Green Hat B2B Marketing Outlook Australia 2014 Sneak Peek

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B2B Marketing Outlook Australia 2014

A research report exploring B2B marketing practice, intentions and directions

MEASURABLE B2B MARKETING

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B2B Marketing Outlook | AUSTRALIA 2014

Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Section 1: Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

1 .1 Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

1 .2 Observations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Section 2: Research Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

2.1 Market Offerings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Type of Offering

Typical Order Value

Lead Times

2.2 Marketing Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Size of Marketing Budget

Change in Marketing Budget

Budget Allocation

Size of Marketing Team

2.3 Marketing Challenges & Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Marketing Challenges in 2013

Marketing Objectives in 2014

2.4 Marketing Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Traditional Marketing Tactics

Digital Marketing Tactics

Digital versus Traditional Marketing Trends

Inbound versus Outbound

Mobile Marketing

2.5 Marketing Automation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Marketing Automation Adoption

Marketing Automation ROI

MarketingAutomationBenefits

2.6 Content Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

SignificanceofContentMarketing

Creation of Content

Targeting Buyers

2.7 Marketing Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Cost Per Lead

2.8 Marketing & Sales Alignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Lead Follow-up Rate

Lead Conversion to Order Rate

2.9 Social Media Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Social Media Platforms

Social Media Involvement

Social Media ROI

Section 3: Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Research Supporters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

CONTENTS

©2014 Green Hat Marketing Pty Ltd ABN 30 099 016 752. All rights reserved. No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.

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B2B Marketing Outlook | AUSTRALIA 20142.0 RESEARCH RESULTS

2 .4 Marketing Channels


This graph provides a comparative snapshot of trends in traditional and digital marketing, based on our respondents’ intentions for 2014 .

Public Relations

In-Person Events Surveys/Research

Direct Mail Telemarketing

Tradeshows/Conferences

Print Advertising

Website and Microsites

Email Campaigns

e-Nurture Marketing

Social Media Marketing

Online Video Online Content Syndication

Search Engine Optimisation (SEO)

Webinars

Online Communities and Portals

Online Paid/Display Advertising Mobile App Marketing


20% 40% 60% 80% -20% -40%

More

DIG

ITAL

Less

Start

Stop

TRA

DITIO

NA

L

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2 .6 Content Marketing

Significance of Content Marketing

HowsignificantisContentMarketinginyourB2Bmarketing?(eg white papers, research reports, articles, videos and other thought leadership material – excluding corporate/service/product collateral)

Creation of Content

HowdoyoucreatecontentforB2Bmarketing?

Targeting Buyers

Have you developed demographic/psychographic personasforbuyersinyourtargetmarket?

DRILLING DOWNLargercompaniesaresignificantlymorelikelytopartly,mostlyorcompletelyoutsourcetheircontentdevelopment:74% compared to 49% of smaller companies .

EXPERT VIEW: THE FUTURE OF CONTENT MARKETING “I think it’ll look less like a separate thing – ‘content marketing’ – and more like, well, marketing! The future of all marketing is in programs that are useful, honestly empathetic, inspired, and based on data or creative insights .” Ann Handley, Chief Content Officer, Marketing Profs

“Marketing departments will continue their transformation into mini-publishers . Analytics and data will be critical, but knowing more about our customers’ consumption habits will create a more complex need for useful content .” Joe Pulizzi, Founder, Content Marketing Institute

Quoted in Marketo’s guide to Content Marketing for Lead Generation, 2014

43%

Very significantContent is a key pillar in ourmarketing

27% 22% 8%

SignificantWe promotea range ofcontent

Somewhatsignificant

Not significantfor us

45%Mostly

in-housesome

outsourced

39%Completely

in-house

12%Mostly

outsourced

3%Not sure

1%Completelyoutsourced

37%

No35%

Yes

23% Weplan to

5%

Not sure?

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2 .5 Marketing Automation

Marketing Automation Adoption

Howwouldyoubestdescribeyouradoptionofmarketingautomation?

Forthepurposesofthisresearch,wedefinemarketingautomation(MA)astheuseofsoftware and web-based services to generate, nurture, manage and score leads as well as execute repetitive campaign tasks .

Marketing Automation ROI

Howwouldyourateyourreturnoninvestmentfrommarketingautomation?Base: Marketing automation users

INSIGHTOf those respondents currently using marketing automation, twice as many have integrated it with their CRM systems as have not, which sounds encouraging . However, true integration is more than just occasional database syncs between disparate systems . Ideally, well-integrated MA and CRM systems deliver a relevant real-time view for both Marketing and Sales of lead progression and buyer engagement across marketing campaigns and nurture programs, as well as social media channels and website activity .

KEY FINDINGHalf of respondents (51%) that have implemented marketing automation have positive ROI, with a further 10% currently breaking even .

DRILLING DOWNLarger companies are 50% more likely to have integrated their MA platform with their CRM system .

Of those that use Marketing automation, how would you rate yourt ROI

9%Excellent

42%Satisfactory21%

Plan to implementin 2014

28%Currently using & integrated with CRM

13%Currently using & not integrated with CRM

10%Breakeven

17%Not sure

22%Yet to achieve ROI

2%Used MA but

abandoned it

33%Do not use MA

3%Not sure

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B2B Marketing Outlook | AUSTRALIA 2014RESEARCH SUPPORTERS

This study was conducted by Green Hat with the support of ADMA, Marketing Magazine, Marketo and SAP

Green Hat is an Australian marketing consulting agency working exclusively for the B2B sector . Our services include market research, strategic planning and execution of programs that require lead nurturing and progression, lead generation, marketing automation, digital marketing and content development . We assist clients that have medium to long consideration times – especially in the high-tech, professionalservices,financialservicesandindustrialsectors . Our client list includes global blue-chip brands such as IBM, EMC, SingTel Optus, Flight Centre, Nokia Siemens, as well as many local organisations .

www.green-hat.com.au

The Association for data-driven marketing and advertising (ADMA) is the principal industry body for information based marketing and advertising and is the largest marketing and advertising body in Australia with over 550 member organisations . ADMA is the ultimate authority and go-to resource for creative and effective data-driven marketing across all channels and platforms, providing knowledge, advocacy, insight and innovation to advance responsive and enlightened marketing .

www.adma.com.au

Marketing magazine has been exploring the strategic challenges facing marketing directors in businesses large and small every month for over 30 years, and it continues to be a trusted resource for marketers and media professionals in Australia . Through the magazine, digital properties, videos and live events, Marketing strives to empower marketing decision makers to plan strategies, implement campaigns and gain competitive advantage in their marketplace .

www.marketingmag.com.au

As market leader in enterprise application software, SAP helps companies of all sizes and industries run better . SAP empowers people and organisations to work together more efficientlyandusebusinessinsightmoreeffectivelytostayahead of the competition . SAP applications and services enablemorethan238,000customerstooperateprofitably,adapt continuously, and grow sustainably .

www.sap.com

Marketo provides the leading cloud-based marketing software platform for companies of all sizes to build and sustain engaging customer relationships, acquire new customersmoreefficiently,maximisecustomerloyalty and lifetime value, improve sales effectiveness, and provide analytical insight into marketing’s contribution to revenue growth .

www.marketo.com

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