017 Sagefrog Marketing Group, LLC. Slide 2
About Half of Businesses Don’t Have A Formal Marketing Plan
45%Yes, has a plan
55%Does not have a plan
© 2017 Sagefrog Marketing Group, LLC. Slide 3
About Half Outsource Marketing
48%In-House
52%Outsource & Both
© 2017 Sagefrog Marketing Group, LLC. Slide 4
Most Outsourced Marketing is Project-Based
49%Project
27%Both
24%Retainer
© 2017 Sagefrog Marketing Group, LLC. Slide 5
© 2017 Sagefrog Marketing Group, LLC. Slide 6
Percent of Revenue Companies Spend on MarketingGreater than 15%
Less than 1%
15%
0% 5% 10% 15% 20% 25% 30% 35%
10%
5%
1%
9%
11%
14%
34%
18%
14%
Website Development
Digital Marketing
Tradeshows and Events
Email Marketing
Traditional Advertising (Print)
Top Areas of Marketing Spend Include Digital Channels
© 2017 Sagefrog Marketing Group, LLC. Slide 7
Top Sales Lead SourcesMost Leads
Least Leads
Referrals
Email Marketing
Tradeshow Events
SEO
Social Media Marketing
Traditional Advertising (Print)
Pay Per Click
Public Relations
Programmatic
Telemarketing
Direct Mail
© 2017 Sagefrog Marketing Group, LLC. Slide 8
Digital Channels Provide the Best ROI
Online Marketing
Tradeshows and Events
Email Marketing
Public Relations
Traditional Advertising (Print)
Telemarketing
Direct Mail
Highest ROI
Lowest ROI
© 2017 Sagefrog Marketing Group, LLC. Slide 9
Marketing Tactics Digital Marketing Channels Remain the Most Popular
web
site
emai
l mar
ketin
g
soci
al m
edia
sear
ch e
ngin
e op
timiz
atio
n
pres
s re
leas
es
trad
esho
ws
whi
tepa
pers
dire
ct m
arke
ting
prin
t adv
ertis
ing
sear
ch e
ngin
e m
arke
ting
(PPC
)
web
inar
s
sem
inar
s
onlin
e ad
vert
isin
g (C
PM)
othe
r
tele
mar
ketin
g
book
s /
eboo
ks
86% 73% 64% 50% 48% 48% 36% 34% 34% 27% 27% 23% 23% 16% 16% 14%
© 2017 Sagefrog Marketing Group, LLC. Slide 10
Popularity of Social Media Tactics Networks and blogs used most
Link
edIn
Face
book
Twitt
er
Blo
g
Yout
ube
Do
Not
Use
Soc
ial
Inst
agra
m
Vim
eo
Slid
esha
re
Pint
eres
t
Snap
chat
80% 55% 45% 23% 16% 14% 11% 9% 7% 7% 2%
© 2017 Sagefrog Marketing Group, LLC. Slide 11
Half Think Social Media is Important
Very Important 9%
Important 27%
Somewhat Important 14%
Neutral (no opinion) 36%
Unimportant 14%
50%
© 2017 Sagefrog Marketing Group, LLC. Slide 12
Most Spend 3 Hours or Less Per Week on Social Media
41%
10+ Hours
7-9 Hours
4-6 Hours
1-3 Hours
Less than 1 Hour
7%0%
27% 25%
Soci
al M
edia
Usa
ge
66%
© 2017 Sagefrog Marketing Group, LLC. Slide 13
43% Plan to Increase Their Marketing Budget
43%Increase
50%Stay the Same
7%Decrease
© 2017 Sagefrog Marketing Group, LLC. Slide 14
Sagefrog Marketing Group, LLC is a full-service B2B marketing agency that specializes in
healthcare, technology and business services. Founded in 2002, with offices in Doylestown,
PA and Princeton, NJ, our capabilities include branding, digital, public relations & social,
traditional and integrated marketing.
Contact us and we will leap into action!
www.sagefrog.com • (215) 230.9024 •
About Sagefrog Marketing Group
All Rights Reserved © 2017 Sagefrog Marketing Group, LLC. Slide 15
