Forrester Research: The B2B Digital Marketing Shift
By American Business Media (ABM)
B2B
"The survey findings underline the synergy of using a multi-channel campaign (print, online, and face-to-face contact) to promote business products and services."
Year: 2005
Material/Activity Tested:
Perceived effectiveness and use of B2B marketing vehicles from the standpoint of marketing budget decision makers, including:
- B2B web-based and in-person events (trade shows, conferences, product demonstrations, presentations)
- General business magazines and newspapers
- Industry-specific B2B and trade magazines
-
Online marketing (ads, search, email, directories, sponsored content)
Methodology: Online survey of 867 marketing executives (60% representing companies with annual revenue of $100 million or more) from 21 industry categories.
Top Line Results:
2005 Expenditures
| Tactic | Percent of Spend |
| Marketing communications (public relations, custom publications, printed newsletters | 16% |
| TV and Radio | 15% |
| Events (trade shows, conferences, presentations) | 15% |
| Online (ads, search, email, directories, sponsored Web content) | 12% |
| General publications | 12% |
| Direct mail | 9% |
| Company website | 9% |
| Industry-specific/trade magazines | 7% |
| Directories | 3% |
| Others | 2% |
Most effective media tactics
In-person events, public relations and industry-specific magazines viewed as most effective tactics in building brand image and generating leads:
| Tactic | Building Brand Image | Lead Generation |
| In-person events | 61% | 63% |
| Public relations | 52% | 45% |
| Industry-specific/trade magazines | 50% | 47% |
| Custom publications | 45% | 41% |
Online marketing viewed as effective in building brand image, and more effective in generating leads, than TV, general business magazines and newspapers:
| Tactic | Building Brand Image | Lead Generation |
| TV | 43% | 36% |
| Online marketing | 40% | 42% |
| Direct mail | 40% | 42% |
| Printed newsletters | 39% | 35% |
| General business magazines | 37% | 35% |
| Newspapers | 38% | 33% |
Future Changes in Media Mix:
2008 budget allocations are expected to decrease for direct mail, newspapers, and general business magazines. Increases expected for online marketing, industry-specific magazines, and public relations.
Take Aways:
This research reports past and future media planning for the primary media specifiers – the marketing executive. The media spending patterns reported here demonstrate the persistent popularity of print media and the growing importance of online marketing. Almost half of B2B marketers utilize online marketing, and spend 24% of their budget online. This study, in contrast to others, includes the cost of maintaining a corporate website.
The survey findings underline the synergy of using a multi-channel campaign (print, online, face-to-face contact) to promote business products and services. Even though direct mail is viewed as an important way to generate leads, respondents said they will be decreasing the proportion they spend on direct mail for 2008.
Complexity rating of source: 1 (Complex statistical analysis scale: 1= none, 2= moderate, 3 = difficult)
Source: The B2B Digital Marketing Shift
