2013 B2B Marketing Mix Survey Results Sagefrog Marketing Group Š 2013 Sagefrog Marketing Group, LLC. Slide 1
Sagefrog Marketing Group has conducted this marketing mix survey each year for the past eight years. The purpose of the survey is to provide a planning tool to help marketing professionals optimize their return-on-investment. One hundred marketing and management professionals participated in our survey this year. Health and Life Sciences 6%
Professional and Business Services
24% 28%
Technology
2% 11% 16%
13%
Financial and Insurance Advertising and Marketing Manufacturing Other
Š 2013 Sagefrog Marketing Group, LLC. Slide 2
More Than One-Third of Companies Do Not Have A Marketing Plan
Do not have a formal marketing plan 35%
Have a formal marketing plan 65%
Formal marketing plans are up 2% from 2012.
Š 2013 Sagefrog Marketing Group, LLC. Slide 3
Most Companies Outsource to Fulfill at Least Some of Their Marketing Needs
Both 55%
In-house 40%
Outsource 5%
Outsourcing is up 3% from 2012.
Š 2013 Sagefrog Marketing Group, LLC. Slide 4
Most Outsourced Marketing is Done on a Project Basis
Both 29% Project Basis 54%
Ongoing Retainer 17%
Retainers are up 8% from 2012.
Š 2013 Sagefrog Marketing Group, LLC. Slide 5
Over Half of Companies are Spending 5% or More of Their Revenue on Marketing 49%
20%
9%
Greater than 15%
12%
10%
15%
10%
5%
Less than 5%
Š 2013 Sagefrog Marketing Group, LLC. Slide 6
Digital Channels Make up Three of the Top Five Areas of Marketing Spend 1. 2. 3. 4. 5.
Website Development Online Marketing Tradeshows and Events Email Marketing Advertising
Tradeshows beat Email Marketing this year. Direct marketing was down from 2012.
Š 2013 Sagefrog Marketing Group, LLC. Slide 7
Digital Marketing Channels are Becoming a Top Source of Sales Leads Most Leads • Referrals • Tradeshows and Events • Email Marketing • Public Relations • Online Marketing • Advertising • Telemarketing
Least Leads
• Direct Mail
© 2013 Sagefrog Marketing Group, LLC. Slide 8
Digital Channels Provide Excellent Return-on-Investment Highest ROI • Online Marketing • Tradeshows and Events • Email Marketing • Public Relations • Advertising + Direct Mail • Telemarketing
Lowest ROI Tradeshows are up this year.
© 2013 Sagefrog Marketing Group, LLC. Slide 9
eB ks
oo
49% 51%
SE So cia O Em lM ai l M edi a ar ke tin g W eb sit e
Pr Di in re tA ct d M ar s ke t Tr ad ing es ho Pr es w s sR el ea se s
Popularity of Marketing Tactics
26% 23% 23% 24% 25%
SE M
Ot h Se er m in On ars l Te ine Ad le m s ar ke tin g W eb W in hi ar te s Pa pe rs
ok s/
Bo
Marketing Tactics
Social media and SEO growth continues 85%
67% 72%
56%
40%
30% 31% 32%
8%
Š 2013 Sagefrog Marketing Group, LLC. Slide 10
Social Media Tactics Networks and blogs used most
Popularity of Social Media Tactics
84% 79% 66%
48% 37% 30%
13% 9% 9%
11% 4%
15% 7%
16% 11% 5%
35% 26%
37%
39% 34%
2011
29%
2012
25%
19% 17%
2013
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Do cu m en tS ha rin g Ph ot o Sh Fo ar in ru g m s/ Co m m un iti es
an d gs Ra tin
Bo ok
m ar k
Re vi ew s
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0%
Š 2013 Sagefrog Marketing Group, LLC. Slide 11
The Most Popular B2B Social Media Sites
Popularity of Social Media Sites
+8% from 2012
73%
78%
53%
+10% from 2012 43% 31% 19%
n Lin ke di
Fa ce bo ok
Tw itt er
e Yo uT ub
e+ Go og l
Pi nt er es t
Ot he r
4%
Pinterest and Facebook are up.
Š 2013 Sagefrog Marketing Group, LLC. Slide 12
57% of Companies Feel that Social Media is Important
Somewhat Important 13% Important 13%
Very Important 31%
Š 2013 Sagefrog Marketing Group, LLC. Slide 13
65% of Companies Spend at Least One Hour Per Week on Social Media 35%
23% Social Media Usage
21% 18%
3%
< 1 hour
1-3 hours
4-6 hours
7-9 hours
_> 10 hours
Š 2013 Sagefrog Marketing Group, LLC. Slide 14
45% of Companies Expect to Increase Their Marketing Budget in 2014
Stay the Same 52%
Increase 45%
Decrease 3%
Š 2013 Sagefrog Marketing Group, LLC. Slide 15
About Sagefrog Marketing Group Sagefrog Marketing Group is a full service marketing, interactive public relations, and advertising agency. Sagefrog provides business-to-business marketing services for clients in the greater Philadelphia and New Jersey area. We utilize strategy, creativity and a proven process to help our clients reach the next level. Our services include: • Strategy and Tactics • Brand Positioning, Messaging and Identity • Website Development • Marketing Materials • Online Marketing
• Social Media Marketing • Public Relations • Advertising • Tradeshow/Event Marketing • Direct and Email Marketing
Sagefrog Marketing Group, LLC | 62 East Oakland Avenue | Doylestown, PA 18901 | (215) 230-9024 | info@sagefrog.com
© 2013 Sagefrog Marketing Group, LLC. Slide 16