Where’s Your Business Coming From?
ITA Marketing Survey ResultsFall 2011
Do You Have a Formal Marketing Plan?
• 79% - Yes• 21% - No
Do You Track the Source of Closed Business
• 93% - Yes• 7% - No
What is Your Most Important Marketing Priority for the Coming Year?
• 75% - Lead Generation• 8% - Awareness
Building• 8% - New Product
Launch• 8% - Other• 2% - Implementing a
Marketing Plan
• Other:“All are equally
important”“Tightening the message
across multiple products”
“Branding, Lead Gen, measuring marketing”
Will online advertising spend increase or decrease in the coming year?
• 62% - Increase• 20% - Stay the
same• 18% - No spend
Will Print Advertising spend increase or decrease in the coming year?
• 40% - No Spend• 32% - Stay the
same• 15% - Decrease• 12% - Increase
Will PPC spend increase or decrease in the coming year?
• 36% - Increase• 36% - No spend• 23% - Stay the
same• 5% - Decrease
Will Pay for Leads spend increase or decrease in the coming year?
• 40% - No spend• 28% - Increase• 25% - Stay the
same• 8% - Decrease
Will Direct Mail spend increase or decrease in the coming year?
• 38% - Stay the same
• 32% - No spend• 20% - Increase• 10% - Decrease
Will Telemarketing spend increase or decrease in the coming year?
• 32% - Stay the same
• 32% - Increase• 26% - No spend• 11% - Decrease
Will eMail marketing spend increase or decrease in the coming year?
• 64% - Increase• 26% - Stay the
same• 8% - No spend• 3% - Decrease
Will online events (webinar) spend increase or decrease in the coming year?
• 75% - Increase• 20% - Stay the
same• 5% - No spend
Will location events (seminars, lunch and learns) spend increase or decrease in the coming year?
• 48% - Increase• 42% - Stay the
same• 8% - No spend• 2% - Decrease
Will Trade Shows/Conferences spend increase or decrease in the coming year?
• 52% - Stay the same
• 28% - Increase• 15% - No spend• 5% - Decrease
How do you execute your marketing plan?
• 54% - In house and outsourced
• 44% - In house• 2% - Not executing
What % of revenue are you spending on marketing?
• Less than 1% - 12%• 2% - 22%• 3% - 20%• 4% - 10%• 5% - 28%• +5% - 8%
Where will you spend the majority of the marketing budget in the coming year?
• 25% - Online marketing• 20% - Website• 20% - Trade shows & Events• 18% - Direct marketing• 10% - Other• 5% - Advertising/Sponsorship• 2% - eMail
Where will you spend the majority of the marketing budget in the coming year?
• Other“Direct, Tradeshows, sponsorships”
“Social networking”“Telemarketing”
“SEO”
What is the best source of raw inquiries?
• 48% - Website• 18% - Referral program• 12% - Software publisher• 12% - Other• 5% - Direct mail• 5% - Online advertising
What is the best source of raw inquiries
• Other“Internal inquiries”“Social networking”
“Telemarketing”“Not sure”
“Events with telemarketing, email”
What is the best source of qualified leads?
• 55% - Referral program• 18% - Other• 8% - Website• 8% - Pay for leads• 5% - Telemarketing• 2% - Print ads• 2% - online ads• 2% - Software publisher
What is the best source of qualified leads?
• Other“email newsletter”“internal referrals”“word of mouth”
“social networking”“telemarketing”
“website webinars”“not sure yet”
To what extent do you believe your website and online presence contributes to converting leads into closed business?
• 38% - Greatly contributes• 56% - Somewhat contributes• 3% - No impact• 3% - Other
Going forward do you intend to increase or decrease marketing activities?
• 72% - Increase• 26% - Stay the
same