The B2B Barometer Q3 2011

The B2B Barometer: Vital Statistics The B2B Barometer is the ‘state of the nation’ study for B2B marketers Now in its fifth wave, and backed by two years’ worth of historical data on B2B marketing Findings based on 137 interviews with B2B marketing professionals conducted in July and August 2011: 68 client-side marketing professionals collectively responsible for controlling budgets amounting to £27.0 million a year 69 B2B marketing agency professionals with total annual revenues of £540m This report project is sponsored by Circle Research, the Institute of Direct and Digital 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?

How confident are you with your organisation's own outlook for the next 12 months?

To what extent has your organisation's revenue changed over the past 12 months?

In the past six months, would you say the number of enquiries you have received has...?

And now thinking about the quality of these enquiries, would you say they have...?

Agency revenues versus agency enquiries

Thinking about your organisation's budgets, in overall terms how, if at all, would you say they have changed in the past 12 months?

Compared to the previous 12 months, does your organisation's B2B marketing budget for the next 12 months represent an increase or a decrease?

Over the next 12 months, what proportion of this B2B marketing budget do you expect to be allocated to these areas?

The rise in spend on digital marketing channels and fall in spend on traditional marketing channels has tapered off over the past six months

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.

Comparison of how B2B marketing budgets are allocated amongst channels against how time assigned to B2B marketing is allocated

Do you think that your organisation's sales and marketing activities should be better aligned?

What would you say are the most significant consequences of mis- alignment?

To what extent is aligning sales and marketing an important objective for your organisation?

Do you think that that sales and marketing alignment can be realistically achieved by your organisation?

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