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What Works Where in B2B? 2012 How marketers are marketing. How buyers are buying. In association with The Marketing Society and Circle Research #wwwb2b
What Works Where in B2B Digital 2012
© Omobono Limited 2012. We are happy for you to reproduce the information contained in this slide, but please acknowledge the source.
Background
What Works Where in B2B digital marketing 2012 was conducted in Spring 2012.
• 98 B2B marketers - collective budgets of £78m.
• 224 B2B buyers – with £150m spending power.
Four key sectors: financial services, professional services, manufacturing, IT/telecoms.
Conducted in partnership with Circle Research and The Marketing Society in the UK.
What Works Where in B2B Digital 2012
© Omobono Limited 2012. We are happy for you to reproduce the information contained in this slide, but please acknowledge the source.
Four key themes
Relationship Building • Deepening customer relationships remains the number one objective for B2B
marketers. Are they doing it well?
Thought leadership • Marketers recognize that the name of the game is thought leadership – ensuring that
buyers come across your name and expertise when they are keeping up to date with issues in the marketplace. What impact are they having?
Channels of influence • Digital remains a crucial part of the marketing mix. The challenge is to understand
which channels work most effectively in each situation.
Spend vs effectiveness • As in 2011, the research reveals exactly where marketers are spending their
budgets, and what they perceive as being effective. What are the significant gaps between what they are doing and what buyers want?
What Works Where in B2B Digital 2012
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Building relationships – an overview
1. • Marketers’ top objectives
2. • Buyers – contact by existing vs prospective suppliers
3. • Buyers – open to contact via social media
4. • Marketers – low spend on extranets
5. • Buyers – high reliance on supplier information
6. • Buyers most likely to buy from personal /existing relationships
7. • Marketers – lack of focus on internal engagement
8. • Buyers – heavily influenced by influencers
What Works Where in B2B Digital 2012
© Omobono Limited 2012. We are happy for you to reproduce the information contained in this slide, but please acknowledge the source.
Relationships matter
What Works Where in B2B Digital 2012
© Omobono Limited 2012. We are happy for you to reproduce the information contained in this slide, but please acknowledge the source.
77% 56% 50% 44% 26% 24% 16%
Deepen customer relationships
Raise brand awareness
Strengthen ‘thought leadership’ position
Develop brand position
Better understand target market
Launch product/service
Ensure organisation is living the brand
8% 1% 3%
3% 4% 3%
% increase from 2011
% decrease from 2011
1. Marketers top 3 objectives
What Works Where in B2B Digital 2012
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2. Buyers are contacted more often by prospective than by existing suppliers.
36% 32% 27% 17% 15% 15% 13%
Personalised email
Generic marketing email
Direct mail LinkedIn Email sharing useful content
Telemarketing Personal visits
19% 17% 18% 9% 8% 9% 12%
Personalised email
Generic marketing email
Direct mail LinkedIn Email sharing useful content
Telemarketing Personal visits
Prospective suppliers contacting buyers
Existing suppliers contacting buyers
% receiving contact at least once a week
What Works Where in B2B Digital 2012
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3. B2B buyers are open to contact via social media
% positive reactions to contact by prospective suppliers
% positive reactions to to contact by existing suppliers
Personal visits 79% 79%
Trade events 70% 68%
Bespoke events 69% 76%
Email sharing content 63% 65%
LinkedIn 56% 53%
Webinars 53% 55%
Personalised emails 52% 65%
Industry sponsorship 51% 55%
Twitter 47% 56%
Mobile messaging 43% 37%
Direct mail 36% 42%
Facebook 35% 40%
Generic email 16% 21%
Telemarketing 13% 16%
What Works Where in B2B Digital 2012
© Omobono Limited 2012. We are happy for you to reproduce the information contained in this slide, but please acknowledge the source.
4. Marketers – low spend on extranets
% of buyers reacting positively to these channels % of buyers contacted by suppliers through this channel
92% 90% 86% 85% 84%
Personalised email
Personal visits Trade events Bespoke events
Email sharing content
82% 79% 74%
Direct mail Generic email Industry sponsorship
67% 65%
Webinars Extranet
61% 59% 84% 25% 25%
LinkedIn Telemarketing Mobile messaging
Twitter Facebook
65% positive 79% positive 67% positive 76% positive 66% positive
41% positive 21% positive 56% positive 44% positive 57% positive
53% positive 16% positive 37% positive 56% positive 40% positive
What Works Where in B2B Digital 2012
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5. Buyers – high reliance on supplier information
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Supplier websites
Email newsletter
Trade events
Online business press
Seminars
White papers, similar content
Online trade press
Print business press
Print mainstream press
Online mainstream press
Online trade communities
Print trade press
Advertising campaigns
Webinars
Trade blogs
YouTube, online video
Podcasts
Offline Channel Online Channel
LinkedIn the only ‘B2B’ social network? 65% of B2B buyers use it regularly for business
How frequently do you use each of the following in order to keep yourself informed on developments in your profession or industry?
What Works Where in B2B Digital 2012
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6. Buyers most likely to buy from personal relationships and existing contacts
10%
5%
3%
5%
5%
9%
9%
10%
11%
12%
16%
17%
22%
Don't know
Other
Known brand
Previous relationship
Not too pushy
Made a personal visit
Offer was relevant
Quality of product/service
Good timing
Understood my needs, tailored offer
Competitive price
Good, compelling pitch
Personal relationship - honest and open
% making a purchase after being contacted
What Works Where in B2B Digital 2012
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7. Marketers –lack of focus on internal
33% 17% 15% 11% 9% 9% 3%
Deepen customer relationships
Raise brand awareness
Strengthen ‘thought leadership’ position
Develop brand position
Better understand target market
Launch product/service
Ensure organisation is living the brand
1% 9% 3%
8% 2% 3%
• If marketers think that developing customer relationships is the most important objective. Why isn’t making sure the entire organisation is living the brand the second most important objective?
• Only 3% of marketers believe that it’s of primary importance.
• 16% (1 in 6) think its in the top 3 things in terms of importance.
% increase from 2011
% decrease from 2011
What Works Where in B2B Digital 2012
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8. Buyers – heavily influenced by influencers
• When identifying potential suppliers, 42% of Large Corporates use word of mouth as primary source of information (ask peer, work colleague, finance department or consultant), compared to 18% of SMEs
• Similar patterns are seen when evaluating potential suppliers and defining specific need
• The relationship may not be direct. 51 % of buyers say Professional advisors and consultants are the most useful source for identifying and evaluating a supplier, making it the most influential source in the research.
What Works Where in B2B Digital 2012
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Thought leadership – an overview
1. • Marketers being known for something
2. • Buyers – visit wide range of places to keep up to date
3. • SM may not be as effective as marketers think
4. • Marketers – SM trajectory continues
5. • Marketers – challenges of delivering Thought Leadership
6. • Marketers – internal co-ordination not happening
7. • Buyers – importance of search
What Works Where in B2B Digital 2012
© Omobono Limited 2012. We are happy for you to reproduce the information contained in this slide, but please acknowledge the source.
Thought leadership is the name of the game
What Works Where in B2B Digital 2012
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1. Marketers want to be known for something
Deepen customer relationships Raise brand awareness
Strengthen ‘thought leadership’ position
9% 3%
8%
33% 17% 15%
What is your organisation’s highest B2B marketing priority?
Deepen customer relationships Raise brand awareness
Strengthen ‘thought leadership’ position
77% 56% 50%
What are your organisation’s top 3 B2B marketing priorities?
8% 1%
% increase from 2011
% decrease from 2011
What Works Where in B2B Digital 2012
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2. Buyers – wide range of places to keep up to date
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Supplier websites
Email newsletter
Trade events
Online business press
Seminars
White papers, similar content
Online trade press
Print business press
Print mainstream press
Online mainstream press
Online trade communities
Print trade press
Advertising campaigns
Webinars
Trade blogs
YouTube, online video
Podcasts
Offline Channel Online Channel
Industry focused events and the press still have a role to play.
How frequently do you use each of the following in order to keep yourself informed on developments in your profession or industry?
29% of B2B buyers don’t use any social networks regularly for business
What Works Where in B2B Digital 2012
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3. Are marketers using social media for the wrong thing?
Deepen customer relationships
Raise brand awareness
Strengthen thought leadership
Develop brand positioning
Social media effectiveness
54% 88% 91% 75%
Raise brand awareness
Strengthen thought leadership
Develop brand positioning
69% 80% 79% 85%
Deepen customer relationships
Website effectiveness
What Works Where in B2B Digital 2012
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4. Marketers – SM trajectory continues
-10%
10%
-10% 10%
Ch
an
ge
in
pe
rce
ive
d e
ffe
ctiv
en
ess
Change in budget allocation
Website development
Email marketing
Social media
Online video
Microsites
SEO
PPC
Display advertising
Mobile apps
Affiliate marketing
Extranets
SMS/MMS
Mobile optimisation
Fall in budget despite rise in perceived effectiveness
Increase in budget allocation despite slight fall in perceived effectiveness
What Works Where in B2B Digital 2012
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5. Marketers – challenges of delivering TL
What Works Where in B2B Digital 2012
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6. Marketers – internal co-ordination not happening
• But thought leadership puts additional pressure on an already pressurise marketing department.
• Creating cut through, staying innovative and creating quality content are all significant issues for marketers.
• But with only 1 in 6 putting it as a priority there is evidence that marketers either don’t feel that this is central to their roles, or it slips off the long list of things they need to achieve.
What Works Where in B2B Digital 2012
© Omobono Limited 2012. We are happy for you to reproduce the information contained in this slide, but please acknowledge the source.
7. Buyers – importance of search
• One element of thought leadership that shouldn’t be overlooked is the importance of search, right through the buying process.
• 58% of buyers use Search to define their specific need – second only to using the suppliers’ websites themselves.
• 54% of buyers use it to identify potential suppliers.
• At 98% it’s the most useful tool for evaluating suppliers.
• SEO, which the majority of clients outsource, only takes 6% of the total budget, less than what was spent in 2011, suggesting that marketers are, perhaps wrongly, de-emphasising search as a valuable activity.
• 21% of clients don’t do any search engine marketing at all.
What Works Where in B2B Digital 2012
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Digital channel usage – an overview
1. • Digital very firmly part of the marketing mix.
2. • But digital is not the only thing that marketers are doing
3. • Buyers’ connectivity with digital
4. • Best practice is personal
5. • Marketers don’t really vary channel by objective
6. • What channels work where for looking, choosing and buying.
7. • Some channels are more effective than others.
What Works Where in B2B Digital 2012
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The role of digital in communications
What Works Where in B2B Digital 2012
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1. Digital very firmly part of the marketing mix
• 94% of marketers view it as critical or important.
44%
51%
3%
43%
51%
6%
Critical
Important
Less important
Not relevant
• There is a slight rise in those who think it’s less relevant or important vs last year.
2012
2011
What Works Where in B2B Digital 2012
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2. But digital is not the only thing that marketers are doing
Almost two-fifths of B2B budgets are invested in digital customer loyalty remains the primary focus
<20% 2011 = 27%
11%
17% 18%
17%
8%
11%
6%
8%
5%
2%
10% 11%
22%
15%
8%
19%
5% 4%
3% 2%
<10% 10-19% 20-29% 30-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-100%
2011
2012
Mean* 2011 = 37%
2012 = 38%
>70% 2011 = 14% 2012 = 10% 2012 = 22%
20-70% 2011 = 60%
2012 = 68%
What Works Where in B2B Digital 2012
© Omobono Limited 2012. We are happy for you to reproduce the information contained in this slide, but please acknowledge the source.
3. Buyers connectivity with digital
11%
8%
2%
4%
4%
5%
8%
10%
11%
13%
16%
16%
20%
25%
28%
45%
None - no-one made a compelling case
None - no need for any goods/services
SMS/MMS
Telemarketing
Generic email
Webinars
Industry sponsorship
Direct mail
Email sharing content
Bespoke events
Trade events
Personalised email
Personal visits
Offline channel Online channel
Don’t provoke particularly negative reactions, but don’t lead buyers to act, either
What Works Where in B2B Digital 2012
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4. Best practice is personal
• Buyers use a range of on and offline ways to keep up to date, clarify needs, identify and evaluate suppliers.
• 41% of buyers say personal visits are the best way to get in contact with them.
• And they are the best way to get people to act.
• Of top 4 methods, 3 rely on face to face contact.
• Buyers are slightly more likely however to get a personal visit from prospective suppliers than from their existing suppliers!
45% 31% 25% 22% 17%
Personal visits Personalised email Trade events Bespoke events LinkedIn
Average % of channels which lead to sales
What Works Where in B2B Digital 2012
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5. Marketers don’t really vary channel by objective
0%
25%
50%
75%
0% 15% 30%
Pe
rce
ive
d e
ffe
ctiv
en
ess
of
cha
nn
el
Budget allocation
Website development
Email marketing
Social media
Online video
Microsites
SEO
PPC
Display advertising
Mobile optimisation/
apps
Affiliate marketing Extranets SMS/MMS
Too much budget allocated?
Not enough budget allocated?
How effective are digital marketing activities? And what proportion of your organisation’s B2B digital marketing spend have you allocated to each of them over the next 12 months?
What Works Where in B2B Digital 2012
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6. For buyers, some channels work better than others
Passive - Buyer keeping informed about industry developments
Passive - Buyer contacted by suppliers
Active - Buyer searching identifying and selecting suppliers
CORE CHANNELS
Online • Content on websites and microsites
• Email newsletters • Online display advertising • Webinars
• Email (personalised, sharing content)
• LinkedIn • Webinars • Extranets/ Twitter (for
existing suppliers)
• Website and microsites • SEO • PPC
Off line • Print display advertising • Seminars, trade events
• Personal visits • Bespoke/trade events
• Word of mouth
SUPPORT CHANNELS
Online • Online communities • LinkedIn • Mobile?
• Twitter (prospective suppliers)
• Mobile messaging
Offline • Ad campaigns • Industry sponsorship
What Works Where in B2B Digital 2012
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7. And some are more effective than others
Financial services Engineering/
manufacturing Business/ prof. services Technology/ telecoms
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%*)
% reacting very or quite positively to contact % reacting very or quite positively to contact
% who had actually purchased something as a result of contact through this channel
Financial services Engineering/
manufacturing Business/ prof. services Technology/ telecoms
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%)
What Works Where in B2B Digital 2012
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Spend vs effectiveness – an overview
1. • Top 3 spend
2. • What Works Where
3. • ROI issues
4. • SM – marketers vs buyers pov
5. • Spend on mobile vs use of mobile
6. • Video expenditure and usage
7. • Variations by sector
What Works Where in B2B Digital 2012
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What works where in 2012
What Works Where in B2B Digital 2012
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1. Top 3 spend
• As in 2011, corporate websites, email marketing and social media take the lion’s share of the spend, with microsites and online video/podcasts and webinars following close behind.
• Mobile’s share now up to 7%, comparable to display, SEO and PPC.
What Works Where in B2B Digital 2012
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2. What’s working where?
Mobile optimisation
7%
24%
75%
5%
Website development
64%
Email marketing
4%
51%
Microsites
2%
Social media
10%
74%
Online video
3%
66%
42%
SEO
1%
Mobile apps
1%
25%
28%
Display advertising
1%
20%
Affiliate
20%
Extranets
9%
13%
SMS/ MMS
PPC
1%
29%
What Works Where in B2B Digital 2012
© Omobono Limited 2012. We are happy for you to reproduce the information contained in this slide, but please acknowledge the source.
3. ROI issues
10%
49%
34%
7%
17%
39%
28%
15%
Yes, and confident in its accuracy
Yes, but not with accuracy we'dlike
No, but plan to start
No, and no plans to start
2012
2011
% measuring ROI:
Total (2012) = 57% Financial services = 61% Engineering/manuf. = 67% Business/prof. services = 54% Technology/telecoms = 64%
What Works Where in B2B Digital 2012
© Omobono Limited 2012. We are happy for you to reproduce the information contained in this slide, but please acknowledge the source.
4. Social media – marketers vs buyers
9%
19%
11%
11%
9%
8%
14%
8%
13%
15%
18%
23%
25%
22%
23%
16%
14%
15%
24%
31%
30%
24%
43%
44%
46%
49%
45%
53%
52%
54%
53%
49%
48%
54%
53%
61%
63%
63%
55%
51%
49%
34%
33%
30%
38%
35%
30%
32%
27%
26%
28%
25%
25%
20%
22%
18%
21%
16%
18%
17%
10%
21%
11%
13%
6%
8%
10%
5%
7%
5%
5%
YouTube, other online video
Podcasts
Advertising campaigns
Trade blogs
Online trade communities
Print mainstream press
Online mainstream press
Online business press
Webinars
Trade events
Print trade press
Seminars
Print business press
Online trade press
Email newsletters
White papers, similar content
Supplier websites
Very useful Quite useful Not very useful Not at all useful Don't know
Channels’ effectiveness at keeping buyers informed increasing customer loyalty remains the primary focus
What Works Where in B2B Digital 2012
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5. Spend on mobile vs use of mobile
5%
6%
6%
9%
15%
9%
11%
9%
8%
14%
15%
17%
24%
29%
35%
17%
21%
23%
19%
27%
22%
24%
25%
33%
28%
32%
31%
35%
39%
33%
37%
33%
37%
21%
19%
40%
33%
29%
29%
23%
25%
20%
10%
9%
Supplier websites
Online trade press
Online mainstream press
Online business press
Trade blogs
Online trade communities
YouTube, online video
Always Most of the time Half of the time Rarely Never
Use of mobile device to visit website
What Works Where in B2B Digital 2012
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6. Video expenditure and usage
• Users are the most vociferous - saying they find it more useful for defining specific needs than any other channel’s users do.
• Marketers now pump 9% of their budget into online
video, podcasts and webinars – up 2% on the previous year.
• Marketers perceive it as more effective across a range
of objectives, than email marketing, although they spend less money on it.
• Despite pressure on resources and expertise, 27% of
marketers do it in-house. • Sharing such content is part of best practice for
contacting buyers - 63% find it useful, with 20% in the technology sector saying they had bought as a result.
• YouTube is only used by used by 5% of respondents,
although they are the most positive. • Focus should be on hosting such content on supplier
websites or microsites, not on YouTube or other online video sites
What Works Where in B2B Digital 2012
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7. Variations by sector
Financial services Engineering/ manufacturing Professional services Technology/ telecoms
Website dev. 20%
Social media 16%
Email marketing 14%
Microsites 18%
SEO; online video 6%
PPC; display advertising 4%
Other – 4%
Mobile site; mobile apps 3%
Extranets; affiliate; SMS/MMS 1%
Website dev. 22%
Website dev. 25%
Website dev. 16%
Microsites 25%
Microsites 12% Microsites 12%
SEO; mobile apps 4%
SEO; online video 6% SEO; display advertising 7%
PPC 5% PPC 4%
PPC; online video 9%
SMS/MMS; extranets 1% SMS/MMS; extranets 0% SMS/MMS; affiliate 0%
Mobile site; mobile apps; affiliate 2% Mobile site 2% Mobile site extranets 2%
Mobile apps 3%
Social media 9%
Social media 15%
Social media 13%
Email marketing 12%
Email marketing 19%
Email marketing 17%
Online video 6%
Display advertising 8% Display advertising 8%
Affiliate 0%
Other – 1% Other – 0% Other – 3%
% of B2B marketing spend allocated over the next 12 months according to sector
What Works Where in B2B Digital 2012
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In summary
• Relationships matter – and needs consistent investment and planning
• Thought leadership works – but throws up its own challenges which need to be tackled.
• Digital is a major contributor – think not only about how it works but also how it could augment the personal.
• Matching spend to objectives more closely creates value.
What Works Where in B2B Digital 2012
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About The Research
Omobono’s What Works Where in B2B Digital Marketing research has been produced in partnership with The Marketing Society and Circle Research.
The research was conducted in spring 2012 with 96 senior B2B marketers, responsible for budgets totalling over £78 million. Many of these are heavyweight marketers from big companies. In addition, 224 senior B2B buyers responded with their views, spread across business & professional services, financial services, engineering & manufacturing and technology & telecoms. Collectively they have a buying power of £150m.
Omobono is an award-winning digital agency, specialising in brand engagement for large
corporates and government.
Omobono works with some of the world’s largest companies to drive their relationships – with customers, employees and stakeholders. Which leads to increased sales, loyalty and share of voice.
Our combination of business expertise, creativity and technical delivery is unique.
We offer a full service, from strategy and communications planning to creative delivery
and implementation of complex, dynamic websites, through to mobile and social media
marketing.
©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. St Giles Hall Pound Hill Cambridge CB3 0AE, UK
T +44 (0)1223 307000 F +44 (0)1223 365167 www.omobono.com
Thank you
For further information on the research or on how Omobono can help you tackle the challenges outlined please contact Francesca Brosan [email protected] or call 01223 307000