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B2B
Forrester Research: The Digital Transformation
Business-to-Business marketing mix survey conducted by Forrester Research for American Business Media (ABM)
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Close to 65% of decision makers read three or more industry-specific magazines per month and 44% spend three hours or more per week reading them.
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Date: 2007
Type of Promotional Material/Activity Tested:
B2B digital media, traditional media and in-person events (trade shows, conferences, product demonstrations, presentations). Traditional media includes general business magazines and newspapers, TV, industry-specific B2B and trade magazines. Digital media includes websites and other online vehicles as well as emerging media such as blogs and RSS feeds.
Sample population:
867 B2B marketers from 21 industry categories and 878 business decision makers (the customers of the B2B marketers) from the Global Market Insights panel.
Metrics:
B2B marketers: survey of the use of B2B marketing vehicles.
Decision makers: survey of their use of media to make decisions and do their jobs.
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2007 B2B Marketing Spend by Tactic
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Industry-specific media (including digital and traditional)
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28%
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Various online outlets
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21%
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General business media
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13%
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Corporate websites
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12%
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Traditional broadcast
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11%
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Direct mail
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9%
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Public relations
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7%
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.
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2007 B2B Marketers' Top Five DIGITAL Marketing Tactics
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87%
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Ads featured on web portals (e.g., Google)
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71%
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Email solicitations
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66%
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Web events
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54%
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Ads on industry-specific magazine websites
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50%
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Business Decision Makers
Over 90% of business decision makers agree that it is easier for them to remember a company’s products or services when the marketing messages appear in multiple media such as magazines, online, and at events.
The top DIGITAL media they rely on the most:
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2007 Decision Makers' Top DIGITAL B2B Media They Rely On Most
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Industry-specific magazine websites
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70%
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Email/electronic newsletters
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70%
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64%
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Web portals (e.g., Google)
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53%
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Web events
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45%
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| Specialized business websites |
43%
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| General business magazine websites |
39%
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| B2B blogs |
32%
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| Social networks |
30%
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| Mobile/Wireless |
24%
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| RSS feeds |
16%
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The top TRADITIONAL media they rely on the most:
2007 Decision Makers' Top TRADITIONAL B2B Media They Rely On Most
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Industry-specific magazines
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69%
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Word-of-mouth
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67%
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Industry-specific conferences
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65%
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Industry-specific trade shows
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62%
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| General business magazines |
55%
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Newspapers
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54%
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Direct mail
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51%
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Custom media
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39%
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Close to 65% of decision makers read 3 or more industry-specific magazines per month and 44% spend 3 hours or more per week reading them.
Take Aways:
The unique strengths of industry-specific magazines make them a valuable component of an integrated communications plan – business decision makers value and trust this medium and B2B marketers find it more effective at reaching decision makers and generating leads than general business media.
Despite these findings, B2B marketers underutilize industry-specific magazines in their current and projected marketing spend.
Complexity rating: 1 out of 3
(Complex statistical analysis scale: 1= none, 2= moderate, 3 = difficult)
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