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Page 1: MEASURABLE B2B MARKETING - TRED Internationaltredinternational.com.au/userfiles/Docs_for_blogs Ralph/2015_Green… · • Digital Marketing will take the biggest slice of the B2B

IN ASSOCIATION WITH SPONSORED BY

MEASURABLE B2B MARKETING

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B2B Marketing Outlook | AUSTRALIA 2015

2

FOREWORD

Andrew HausseggerMANAGING DIRECTOR, GREEN HAT

Jodie SangsterCHIEF EXECUTIVE OFFICER, ADMA

Foreword

2015 promises to be a good year for B2B marketers. Happily, budgets are rising again

with a majority of marketers noting there’s more resources. This year, digital marketing

will take the biggest slice of the marketing pie, but content marketing will not be far

behind.

Marketers say that content marketing will be a key pillar for customer outreach.

However, providing engaging content that cuts through will continue to challenge, as will

measuring effectiveness.

Online marketing tactics remain popular while print advertising and direct mail continue

a downward trajectory. PR remains popular. Marketing automation continues to flourish,

with nearly two-thirds of B2B marketers using automation having integrated it with their

sales CRM. But many marketers are not satisfied with their technology investments

because of a skills gap/lack of training. Marketing technology is only as good as the team

who works it, and marketers need to invest in training to get it right.

To conclude, it’s a year where marketers need to track their efforts effectively and

understand how technology can play that vital role in helping them. We will watch with

interest.

A grand total of 455 marketers participated in the study this year – a number that

continues to grow year on year.

B2B is alight with opportunity and challenges. One astute B2B CMO looked me

squarely in the eye recently and said, “seemingly every week someone in my team

comes across another way we could reach our customers… if things could stand

still, we could get on with it!” Perhaps you feel the same way?

B2B marketing is increasingly becoming more a science than an art. Data and

technology are the two ingredients that will separate the winners from the losers.

Smart use of these can tell us how B2B buyers want to engage, what content works

and what stage they are at in their buying process. Thanks to digital and automation,

we can collect and analyse a trail of breadcrumbs – in fact, many criss-crossing

trails – to execute smarter marketing.

So it’s interesting to see the #1 challenge of the respondents is now ‘measuring

marketing ROI’. The fact that today’s buyer is effectively more multi-channel than

the seller adds to the dilemma.

Thanks once again to ADMA and Marketing Magazine for their support this year, as

well as our international partner, B2B Marketing UK.

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Section 1: EXECUTIVE SUMMARY

1.1 Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

1.2 Observations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Section 2: RESEARCH RESULTS

2.1 MarketOfferings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Typical Order Value

Lead Times

2.2 MarketingResources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Size of Marketing Budget

Changes in Marketing Budget

Budget Allocation

Size of Marketing Team

Outsourcing Plans

2.3 MarketingChallenges&Objectives . . . . . . . . . . . . . . . . 11

Marketing Challenges in 2014

Marketing Objectives in 2015

2.4 MarketingChannels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Traditional Marketing Tactics

Digital Marketing Tactics

Digital versus Traditional Marketing Trends

Inbound versus Outbound

2.5 MarketingAutomation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Marketing Automation Adoption

CRM Integration

Marketing Automation ROI

Marketing Automation Benefits

2.6 ContentMarketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Significance of Content

Content Trends

Targeting Buyers

2.7 SocialMediaMarketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Social Media Platforms

Social Media Involvement

Social Media ROI

2.8 Marketing&SalesAlignment . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Cost Per Lead

Lead Follow-up Rate

Lead Conversion to Order Rate

Lead Journey Mapping

Section 3: ABOUT THIS RESEARCH

3.1 Demographics&Methodology . . . . . . . . . . . . . . . . . . . . . . . . 24

3.2 ResearchSupporters. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

©2015 Green Hat Marketing Pty Ltd ABN 30 099 016 752. All rights reserved. No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.

CONTENTS

TableofContents

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Generally…

• The top two marketing objectives for 2015 are all to

do with leads – generating leads (81%) and nurturing

leads (78%)

• Digital Marketing will take the biggest slice of the B2B

marketer’s budget in 2015 (28%, up from 23% in 2014)

with traditional offline marketing in second place (21%)

• Content Marketing is the big mover with plans to take

17% of the 2015 budget

• 2015 marketing budgets are rising with 36% increasing

by 5% or more

• Lead follow-up by Sales is on the decline with only 48%

of marketers reporting that Sales follow up at least

two-thirds of their leads

• Demographic/physiographic buyer personas have been

developed by 43% of those surveyed, up from 35% last year

About Marketing Tactics

• The biggest challenge faced in 2014 was measuring

marketing ROI, with 46% of respondents finding it

‘challenging’ – even more than generating leads (38%)

• Email, e-nurturing and social media marketing remain

the top three digital tactics that marketers will do

more of in 2015

• Marketers will do more to get their content into the

right hands with content amplification/syndication

rising (61% will do more in 2015) as with online

portals/hubs (46%)

• Print advertising is once again the top tactic that

marketers will do less of (34%, the highest decline of

all tactics), followed by tradeshows (25%) and direct

mail (23%)

• Public Relations is the most popular ‘traditional’ tactic

with 40% planning to do more in 2015 and only 8% less

About Content Marketing

• Content Marketing is now significant for 3 in 4

respondents, with 45% saying it is a ‘key pillar’

in their marketing

• Short articles/blogs, case studies and videos are

the top content types planned for 2015

• Inbound/outbound ratio continues to tip towards

inbound – which itself is reliant on content

(41% will spend more on inbound than outbound

marketing in 2015)

Section 1: EXECUTIVE SUMMARY

1.1KeyFindings

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Section 1: EXECUTIVE SUMMARY

1.1KeyFindings

About Marketing Automation

• Marketing Automation is used by 47% of respondents –

with nearly two-thirds (64%) of these having integrated

it with their CRM

• Marketo is the most popular platform (11%) closely

followed by Eloqua (10%)

• 38% of Marketing Automation users are satisfied or

very satisfied with their ROI

About Social Media

• Social Media marketing continues to grow, with

64% now creating/publishing blogs and online

content (up from 51% in 2014)

• Only 20% said they had good results from social

media marketing in 2014, although this is up from

just 11% in last year’s study

• LinkedIn was the B2B social platform of choice in

2014 with 88% penetration, although Twitter (62%)

narrowed the gap a little

Global Insights

As a comprehensive overview of B2B marketing trends

and practices in Australia, this study is unable to

go in-depth on every topic, as we must necessarily

limit the number of questions in order to maximise

participation.

So to add value for those Australian marketers

seeking deeper insights into specific B2B marketing

practices such as: Digital, Content and Social Media

Marketing, we’ve included data from specialised

overseas research throughout this report.

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Measuring Marketing ROI goes to top spot

For the first time in the five years of running this study,

marketers have ranked ‘Measuring Marketing ROI’ as

their number one challenge – even more challenging

than generating leads.

Why is this so? We believe there are two key drivers. Firstly,

measurement is easier when you have small amounts of

data. However, today B2B marketers are flooded with so

much digitised data they find themselves trying to ‘drink

from a fire hose’. Not just the volume of data, but also the

range of digital channels exacerbates the challenge.

Secondly, C-level and Sales executives expect Marketing

to be more accountable and to justify their investment.

So marketers have to get on top of lead measurement

and attribution to prove its fiscal value to the business.

Further on measurement, we thought that lead-centric

metrics would be getting more focus. However, in this

study we find nearly two in five marketers (37%) do not

know the cost of a lead – the highest this rate has been

over the last four years. They either cannot measure it or

choose not to.

Prediction:Marketing/Salesanalyticswillbecomeakey

focusfor2015/16.Lookformoreinvestmentintechnology,

talentandprocessre-engineering.

I’m a Vendor so that makes me a Publisher!

B2B vendors are behaving like content publishers. Three

quarters are saying that content is significant in their

marketing plan. As a percentage of the 2015 budget,

content has increased 54% year on year (from 11% to

17% of total budget).

Forrester Research pointed to the root of the issue when

it reported that buyers might be anywhere from two-thirds

to 90% of the way through their journey before they reach

out to the vendor. In other words, buyers are predominantly

using web and peer research to (almost) make their

decisions – with little room left for influence by the vendor.

Respondents will use blogs/short articles in 2015 (94%)

more than any other format. However, only one in five

claim they are getting good ROI from their social activity.

Having good quality content is not enough. Marketers

will need to attract and engage prospects with targeted

distribution and amplification via a variety of channels –

and part of the challenge here is that many buyers are

more multi-channel than the marketer trying lure them.

A positive trend to support content marketing is that more

marketers are developing buyer personas (43%) than last

year. So now, more need to take the next step and map the

lead journey for these personas – as only 36% did in 2014.

Marketing Automation adoption up, ROI down

This year we asked respondents to nominate the marketing

automation platform they had implemented – if one at all.

The response was an uplift from last year with 47% now

having a platform and nearly two-thirds of these (64%)

having integrated it with their CRM. We believe MA/CRM

integration is a key pillar enabling true sales/marketing

alignment.

Many companies are setting up new demand generation

and/or digital teams and investing in automation to support

these initiatives.

However, ROI satisfaction is down on last year. Only 38%

said they were satisfied with their automation investment

compared to 51% in the 2014 study – quite a decline! It

would appear that marketers often buy the ‘automation

promise’ of better lead outcomes and improved lead

management, without a clear plan on how to turn this

into reality.

Section 1: EXECUTIVE SUMMARY

1.2Observations

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The ‘Lead Leakage Fiasco’

Lead follow-up rate is a good indicator of how well Sales and

Marketing teams are working together. If Sales are following

up leads and Marketing has good visibility, then we can assume

they are working off the same page.

However, this year the overall follow-up rate went backwards

compared to last year. As a guideline, we nominate that it is

satisfactory for 66% to 100% of leads to be followed up and

unsatisfactory if the follow-up rate is less than this. Based

on this measure, 52% of respondents have an unsatisfactory

outcome.

To illustrate the lost opportunity, let’s assume a marketer has

an average order value of $50k and finds that Sales are only

following up 30% of leads. This represents a loss of marketing-

qualified pipeline of $350k for every 10 leads and, if the lead

closure rate is one in three, the lost potential revenue is $116k.

The CEO might just get involved here. Expect to see more

CMOs carrying revenue targets!

We believe the core reason for this level of lead leakage is

the absence of a lead lifecycle strategy developed in unison

by Marketing and Sales. They need aligned goals; agreed

personas and lead definitions; defined lead stages; and a lead

management and scoring process. And, underpinning these,

technology platforms that provide visibility and control through

reporting and analytics for the different stakeholders.

Inbound Marketing jumping the chasm

More than two in five marketers (41%) plan to spend more on

inbound than on outbound marketing in 2015 (25%). Last year’s

respondents had similar expectations but, on reporting what

actually happened in 2014, they still spent more on outbound

than inbound.

However even given this, the underlying market drivers for

inbound, content and use of social media are increasingly

compelling, as other results show.

There is direct correlation between digital and inbound marketing.

The growing investment in digital marketing will continue to

fuel inbound execution across social, web, search and other

channels to the buyer.

Display (online) advertising – a traditional inbound ‘pull’ tactic

– is becoming more effective. Smarter media advertising

platforms allow marketers to target their audience more

precisely than before, which may be behind marketers

maintaining their level of budget investment in advertising

(14% planned in 2015).

So now, inbound marketers have found another channel in

addition to social and SEO/search marketing to attract buyers

online. Let’s see how this pans out during 2015.

Section 1: EXECUTIVE SUMMARY

1.2Observations

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Section 2: RESEARCH RESULTS

2.1MarketOfferings

TYPICAL ORDER VALUEWhat is your typical order value?

Base: In-house marketers (excludes agency marketers and external marketing consultants)

LEAD TIMESWhat is your typical sales lead time from prospect introduction to order closure?

Base: In-house marketers (excludes agency marketers and external marketing consultants)

6%

$500K-$999K

30%

>$10K

27%

$10K-$49K

12%

$50K-$99K

20%

$100K-$499K

5%

$1M+

52%

4-12 MONTHS

37% 11%

1-3 MONTHS

12+ MONTHS

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B2B Marketing Outlook | AUSTRALIA 2015Section 2: RESEARCH RESULTS

2.2MarketingResources

SIZE OF MARKETING BUDGETWhat is your planned marketing budget for 2015 (excluding salaries)?

GLOBAL INSIGHT: The overall average share of total marketing budget, excluding staff, for content marketing is 28%. The most effective allocate an average 37%, the least effective 16%. CMI/MarketingProfs, B2B Content Marketing 2015: North America

CHANGES IN MARKETING BUDGETHow does your 2015 marketing budget compare to your 2014 budget?

BUDGET ALLOCATIONHow will you spend your marketing budget in 2015?

8%

PUBLIC RELATIONS

27%

DIGITAL MARKETING

17 %

CONTENT DEVELOPMENT

& CURATION

5%

OTHER

21%

TRADITIONALOFFLINEMARKETING

14%

ADVERTISING & SPONSORSHIP

(EXCLUDING ONLINE)

8%

MARKETING AUTOMATION

64%

5%

2%

<$500K

17%

$1M-$4.9M

12%

$500K- $999K

$5M-$9.9M

$10M+

WILL INCREASE 20%+

WILL INCREASE 5%-20%

WILL STAY THE SAME (WITHIN 5%)

WILL DECREASE5%-20%

12%

24%

52%

9%

3% WILL DECREASE 20%+

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SIZE OF MARKETING TEAMHow many people are in your marketing team (full-time equivalents)?

OUTSOURCING PLANSWhat marketing activities are you planning to outsource (in total or partially) to agencies and service providers in 2015?

Section 2: RESEARCH RESULTS

2.2MarketingResources

GLOBAL INSIGHT: More B2B marketers say they are challenged with finding trained content marketing professionals this year (32%) than last year (10%). CMI/MarketingProfs, B2B Content Marketing 2015: North America

0% 20% 40% 60%

CREATIVE/GRAPHIC DESIGN

SEARCH ENGINE OPTIMISATION

CONTENT DEVELOPMENT

MARKET RESEARCH

SOCIAL MEDIA MARKETING

TELEMARKETING

MARKETING AUTOMATION

EVENT MANAGEMENT

LEAD GEN/NURTURING

BRAND DEVELOPMENT

MARKETING STRATEGY

NONE

13%

59%

12%

16%

LESS THAN 5

5 TO 9

10 TO 19

20 PLUS

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Section 2: RESEARCH RESULTS

2.3MarketingChallenges&Objectives

MARKETING CHALLENGES IN 2014How challenging were the following activities in 2014?

GLOBAL INSIGHT: Measurement is a key area where B2B marketers are struggling: only 21% say they are successful at tracking ROI; however, having a documented [content marketing] strategy helps (35% of those with a strategy say they are successful). CMI/MarketingProfs, B2B Content Marketing 2015: North America

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

INTEGRATING MARKETING WITH SALES

NURTURING AND PROGRESSING LEADS

GROWING BRAND AWARENESS

GENERATING LEADS

MEASURING MARKETING ROI

CHALLENGING

SOMEWHAT CHALLENGING

NOT CHALLENGING

N/A

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Section 2: RESEARCH RESULTS

2.3MarketingChallenges&Objectives

MARKETING OBJECTIVES IN 2015How significant are the following objectives in 2015?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

INTEGRATING MARKETING WITH SALES

GROWING BRAND AWARENESS

GENERATING LEADS

MEASURING MARKETING ROI

SIGNIFICANT

SOMEWHAT SIGNIFICANT

NOT SIGNIFICANT

N/A

NURTURING AND PROGRESSING LEADS

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Section 2: RESEARCH RESULTS

TRADITIONAL (OFFLINE) MARKETING TACTICSHow will you use the following traditional (offline) marketing tactics in 2015 compared to 2014?

2.4MarketingChannels

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

PRINT ADVERTISING

PUBLIC RELATIONS

DIRECT MAIL

SURVEYS/RESEARCH

TELEMARKETING

TRADESHOWS/CONFERENCES

IN-PERSON EVENTS

MORE

SAME

LESS

N/A

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

MORE

SAME

LESS

N/A

E-NURTURE MARKETING

EMAIL CAMPAIGNS

MOBILE APP MARKETING

WEBINARS

ONLINE CONTENT AMPLIFICATION/SYNDICATION

ONLINE COMMUNITIES AND PORTALS/HUBS

SEARCH ENGINE OPTIMISATION (SEO)

ONLINE DISPLAY ADVERTISING

SOCIAL MEDIA MARKETING

Section 2: RESEARCH RESULTS

2.4MarketingChannels

DIGITAL MARKETING TACTICSHow will you use the following digital marketing tactics in 2015 compared to 2014?

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GLOBAL INSIGHT: The research indicates a gradual shift among B2B marketers toward investing more in digital channels to meet their marketing goals. While the traditional channels of marketing aren’t going away, they will see reduced investments in the coming years…The only bright spot in the offline mix appears to be Events. Regalix (US), State of B2B Marketing 2015

Section 2: RESEARCH RESULTS

DIGITAL VERSUS TRADITIONAL MARKETING TRENDSThis graph provides a comparative snapshot of trends in traditional and digital marketing, based on our respondents’ intentions for 2015.

2.4MarketingChannels

-40% -20% 0% 20% 60%40% 80%

E-NURTURE MARKETING

SOCIAL MEDIA MARKETING

EMAIL CAMPAIGNS

ONLINE CONTENT AMPLIFICATION/SYNDICATION

SEARCH ENGINE OPTIMISATION (SEO)

ONLINE COMMUNITIES AND PORTALS/HUBS

ONLINE DISPLAY ADVERTISING

WEBINARS

MOBILE APP MARKETING

PUBLIC RELATIONS

IN-PERSON EVENTS

SURVEYS/RESEARCH

DIRECT MAIL

TRADESHOWS/CONFERENCES

TELEMARKETING

PRINT ADVERTISING

MORE

LESS

DIG

ITA

LTR

AD

ITIO

NA

L

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Section 2: RESEARCH RESULTS

INBOUND VERSUS OUTBOUNDIn comparing Inbound (pull) versus Outbound (push) tactics, how did/will you spend your marketing budget?

2.4MarketingChannels

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

MORE EXPENDITURE ON INBOUND

SIMILAR EXPENDITURE ON BOTH

MORE EXPENDITURE ON OUTBOUND

THISYEAR

36% 34%

LASTYEAR

34%

25%

THISYEAR

LASTYEAR

30%41%

THISYEAR

LASTYEAR

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Section 2: RESEARCH RESULTS

2.5MarketingAutomation

MARKETING AUTOMATION ADOPTIONWhich Marketing Automation Platform do you use?

CRM INTEGRATIONIs your Marketing Automation Platform integrated with your CRM?

Base: Marketing Automation users

30%

NO

6%

NOT SURE

64%

YES

GLOBAL INSIGHT: There are nearly 11 times more B2B organisations using marketing automation now than in 2011. 85% of B2B marketers using an MA platform feel that they’re not using it to its full potential. Furthermore, only 8% of organisations surveyed were using MA for existing customer marketing. SiriusDecisions (US), B-to-B Marketing Automation Study and others, 2014

OTHER14%

MARKETO 11%

EXACT TARGET 5% SILVERPOP 2%

DO NOT USE53%

10% ELOQUA

3% HUBSPOT2% PARDOT

For the purposes of this research, we define Marketing Automation as the use of software and web-based services to generate, track, nurture, manage and score leads as well as execute repetitive campaign tasks. It does not refer to simple bulk email blast technology.

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Section 2: RESEARCH RESULTS

MARKETING AUTOMATION ROI How would you rate your ROI from Marketing Automation?

Base: Marketing Automation users

MARKETING AUTOMATION BENEFITS How do you benefit from Marketing Automation?

Base: Marketing Automation users

2.5MarketingAutomation

13%

VERY SATISFIED

13%

BREAKEVEN

How would you rate your ROI from Marke�ng Automa�on?

25%

SATISFIED

28%

YET TO ACHIEVE ROI

21%

NOT SURE

GLOBAL INSIGHT: 35% of respondents not already using MA claimed they were planning to introduce the technology in the coming year. It’s also worth noting that of those already using it, only 17% claimed they were making full use of the system they have in place. B2B Marketing (UK), Content Benchmarking Report, July 2014

IMPROVED LEAD NURTURING & LEAD MANAGEMENT

IMPROVED ENGAGEMENT WITH TARGET MARKET

IMPROVED MARKETING PRODUCTIVITY

MORE LEADS/IMPROVED REVENUE OUTCOMES

IMPROVED EMAIL OPEN/CLICK THROUGH RATES

IMPROVED RELATIONSHIP WITH SALES DEPARTMENT

NONE

65%

56%

54%

42%

38%

36%

10%

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B2B Marketing Outlook | AUSTRALIA 2015Section 2: RESEARCH RESULTS

2.6ContentMarketing

4%

NOT SIGNIFICANT FOR US

45%

VERY SIGNIFICANT - CONTENT IS A KEY PILLAR IN OUR MARKETING30%

SIGNIFICANT - WE PROMOTE

A RANGE OF CONTENT

21%

SOMEWHAT SIGNIFICANT

SIGNIFICANCE OF CONTENT How significant is Content Marketing in your B2B marketing?

GLOBAL INSIGHT: 71% of B2B marketers consider content marketing to be a critical activity. Last year less than half (43%) held this opinion. B2B Marketing (UK), Content Benchmarking Report, July 2014

GLOBAL INSIGHT: 47% say video is the most effective format in engaging their target audience... But just 31% actually use video, sixth place based on usage. B2B Marketing (UK), Content Benchmarking Report, July 2014

CONTENT TRENDSHow will you use the following content types in 2015 compared to

2014?

TARGETING BUYERSHave you developed personas for buyers in your target market?

MORE

LESS

ANIMATIONS

VIDEOS

CUSTOMERCASE STUDIES

SHORTARTICLES/BLOGS

LONG ARTICLES/WHITE PAPERS

INFOGRAPHICS

0% 20%20% 40% 60%

43% YES

31% NO

22%WE PLAN TO

4% NOT SURE

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64%

CREATOR/PUBLISHER OF BLOGS AND ONLINE CONTENT

8%

COMMENTATOR/ PARTICIPATOR IN

DISCUSSIONS BUT GENERALLY DO NOT CREATE

11%

JOINER/MEMBER OF GROUPS BUT GENERALLY DO

NOT PARTICIPATE

7%

INACTIVE7%

MONITOR/CONSUMER OF CONTENT BUT

GENERALLY DO NOT BECOME A MEMBER

3%

OTHER

Section 2: RESEARCH RESULTS

2.7SocialMedia

SOCIAL MEDIA PLATFORMSWhich of the following platforms does your organisation use as a channel for B2B marketing?

GLOBAL INSIGHT: It looks as if LinkedIn is set to hold this lead as the B2B marketer’s favourite. When asked which one social network is most effective in supporting their marketing goals, almost half (45%) picked LinkedIn. Just 20% chose Twitter. B2B Marketing (UK), Social Media Benchmarking Report, April 2014

GLOBAL INSIGHT: On the Social side, 85% of respondents said that they would spend more on LinkedIn this year, followed by Twitter at 78% and YouTube at 70%. Facebook, on the other hand, appears to be falling out of favour… 48% preferring to spend less on it this year. Regalix (US), State of B2B Marketing 2015

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

LINKEDIN

2015

TWITTER

YOUTUBE

FACEBOOK

GOOGLE+

SLIDESHARE

PINTEREST

OTHER

NONE

?

INDUSTRY & PROFESSIONAL BLOGS

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Section 2: RESEARCH RESULTS

2.7SocialMedia

SOCIAL MEDIA INVOLVEMENTWhich of the following best describes your organisation’s involvement in social media?

SOCIAL MEDIA ROIHow would you best describe the effectiveness of your social media marketing activity during the past year?

GLOBAL INSIGHT: Asked to report directly on the top two challenges, 50% flagged difficulty in proving ROI. [Others] were lack of time (33%), lack of strategic planning (32%), lack of social media understanding (23%) and lack of audience (21%). B2B Marketing (UK), Social Media Benchmarking Report, April 2014

GLOBAL INSIGHT: 28% said there was no emphasis on being able to measure ROI on social media activities in their organisation. 29% of respondents reported being able to calculate the ROI of their social media activity ‘at least half of the time’. B2B Marketing (UK), Social Media Benchmarking Report, April 2014

64%

CREATOR/PUBLISHER OF BLOGS AND ONLINE CONTENT

8%

COMMENTATOR/ PARTICIPATOR IN

DISCUSSIONS BUT GENERALLY DO NOT CREATE

11%

JOINER/MEMBER OF GROUPS BUT GENERALLY DO

NOT PARTICIPATE

7%

INACTIVE7%

MONITOR/CONSUMER OF CONTENT BUT

GENERALLY DO NOT BECOME A MEMBER

3%

OTHER

0% 10% 20% 30% 40% 50%

HAVE INVESTEDBUT TOO EARLY TO TELL

SOME RESULTS BUT NOT COSTEFFECTIVE OR CONSISTENT

HAD GOODRESULTS AND ROI

NOT INVESTED IN SOCIALMEDIA BUT PLAN TO IN 2015

NOT INVESTED IN SOCIAL MEDIAAND DO NOT PLAN TO IN 2015

NO RESULTS - WASTEOF TIME AND MONEY

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Section 2: RESEARCH RESULTS

2.8Marketing&SalesAlignment

COST PER LEADOn average, what did it cost you to generate a qualified marketing lead during 2014?

LEAD FOLLOW-UP RATEWhat percentage of leads passed from Marketing to Sales are followed up by Sales?

33%

$1-$250 PER LEAD

16%

$251-$5009%

$501-$1,000

37%

NOT SURE

2%

$2,000+ 3%

$1,001-$2,000

16%

LESS THAN ONE THIRD

48%

MORE THAN TWO THIRDS

16%

ONE TO TWO THIRDS

20%

NOT SURE

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Section 2: RESEARCH RESULTS

2.8Marketing&SalesAlignment

LEAD JOURNEY MAPPINGHave you mapped a lead journey for your customers from unknown prospect to the sale?

GLOBAL INSIGHT: B2B organisations with tightly aligned Marketing and Sales achieved 24% faster revenue growth and 27% faster profit growth over a three-year period. SiriusDecisions (US), 2014

GLOBAL INSIGHT: 67% of the buyer’s journey is now done digitally. As well, our research shows that online searches are executives’ first course of action (just like everyone else). SiriusDecisions (US), July 2013

LEAD CONVERSION TO ORDER RATEWhat percentage of leads passed from Marketing to Sales convert to orders?

YES

NO

WE PLAN TO

NOT SURE

36%

31%

27%

6%

1-3 MONTHS

43%

LESS THAN ONE THIRD

25%

ONE TO TWO THIRDS

7%

MORE THAN TWO THIRDS

25%

NOT SURE

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B2B Marketing Outlook | AUSTRALIA 2015Section 3: ABOUT THIS RESEARCH

3.1 Demographics & Methodology

INDUSTRYWhich most accurately describes your industry?

TURNOVER*

What is your organisation’s annual turnover?

ROLE TYPE*

Which of the following best describes your role?

LESS THAN $5 MILLION

$5-$24 MILLION

$25-$49 MILLION

$50-$499 MILLION

31%

18%

7%

20%

23% $500 MILLIONAND OVER

OTHER 22%

FINANCE/BANKING/INSURANCE 9%

INFORMATION, MEDIA & TELECOMMUNICATIONS 31%

MANUFACTURING & SUPPLY CHAIN 12%

PROFESSIONAL, SCIENTIFIC & TECHNICAL SERVICES 26%

8%

CEO/MD/DIRECTOR

2%

OTHER

38%

MARKETING PROFESSIONAL

4%

BUSINESS DEVT/SALES

9%

AGENCY MARKETER

11%

EXTERNAL MARKETING CONSULTANT

2%

HEAD OF SALES

25%

HEAD OF MARKETING

This research was conducted from November 2014 to January 2015. Respondents were approached by email and telephone, with 455 complete responses collected via an online questionnaire.

*Please note, results do not total 100% due to rounding *Please note, results do not total 100% due to rounding

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3.2 Research Supporters

Section 3: ABOUT THIS RESEARCH

ThisstudywasconductedbyGreenHatwiththesupportofADMA,MarketingMagazine,B2BMarketing(UK)andArkadin

MEASURABLE B2B MARKETING

Green Hat is a leading Australian marketing consulting

agency dedicated to the B2B sector. We’re a diverse

bunch – from seasoned corporate consultants through

to Gen Y digital die-hards with a wide range of skills,

viewpoints and backgrounds. We assist our clients in

attracting, engaging and qualifying buyers using data-

driven digital marketing strategies.

Our services include B2B strategy development,

market research, lead lifecycle marketing including

lead generation and lead nurturing, marketing

automation, social media, SEO/web services and

content marketing. Industries we specialise in are ICT

(high-tech), professional services, financial services,

industrial and any business dealing in ‘complex and

considered purchases’. Our client list includes IBM,

EMC, SingTel Optus, Nokia as well as many innovative

local organisations.

green-hat.com.au

The Association for data-driven marketing and advertising

(ADMA) is the principal industry body for information based

marketing and advertising and is the largest marketing

and advertising body in Australia with over 600 member

organisations. ADMA is the ultimate authority and go-to

resource for creative and effective data-driven marketing

across all channels and platforms, providing insight, ideas and

innovation to advance responsive and enlightened marketing.

adma.com.au

Andrew Haussegger

Managing Director

[email protected]

linkedin.com/in/andrewhaussegger

Caroline Leslie

Head of Content & Communications

[email protected]

linkedin.com/in/carolineleslie

For further information on this research, please contact the report authors:

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B2B Marketing Outlook | AUSTRALIA 2015Section 3: ABOUT THIS RESEARCH

www.green-hat.com.au

[email protected]

linkedin.com/company/green-hat

@greenhatmktgMEASURABLE B2B MARKETING

©2015 Green Hat Marketing Pty Ltd ABN 30 099 016 752. All rights reserved. No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.

MELBOURNE | SYDNEY

SPONSORED BY

Marketing’s goal is simple, and has been for over 30 years:

help marketing decision-makers excel. Through print,

online and now in 2015 premium content, tools and events,

Marketing is evolving to give marketers in businesses

large and small gain that extra competitive advantage.

marketingmag.com.au

B2B Marketing (UK) is the leading media and professional

resource, dedicated to supporting the business marketing

sector, both client side and agency. ‘Marketing is the

business of business’, hence, B2B Marketing puts the

$20B global industry within the content of business issues,

not just as a marketing channel. The media, community

and event platforms provide practical content, shared

and branded, professional development and peer-to-peer

engagement.

b2bmarketing.net

Arkadin is one of the largest and fastest growing

Collaboration Service Providers in the world with a full

suite of audio, web, video conferencing, online event and

webcast solutions and Unified Communications services.

The company’s global network of 53 operating centres

in 32 countries has dedicated local support teams to

service its 37,000 customers. As an NTT Communications

Group company, Arkadin offers the most comprehensive

collaboration and Unified Communications solutions for

meeting customer needs around the world.

arkadin.com.au