What’s Ahead In 2010? - MarketingProfs
Insights into 2010 B2BMarketing Budgets andTactics MixPeter Burris, Principal Analyst and ResearchDirector, Forrester's Technology MarketingResearch TeamRoy Young, President, MarketingProfs LLCWhat’s ahead in 2010?www.forrester.com 2010, Forrester Research, Inc.
Successful B2Bmarketers must movefrom social media tocommunity marketing.Agenda What challenges face B2B marketers in 2010? How effective are B2B marketers’ tactic and mixchoices on branding and demand? How do 2010 program and budget plans compare to2009 results? What should B2B marketers do to maximizemarketing mix effectiveness given the rise of socialmedia?4www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Agenda What challenges face B2B marketers in 2010? How effective are B2B marketers’ tactic and mixchoices on branding and demand? How do 2010 program and budget plans compare to2009 results? What should B2B marketers do to maximizemarketing mix effectiveness given the rise of socialmedia?5Entire contents 2010 Forrester Research, Inc. All rights reserved.Demand generation is the No. 1 B2Bchallenge“What top B2B marketing challenges do you face in 2010? (Select up to five.)”6www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Percent of Business TechnologyProfessionals that . . .Do Not Use SocialMedia for BusinessDecision Making12%88%Use Social Media forBusiness DecisionMakingBase: 793 BT decision makers at companies with 100 or more employeesSource: Forrester’s North American and European B2B Social Technographics Online Survey, Q1 20107Entire contents 2010 Forrester Research, Inc. All rights reserved.Understanding buyers’ social behaviorCreatorsConversationalistsThe SocialTechnographics www.forrester.com Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Update status on a social networking site* Post updates on Twitter* Post ratings/reviews of products or services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Vote for Web sites online Add “tags” to Web pages or photos Maintain profile on a social networking site Visit social networking sites Read blogs Listen to podcasts Watch video from other users Read online forums Read customer ratings/reviews Read tweetsNone of the above Groups include people participating in at least oneof the indicated activities at least monthly. *Conversationalists participate in at least one ofthe indicated activities at least weekly.Entire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
BT Decision Makers Are Big On Social MediaBT decision-makers,for business purposesUS online adults,for any ives12%70%17%933%24%Entire contents 2010 Forrester Research, Inc. All rights reserved.Percentages include US onlinerespondents who said that theyengage inselected social activities for anypurpose and BT decision-makers who saidthey engage in selected social activities forbusiness purposes or forboth business and personal purposesBase: 793 business technology decisionmakers at firms with 100 or moreemployeesSource: Forrester's North American AndEuropean B2B Social Technographics Online Survey, Q1 2010*Base: US Online AdultsSource: North American Technographics Groundswell Heroes Online Survey, Q42009 (US)BT Pros Socialize for Professional Help“Which of the following would motivate you to participate in social activity —or participate more — for work purposes?” (Up to three responses accepted)Base: 793 BT decision makers at companies with 100 or more employeesSource: Forrester’s North American and European B2B Social Technographics Online Survey, Q1 201010www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Business marketing requires newinteractionsOldNewMarket interactionsbased on productsMarket interactions basedon business outcomesSource: May 7, 2008, “Community Marketing: A New Discipline For Business Technology Marketers” Forrester report11Entire contents 2010 Forrester Research, Inc. All rights reserved.You Have To Demonstrate That YouUnderstand the Outcome“How important are the following factors when selecting the best vendor for atechnology purchase?” (Sum of critical and somewhat critical)Base: 793 BT decision makers at companies with 100 or more employeesSource: Forrester’s North American and European B2B Social Technographics Online Survey, Q1 201012www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
What does this mean? Demand management continues to be the No. 1 job. Yet, traditional marketing approaches can fail toreach online, socially savvy buyers.13Entire contents 2010 Forrester Research, Inc. All rights reserved.Agenda What challenges face B2B marketers in 2010? How effective are B2B marketers’ tactic and mixchoices on branding and demand? How do 2010 program and budget plans compare to2009 results? What should B2B marketers do to maximizemarketing mix effectiveness given the rise of socialmedia?14www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Who did we survey?Worldwide revenue15Total marketing program budgetEntire contents 2010 Forrester Research, Inc. All rights reserved.Who did we survey? (cont.)Title, position16www.forrester.comIndustries, verticalEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Web sites and email dominate marketing mix“Which of the following marketing tactics does your marketing organization use?”94% — 2009 survey results84%84%81%68% — up significantly!New!62%67%56% — up!56%New!54%B2B marketersturned to digitaland social tacticsin 2009!67% — way down!47%32% — up significantly!43%25%New!30%9%9%17Base: 249 B2B marketers at companies with 50 ormore employees(multiple responses accepted, does not include “other”)9%Entire contents 2010 Forrester Research, Inc. All rights reserved.In 2008: PR, TV, and Web deliveredbranding results“How effective are the tactics you use at building brand awareness?”18www.forrester.comSource: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey With MarketingProfsEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
In 2009: marketers said brand buildingsuffered“How effective are the tactics you use at building brand awareness?”19Entire contents 2010 Forrester Research, Inc. All rights reserved.In 2008: Face-to-face events generatedleads “How effective are the tactics you use for generating leads?”20www.forrester.comSource: Forrester Q1 2009 B2B Marketing Budgets And Tactics Online Survey With MarketingProfsEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
In 2009: Inside sales continued to lead“How effective are the tactics you use for generating leads?”21Entire contents 2010 Forrester Research, Inc. All rights reserved.Marketers focus on Web site and “LinkedIn”“How do you expect your use of these digital tactics to change in the 2010 mix?”22www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Virtual worlds and mashups fail to win B2B favor“How do you expect your use of these digital tactics to change in the 2010 mix?”23Entire contents 2010 Forrester Research, Inc. All rights reserved.What does this mean? Marketers must shift strategy from outboundcampaigns to inbound dialogue creation. Marketing mix must develop, not just generate,demand. Integrating physical and digital channels is essential.24www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Agenda What challenges face B2B marketers in 2010? How effective are B2B marketers’ tactic and mixchoices on branding and demand? How do 2010 program and budget plans compareto 2009 results? What should B2B marketers do to maximizemarketing mix effectiveness given the rise of socialmedia?25Entire contents 2010 Forrester Research, Inc. All rights reserved.2009’s budget squeeze was not aspainful as expected“How did your actual marketing program budgets change in 2009 relative to plan?”26www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
The budget outlook brightens further in 2010“By how much do you expect your marketing program budget to change for 2010?”27Entire contents 2010 Forrester Research, Inc. All rights reserved.Trade shows enjoyed the lion’s share ofprogram budget; direct mail lost share in 2009“What percentage of your program budget is dedicated to each tactic?”In 200820%13%13%9% — up!11%10%15% — down!11%9%8%7%6%28www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Social media garnered little budget, butcosts were hidden in 2009“What percentage of your program budget is dedicated to each tactic?”In 20085%3%3%5%NA29Entire contents 2010 Forrester Research, Inc. All rights reserved.Majority of Social Media Marketers SaySocial Media Isn't Part of Their Job Description30www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
No Social Media Budget, Yet Yearly Salary ofSocial Media Marketers Likely to Top Six Figures31Entire contents 2010 Forrester Research, Inc. All rights reserved.Digital transformation continues through 2010“How will 2010 spending on the following differ from 2009?”32www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Digital transformation continues through 2010(cont.)“How will 2010 spending on the following differ from 2009?”33Entire contents 2010 Forrester Research, Inc. All rights reserved.Agenda What challenges face B2B marketers in 2010? How effective are B2B marketers’ tactic and mixchoices on branding and demand? How do 2010 program and budget plans compare to2009 results? What should B2B marketers do to maximizemarketing mix effectiveness given the rise ofsocial media?34www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Set marketing mix strategy in four stepsPOST35PeopleLearn who buyers are and how they buy.ObjectivesDecide what you want to accomplish.StrategyPlan for how relationships with customers will change.TacticsDecide which marketing tactics to use.Entire contents 2010 Forrester Research, Inc. All rights reserved.Match tactic mix to customer social profileThe SocialTechnographics oups include people participating in atleast one of the activities monthly.Inactives36www.forrester.comPublish a blog.Publish your own Web pages.Upload video you created .Upload audio/music you created.Write articles or stories, and post them.Post ratings/reviews of products/services.Comment on someone else’s blog.Contribute to online forums.Contribute to/edit articles in a wiki.Use RSS feeds.Add “tags” to Web pages or photos.“Vote” for Web sites online.Maintain profile on social networking site.Visit social networking sites.Read blogs.Watch video from other users.Listen to podcasts.Read online forums.Read customer ratings/reviews.None of the aboveEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Align tactics with nal alignmentListeningResearchTalkingMarketing, education Changes in reach, impressions, brand awareness Increased share of voice Higher quality of responses to offersEnergizingSales Increased velocity of messages in market Increased recommendation, promotion, advocacy Higher trust, brand trust perceptionSpreadingProfessional services Faster deployments at new customers Existing customers create new business capacity.SupportingCustomer service,technical supportEmbracingDevelopment, productmarketingSuccess metrics Customer insight Improved segmentation Reduced pain, alignment of offering with need Reduced support costs Higher customer satisfaction Less churn Delivers products faster to market Increased loyalty, increased advocacyEntire contents 2010 Forrester Research, Inc. All rights reserved.Integrate tactics to move buyers imecustomersSales qualificationLarge audiencePoorly qualified38www.forrester.comSmaller audienceHighly qualifiedEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Market to communities; start withcustomers39Source: February 3, 2010, “Organizing For B2B Tech Community Marketing” Forrester reportEntire contents 2010 Forrester Research, Inc. All rights reserved.Recommendations Focus on programs, not tactics. Shift budget to digital, but measure the impact. Understand audience and business outcomes tomake online tools work.– Develop a listening practice.– Monitor the impact of social on awareness andpipeline. Social media in B2B: where customer referencemanagement converges with community — createsocial programs with current customers in mind.40www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Thank youPeter Burris, Principal Analyst andResearch Director, Forrester'sTechnology Marketing Research TeamTim McAtee, Director of Research,MarketingProfs41Entire contents 2010 Forrester Research, Inc. All rights reserved.Selected Forrester research February 3, 2010, “Organizing For B2B TechCommunity Marketing” December 9, 2009, “Deepen B2B Tech CustomerEngagement With Community Marketing” April 24, 2009, “B2B Marketers’ 2009 Budget Trends” April 24, 2009, “The Down Economy Pushes B2BDigital Tactics Ahead” February 19, 2009, “Community Marketing BoostsB2B Marketing’s Value During Tough EconomicTimes” January 26, 2009, “Tell Your B2B Marketing StoryWith Online Video”42www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
Selected Forrester research (cont.) December 23, 2008, “Predictions 2009: EconomicTrends Will Set The Tone For Technology Marketers” October 21, 2008, “Making Social Media Work InB2B Marketing” August 25, 2008, “How To Make B2B WebinarsDeliver Better Leads” May 7, 2008, “B2B Marketers Fail The CommunityMarketing Test” December 12, 2007, “B2B Marketers’ 2008 BudgetTrends” August 2, 2006, “B2B Marketing Needs A Makeover— Now”43www.forrester.comEntire contents 2010 Forrester Research, Inc. All rights reserved. 2010, Forrester Research, Inc.
What challenges face B2B marketers in 2010? How effective are B2B marketers’ tactic and mix choices on branding and demand? How do 2010 program and budget plans compare to 2009 results? What should B2B marketers do to maximize marketing mix effectiveness given the rise of social media?
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Independent Personal Pronouns Personal Pronouns in Hebrew Person, Gender, Number Singular Person, Gender, Number Plural 3ms (he, it) א ִוה 3mp (they) Sֵה ,הַָּ֫ ֵה 3fs (she, it) א O ה 3fp (they) Uֵה , הַָּ֫ ֵה 2ms (you) הָּ תַא2mp (you all) Sֶּ תַא 2fs (you) ְ תַא 2fp (you
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8 University of Wisconsin, USA (BT) 1 2010 9 University of Texas, Arlington, USA (BT) 1 2010 10 I.I.T. (ChE) 8 2010 11 N.I.T. (ChE) 1 2010 12 Jadavpur University, Kolkata (ChE) 1 2010 13 University of Calcutta (ChE) 2 2010 14 University of Calabria, Italy (ChE) 1 2010 15 University of Uim, Germany (ChE) 1 2010 16 LeHigh University, USA (ChE) 1 2010
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