Where’s Your Business Coming From?

ITA Marketing Survey ResultsFall 2011

Do You Have a Formal Marketing Plan?

• 79% - Yes• 21% - No

Do You Track the Source of Closed Business

• 93% - Yes• 7% - No

What is Your Most Important Marketing Priority for the Coming Year?

• 75% - Lead Generation• 8% - Awareness

Building• 8% - New Product

Launch• 8% - Other• 2% - Implementing a

Marketing Plan

• Other:“All are equally

important”“Tightening the message

across multiple products”

“Branding, Lead Gen, measuring marketing”

Will online advertising spend increase or decrease in the coming year?

• 62% - Increase• 20% - Stay the

same• 18% - No spend

Will Print Advertising spend increase or decrease in the coming year?

• 40% - No Spend• 32% - Stay the

same• 15% - Decrease• 12% - Increase

Will PPC spend increase or decrease in the coming year?

• 36% - Increase• 36% - No spend• 23% - Stay the

same• 5% - Decrease

Will Pay for Leads spend increase or decrease in the coming year?

• 40% - No spend• 28% - Increase• 25% - Stay the

same• 8% - Decrease

Will Direct Mail spend increase or decrease in the coming year?

• 38% - Stay the same

• 32% - No spend• 20% - Increase• 10% - Decrease

Will Telemarketing spend increase or decrease in the coming year?

• 32% - Stay the same

• 32% - Increase• 26% - No spend• 11% - Decrease

Will eMail marketing spend increase or decrease in the coming year?

• 64% - Increase• 26% - Stay the

same• 8% - No spend• 3% - Decrease

Will online events (webinar) spend increase or decrease in the coming year?

• 75% - Increase• 20% - Stay the

same• 5% - No spend

Will location events (seminars, lunch and learns) spend increase or decrease in the coming year?

• 48% - Increase• 42% - Stay the

same• 8% - No spend• 2% - Decrease

Will Trade Shows/Conferences spend increase or decrease in the coming year?

• 52% - Stay the same

• 28% - Increase• 15% - No spend• 5% - Decrease

How do you execute your marketing plan?

• 54% - In house and outsourced

• 44% - In house• 2% - Not executing

What % of revenue are you spending on marketing?

• Less than 1% - 12%• 2% - 22%• 3% - 20%• 4% - 10%• 5% - 28%• +5% - 8%

Where will you spend the majority of the marketing budget in the coming year?

• 25% - Online marketing• 20% - Website• 20% - Trade shows & Events• 18% - Direct marketing• 10% - Other• 5% - Advertising/Sponsorship• 2% - eMail

Where will you spend the majority of the marketing budget in the coming year?

• Other“Direct, Tradeshows, sponsorships”

“Social networking”“Telemarketing”

“SEO”

What is the best source of raw inquiries?

• 48% - Website• 18% - Referral program• 12% - Software publisher• 12% - Other• 5% - Direct mail• 5% - Online advertising

What is the best source of raw inquiries

• Other“Internal inquiries”“Social networking”

“Telemarketing”“Not sure”

“Events with telemarketing, email”

What is the best source of qualified leads?

• 55% - Referral program• 18% - Other• 8% - Website• 8% - Pay for leads• 5% - Telemarketing• 2% - Print ads• 2% - online ads• 2% - Software publisher

What is the best source of qualified leads?

• Other“email newsletter”“internal referrals”“word of mouth”

“social networking”“telemarketing”

“website webinars”“not sure yet”

To what extent do you believe your website and online presence contributes to converting leads into closed business?

• 38% - Greatly contributes• 56% - Somewhat contributes• 3% - No impact• 3% - Other

Going forward do you intend to increase or decrease marketing activities?

• 72% - Increase• 26% - Stay the

same