An Overview Technology Marketing Benchmark Survey 2011 IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Aug 20, 2015
An Overview
Technology Marketing Benchmark Survey 2011
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Setting the scene
Typical respondent:
• UK based
• Had marketing qualifications
• Budget holder or influencer
• From wide range of different sized client-side organisations
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Overall importance of ROI is clear
felt that ROI was “essential” or “very important” when defining marketing strategy
thought the importance of demonstrating ROI had increased in the last 12 months
91% 68%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Some good news in spite of economic conditions
Net increase in the size of marketing functions within the technology sector over the last year.
Considerable optimism over budgets for the next 12 months.
Most marketers feel well respected within their organisations
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Stay Same Decrease 2%
Decrease Stay Same 15%
Decrease Decrease 6%
Last 12 Months Next 12 Months (Expected) Percentage
Increase Increase 28%
Stay Same Increase 17%
Increase Stay Same 9%
Decrease Increase 7%
Stay Same Stay Same 14%
Increase Decrease 2%
Marketing budget change over time
Clear Net Increase
54%
Stable / Fluctuating
23%
Clear Net Decrease
23%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Marketing objectives sought to achieve
Primary objective
42%
16%
19%
3%
5%
3%
4%
Sought to achieve
76%
75%
72%
64%
59%
45%
43%
Focus over next 12 months
58%
47%
47%
36%
29%
27%
29%
Create leads for sales conversion
Build brand
Drive sales (direct)
Increase web traffic
Launch new product/service
Nurture leads
Increase customer loyalty
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
How effective respondents were in meeting last year’s main marketing objective
14%
73%
11%
Very effective
Quite effective
Quite ineffective
Very ineffective 2%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Which marketing tools are most used?
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Used in last 12 months
E-mail 90%
Third party events (e.g. exhibitions) 76%
PR 69%
Online advertising 63%
Search marketing 59%
Direct mail 53%
Social media 52%
Bespoke events (e.g. roundtables, seminars) 50%
Content marketing (e.g. white papers) 50%
Print advertising 47%
Video 35%
Corporate Hospitality 28%
Online Events 20%
Expected net change in spend
+
+++
+++–+
+IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
So why were these marketing tools chosen?
BudgetInternal Preference/ Expertise
Agency Influence
70%51%
22%
7%
Fit ForPurpose
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Most effective tools in terms of investment
E-mail Bespoke Events
Third Party Events
25% 14% 13%IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Digital techniques set to increase in importance
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
We will invest more in digital
Don't know
Split will remain constant
We will invest more in offline
49%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
But there are still barriers preventing greater use
Lack of internal resources
Buy in from decision makers
Pressure to be ROI focussed
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
How well informed are marketers when it comes to digital marketing techniques?
64%
I’m up to speed with all the latest
techniques!
I understand the key issues, but I could always learn more.
16%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
There are serious gaps in our knowledge!
I’m not very well informed!
14% 5%
How well informed are marketers when it comes to digital marketing techniques?
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton
Is the importance of ROI clear?
felt that ROI was “essential” or “very important” when defining marketing strategy
thought the importance of demonstrating ROI had increased in the last 12 months
91% 68%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton