The Shape of the B2B Marketing Department #idmb2binfog

the institute of direct and digital markefing idmb2b.tumblr.com #idmb2btt idm The Shape of the B2B Marketing Department Skill sets in the B2B Marketing Department Email Brand Video Mobile Web Social Соpy Automation SEO Data Most used Most outsourced Most needed in the next 5yrs Most used skills Most outsourced skills Most needed skills in the next 5yrs 90 80 70 60 50 40 30 20 10 Web Mobile Content Strategy Automation Video Analytics & Data Copywriting Direct Marketing CRM & Retention Average allocation of budget Who has the responsibility for the budget 10% Other 33% Outsourced 31% The Board 67% Inhouse 54% смо 6% Sales Budgets How B2B marketers' time is spent On average, 57% of a B2B marketing department has received some form 35% 32% comms Sales support & collateral of formal training Brand Formal Training 33% teod generation Split between Traditional and Digital marketing communications channels A55% 45% O Remit Channels 30% 45% 25% Acquisition & Retention 52% 48% Sales and Industry Verticles Pure How marketing department responsibilities are split Marketing Marketing Mix Biggest challenge in the next 5 years Sales and marketing alignment. Effective lead gen. Sales effectiveness around their ability to be issue rather than product led. Biggest challenge in the next 5 years Investment in digital and resources to be competitive online. Measuring ROI. Content ecosystem. Using data and analytics to drive business decisions. Biggest challenge in the next 5 years Delivering joined-up touchpoints across multiple channels and geographies. Useful Links idmb2b.tumblr.com theidm.com/b2belective theidm.com/b2bcouncil Follow the IDM B2B Council on Twitter (every Tuesday) #idmb2btt Brandwidth b brandwidthgroup.co.uk % of respondants Brand Social Email SEO/SEM/PPC Legal & Complianc Acquisition the institute of direct and digital markefing idmb2b.tumblr.com #idmb2btt idm The Shape of the B2B Marketing Department Skill sets in the B2B Marketing Department Email Brand Video Mobile Web Social Соpy Automation SEO Data Most used Most outsourced Most needed in the next 5yrs Most used skills Most outsourced skills Most needed skills in the next 5yrs 90 80 70 60 50 40 30 20 10 Web Mobile Content Strategy Automation Video Analytics & Data Copywriting Direct Marketing CRM & Retention Average allocation of budget Who has the responsibility for the budget 10% Other 33% Outsourced 31% The Board 67% Inhouse 54% смо 6% Sales Budgets How B2B marketers' time is spent On average, 57% of a B2B marketing department has received some form 35% 32% comms Sales support & collateral of formal training Brand Formal Training 33% teod generation Split between Traditional and Digital marketing communications channels A55% 45% O Remit Channels 30% 45% 25% Acquisition & Retention 52% 48% Sales and Industry Verticles Pure How marketing department responsibilities are split Marketing Marketing Mix Biggest challenge in the next 5 years Sales and marketing alignment. Effective lead gen. Sales effectiveness around their ability to be issue rather than product led. Biggest challenge in the next 5 years Investment in digital and resources to be competitive online. Measuring ROI. Content ecosystem. Using data and analytics to drive business decisions. Biggest challenge in the next 5 years Delivering joined-up touchpoints across multiple channels and geographies. Useful Links idmb2b.tumblr.com theidm.com/b2belective theidm.com/b2bcouncil Follow the IDM B2B Council on Twitter (every Tuesday) #idmb2btt Brandwidth b brandwidthgroup.co.uk % of respondants Brand Social Email SEO/SEM/PPC Legal & Complianc Acquisition