B2B Barometer: Vital Statistics on Confidence and Marketing Budgets

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?

8% 7% 7%

51% 49% 50%
Very confident
Quite confident
Not sure
Not very confident
25% 22% Not at all confident
26%
No opinion

14% 12%
9%
5% 8%
4%
Jun 10 Jan 11 Aug 11
Base: 137 B2B marketers

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

80%

Net confidence = % confident - % not confident

64%
63%
61%

54%

40%
Nov 09 Jun 10 Jan 11 Aug 11


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

80%

Before 4th August

64% 63%
63%
61%
59%
54%

After 4th August

40%


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

11% 15%
23%
34%
23%
34%
Significantly up
34%
19%
26% Slightly up

Largely static
20%
18%
20% 19% Slightly declined

20% Significantly declined
16% 9%
27%
10% 7% 12%

Base: 69 B2B marketing agency respondents

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

12% 17% 20%
25%

24%
Significantly increased
35%
47% Slightly increased
42%
25%
Stayed the same

17% Slightly decreased
20% 17%
17% Significantly
17% decreased
8%
15% 9%
10% 10%
4%

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

31% 34% 38%
51%

7%

37% Improved
Stayed the same
49%
Worsened
59% 39%

32%

10% 13%


Agency revenues versus agency enquiries

100%

67%
64% 60%
Revenues up over
57% past 12 months
55%
36% 49%
Enquiries up over
34% past 6 months

0%

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

Aug 11
18%
Jan 11
38%
22%
28%

Increased

Remained static

Decreased

48%
44%

Base: 68 B2B client-side marketers

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

8%
16% 20%

34%
25%
38% Significant increase
Slight increase
No change
30% 35% Slight decrease
Significant decrease
33%
18% 15%

9% 5%
9% 5%
Jun 10 Jan 11 Aug 11

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

Trade shows
7%
Email
2% 4% 19% Website development
3%
Direct mail
4% Print
PR
4%
Online ads
13%
6% Marketing research
Marketing strategy
7% Social media

12% Brand identity
8% Telemarketing
9% Other


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

75%

47%
45%
43% 43% 43%
Traditional channels*
41% 42% 41%
39%
34% Digital channels

23% Other

15% 16%
14% 14%

0%
Apr 09 Nov 09 Jun 10 Jan 11 Aug 11
* excludes telemarketing

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.

20%

15%
14%
Email
12% 13%
11% 12%
Website
10% development

5% 6% Online ads

2% Social media
3%
0%
Apr 09 Nov 09 Jun 10 Jan 11 Jul 11


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.

20%
19%
17%
16%
Trade shows

14%
Direct mail

9%
10% 9% PR
7%

0%
Apr 09 Nov 09 Jun 10 Jan 11 Jul 11


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

Trade shows 19%
16%
Email 13%
16%
Website development 12%
12%
Direct mail 9%
8%
Print 8%
6%
PR 7%
8%
Online 6% Budget
4%
4% Time
Strategy 7%
Marketing research 4%
5%
Social media 3%
6%
Brand identity 2%
2%
Telemarketing 4%
3%
Other 7%
6%


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

18%
28%

Yes, significantly

Yes, to some degree

No, not really

No, not at all

51%


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

Leads not fully nurtured 60%

Wasted time 53%

Inefficient budget allocation 41%

Inconsistent brand message 31%

Internal tensions 29%

Effort duplication 28%

Customer dissastisfaction 21%

Other 9%

No major consequences 6%


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

7%

Very important
32% Quite important
Not very important
59% Not at all important


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

4%

35%
Yes, perfectly realistic
Yes, largely realistic
No, not very realistic
Not at all realistic

60%


Find out more …
Access the full contents of Report 5 (and earlier
reports) FREE at www.b2bbarometer.co.uk

If you are a B2B marketer and wish to contribute to
future surveys, register now:
http://www.b2bbarometer.co.uk/register/

Tweet your comments using #B2BBarometer

B2B Barometer: Vital Statistics on Confidence and Marketing Budgets

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