2011 b2b marketing mix survey results

© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

2011 B2B Marketing Mix Survey Results

August 2011

Presented by Mark Schmukler

Managing Partner

Sagefrog Marketing Group, LLC

[email protected]

(215) 230-9024

www.sagefrog.com

http://www.sagefrog.com/

© 2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com 2

Introduction

Sagefrog Marketing Group has conducted this marketing mix survey each year for the past 6 years. Over 125 marketing and management professionals participated this year. The purpose of the survey is to gain insight into the marketing tactics that companies are investing in and the return-on-investment of these tactics. Marketers are reporting that this information is helping them allocate their marketing resources wisely, optimize their marketing mix investments, and maximize business results.


Have a formal marketing plan

55%

Do not have a formal

marketing plan 45%

Only about half of all companies have a formal marketing plan

3


Most companies outsource to fulfill at least some of their marketing needs

4

In-house 48%

Outsource 4%

Both 48%


Project Basis 32%

Ongoing Retainer

8%

Both 20%

Company does not outsource

40%

Most outsourced marketing is done on a project basis


7% 6%

19%

25%

43%

Greater than15%

15% 10% 5% Less than 5%

Most companies are spending 5% or less of their overall revenue on marketing


Increase 40%

Decrease 4%

Stay the same 56%

40% of companies expect their marketing budget to increase in 2012


The top areas of marketing spend involve digital channels

8

- Website Development - Direct Marketing – Email and Mail - Online Marketing - Tradeshows and Events - Public Relations - Advertising

Most Spend

Least Spend


- Referrals - Tradeshows and Events - Online Marketing - Email Marketing - Public Relations - Advertising - Direct Mail - Telemarketing

Most Leads

Least Leads

Tradeshows and events remain a top source of sales leads


- Referrals - Email Marketing - Online Marketing - Tradeshows and Events - Public Relations - Advertising - Direct Mail - Telemarketing

Highest ROI

Lowest ROI

Digital channels provide excellent Return-on-Investment


10%

22% 22% 25% 30% 30% 31% 32%

46% 46% 53% 54% 57%

70%

90%

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Popularity of social media marketing continues to grow


Social networks and blogs are the most used social media tactics

12

4% 9% 11% 11%

19% 26% 29%

34%

66%

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3%

11%

19%

43% 50%

58%

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LinkedIn, Facebook, and Twitter are the most popular B2B social sites


About Sagefrog Marketing Group Sagefrog Marketing Group is a full service marketing, interactive, public relations, and advertising agency. Sagefrog provides business-to-business marketing services primarily to companies based in the greater Philadelphia and New Jersey area. We utilize strategy, creativity and a proven process to help our clients reach the next level. Our services include: • Marketing Strategy and Tactics • Brand Positioning, Messaging and Identity • Marketing Communications Materials • Website Development • Online Marketing – SEO, SEM, SMM • Public Relations • Advertising and Event Support • Direct and Email Marketing Sagefrog Marketing Group, LLC 196 West Ashland Street Doylestown, PA 18901 (215) 230-9024 [email protected]

2011 b2b marketing mix survey results

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