brand new b2b barometer report, wave 4, 15 march 2011
DESCRIPTION
The B2B Barometer® is an ongoing not-for-profit research study developed to better understand current and future B2B marketing trends in today's economic climate, by capturing the views of B2B professionals from major companies and the agencies that serve them. The Fourth report (published 15 March 2011) is now available and includes a useful slide deck.TRANSCRIPT
The B2B BarometerReport 4 : 15 March 2011
#B2BBarometer
Findings based on 200 interviews with B2B marketing professionals conducted in January
2011
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?
November 2009 June 2010 January 2011
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?
November 2009 June 2010 January 2011
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
Base: 92 B2B marketing agency respondents
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
Base: 92 B2B marketing agency respondents
Quantity versus quality of enquiries
November 2009 June 2010 January 2011
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
Base: 92 B2B marketing agency respondents
In the past six months, would you say the number of enquiries you have received has...?
November 2009 June 2010 January 2011
32%
59%
10%
37%
7%
39%
31% 34%
51%
Improved
Stayed the same
Worsened
Base: 92 B2B marketing agency respondents
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
Base: 108 B2B client-side respondents
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
Base: 108 B2B client-side respondents
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%
Base: 108 B2B client-side respondents
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%
Base: 108 B2B client-side respondents
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
Base: 108 B2B client-side respondents
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%
Base: 108 B2B client-side respondents
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?
Base: 108 B2B client-side respondents
November 2009 June 2010 January 20110%
75%
32% 28%
64%63%
70%
36% YesNo
Does your organisation have a social media strategy?
Base: 108 B2B client-side respondents
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
Base: 200. Both agency and client opinion
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
BlogsLinked.in
14%5%
10%21%
23%
24%36%
36%37%
43%45%
54%
59%74%
Base: 200. Both agency and client opinion
And which one social media channel do you think has the most powerful impact in a B2B setting?
Base: 200. Both agency and client opinion
None/ not relevant
Other
Wiki
Social bookmarking
Flickr, YouTube
Podcasts
Viral marketing
Discussion forums
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?
Base: 108 B2B client-side respondents
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
Tweet your comments using #B2BBarometer