1. presented by
The B2B MarkeTing guide
In a recent study conducted by Google, over 600 B2B marketing professionals were surveyed and were 2011 edition
asked about their marketing strategy for 2011. This survey assessed how these marketers planned
to spend their marketing budget, the challenges they faced, how they analyzed ROI and the overall
effectiveness of marketing programs. What follows are some key findings from that survey.
1. How did B2B marketers allocate
their marketing budget in 2010?
62%
traditional
marketing methods
34%
digital
marketing methods
(trade shows, magazines, direct mail, etc.) (social media, SEO, email marketing)
breakdown of traditional breakdown of digital
marketing methods marketing methods
4% - other
(as a percentage of the total marketing budget) (as a percentage of the total marketing budget)
0% 10% 20% 30% 40% 50% 25% 20% 15% 10% 5% 0%
28% events/trade shows email marketing
8%
13% magazines/publications online content
5%
9% direct mail seo (search engine optimization)
5%
7% sponsorships sem (search engine marketing)
5%
3% television display ads
4%
28%
1% outdoor marketing social media
3%
1% radio of marketing budgets are earmarked
for events and trade shows
online video 3%
mobile
1%
2. Where do B2B marketers anticipate
budget increases for 2011?
These percentages reflect the average
50%
anticipated increase (of those surveyed) in the
34%
budget allocation for each marketing channel.
43%
40%
40% 38% 38%
35% 35%
of marketers who were already marketing
through digital channels planned to 30%
increase their digital budgets in 2011.
23% 22% 21%
41%
20%
10%
of marketers surveyed expected a budget
increase in 2011. And out of that group,
the average anticipated budget increase 0%
was 21 percent. online social online email other
content media video marketing
mobile seo sem display
ads
3. Most effective media channels.
top 10 most effective media channels
search visiting using online podcasts, online social mobile events, magazines,
engines websites email content webcasts video media trade shows publications
8 out of the top 10 most effective
marketing channels are digital.
4. Biggest challenges for 2011.
limited budget limited staffing insufficient roi analysis
40%
of companies are concerned they do
39%
of B2B marketers believe they will
not have enough people to execute
31%
of marketers indicate that insufficient
ROI analysis is one of their biggest
not have enough budget to fund their
planned marketing efforts. challenges.
plans and deliver on goals.
67% of marketers indicate that
revenue, lead quality, or lead
volume is the most important
metric for digital efforts.
5. Predictions for the future.
trade shows will remain important
85%
of marketers invested in
event marketing in 2010. 28% of that group plan
to increase those
investments in 2011.
search is still #1 for reaching b2b audiences email marketing a top digital priority
81%
of the B2B marketers surveyed
believe their audiences are using
search engines for work purposes,
Approximately one-third of these marketers are
and they agree that search
planning to increase their email budgets in 2011.
marketing is the most effective
digital channel to reach them.
eagerness to test new approaches
85%
of B2B marketers said that SEM was
69%
effective for gaining new leads.
SEM was ranked as the number one
channel for gaining new leads.
of marketers intend to try out
new digital tactics in 2011.
expect a renewed focus on the customer
62%
of B2B marketers agree that
since the economic downturn,
87%
of marketers
invest in customer
Two-thirds of marketers say that
customer retention is where
the majority of their marketing
customer loyalty has declined. retention. dollars will go in 2011.
social media emerging into b2b mainstream
+ 42%
of marketers believe that social
connections have a positive impact
on the brand or brand sales. 16%
of marketers plan to
try using social media
as a marketing channel
for the first time.
 38%
of marketers plan to increase
their social media budget in 2011. 40%
of B2B marketers believe
their audiences frequently
use social media for
business purposes.
mobile and online video expected to surge
40%
of those already using mobile as a
12%
of marketers intended to
marketing channel anticipate positive incorporate mobile into their
growth in 2011. marketing plans for the first time.
48%
of B2B marketers believe that online video
35%
of B2B marketers already using
initiatives have a strong positive impact online video will increase their
on their company’s brand and sales. video budgets for 2011.
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