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The B2B Digital Marketing Shift (Presentation of results for a commissioned study conducted by Forrester Consulting on behalf of American Business Media)

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Presentation on theme: "The B2B Digital Marketing Shift (Presentation of results for a commissioned study conducted by Forrester Consulting on behalf of American Business Media)"— Presentation transcript:

1 The B2B Digital Marketing Shift (Presentation of results for a commissioned study conducted by Forrester Consulting on behalf of American Business Media)

2 2 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Agenda What do B2B marketers believe are the most effective marketing vehicles? How effective are online marketing vehicles? How is the B2B marketing mix changing?

3 3 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Survey Background American Business Media commissioned Forrester Consulting to conduct a survey of B2B marketers Survey fielded July – August 2005 to a screened subset of members of eRewards panel 867 responses across a wide range of industries and titles Click here for more on the survey methodologyhere

4 4 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Definitions When the respondents completed the survey, they used the following definitions: Business-to-business / trade marketing efforts: targeting large, small, or medium-sized companies, small offices or home offices, retailers, wholesalers, or distributors General business magazines and newspapers: publications that cover broad business issues and economic topics (e.g., Wall Street Journal, Business Week, Forbes, etc) Industry-specific / trade magazines (business-to-business/trade): publications that focus on news and trends affecting a specific industry (e.g., Progressive Grocer, Medical Economics) Web-based events: product demonstrations, briefings, or presentations on clients, product/services, and/or industry topics conducted for customers and/or prospects on the Internet using services like Webex, etc. In-person events: trade shows, conferences, product demonstrations, or presentations on industry topics conducted for customers and/or prospects held in-person at a hotel or other meeting facility. Online marketing: e.g., ads, search, email, directories, and sponsored Web content. In the course of this presentation, we use these additional terms: »Online advertising: e.g., search, ads, and content sponsorship on Web sites. »Other online marketing: e.g., Web-based events, email lists, and online directories. »Marketing communications: e.g., public relations, custom publications, printed newsletters

5 5 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Key findings – B2B Marketing Mix Industry-specific marketing opportunities of all kinds (trade shows, magazines, web sites) are viewed as more effective than general business magazines or web sites. »The most effective branding vehicles include in-person events and industry specific magazines. Online is as effective at branding as general business magazines and TV. »The most effective lead generation vehicles include in-person events, industry specific magazines, and online marketing. Fewer marketers will use general business magazines, direct mail, and newspapers, and those using these media will only minimally increase spending, implying a shift of marketing budget allocation toward digital media. 48% of B2B marketers use online marketing today, and spend 24% of their budget online

6 6 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Industry-Specific Vehicles Are Most Effective For Branding How effective are the following marketing tactics at building brand image? (Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM) (On a scale of 1 to 6, 1 being very ineffective and 6 being very effective, the chart reflects the percentage selecting 5 or 6) Online is as effective as TV, general business magazines, and newspapers Confidence interval: + / – 3.3 percentage points

7 7 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Industry-Specific Vehicles Are Most Effective For Lead Generation How effective are the following marketing tactics at generating qualified leads? (Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM) (On a scale of 1 to 6, 1 being very ineffective and 6 being very effective, the answers reflect a combination of 5 and 6) Online is more effective than TV, general business magazines, and newspapers Confidence interval: + / – 3.3 percentage points

8 8 Entire contents © 2005 Forrester Research, Inc. All rights reserved. 2005 B2B Marketing Spending (Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM) Industry- specific/trade magazines are viewed as more effective than general publications, but receive a smaller share of budget. Events 15% Direct Mail 9% General publications 12% Marketing communications 16% TV and radio 15% Directories 3% Other 2% Online 12% Company web site 9% Trade magazines 7%

9 9 Entire contents © 2005 Forrester Research, Inc. All rights reserved. 2005 B2B Online Marketing Spending (Base: 406 US B2B marketers using online in 2005; Source: Forrester Consulting Survey for ABM) Percent of 2005 Online Marketing budget by tactic General sites includes portals such as Yahoo!, search sites such as Google, and general business sites such as Forbes.com Industry- specific/trade sites are viewed as more effective than general sites, but receive a smaller share of budget.

10 10 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Almost Half Of B2B Marketers Are Using Online Marketing (Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM) Which of the following B2B / trade marketing tactics has your company used in 2004 and/or 2005? Which will you use in 2008? 26.8 35.3 43.5 46.9 41.3 37.7 41.4 45.8 45.4 56.2 48.7 60.2 24.8 33.0 35.1 35.6 38.6 41.6 44.1 48.3 48.7 54.6 60.8 Printed directories Radio Printed newsletters Newspapers General business magazines Public relations TV Custom publications Industry-specific/trade magazines Direct mail Online marketing In-person events 2008 2004/5

11 11 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Online Marketers Have Already Shifted 24% of the Budget to Online 6.18 18.17 1.83 2.18 5.70 4.20 3.31 3.37 4.52 10.09 5.82 5.06 7.42 7.77 14.37 0.00 0.17 1.83 2.81 4.25 5.80 6.44 6.75 7.73 8.22 8.58 8.98 9.90 12.20 16.34 Other Online Marketing Online Advertising Other* Printed directories Public relations Radio Printed newsletters General business magazines Custom publications Your companys Web site* Industry-specific / trade magazines Newspapers Direct mail Television In-person events Offline marketers Online marketers Using your best estimate, what percent of your business-to-business/trade marketing budget was spent on each of the following marketing tactics in 2005? (Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM) Note: Offline marketers are defined as those who indicated they are not using any online marketing vehicles in 2004 or 2005. *Adjusted for offline marketers.

12 12 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Online Marketing Will Be More Important Than Direct Mail and General Business Magazines How much of a role will the following marketing tactics play in your B2B/trade marketing budget in 2008? (Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM) (Mean rating on a scale of 1 to 6, 1 being experimental role and 6 being major role) Experimental role Major role

13 13 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Appendix 1.Study Objective and Methodology 2.Marketing Goals 3.Online Marketing Data by BIN

14 14 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Appendix 1 – Study Objectives And Methodology

15 15 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Objectives As digital marketing becomes more mainstream, ABM members wonder how it will impact their business. But most research on digital marketing only addresses consumer marketing, not B2B. ABM engaged Forrester Consulting for an independent analysis of the trends in B2B digital marketing spend across 21 categories of B2B marketers. Specifically, the project addressed the following questions: What percent of marketing spend do B2B marketers allocate to digital media? What is the value proposition of digital marketing and how big a role will it play in the future? What are the perceived strengths and weaknesses of each element of the B2B marketing mix? How will spending on digital marketing change in the next three years and where will the money come from? For each of the 21 categories of B2B marketers, what percentage of the budget is currently being spent on digital media and how important will digital media become in the next three years?

16 16 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Methodology Forrester developed research and screener questions for an online survey jointly with the American Business Media to address the current and future state of business-to-business digital marketing. Forrester fielded screener questions to a predetermined portion of the eRewards panel to identify qualified respondents. Membership into the eRewards panel is by invitation only. Potential panelists can request an invitation through an eRewards sponsor (i.e., American Airlines, Hilton, Hertz, etc.). Once the potential panelist completes an online profile and the request is accepted, panelist will then receive a notification via email. Members can earn up to $1 in e-Rewards for each e-mail they receive, and much more for providing their opinions on periodic research surveys. Once sufficient currency has been accumulated, members can then redeem their e-Rewards for rewards from companies like American Airlines, BLOCKBUSTER, Hertz, Hilton, IBM, Omaha Steaks, and e-Bags. There are over a half million active business panelists. Forrester fielded the entire survey (including screeners) to qualified eRewards panelists and received a total of 867 respondents within 21 various industry areas. Click here to return to the presentationhere

17 17 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Appendix 2: Respondent data

18 18 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Respondents By 2005 Marketing Budget (Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)

19 19 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Respondents By Company Revenue (Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)

20 20 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Respondents By Title (Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)

21 21 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Appendix 3 – Marketing Goals One survey question presented respondents with a list of 12 specific marketing goals and asked them to pick the best medium from each from the following list of advertising choices: »General business publications »Industry-specific publications »General business Web sites »Industry-specific Web sites »Your companys Web site »None of the above The following page lists the 12 marketing goals

22 22 Entire contents © 2005 Forrester Research, Inc. All rights reserved. The best medium to reach decision makers The best medium to reach senior executives that approve purchases The best medium to reach other purchase influencers The best medium to reach the highest percentage of prospects for my companys products/services The best medium to raise awareness of my companys products and services The best medium to enhance the credibility of my companys products/services The best medium to reach highly involved users/readers The best medium in terms of the frequency the audience reads/uses it The best medium in terms of users/readers level of trust in the content The best medium to generate the most qualified leads The best medium to generate the highest number of leads The best medium for ROI Review the statements below and indicate which advertising option, if any, in your opinion best matches the statement

23 23 Entire contents © 2005 Forrester Research, Inc. All rights reserved. Appendix 4 – Online Marketing Data by BIN

24 24 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Agriculture

25 25 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Agriculture Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 30 Source: Forrester Consulting Survey for ABM

26 26 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Agriculture Base: N=30 Source: Forrester Consulting Survey for ABM

27 27 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Agriculture Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 30 Source: Forrester Consulting Survey for ABM

28 28 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Architecture

29 29 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Architecture Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 30 Source: Forrester Consulting Survey for ABM

30 30 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Architecture Base: N=30 Source: Forrester Consulting Survey for ABM

31 31 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Architecture Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 30 Source: Forrester Consulting Survey for ABM

32 32 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Automotive

33 33 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Automotive Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N=32 Source: Forrester Consulting Survey for ABM

34 34 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Automotive Base: N=32 Source: Forrester Consulting Survey for ABM

35 35 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile –Automotive Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 32 Source: Forrester Consulting Survey for ABM

36 36 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Aviation Base: N= 39 Source: Forrester Consulting Survey for ABM

37 37 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Aviation Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 39 Source: Forrester Consulting Survey for ABM

38 38 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Aviation

39 39 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Aviation Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 39 Source: Forrester Consulting Survey for ABM

40 40 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Banking, Finance & Insurance

41 41 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Banking, Finance & Insurance Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 47 Source: Forrester Consulting Survey for ABM

42 42 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Banking, Finance & Insurance Base: N= 47 Source: Forrester Consulting Survey for ABM

43 43 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Banking, Finance & Insurance Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 47 Source: Forrester Consulting Survey for ABM

44 44 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Building, Design & Construction

45 45 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Building, Design & Construction Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 45 Source: Forrester Consulting Survey for ABM

46 46 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Building, Design & Consutruction Base: N= 45 Source: Forrester Consulting Survey for ABM

47 47 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile –Building, Design & Construction Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N=45 Source: Forrester Consulting Survey for ABM

48 48 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Business, Advertising and Marketing

49 49 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Business, Advertising and Marketing Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 55 Source: Forrester Consulting Survey for ABM

50 50 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Business, Advertising & Marketing Base: N= 55 Source: Forrester Consulting Survey for ABM

51 51 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Business, Advertising & Marketing Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 55 Source: Forrester Consulting Survey for ABM

52 52 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Computing

53 53 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Computing Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 69 Source: Forrester Consulting Survey for ABM

54 54 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Computing Base: N= 69 Source: Forrester Consulting Survey for ABM

55 55 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Computing Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 69 Source: Forrester Consulting Survey for ABM

56 56 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Electric Engineering

57 57 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Electric Engineering Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 33 Source: Forrester Consulting Survey for ABM

58 58 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Electric Engineering Base: N= 33 Source: Forrester Consulting Survey for ABM

59 59 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Electric Engineering Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 33 Source: Forrester Consulting Survey for ABM

60 60 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Government

61 61 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Government Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N=35 Source: Forrester Consulting Survey for ABM

62 62 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Government Base: N= 35 Source: Forrester Consulting Survey for ABM

63 63 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Government Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 35 Source: Forrester Consulting Survey for ABM

64 64 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Healthcare

65 65 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Healthcare Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N=56 Source: Forrester Consulting Survey for ABM

66 66 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Healthcare Base: N= 56 Source: Forrester Consulting Survey for ABM

67 67 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Healthcare Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 56 Source: Forrester Consulting Survey for ABM

68 68 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Manufacturing & Processing

69 69 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Manufacturing & Processing Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 57 Source: Forrester Consulting Survey for ABM

70 70 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Manufacturing & Processing Base: N= 57 Source: Forrester Consulting Survey for ABM

71 71 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Manufacturing & Processing Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N=57 Source: Forrester Consulting Survey for ABM

72 72 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Movies, Radio & TV

73 73 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Movies, Radio & TV Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 30 Source: Forrester Consulting Survey for ABM

74 74 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Movies, Radio & TV Base: N= 30 Source: Forrester Consulting Survey for ABM

75 75 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Movies, Radio & TV Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 30 Source: Forrester Consulting Survey for ABM

76 76 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Pharmaceuticals

77 77 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Pharmaceuticals Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 31 Source: Forrester Consulting Survey for ABM

78 78 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Pharmaceuticals Base: N= 31 Source: Forrester Consulting Survey for ABM

79 79 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Pharmaceuticals Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N=31 Source: Forrester Consulting Survey for ABM

80 80 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Professional Services

81 81 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Professional Services Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N=56 Source: Forrester Consulting Survey for ABM

82 82 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Professional Services Base: N= 56 Source: Forrester Consulting Survey for ABM

83 83 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Professional Services Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N=56 Source: Forrester Consulting Survey for ABM

84 84 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Resources

85 85 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Resources Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 30 Source: Forrester Consulting Survey for ABM

86 86 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Resources Base: N=30 Source: Forrester Consulting Survey for ABM

87 87 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Resources Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 30 Source: Forrester Consulting Survey for ABM

88 88 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Restaurant

89 89 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Restaurant Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 30 Source: Forrester Consulting Survey for ABM

90 90 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Restaurant Base: N= 30 Source: Forrester Consulting Survey for ABM

91 91 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Restaurant Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 30 Source: Forrester Consulting Survey for ABM

92 92 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Retail Services

93 93 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Retail Services Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N=57 Source: Forrester Consulting Survey for ABM

94 94 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Retail Services Base: N= 57 Source: Forrester Consulting Survey for ABM

95 95 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Retail Services Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 57 Source: Forrester Consulting Survey for ABM

96 96 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Science and R&D

97 97 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Science and R&D Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 35 Source: Forrester Consulting Survey for ABM

98 98 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Science and R&D Base: N= 35 Source: Forrester Consulting Survey for ABM

99 99 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Science and R&D Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N=35 Source: Forrester Consulting Survey for ABM

100 100 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Transportation

101 101 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Transportation Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 49 Source: Forrester Consulting Survey for ABM

102 102 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Transportation Base: N= 49 Source: Forrester Consulting Survey for ABM

103 103 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Transportation Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 49 Source: Forrester Consulting Survey for ABM

104 104 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Travel

105 105 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Travel Respondent Profile - Annual Revenues Less than $1 million$1 million to $10 millionMore than $10 million Marketing Spend Base: N= 30 Source: Forrester Consulting Survey for ABM

106 106 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile – Travel Base: N= 30 Source: Forrester Consulting Survey for ABM

107 107 Entire contents © 2005 Forrester Research, Inc. All rights reserved. B2B Marketing Profile -- Travel Marketing tactics % of 2005 budget % of respondents increasing marketing spend by more than 5% in 2008 % using this marketing tactic 2008 2004/5 Base: N= 30 Source: Forrester Consulting Survey for ABM


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