2013 B2B Marketing Mix Survey Results

© 2013 Sagefrog Marketing Group, LLC. Slide 1

2013 B2B Marketing Mix Survey ResultsSagefrog Marketing Group


Sagefrog Marketing Group has conducted this marketing

mix survey each year for the past eight years. The purpose

of the survey is to provide a planning tool to help marketing

professionals optimize their return-on-investment.

One hundred marketing and management professionals

participated in our survey this year.

Health and Life Sciences

Professional and Business Services

Technology

Financial and Insurance

Advertising and Marketing

Manufacturing

Other

24%

2%11%

16%13%

28%

6%


More Than One-Third of Companies Do Not Have A Marketing Plan

Have a formalmarketing plan

65%

Do not have a formalmarketing plan

35%

Formal marketing plans are up 2% from 2012.


Most Companies Outsource to Fulfill at Least Some of Their Marketing Needs

Both55%

In-house40%

Outsource5%

Outsourcing is up 3% from 2012.


Most Outsourced Marketing is Done on a Project Basis

Ongoing Retainer17%

Both 29%

Project Basis 54%

Retainers are up 8% from 2012.


Over Half of Companies are Spending 5%or More of Their Revenue on Marketing

9%

Greater than 15% 15% 10% 5% Less than 5%

10%

20%

49%

12%


Digital Channels Make up Three of theTop Five Areas of Marketing Spend

1. Website Development

2. Online Marketing

3. Tradeshows and Events

4. Email Marketing

5. Advertising

Tradeshows beat Email Marketing this year. Direct marketing was down from 2012.


Most Leads

Least Leads

Digital Marketing Channels are Becoming a Top Source of Sales Leads

• Referrals

• Tradeshows and Events

• Email Marketing

• Public Relations

• Online Marketing

• Advertising

• Telemarketing

• Direct Mail


Digital Channels Provide Excellent Return-on-Investment


• Tradeshows and Events

• Email Marketing


• Advertising + Direct Mail

• Telemarketing

Highest ROI

Lowest ROI

Tradeshows are up this year.


8%

23% 23% 24% 25% 26%30% 31% 32%

40%

49% 51%56%

67%72%

85%

Books / eBooks

Popu

larit

y of

Mar

ketin

g Ta

ctic

s

Other

Seminars

Online Ads

Telemarketin

g

Webinars

White Papers

SEM

Direct M

arketing

Print A

ds

Tradeshows

Press Release

sSEO

Social M

edia

Email Marketin

g

Website

Marketing Tactics Social media and SEO growth continues


Bookmarking

Ratings a

nd Reviews

Document S

haring

Photo Sharin

g

Forums /

Communities

Video Sharing

Micro-b

logsBlogs

Social N

etworks

Popu

larit

y of

Soc

ial M

edia

Tac

tics

4%

11% 9% 9%13% 15%

7% 5%

16%11%

17%19%26%

37% 37%

25%

34%39%

48%

66%

79%84%

2011

2012

2013

29%30%

0%

35%

Social Media Tactics Networks and blogs used most


The Most Popular B2B Social Media SitesPo

pula

rity

of S

ocia

l Med

ia S

ites

Other

4%

19%

+10% from 2012

31%

43%

53%

73%78%

Pinterest

Google+

YouTube

Twitter

Face

book

Linkedin

+8% from 2012

Pinterest and Facebook are up.


57% of Companies Feel that Social Media is Important

Somewhat Important

13%

Very Important31%

Important13%


65% of Companies Spend at LeastOne Hour Per Week on Social Media

Soci

al M

edia

Usa

ge

35%

23%21%

3%

18%

< 1 hour 1-3 hours 4-6 hours 7-9 hours > 10 hours_


45% of Companies Expect to Increase Their Marketing Budget in 2014

Stay the Same52%

Increase45%

Decrease3%


About Sagefrog Marketing GroupSagefrog Marketing Group is a full service marketing,interactive public relations, and advertising agency.

Sagefrog provides business-to-business marketing services for clients in the greater

Philadelphia and New Jersey area. We utilize strategy, creativity and a proven process to

help our clients reach the next level.

Our services include:

• Strategy and Tactics

• Brand Positioning, Messaging and Identity

• Website Development

• Marketing Materials


• Social Media Marketing


• Advertising

• Tradeshow/Event Marketing

• Direct and Email Marketing

Sagefrog Marketing Group, LLC | 62 East Oakland Avenue | Doylestown, PA 18901 | (215) 230-9024 | [email protected]