State of B2B Marketing in Australia 2013

STATE OF B2B MARKETING IN AUSTRALIA 2013 Greenhat undertook comprehensive research into Australian B2B marketing to produce the 2013 B2B Marketing Outlook Report. Developed in association with ADMA and Marketing magazine, the report is based on responses from nearly 300 Australian B2B marketing pro- fessionals, exploring marketing practice, intentions and directions. TRADITIONAL vs DIGITAL How did/will you spend your marketing budget? 28% 33% 240% 21º% Traditional demand generation 2013 Traditional demand generation 2012 Digital marketing 2013 Digital marketing 2012 NOTE IIIII In 2012 the gap was 12%, now just 4% and on the current trajectory 2014 will see more of our budgets directed to digital marketing than traditional demand generation. MARKETING BUDGET 2013 vs 2012 How does your 2013 budget compare to your 2012 marketing budget? 51% Stay the same 37% Increase 12% Decrease MARKETING PRIORITIES How significant are the following marketing objectives in 2013? NOTE III Automating lead nurturing/management 79% processes and implementing content marketing process are the fastest movers Generate leads in the list. TRADITIONAL MARKETING TACTICS How will you use the following traditional marketing tactics in 2013? Public Relations 42% Will start or will do more In-Person Events 37% Will start or will do more NOTE IIIII Generally, use of tradeshows, print advertising and tv/radio/outdoor advertising have all been declining over recent years as B2B marketers seek to engage their customers and prospects online. DIGITAL MARKETING TACTICS How will you use the following digital marketing tactics in 2013? Websites & Microsites T7%o will start or will do more eNurture Marketing 65% Will start or will do more NOTE 86% plan to enable websites, microsites and emails for smartphone/tablet friendly use. DIGITAL vs TRADITIONAL MARKETING TRENDS How will you use the following traditional marketing tactics in 2013? Websites, Email campaigns, Social Media marketing, e-nurture marketing, mobile-enablement. Print advertising, Tradeshows/conferences, Direct mail, TV/radio/outdoor advertising, Telemarketing. TOP 5 MOVERS TOP 5 SLIDERS NOTE IIIII Results indicate the growth or decline trends as planned for 2013 versus actual use in 2012. Trends identified s will start or will do more, or alternatively will stop or will do less. SOCIAL MEDIA USE Which of the following social media sites and online communities does your organisation use? f f in THE BIG THREE PLANNED USE IN 2013 66% – 83% – 68% SOCIAL MEDIA INVOLVEMENT 52% .of B2B marketers now say their organisations are engaged in social media as publishers or creators of social media content. SOCIAL MEDIA SATISFACTION How satisfied are you with the following results of your social media activities? More than 50% are highly satisfied or somewhat satisfied with the 'Brand positioning' and 'Brand awareness' results they have achieved from social media. HOWEVER 40% or more are dissatisfied with their results for 'Lead generation" and 'Lead nurture'. ON.Q This infographic is provided by On Q Marketing. For more information contact MARKETING [email protected] or visit onqmarketing.com.au Source: Developed by Green Hat in conjunction with the ADMA and Marketing Magazine.