1. WWW India
The state of digital marketing
in B2B in India
November 2012

2. WWW India 2012 22 November 2012 2
Introduction
The state of digital marketing
in B2B in India
For the past two years Omobono has conducted WWW in the UK with input from
our clients in Europe and the US.
But the world is changing and the requirements of many global corporates to
spread their marketing efforts into BRIC countries means that we need to know
whether the things we hold true as marketers in the West are held true elsewhere.
Is there one universal way or not? If there are differences, what are they?
Omobono set out to find the answers to these questions by extending its What
Works Where study to India in 2012.

3. WWW India 2012 22 November 2012 3
What works where
• 2011 70 respondents responsible for £30m
• 2012 96 respondents responsible for £70m
+ 224 buyers with budgets of £150m
• India 2012 58 respondents of which 98% were under 40

4. WWW India 2012 22 November 2012 4
How important is digital marketing activities in achieving
your organisations goals?
48%
50%
45%
38%
40%
35%
30%
25%
20%
12%
15%
10%
2%
0%
5%
0%
Critcal Important Less Important Not al All Important Not Relevant

5. WWW India 2012 22 November 2012 5
How important is digital marketing activities in achieving
your organisations goals?
48%
50%
45%
38%
40%
UK:
35% 95%
30%
25%
20%
12%
15%
10%
2%
0%
5%
0%
Critcal Important Less Important Not al All Important Not Relevant

6. WWW India 2012 22 November 2012 6
What are the B2B marketing priorities for your
organisation over the next 12 months?
3.5
3.4 3.4
3.5 3.3
3.2
3.0
2.9
3.0
2.4
2.5 2.3
2.0
1.5
1.0
0.5
0.0
DBP DCR LG RBA EOLB DUTM LNPS STL OTH

7. WWW India 2012 22 November 2012 7
What are the B2B marketing priorities for your
organisation over the next 12 months?
3.5
3.4 3.4
3.5 3.3
3.2
3.0
2.9
3.0
2.4
2.5 2.3
2.0
1.5
1.0
0.5
0.0
DBP DCR LG RBA EOLB DUTM LNPS STL OTH

8. WWW India 2012 22 November 2012 8
Primary objectives

9. WWW India 2012 22 November 2012 9
How often does your organisation use the listed channels?
3.5
3.5
2.97 2.9
3
2.56
2.38
2.5 2.25
2.16 2.14 2.11
1.95
2 1.82
1.5
1
0.5
0
Websites Organic Social Email Online PR Intranets Paid search Audio, Extranets Display Mobile and
search Media Campaigns (PPC) video and Advertising SMS
(SEO) interactive
marketing

10. WWW India 2012 22 November 2012 10
Channel usage by organisation size
Micro
Small
Medium
Large
Very Large
Websites Intranets Extranets Display SEO Paid Emails Social Mobile & Interactive Online PR
Ads Search Media SMS MKt

11. WWW India 2012 22 November 2012 11
WWW 2012 – what are marketers spending on?

12. WWW India 2012 22 November 2012 12
How effective are the below channels in achieving your
organisation's goals?
4.5 4.2
3.9
4
3.5 3.4 3.3 3.3
3.5 3.2 3.1 3.0
3.0 2.9
3
2.5
2
1.5
1
0.5
0
Company Organic Social Email Intranets Online Extranets Paid search Display Audio, Mobile and
website search Media Campaigns Public (PPC) Advertising video and SMS
(SEO) Relations interactive
marketing

13. WWW India 2012 22 November 2012 13
Channel effectiveness by organisation size
Micro
Small
Medium
Large
Very Large
Websites Intranets Extranets Display SEO Paid Emails Social Mobile & Interactive Online PR
Ads Search Media SMS MKt

14. WWW India 2012 22 November 2012 14
To what extent, if at all, do you outsource each of your
organisation's activities to external agencies as opposed
to doing it in-house?
1.8
1.64
1.58
1.6
1.44
1.34 1.28 1.28
1.4 1.27 1.25
1.2
0.98
1
0.83 0.82
0.8
0.6
0.4
0.2
0
A/V & Paid search Organic Mobile and Company Display Extranets Online Intranets Email Social
interactive (PPC) search SMS website Advertising Public Campaigns Media
marketing (SEO) Relations

15. WWW India 2012 22 November 2012 15
Outsourcing by organisation size
Micro
Small
Medium
Large
Very Large

16. WWW India 2012 22 November 2012 16
WWW 2012 – what are marketers biggest challenges?

17. WWW India 2012 22 November 2012 17
What are the three most significant challenges you face in
B2B digital marketing?
60%
53% 52%
50% 47%
40% 36%
31%
28%
30%
22%
21%
20%
12%
10% 7%
0%
Measuring Creating Speed and Tackling Recruiting Unifying and Internal Allocation of Lack of Others -
ROI Valuable Innovation Social Media and Integrating Resistance Budget for Technology Consistency
Content Managing within Digital
People Digital and Activities
Traditional
Marketing

18. WWW India 2012 22 November 2012 18
Digital challenges by organisation size
Micro
Small
Medium
Large
Very Large
Measuring Recruiting Allocation Tackling Creating Unifying Speed and Internal Lack of Others -
Return on and of Budget Social Valuable and Innovation Resistance Technology Consistency
Investment Managing for Digital Media Content Integrating
People Activities within
Digital and
Traditional
Marketing

19. WWW India 2012 22 November 2012 19
Apart from digital marketing, what other techniques have
you found effective?
4 3.7
3.34
3.5
3
2.8 2.79 2.73
3
2.56
2.4 2.4 2.4 2.3
2.5 2.15
2
1.5
1 Mean
0.5
0

20. WWW India 2012 22 November 2012 20
Non digital channels by organisation size
Micro
Small
Medium
Large
Very Large

21. WWW India 2012 22 November 2012 21
WWW 2012 - Importance of personal contact in the
buying process
Personal visits 45%
Personalised email 28%
Trade events 25%
Bespoke events 20%
Email sharing content 16%
Direct mail 16%
LinkedIn 13%
Industry sponsorship 11%
Webinars 10%
Generic email 8%
Telemarketing 5%
Twitter 4%
Don’t provoke particularly
Facebook 4%
negative reactions, but don’t
SMS/MMS 2% lead buyers to act, either
None - no need for any goods/services 8%
None - no-one made a compelling case 11%

22. WWW India 2012 22 November 2012 22
WWW 2012 - Best 5 channels for prospective suppliers to
contact B2B buyers?
% reacting very or quite positively to contact
Engineering/
Financial services Business/ prof. services Technology/ telecoms
manufacturing
1 Personal visits (83%) Personal visits (87%) Bespoke event (75%) Bespoke event (78%*)
2 Trade events (73%*) Trade events (69%*) Personal visits (74%) Personal visits (69%)
3 LinkedIn (71%) Industry sponsors (65%*) Trade events (69%*) Trade events (69%*)
4 Email sharing content (67%) Bespoke events (62%*) Email sharing content (66%) Email sharing content (64%)
5 Webinars (67%) Personalised email (56%) Personalised email (60%) Twitter (54%*)
% who had actually purchased something as a result of contact through this channel
Engineering/
Financial services Business/ prof. services Technology/ telecoms
manufacturing
1 Personal visits (36%) Personal visits (58%) Personal visits (53%) Personal visits (33%)
2 Personalised email (20%) Personalised email (27%) Trade events (45%) Personalised email (31%)
3 LinkedIn (19%) Trade events (25%) Personalised email (33%) Bespoke events (24%)
4 Bespoke events (17%) Direct mail (22%) Bespoke events (29%) Email sharing content (20%)
5 Trade events (17%) Bespoke events (10%) Industry sponsors (24%) LinkedIn (16%)

23. WWW India 2012 22 November 2012 23
What metrics does your organisation use to measure
return on digital investment?
80%
72%
70% 62%
57% 57%
60%
52%
47% 45%
50%
38%
40%
29%
30%
20%
9%
10%
0%

24. WWW 2012 22 November 2012 24
Conclusions
• B2B marketing in India is well established and sophisticated in
terms of digital channel usage.
• How can digital augment what are undoubtedly extremely strong
personal relationships.
• How can you build customer referrals?
• How can you gain advantage with email – we know it works
powerfully.
• Continue with the importance of search and web.
• Think of mobile as an increasingly positive spiral

25. Thank you
For further information please contact Fran Brosan
fran@omobono.co.uk or call 01223 307000
©2012 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text and
creative concepts developed and contained in this document remain the intellectual property of
Omobono Ltd until such time as they are procured by a third party.
Anyone viewing this document may not use, adapt or modify the contents without our prior consent.
Omobono Ltd. T +44 (0)1223 307000
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Pound Hill
Cambridge
CB3 0AE, UK www.omobono.com