From Brands to Sales Leads: Changes in Tech Marketing

FROM BRANDS TO SALES LEADS AT A GLANCE Y HEADLINE TRENDS 51% say More th an 1/3 INHOUSE OUTSOURCE marketing communications saythey are bringing marcoms has become more 51% work in -ho use centralised in This compares to just 7% who say the trend is to outsource more of the marcoms function. recent years. 4/5 say budgets have been cut 3/4 say social media is the top trend Y BRANDS TO LEADS 68% say Just over 1/2 greater focus on driving sales Brands® De signer Logo® say it's less about brand development and more about demand generation Measuring Marketing Campaign Success 93% 25% 9 out of 10 indicated that other than Marketing/PR/Commsteams it is the Sales department who use Sales Brand targ et market research Leads Perception Y MARKETERS AS RESEARCHERS Just over half say 69% say a greater emphasis has been placed on targ eting specific au di ences that keeping track of customers has increased in importan ce Just under h alf say a greater emphasis has been placed on ev alu ation especially calculating ROI in communcations. 93% research their target market & 69% say they are constantly g ath ering insight from their targ et markets Y CHANGING SKILL SETS The marketer as a 'creative type' is o utmoded as a result of lower budgets, tighter fo cus and the need to generate sales leads at the expense of brand development Most valuable marketing skills 27% 24% 10% creativity generate relevant audience insight evaluate and prove ROIvalue of marcoms Science has replaced art. Tracking and evaluation have become major trends. Biggest skill shortages 42% 42% 36% making sense of different data so urces data tren ds analysis analysis Survey conducted in May to June 2013 by Vanson Bourne with 59 tech marketers in UK-based companies. VansonBourne Intelligent Market Research