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The B2B Digital Marketing Shift
(Presentation of results for a commissioned study conducted by Forrester Consulting on behalf of American Business Media)
2Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Agenda
• What do B2B marketers believe are the most effective marketing vehicles?
• How effective are online marketing vehicles?
• How is the B2B marketing mix changing?
3Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Survey Background
• American Business Media commissioned Forrester Consulting to conduct a survey of B2B marketers
• Survey fielded July – August 2005 to a screened subset of members of eRewards panel
• 867 responses across a wide range of industries and titles
Click here for more on the survey methodology
4Entire contents © 2005 Forrester Research, Inc. All rights reserved.
DefinitionsWhen the respondents completed the survey, they used the following definitions:
• Business-to-business / trade marketing efforts: targeting large, small, or medium-sizedcompanies, small offices or home offices, retailers, wholesalers, or distributors
• General business magazines and newspapers: publications that cover broad business issues and economic topics (e.g., Wall Street Journal, Business Week, Forbes, etc)
• Industry-specific / trade magazines (business-to-business/trade): publications that focus on news and trends affecting a specific industry (e.g., Progressive Grocer, Medical Economics)
• Web-based events: product demonstrations, briefings, or presentations on clients, product/services, and/or industry topics conducted for customers and/or prospects on the Internet using services like Webex, etc.
• In-person events: trade shows, conferences, product demonstrations, or presentations on industry topics conducted for customers and/or prospects held in-person at a hotel or other meeting facility.
• Online marketing: e.g., ads, search, email, directories, and sponsored Web content.
In the course of this presentation, we use these additional terms:
» Online advertising: e.g., search, ads, and content sponsorship on Web sites.
» Other online marketing: e.g., Web-based events, email lists, and online directories.
» Marketing communications: e.g., public relations, custom publications, printed newsletters
5Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Key findings – B2B Marketing Mix
• Industry-specific marketing opportunities of all kinds (trade shows, magazines, web sites) are viewed as more effective than general business magazines or web sites.
» The most effective branding vehicles include in-person events and industry specific magazines. Online is as effective at branding as general business magazines and TV.
» The most effective lead generation vehicles include in-person events, industry specific magazines, and online marketing.
• Fewer marketers will use general business magazines, direct mail, and newspapers, and those using these media will only minimally increase spending, implying a shift of marketing budget allocation toward digital media.
• 48% of B2B marketers use online marketing today, and spend 24% of their budget online
6Entire contents © 2005 Forrester Research, Inc. All rights reserved.
29.9%
31.8%
37.4%
37.9%
39.0%
39.7%
39.8%
42.9%
44.6%
50.2%
51.7%
60.9%
Printed directories
Radio
Newspapers
General business magazines
Printed newsletters
Direct mail
Online marketing
TV
Custom publications
Industry-specific / trade magazines
Public relations
In-person events
Industry-Specific Vehicles Are Most Effective For Branding
“How effective are the following marketing tactics at building brand image?”
(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
(On a scale of 1 to 6, 1 being “very ineffective” and 6 being “very effective,” the chart reflects the percentage selecting 5 or 6)
Online is as effective asTV, general
business magazines,
and newspapers
Confidence interval: + / – 3.3 percentage points
7Entire contents © 2005 Forrester Research, Inc. All rights reserved.
30.7%
31.7%
33.3%
34.6%
35.3%
36.3%
41.3%
42.0%
42.1%
45.4%
47.4%
62.6%
Radio
Printed directories
Newspapers
General business magazines
Printed newsletters
TV
Custom publications
Direct mail
Online marketing
Public relations
Industry-specific / trade magazines
In-person events
Industry-Specific Vehicles Are Most Effective For Lead Generation
“How effective are the following marketing tactics at generating qualified leads?”
(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
(On a scale of 1 to 6, 1 being “very ineffective” and 6 being “very effective,” the answers reflect a combination of 5 and 6)
Online is more effective thanTV, general
business magazines, and
newspapers
Confidence interval: + / – 3.3 percentage points
8Entire contents © 2005 Forrester Research, Inc. All rights reserved.
2005 B2B Marketing Spending
(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
Industry-specific/trade magazines are viewed as more effective than general publications, but receive a smaller share of budget.
Events15%
Direct Mail9%
General publications
12%Marketing
communications 16%
TV and radio15%
Directories3%
Other2%
Online12%
Company web site9%
Trade magazines
7%
9Entire contents © 2005 Forrester Research, Inc. All rights reserved.
2005 B2B Online Marketing Spending
Web Events9%
Email lists8%
Industry specific sites37%
General sites40%
Online Directories6%
(Base: 406 US B2B marketers using online in 2005; Source: Forrester Consulting Survey for ABM)
Percent of 2005 Online Marketing budget by tactic
General sites includes portals such as Yahoo!, search sites such as Google, and general business sites such as Forbes.com
Industry-specific/trade sites are viewed as more effective than general sites, but receive a smaller share of budget.
10Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Almost Half Of B2B Marketers Are Using Online Marketing
(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
“Which of the following B2B / trade marketing tactics has your company used in 2004 and/or 2005? Which will you use in 2008?”
26.8
35.3
43.5
46.9
41.3
37.7
41.4
45.8
45.4
56.2
48.7
60.2
24.8
33.0
35.1
35.6
38.6
41.6
44.1
44.1
48.3
48.7
54.6
60.8
Printed directories
Radio
Printed newsletters
Newspapers
General business magazines
Public relations
TV
Custom publications
Industry-specific/trade magazines
Direct mail
Online marketing
In-person events
20082004/5
11Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Online Marketers Have Already Shifted 24% of the Budget to Online
6.18
18.17
1.83
2.18
5.70
4.20
3.31
3.37
4.52
10.09
5.82
5.06
7.42
7.77
14.37
0.00
0.17
1.83
2.81
4.25
5.80
6.44
6.75
7.73
8.22
8.58
8.98
9.90
12.20
16.34
Other Online Marketing
Online Advertising
Other*
Printed directories
Public relations
Radio
Printed newsletters
General business magazines
Custom publications
Your company’s Web site*
Industry-specific / trade magazines
Newspapers
Direct mail
Television
In-person events
Offline marketersOnline marketers
“Using your best estimate, what percent of your business-to-business/trademarketing budget was spent on each of the following marketing tactics in 2005?”
(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
Note: Offline marketers are defined as those who indicated they are not using any online marketing vehicles in 2004 or 2005.*Adjusted for offline marketers.
12Entire contents © 2005 Forrester Research, Inc. All rights reserved.
3.46
3.49
3.79
3.80
4.02
4.10
4.14
4.16
4.39
4.50
4.60
5.18
1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 5.50 6.00
Newspapers
General business magazines
Direct mail
Custom publications
Printed newsletters
Industry-specific/trade magazines
Online advertising
Other online marketing
Public relations
In-person events
TV
Your company’s Web site
Online Marketing Will Be More Important Than Direct Mail and General Business Magazines
“How much of a role will the following marketing tactics play in your B2B/trade marketing budget in 2008?”
(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
(Mean rating on a scale of 1 to 6, 1 being “experimental role” and 6 being “major role”)
Experimental role Major role
13Entire contents © 2005 Forrester Research, Inc. All rights reserved.
(Copy BIN slides for prospect company here;
Alternate: put a listing of BINs here, linked to the appropriate section of the appendix.)
14Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Discussion Points
• What is your mix of industry-specific vs general business marketing vehicles?
• How important is online marketing in your plans? What role does it play currently?
15Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Questions?
16Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Appendix
1. Study Objective and Methodology
2. Marketing Goals
3. Online Marketing Data by BIN
17Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Appendix 1 – Study Objectives And Methodology
18Entire contents © 2005 Forrester Research, Inc. All rights reserved.
ObjectivesAs digital marketing becomes more mainstream, ABM members wonder how
it will impact their business. But most research on digital marketing only addresses consumer marketing, not B2B. ABM engaged Forrester Consulting for an independent analysis of the trends in B2B digital marketing spend across 21 categories of B2B marketers.
Specifically, the project addressed the following questions:
• What percent of marketing spend do B2B marketers allocate to digital media?
• What is the value proposition of digital marketing and how big a role will it play in the future?
• What are the perceived strengths and weaknesses of each element of the B2B marketing mix?
• How will spending on digital marketing change in the next three years and where will the money come from?
• For each of the 21 categories of B2B marketers, what percentage of the budget is currently being spent on digital media and how important will digital media become in the next three years?
19Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Methodology
• Forrester developed research and screener questions for an online survey jointly with the American Business Media to address the current and future state of business-to-business digital marketing.
• Forrester fielded screener questions to a predetermined portion of the eRewards panel to identify qualified respondents.
• Membership into the eRewards panel is by invitation only. Potential panelists can request an invitation through an eRewards sponsor (i.e., American Airlines, Hilton, Hertz, etc.). Once the potential panelist completes an online profile and the request is accepted, panelist will then receive a notification via email.
• Members can earn up to $1 in e-Rewards for each e-mail they receive, and much more for providing their opinions on periodic research surveys. Once sufficient currency has been accumulated, members can then redeem their e-Rewards for rewards from companies like American Airlines, BLOCKBUSTER, Hertz, Hilton, IBM, Omaha Steaks, and e-Bags.
• There are over a half million active business panelists.
• Forrester fielded the entire survey (including screeners) to qualified eRewards panelists and received a total of 867 respondents within 21 various industry areas.
Click here to return to the presentation
20Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Appendix 2: Respondent data
21Entire contents © 2005 Forrester Research, Inc. All rights reserved.
23.4%
31.1%
18.7%
5.3%
4.7%
16.7%
Less than $500,000
$500,000 to less than $5 million
$5 million to less than $15million
$15 million to less than $20million
$20 million to less than $30million
$30 million or more
Respondents By 2005 Marketing Budget
(Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)
22Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Respondents By Company Revenue
38.2%
19.8%
9.0%
16.3%
16.7%
Less than $100 million
$100 million to less than$500 million
$500 million to less than$1 billion
$1 billion to less than $10billion
$10 billion or more
(Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)
23Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Respondents By Title
6.6%
9.6%
15.9%
8.1%
17.6%
7.0%
11.3%
6.9%
17.0%
Individual contributor to Marketing orAdvertising
Manager of Sales
Manager of Marketing, OnlineMarketing, or Advertising
Director of Sales
Director of Marketing, OnlineMarketing, or Advertising
VP of Sales
VP of Marketing or Advertising
CMO or direct report to CMO
President or CEO
(Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)
24Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Appendix 3 – Marketing Goals
• One survey question presented respondents with a list of 12 specific marketing goals and asked them to pick the best medium from each from the following list of advertising choices:
» General business publications
» Industry-specific publications
» General business Web sites
» Industry-specific Web sites
» Your company’s Web site
» None of the above
• The following page lists the 12 marketing goals
25Entire contents © 2005 Forrester Research, Inc. All rights reserved.
• The best medium to reach decision makers
• The best medium to reach senior executives that approve purchases
• The best medium to reach other purchase influencers
• The best medium to reach the highest percentage of prospects for my company’s products/services
• The best medium to raise awareness of my company’s products and services
• The best medium to enhance the credibility of my company’s products/services
• The best medium to reach highly involved users/readers
• The best medium in terms of the frequency the audience reads/uses it
• The best medium in terms of users’/readers’ level of trust in the content
• The best medium to generate the most qualified leads
• The best medium to generate the highest number of leads
• The best medium for ROI
Review the statements below and indicate which advertising option, if any, in your opinion best matches the statement
26Entire contents © 2005 Forrester Research, Inc. All rights reserved.
Appendix 4 – Online Marketing Data by BIN
27Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Architecture
28Entire contents © 2005 Forrester Research, Inc. All rights reserved.
46.7%
56.7% 13.3%
26.7%
30.0%
23.3%2004
2005
B2B Marketing Profile -- ArchitectureRespondent Profile - Annual Revenues
$100 million to less than $1 billion
30%
$1 billion to $10 billion or more
17%
Less than $100 million53%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 30 Source: Forrester Consulting Survey for ABM
29Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Architecture
Base: N=30 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 10.8%
Custom publications7.4%
Industry-specific/trade magazines 6.7%
Direct mail6.3%
Online marketing 11.3%
In-person events10.5%
Other7.3%
Radio6.3%
P rinted newsletters6.4%
P ublic relations4.6%
TV11.5%
P rinted directories0.8%
Newspapers10.1%
30Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Architecture
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 30
Source: Forrester Consulting Survey for ABM
31Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Automotive
32Entire contents © 2005 Forrester Research, Inc. All rights reserved.
43.80%
37.50% 25.00%
34.40%
37.50%
18.80%2004
2005
B2B Marketing Profile -- AutomotiveRespondent Profile - Annual Revenues
$100 million to less than $1 billion
25%
$1 billion to $10 billion or more
34%
Less than $100 million41%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N=32 Source: Forrester Consulting Survey for ABM
33Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Automotive
Base: N=32Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines
4.0%
Custom publications
6.4%
Industry-specific/trade magazines
7.6%
Direct mail
6.1%
Online marketing
17.2%
In-person events
9.2%
Other
4.5%
Radio
12.7%
Printed newsletters
1.9%
Public relations
3.9%
TV
16.8%
Printed directories
1.2%
Newspapers
8.6%
34Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile –Automotive
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 32
Source: Forrester Consulting Survey for ABM
35Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Aviation
Base: N= 39 Source: Forrester Consulting Survey for ABM
36Entire contents © 2005 Forrester Research, Inc. All rights reserved.
35.90%
28.20% 35.90%
23.10%
35.90%
38.50%2004
2005
B2B Marketing Profile -- AviationRespondent Profile - Annual Revenues
$100 million to less than $1 billion
28%
$1 billion to $10 billion or more
39%
Less than $100 million33%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 39Source: Forrester Consulting Survey for ABM
37Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Aviation
2005 Budget Allocation
General business magazines 5.2%
Custom publications9.3%
Industry-specific/trade magazines 9.8%
Direct mail4.9%
Online marketing 17.0%
In-person events18.6%
Other10.5%
Radio3.0%
P rinted newsletters6.9%
P ublic relations5.1%
TV5.0%
P rinted directories2.2%
Newspapers2.5%
38Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Aviation
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 39
Source: Forrester Consulting Survey for ABM
39Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Banking, Finance & Insurance
40Entire contents © 2005 Forrester Research, Inc. All rights reserved.
36.20%
27.70% 44.70%
19.10%
27.70%
42.60%2004
2005
B2B Marketing Profile – Banking, Finance & Insurance
Respondent Profile - Annual Revenues
$100 million to less than $1 billion
32%
$1 billion to $10 billion or more
34%
Less than $100 million34%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 47 Source: Forrester Consulting Survey for ABM
41Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Banking, Finance & Insurance
Base: N= 47 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 6.2%
Custom publications10.7%
Industry-specific/trade magazines 6.2%
Direct mail10.5%
Online marketing 7.3%
In-person events5.4%
Other10.4%
Radio3.8%
Printed newsletters6.9%
Public relations3.0%
TV11.1%
Printed directories1.8%
Newspapers16.7%
42Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Banking, Finance & Insurance
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 47
Source: Forrester Consulting Survey for ABM
43Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Building, Design & Construction
44Entire contents © 2005 Forrester Research, Inc. All rights reserved.
40.00%
37.80% 40.00%
20.00%
22.20%
40.00%2004
2005
B2B Marketing Profile – Building, Design & Construction
Respondent Profile - Annual Revenues
$100 million to less than $1 billion
47%
$1 billion to $10 billion or more
18% Less than $100 million36%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 45Source: Forrester Consulting Survey for ABM
45Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Building, Design & Consutruction
Base: N= 45 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 4.0%
Custom publications4.6%
Direct mail9.6%
Online marketing 10.7%
In-person events19.2%
Other9.3%
Industry-specific/trade magazines 7.2%
Radio2.8%
Printed newsletters5.4%
Public relations6.0%
TV10.2%
Printed directories4.8%
Newspapers6.2%
46Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile –Building, Design & Construction
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N=45
Source: Forrester Consulting Survey for ABM
47Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Business, Advertising and Marketing
48Entire contents © 2005 Forrester Research, Inc. All rights reserved.
43.60%
41.80% 40.00%
10.90%
18.20%
45.50%2004
2005
B2B Marketing Profile – Business, Advertising and Marketing
Respondent Profile - Annual Revenues
$100 million to less than $1 billion
24%
$1 billion to $10 billion or more
22%
Less than $100 million55%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 55 Source: Forrester Consulting Survey for ABM
49Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Business, Advertising & Marketing
Base: N= 55 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 6.3%
Custom publications3.1%
Industry-specific/trade magazines 7.7%
Direct mail11.1%
Online marketing 21.1%
In-person events14.4%
Other4.8%
Radio5.2%
P rinted newsletters2.2%
P ublic relations4.6%
TV9.9%
P rinted directories2.0%
Newspapers7.7%
50Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Business, Advertising & Marketing
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 55 Source: Forrester Consulting Survey for ABM
51Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Computing
52Entire contents © 2005 Forrester Research, Inc. All rights reserved.
35.00%
16.70% 43.30%
31.70%
40.00%
30.00%2004
2005
B2B Marketing Profile -- ComputingRespondent Profile - Annual Revenues
$100 million to less than $1 billion
18%
$1 billion to $10 billion or more
47%
Less than $100 million35%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 69 Source: Forrester Consulting Survey for ABM
53Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Computing
Base: N= 69 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 7.8%
Custom publications6.9%
Industry-specific/trade magazines 7.1%
Direct mail7.5%
Online marketing 20.5%
In-person events10.3%
Other6.7%
Radio4.8%
Printed newsletters3.8%
Public relations5.2%
TV9.5%
Printed directories1.5%
Newspapers8.4%
54Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Computing
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 69
Source: Forrester Consulting Survey for ABM
55Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Electric Engineering
56Entire contents © 2005 Forrester Research, Inc. All rights reserved.
24.20%
30.30% 36.40%
30.30%
33.30%
45.50%2004
2005
B2B Marketing Profile – Electric EngineeringRespondent Profile - Annual Revenues
$100 million to less than $1 billion
42%
$1 billion to $10 billion or more
30%
Less than $100 million27%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 33 Source: Forrester Consulting Survey for ABM
57Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Electric Engineering
Base: N= 33 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
Custom publications1.6%Industry-specific/trade magazines
8.1%
Direct mail4.5%
Online marketing 14.6%
In-person events9.2%
Other12.1%
General business magazines 8.9%
Radio3.2%
P rinted newsletters3.4%
P ublic relations6.1%
TV17.7%
P rinted directories4.4%
Newspapers6.3%
58Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Electric Engineering
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 33
Source: Forrester Consulting Survey for ABM
59Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Government
60Entire contents © 2005 Forrester Research, Inc. All rights reserved.
25.70%
25.70% 37.10%
22.90%
37.10%
51.40%2004
2005
B2B Marketing Profile -- GovernmentRespondent Profile - Annual Revenues
$100 million to less than $1 billion
31%
$1 billion to $10 billion or more
34%
Less than $100 million34%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N=35 Source: Forrester Consulting Survey for ABM
61Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Government
Base: N= 35 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 2.1%
Custom publications5.7%
Industry-specific/trade magazines 1.8%
Direct mail6.7%
Online marketing 14.1%
In-person events15.2%
Other4.5%
Radio5.1%
P rinted newsletters7.1%
P ublic relations9.3%
TV13.7%
P rinted directories2.9%
Newspapers11.9%
62Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Government
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 35
Source: Forrester Consulting Survey for ABM
63Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Healthcare
64Entire contents © 2005 Forrester Research, Inc. All rights reserved.
42.90%
39.30% 33.90%
23.20%
26.80%
32.10%2004
2005
B2B Marketing Profile -- HealthcareRespondent Profile - Annual Revenues
$100 million to less than $1 billion
34%
$1 billion to $10 billion or more
32%
Less than $100 million34%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N=56 Source: Forrester Consulting Survey for ABM
65Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Healthcare
Base: N= 56 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 4.3%
Custom publications3.3%
Industry-specific/trade magazines 5.4%
Direct mail12.2%
Online marketing 8.4%
In-person events11.9%
Other5.3%
Radio9.3%
P rinted newsletters6.3%
P ublic relations3.1%
TV18.7%
P rinted directories1.8%
Newspapers10.1%
66Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Healthcare
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 56
Source: Forrester Consulting Survey for ABM
67Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Manufacturing & Processing
68Entire contents © 2005 Forrester Research, Inc. All rights reserved.
42.10%
31.60% 22.80%
42.10%
45.60%
15.80%2004
2005
B2B Marketing Profile – Manufacturing & Processing
Respondent Profile - Annual Revenues
$100 million to less than $1 billion
23%
$1 billion to $10 billion or more
56%
Less than $100 million21%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 57 Source: Forrester Consulting Survey for ABM
69Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Manufacturing & Processing
Base: N= 57 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 7.2%
Custom publications5.6%
Industry-specific/trade magazines 12.6%
Direct mail8.3%
Online marketing 14.4%
In-person events22.2%
Other2.6%
Radio1.8%
P rinted newsletters5.3%
P ublic relations3.1%
TV9.2%
P rinted directories1.2%
Newspapers6.4%
70Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Manufacturing & Processing
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N=57
Source: Forrester Consulting Survey for ABM
71Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Movies, Radio & TV
72Entire contents © 2005 Forrester Research, Inc. All rights reserved.
20.00%
23.30% 43.30%
20.00%
33.30%
46.70%2004
2005
B2B Marketing Profile – Movies, Radio & TVRespondent Profile - Annual Revenues
$100 million to less than $1 billion
33%
$1 billion to $10 billion or more
30%
Less than $100 million37%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 30 Source: Forrester Consulting Survey for ABM
73Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Movies, Radio & TV
Base: N= 30Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 2.5%
Custom publications5.1%
Industry-specific/trade magazines 6.8%
Direct mail4.3%
Online marketing 24.2%
In-person events8.3%
Other2.4%
Radio6.9%
P rinted newsletters2.2%
P ublic relations7.9%
TV18.6%
P rinted directories1.6%
Newspapers9.3%
74Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Movies, Radio & TV
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 30
Source: Forrester Consulting Survey for ABM
75Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Pharmaceuticals
76Entire contents © 2005 Forrester Research, Inc. All rights reserved.
35.50%
29.00% 29.00%
48.40%
41.90%
16.10%2004
2005
B2B Marketing Profile – PharmaceuticalsRespondent Profile - Annual Revenues
$100 million to less than $1 billion
26%
$1 billion to $10 billion or more
45%
Less than $100 million29%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 31Source: Forrester Consulting Survey for ABM
77Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Pharmaceuticals
Base: N= 31 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 3.5%
Custom publications6.9%
Industry-specific/trade magazines 7.6%
Direct mail13.0%
Online marketing 23.5%
In-person events19.5%
Other4.6%
Radio1.3%
P rinted newsletters2.7%
P ublic relations5.8%
TV8.5%
P rinted directories0.7%
Newspapers2.4%
78Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Pharmaceuticals
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N=31
Source: Forrester Consulting Survey for ABM
79Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Professional Services
80Entire contents © 2005 Forrester Research, Inc. All rights reserved.
46.40%
42.90% 26.80%
19.60%
30.40%
32.10%2004
2005
B2B Marketing Profile – Professional ServicesRespondent Profile - Annual Revenues
$100 million to less than $1 billion
29%
$1 billion to $10 billion or more
23%
Less than $100 million48%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N=56 Source: Forrester Consulting Survey for ABM
81Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Professional Services
Base: N= 56 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
Custom publications8.9%
Industry-specific/trade magazines 5.7%
Direct mail7.9%
Online marketing 15.4%
In-person events25.5%
Other4.4%
General business magazines 6.6%
Radio2.8%
P rinted newsletters7.3%
P ublic relations5.9%
TV3.2%
P rinted directories2.6%
Newspapers3.8%
82Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Professional Services
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N=56
Source: Forrester Consulting Survey for ABM
83Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Resources
84Entire contents © 2005 Forrester Research, Inc. All rights reserved.
20.00%
23.30% 43.30%
40.00%
33.30%
40.00%2004
2005
B2B Marketing Profile – ResourcesRespondent Profile - Annual Revenues
$100 million to less than $1 billion
43%
$1 billion to $10 billion or more
40%
Less than $100 million17%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 30 Source: Forrester Consulting Survey for ABM
85Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Resources
Base: N=30 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 7.3%
Custom publications6.4%
Industry-specific/trade magazines 4.7%
Direct mail6.2%
Online marketing 24.2%
In-person events17.0%
Other5.4%
Radio3.2%
Printed newsletters3.2%
Public relations6.0%
TV9.5%
Printed directories1.8%
Newspapers5.2%
86Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Resources
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 30 Source: Forrester Consulting Survey for ABM
87Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Restaurant
88Entire contents © 2005 Forrester Research, Inc. All rights reserved.
53.30%
50.00% 26.70%
23.30%
23.30%
20.00%2004
2005
B2B Marketing Profile – RestaurantRespondent Profile - Annual Revenues
$100 million to less than $1 billion
30%
$1 billion to $10 billion or more
20%
Less than $100 million50%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 30 Source: Forrester Consulting Survey for ABM
89Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Restaurant
Base: N= 30 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 1.7%
Custom publications5.9%
Industry-specific/trade magazines 5.3%
Direct mail11.2%
Online marketing 20.9%
In-person events15.0%
Other4.8%
Radio6.8%
P rinted newsletters5.3%
P ublic relations5.3%
TV8.1%
P rinted directories4.0%
Newspapers5.5%
90Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Restaurant
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 30
Source: Forrester Consulting Survey for ABM
91Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Retail Services
92Entire contents © 2005 Forrester Research, Inc. All rights reserved.
15.80%
24.60% 29.80%
45.60%
45.60%
38.60%2004
2005
B2B Marketing Profile – Retail ServicesRespondent Profile - Annual Revenues
$100 million to less than $1 billion
18%
$1 billion to $10 billion or more
44%
Less than $100 million39%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N=57 Source: Forrester Consulting Survey for ABM
93Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Retail Services
Base: N= 57 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 4.0%
Custom publications6.9%
Industry-specific/trade magazines 10.5%
Direct mail14.0%
Online marketing 15.9%
In-person events13.6%
Other5.3%
Radio6.4%
Printed newsletters6.7%Public relations
4.2%
TV6.4%
Printed directories3.3%
Newspapers2.9%
94Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Retail Services
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 57
Source: Forrester Consulting Survey for ABM
95Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Science and R&D
96Entire contents © 2005 Forrester Research, Inc. All rights reserved.
34.30%
31.40% 45.70%
14.30%
22.90%
51.40%2004
2005
B2B Marketing Profile – Science and R&DRespondent Profile - Annual Revenues
$100 million to less than $1 billion
31%
$1 billion to $10 billion or more
26% Less than $100 million43%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 35 Source: Forrester Consulting Survey for ABM
97Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Science and R&D
Base: N= 35 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 1.2%
Custom publications6.9%
Industry-specific/trade magazines 9.8%
Direct mail8.2%
Online marketing 28.4%
In-person events18.9%
Other1.9%
Radio4.2%
P rinted newsletters3.4%
P ublic relations4.3%
TV4.7%
P rinted directories3.3%
Newspapers4.8%
98Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Science and R&D
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N=35
Source: Forrester Consulting Survey for ABM
99Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Transportation
100Entire contents © 2005 Forrester Research, Inc. All rights reserved.
44.90%
40.80% 28.60%
28.60%
30.60%
26.50%2004
2005
B2B Marketing Profile – TransportationRespondent Profile - Annual Revenues
$100 million to less than $1 billion
25%
$1 billion to $10 billion or more
33%
Less than $100 million43%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 49 Source: Forrester Consulting Survey for ABM
101Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Transportation
Base: N= 49 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 4.4%
Custom publications7.5%
Direct mail10.8%
Online marketing 12.4%
In-person events16.4%
Other3.1%
Radio5.9%
P rinted newsletters4.2%
P ublic relations3.8%
TV8.9%
P rinted directories6.6%
Newspapers6.3%Industry-specific/trade magazines
9.6%
102Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Transportation
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 49 Source: Forrester Consulting Survey for ABM
103Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Travel
104Entire contents © 2005 Forrester Research, Inc. All rights reserved.
43.30%
26.70% 40.00%
30.00%
33.30%
23.30%2004
2005
B2B Marketing Profile -- TravelRespondent Profile - Annual Revenues
$100 million to less than $1 billion
37%
Less than $100 million33%
$1 billion to $10 billion or more
30%
Less than $1 million $1 million to $10 million More than $10 million
Marketing Spend
Base: N= 30 Source: Forrester Consulting Survey for ABM
105Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile – Travel
Base: N= 30 Source: Forrester Consulting Survey for ABM
2005 Budget Allocation
General business magazines 3.5%
Custom publications2.6%
Industry-specific/trade magazines 4.1%
Direct mail4.6%
Online marketing 30.6%
In-person events24.4%
Other4.2%
Radio6.8%
P rinted newsletters0.7%
P ublic relations3.7%
TV7.6%
P rinted directories1.8%
Newspapers5.4%
106Entire contents © 2005 Forrester Research, Inc. All rights reserved.
B2B Marketing Profile -- Travel
Marketing tactics% of 2005
budget
% of respondents increasingmarketing spend by more
than 5% in 2008
% using this marketing tactic
2008
2004/5Base: N= 30
Source: Forrester Consulting Survey for ABM
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