1. Technology Marketing
Benchmark Survey 2011
An Overview
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

2. Setting the scene
Typical respondent:
• UK based
• Had marketing
qualifications
• Budget holder or
influencer
• From wide range of
different sized client-side
organisations
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

3. Overall importance of ROI is clear
91%
felt that ROI was
68%
thought the importance
“essential” or “very of demonstrating ROI
important” when defining had increased in the
marketing strategy last 12 months
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

4. Some good news
in spite of economic conditions
Net increase in the size of marketing
functions within the technology
sector over the last year.
Considerable optimism over budgets
for the next 12 months.
Most marketers feel well respected
within their organisations
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

5. Marketing budget change over time
Last 12 Months Next 12 Months (Expected) Percentage
Increase Increase 28% Clear
Stay Same Increase 17% Net Increase
Increase Stay Same 9% 54%
Decrease Increase 7% Stable /
Stay Same Stay Same 14% Fluctuating
Increase Decrease 2% 23%
Stay Same Decrease 2% Clear
Decrease Stay Same 15% Net Decrease
Decrease Decrease 6% 23%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

6. Marketing objectives sought to achieve
Sought to Primary Focus over next
achieve objective 12 months
Create leads for sales conversion 76% 42% 58%
Build brand 75% 16% 47%
Drive sales (direct) 72% 19% 47%
Increase web traffic 64% 3% 36%
Launch new product/service 59% 5% 29%
Nurture leads 45% 3% 27%
Increase customer loyalty 43% 4% 29%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

7. How effective respondents were in meeting last
year’s main marketing objective
Very ineffective Very effective
2%
Quite ineffective
11% 14%
Quite effective
73%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

8. Which marketing tools
are most used?
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

9. Used in last Expected net
12 months change in spend
E-mail 90% +
Third party events (e.g. exhibitions) 76%
PR 69% +
Online advertising 63% +
Search marketing 59% +
Direct mail 53%
Social media 52% +
Bespoke events (e.g. roundtables, seminars) 50% +
Content marketing (e.g. white papers) 50% +
Print advertising 47% –
Video 35% +
Corporate Hospitality 28%
Online Events 20% +
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

10. So why were these marketing tools chosen?
70%
51%
22%
7%
Internal Preference/ Budget Agency Fit For
Expertise Influence Purpose
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

11. Most effective tools in terms of investment
E-mail Bespoke Third Party
Events Events
25% 14% 13%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

12. Digital techniques set
to increase in importance
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

13. Don't
We will invest
know
more in offline
We will
49%
invest
more in
digital
Split will
remain
constant
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

14. But there are still barriers preventing greater use
Lack of internal resources
Buy in from decision makers
Pressure to be ROI focussed
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

15. How well informed are marketers when it
comes to digital marketing techniques?
I understand the
key issues, but I I’m up to speed
could always with all the latest
learn more. techniques!
64% 16%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

16. How well informed are marketers when it
comes to digital marketing techniques?
There are serious
gaps in our I’m not very well
knowledge! informed!
14% 5%
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

17. Is the importance of ROI clear?
91%
felt that ROI was
68%
thought the importance
“essential” or “very of demonstrating ROI
important” when defining had increased in the
marketing strategy last 12 months
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton

18. Focus on ROI?
Or focus on what you know works?
IT Marketing Benchmarking Report © B2B Marketing 2011 produced in association with McCallum Layton