1. IT Marketing
Benchmarking Report
Published January 2013
KEY FINDINGS
IT Marketing Benchmarking Report © B2B Marketing 2013 In association with:

2. KEY FINDINGS
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benchmarking-2013
About this report
The IT Marketing Benchmarking Report was produced by B2B Marketing, in association with Kingpin.
This report highlights the key trends and drivers affecting marketing in the technology sector. It gives a detailed
picture of the processes B2B companies currently adopt to establish and achieve marketing objectives; contains
key finding that provide context for the survey data, and provides B2B marketers with consequent actions
and takeaways.
Benchmarking reports are a regular series of products produced by B2B Marketing. They are available free to
Premium Members of B2B Marketing, or otherwise can be purchased online for £150 plus VAT. Key findings are
available to download for free.
IT Marketing Benchmarking Report © B2B Marketing 2013

3. KEY FINDINGS
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benchmarking-2013
1. Lead generation number one objective
This figure shows that in 2011, twice as many people were interested in lead generation than nurturing. In 2012, the gap shrunk to
only 10 per cent.
IT Marketing Benchmarking Report © B2B Marketing 2013

4. KEY FINDINGS
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benchmarking-2013
2. Social media less of a priority
The majority of IT marketers’ regard social media as ‘not very important’, while only 17 per cent regard it as ‘critical’ – suggesting
this channel has fallen out of favour for this group of marketers.
IT Marketing Benchmarking Report © B2B Marketing 2013

5. KEY FINDINGS
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benchmarking-2013
3. Content marketing most effective channel
Despite the hype over digital, content marketing appears to be able to deliver more than other digital techniques.
Overall, 39 per cent of respodents selected it as one of their top three tools.
IT Marketing Benchmarking Report © B2B Marketing 2013

6. KEY FINDINGS
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020 7438 1370
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benchmarking-2013
4. Video most powerful to capture buyer interest
The power of video is clearly evident, with 27 per cent of respondents regarding watching a video to be ‘very important’.
IT Marketing Benchmarking Report © B2B Marketing 2013

7. KEY FINDINGS
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benchmarking-2013
5. Demonstrating ROI is unsuccessful
IT marketers’ ability to demonstrate ROI on marketing spend is falling. Twenty four per cent of respondents reported their ability to
demonstrate ROI had increased in 2012, against 31 per cent who said it had fallen.
IT Marketing Benchmarking Report © B2B Marketing 2013

8. KEY FINDINGS
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020 7438 1370
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benchmarking-2013
Contents of the full report
Section A: Key findings
• Importance of lead nurturing • Rise in marketing budgets • Traditional marketing tools dominate • Email remains the mainstay
• Content marketing most effective • The social media bubble has burst • Measurement on marketing activity is failing
• Slow uptake of marketing automation • Video offers most clues to buyer interest • Marketers have no specific technology budget
Section B: Key learnings
• Balancing lead generation and nurturing • Don’t get obsessed with digital • Handle email with care • Invest in brand journalism
• Focus on ROI • Build the right infrastructure • Develop a social strategy
Appendix 1: Respondent profiles
• Size and turnover of responding organisations • Company type • Company and geographical reach • Roles and level of responsibility
Appendix 2: Full survey results
• Marketing objectives • Marketing budgets • Current usage of marketing techniques and channels • Measurement
• Marketing technology • Social media • Targeting decision makers
IT Marketing Benchmarking Report © B2B Marketing 2013

9. KEY FINDINGS
Order the full report today:
020 7438 1370
b2bmarketing.net/it-
benchmarking-2013
Buy this report
This report will help you: benchmark your current technology marketing activity, understand digital marketing
techniques, optimise your marketing tools and techniques and rationalise your routes to market.
You can buy this report now for just £150 + VAT, or subscribe as a B2B Marketing Premium Member to get
unlimited access to all the reports.
B2B Marketing produces the following types of reports:
•  enchmarking reports: Indepth analysis of key channels, helping marketers benchmark their activities against
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industry standards.
•  est practice guides: Practical guidance focused on key objectives or utilising particular marketing tools
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or techniques.
• Business cases: Insight and data to help build a case towards a specific marketing investment.
• Technology evaluation guides: Indepth functional comparison data on a particular type of marketing technology.
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IT Marketing Benchmarking Report © B2B Marketing 2013