ITSMA B2B Services Marketing Budget and Trends 2014 Infographic

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ITSMA’s annual Services Marketing Budget Allocations and Trends survey provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries

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The recent rise of Account-Based Marketing (ABM) is nothing short of remarkable. From a special initiative that a handful of B2B pioneers developed to drive growth with top accounts in the early 2000s, ABM is now a mainstream strategy that companies are implementing with hundreds or even thousands of accounts with a wide range of programs and objectives. The 2017 ABM Benchmark Study conducted by ITSMA and the ABM Leadership Alliance highlights the main reason for such dramatic growth: ABM works! In fact, as this research report shows, a full 87% of marketers implementing ABM say that it provides higher ROI than any other type of marketing. Similarly, strong majorities say that ABM drives improvement in the “Three R’s” of strategic marketing: Reputation, Relationships, and Revenue. This report provides an essential review of the current state of play with ABM in 2017, with data and insight on such issues as budgets and staffing, account selection, collaboration with sales, tools and technology, campaign tactics, programmatic challenges, and business benefits. In particular, the report explores the three distinct types of ABM that have emerged in recent years: One-to-One, One-to-Few, and One-to-Many. Most companies are currently engaged in just one of these types, but a growing number are experimenting with two of them, and many more plan to move to a blended strategy over the next few years. The research underscores the key challenges marketers are facing and the specific ways they are addressing each type of ABM. About the Research 159 marketers and related titles from 134 B2B technology and business services companies completed an online survey during June 2017 Company size: Less than $500 million annual revenue: 52% $500 million-$4.9 billion: 20% $5 billion or more: 28% Job title or level: VP and above: 22% Director: 39% Manager: 29% Individual contributor: 10% Location: North America: 66% Europe: 21% Asia/Pacific: 10% Latin America: 3% Middle East: 1% The study also included qualitative interviews with ABM program leaders from 12 companies: Betterworks Deluxe Fujitsu* HCL Juniper Networks, Inc.* KPMG LLP* Localytics NTT DATA Services* O2 Oracle SAP* Global B2B Information Services Company * Denotes member of the ITSMA Account-Based Marketing Council Additional Data for ITSMA Member Participants An extended report with additional data from the study, including detailed data and cross-tabs for the three types of ABM, is available to survey participants from ITSMA member companies. Contact Lisa Hafer at lhafer@itsma.com if you are interested in the extended report or a private online briefing.

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B2B marketers at top performing companies prioritize customer and market insight, analytics, and measurement. According to ITSMA’s 2016 Budget and Trends Study, customer insight topped the marketing priority list for the year at high growth companies while other marketers ranked it only 20th in importance. Capitalizing on the opportunities for data-driven, personalized, and insight-led marketing, however, typically requires investment in new approaches, tools, and even organizational changes. While some marketing organizations have forged ahead and are reaping the benefits, most are just getting started. This survey report provides a deep dive into the current state of insight-led marketing at 133 leading B2B technology and business services companies. The report includes data on such questions as: -Overall progress in using data and insight to drive marketing decision making and activities -Leadership, strategy, and organization for insight-led marketing -Top objectives and challenges for insight-led marketing The report highlights the differences between leaders and others in insight-led marketing, and includes case studies on how three top firms are benefiting from insight-led marketing: Optum, Symantec, and Thomson Reuters. The report is available for no additional fee to current ITSMA members that responded to this survey and for sale at member and non-member prices to all others. Study Methodology Web-based Survey -Survey invitations were emailed during August 2016 to ITSMA member and select non-member companies -133 marketers at B2B technology and business services companies completed the survey 17 Qualitative Interviews -Adobe -Booz Allen Hamilton -CDW -Ciena -Cisco -CSC -Deloitte -EMC -Genpact -Invetech -Mindtree -Optum -PwC -SAP -SITA -Symantec -Thomson Reuters http://www.itsma.com/research/insight-led-marketing-survey/

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The year’s biggest event for B2B services marketers is the ITSMA annual conference, which last year’s featured dozens of speakers, workshops, and smaller events and one-to-one consultations. Presenting were experts and pratitioners from ITSMA, Cisco, CSC, EMC, Dell, IBM, Avaya, Thomson Reuters, McKinsey, Harvard, KPMG, Deloitte, and Oracle. The breadth of topics covered by speakers demonstrates that marketing’s responsibilities keep expanding. The number of new tools and technologies is also growing fast, which heightens the importance for marketers of planning well, measuring results, and staying connected to internal and external stakeholders. And for all the focus on marketing technology, data analytics, and digital engagement, the biggest takeaway from the conference may be that old-fashioned person-to-person interaction—with customers, internal stakeholders, and marketing peers—is essential for both professional improvement and personal well-being.

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ABM is a structured approach to developing and implementing highly customized marketing campaign to markets of one. Investment in ABM in 2013 was at an all-time high and predicted to grow even more in 2014. Nearly all B2B solution providers that measure Account Based Marketing (ABM) ROI find that ABM delivers higher ROI than other marketing initiatives. So why then is the number one ABM challenge getting adequate budget to support ABM programs and resources? Why isn’t investing in ABM an easy decision? Even more importantly, what can you do to ensure that your ABM program builds momentum and continues to deliver outstanding results? This survey report provides detailed data on the most current status of: ABM adoption stages Primary ABM objectives and achievements Key benefits of ABM for sales and customers Size and growth of the ABM budget Measuring ABM results ABM best practices In addition, you will get ITSMA’s recommendations on how to document and communicate positive ABM outcomes that will help sustain an ABM program and build momentum. Methodology Web-Based Survey Survey invitations were emailed during October 2013 to ITSMA member and select non-member companies 88 primarily marketers at B2B technology and business services companies completed the survey ITSMA Analyzed the Data Three Ways Stage of ABM Adoption Standardizing & Scaling ABM Planning, Piloting, & Building ABM Size of Company (annual revenue) Less than $500M $500M–$9.9B $10B or More Company Type Sells products & services Primarily services

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ITSMA Recognizes Best in Class Marketing Programs with its 2012 Marketing Excellence Awards BT, Capgemini, Cisco, Dell, Deloitte, DocuSign, IBM, Infosys, Microsoft, Optum, and Tata Consultancy Services are recognized as B2B Marketing Leaders across six categories. An international jury of marketing executives and experts selected the winners based on excellence in situation analysis, innovation, program execution, and business results. The awards honor excellence at two levels: diamond and gold.

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IlamathiKannappan

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1. B2B SERVICES MARKETING BUDGET AND TRENDS 2014 ITSMA’s annual Services Marketing Budget Allocations and Trends survey provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries MARKETING PRIORITIES FOR 2014 1. Thought leadership development and dissemination 2. Brand/reputation management/differentiation 3. Sales and marketing alignment/sales force enablement 4. Account Based Marketing 5. Marketing Performance Management CHANGES ANTICIPATED IN MARKETING BUDGET % of Respondents Increase 36% Stay the Same 51% Decrease Overall 2014 B2B Services Marketing Budget Growth: 13% 4.8% TOP THREE ESSENTIAL SKILLS FOR THE FUTURE SUCCESS OF MARKETING % of Respondents Writing/story telling/editing/publishing 53% Leadership 51% Data and analytics 36% MARKETING BUDGET ALLOCATION Mean % of the Services Marketing Budget Other Market/competitive intel Business partners/alliances Marketing operations Strategy and market planning 5%5% 5% 6% 7% Relationship management and monitoring Sales enablement and support 7% 8% 8% Demand generation and lead management 18% 16% 15% Brand and communications Content development Offering management MARKETING BUDGET TRENDS Sponsorships Content development Public trade shows, events, conferences Sales enablement and support Advertising (traditional) Brand and communications Direct marketing (email/mail/ telemarketing) Digital marketing Marketing technology FIVE MANDATES FOR MARKETERS IN 2014 1 Measure and communicate metrics that matter 2 Become a data and technology frontrunner 3 Improve relevance and personalization 4 Enable thought leadership selling 5 Develop a proactive and adaptive marketing culture Study Methodology From December 2013 through January 2014, ITSMA used a web-based survey to gather data from its members and select non-members about services marketing budgets and top marketing priorities. ITSMA received 45 responses from 44 unique companies. Julie Schwartz Senior Vice President Research and Thought Leadership jschwartz@itsma.com Source: ITSMA, 2014 Services Marketing Budget Allocations and Trends © 2014 ITSMA—Reproduction Prohibited | B025IG

ITSMA B2B Services Marketing Budget and Trends 2014 Infographic

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