The B2B Barometer Q1 2011. The B2B Barometer: Vital Statistics The B2B Barometer is the ‘state of the nation’ study for B2B marketers Now in its fourth

The B2B BarometerQ1 2011

http://www.b2bbarometer.co.uk/


The B2B Barometer: Vital Statistics

• The B2B Barometer is the ‘state of the nation’ study for B2B marketers

• Now in its fourth wave, and backed by two years’ worth of historical data on B2B marketing

• Findings based on 200 interviews with B2B marketing professionals conducted in January 2011:

• 108 client-side marketing professionals collectively responsible for controlling budgets amounting to £47.8 million a year

• 92 B2B marketing agency professionals with total annual revenues of £540m

• This report project is sponsored by Circle Research, the Institute of Direct Marketing and the Association of B2B Agencies


How confident are you in the ability of the current government to effectively manage the UK's economy?


November 2009 June 2010 January 2011

8%8% 6%

16%19%

19%

54%52%

54%

19% 15% 19%

Very confident

Quite confident

Neutral

Not very confident

Not at all confident

Both client and agency opinion. Base: 200.

How confident are you with your organisation's own outlook for the next 12 months?



27%

10% 7%

18%

20%16%

19%

20%20%

23%

34%34%

11% 15%23%

Significantly increased

Slightly increased

Stayed the same

Slightly decreased

Significantly decreased

Base: 92 B2B marketing agency respondents

To what extent has your organisation's revenue changed over the past 12 months?



79%

71% 73%

34%

49%

57%

% of agency respondents confident in outlook for next 12 months

% of agency respondents whose revenue increased in last 12 months


Confidence versus performance amongst agencies


-100% 0% 100%

-100%

100%

Jan 2011June 2010

Nov 2009

Net change in quality

Ne

t c

ha

ng

e in

qu

an

tity

More quality, more quantity

Less quality, more quantity

Less quality, less quantity

More quality, less quantity


Quantity versus quality of enquiries



15% 10% 4%

20%

8%9%

25%

17%17%

24%

47%42%

12% 17%25%

Significantly increased

Slightly increased

Stayed the same

Slightly decreased

Significantly decreased


In the past six months, would you say the number of enquiries you have received has...?



32%

59%

10%

37%

7%

39%

31% 34%

51%

Improved

Stayed the same

Worsened


And now thinking about the quality of these enquiries, would you say they have...?


28%

48%

22%

Increased

Remained static

Decreased

Base: 108 B2B client-side respondents

Thinking about your organisation's budgets, in overall terms how, if at all, would you say they have changed in the past 12 months?


June 2010 January 2011

9% 9%

18% 15%

30% 35%

25%34%

16%8%

Significant increase

Slight increase

No change

Slight decrease

Significant decrease


Compared to the previous 12 months, does your organisation's B2B marketing budget for the next 12 months represent an increase or a decrease?


17%

14%

11%

11%9%

9%

8%

5%

4%3%

3%5%

Trade showsEmailWebsite developmentOnline adsDirect mailPRPrintSocial mediaMarketing researchMarketing strategyBrand identityOther


Over the next 12 months, what proportion of this B2B marketing budget do you expect to be allocated to these areas?


April 2009 Nov 2009 June 2010 Jan 20110%

75%

47% 45%43%

43%

39% 41% 42% 41%


Traditional chan-nelsDigital channels

The rise in spend on digital marketing channels and fall in spend on traditional marketing channels has tapered off over the past six months


April 2009 Nov 2009 June 2010 Jan 20110%

20%

16%

9%

14%

17%

2%

5%


Direct mail’s share of B2B marketing budget has almost halved in two years. The channels to gain from this shortfall have been social media and trade shows.

Trade shows

Social media

Direct mail


Use of market-ing technolo-

gies

Aligning sales and marketing

Measuring ROMI

Insight-led decisions

Social media strategy

14% 17% 14%8%

33%

36% 34% 44% 52%

38%

50% 49%43% 40%

29%

High priority

Medium priority

Low priority


Would you describe each of the following as a high, medium or low priority for your organisation at present?


None of the above

Other

ROMI models

Budgeting software

Marketing automation

Marketing performance syst.

Advanced email syst.

Lead management syst.

Database software

Content management syst.

CRM

8%

3%

10%

18%

27%

37%

38%

38%

44%

60%

76%


Which, if any, of the following marketing technologies do you currently use?


April 2009 November 2009

June 2010 January 2011

51%35%

43% 38%

49%65%

57% 62%

Yes

No

Does your organisation currently measure ROMI?



November 2009 June 2010 January 20110%

75%

32% 28%

64%63%

70%

36% YesNo

Does your organisation have a social media strategy?



13%

79%

9%

Agree

Disagree

Don't know

Base: 200. Both agency and client opinion

Would you agree or disagree the social media has little relevance to B2B organisations?


20%

73%

8%

Agree

Disagree

Don't know


Would you agree or disagree that social media is of little relevance to your organisation?


Which of the following social media channels does your organisation use to help clients engage with their target market/s?

None/ not relevantOther

WikiViral marketing

Podcasts

Social bookmarkingOnline communities

Discussion forumsFlickr, YouTube

Video marketingFacebook

Twitter

BlogsLinked.in

14%5%

10%21%

23%

24%36%

36%37%

43%45%

54%

59%74%



And which one social media channel do you think has the most powerful impact in a B2B setting?


None/ not relevant

Other

Wiki

Social bookmarking

Flickr, YouTube

Podcasts

Viral marketing

Facebook

Discussion forums

Twitter

Video marketing

Online communities

Blogs

Linked.in

10%

3%

0%

0%

1%

1%

3%

3%

4%

4%

9%

10%

20%

32%


Don't know/ not set

More than £1m

£750k - £1m

£500k - £749,999

£200k - £499,999

£100k - £199,999

£50k - £99,999

£25k - £49,999

Less than £25k

6%

22%

8%

11%

15%

12%

8%

5%

12%

How much is your organisation likely to spend on B2B marketing activities over the next 12 months?



Find out more …Access the full contents of Report 4 (and earlier

reports) FREE at www.b2bbarometer.co.uk

If you are a B2B marketer and wish to contribute to future surveys, register now:

http://www.b2bbarometer.co.uk/register/

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Documents

The B2B Barometer Q1 2011. The B2B Barometer: Vital Statistics The B2B Barometer is the ‘state of the nation’ study for B2B marketers Now in its fourth