Business Technology Marketing: Practical Benchmark Data for 2006

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More data on this topic

available from:

Business Technology Marketing: Practical Benchmark Data for 2006

August 10, 2006

Anne Holland, President

MarketingSherpa, Inc.

Stefan Tornquist, Research Director


http://PracticalBusinessTechMktg.MarketingSherpa.com



available from:

Facts not opinion: MarketingSherpa Methodology

1. Primary Research

• MarketingSherpa’s Business Technology Survey

1,900 business technology marketers, June of 2006

• MarketingSherpa Business Technology Vendor Website Study

166 large and SMB sites put through their paces

2. Partnered Studies

• MarketingSherpa & CNET B2B Business Technology Buyer’s Study

633 business technology buyers surveyed in May of 2006

3. ‘Best of’ Secondary Research from:

• Babcock & Jenkins, BNET, BusinessWire, CMP TechWeb,

Hitwise, Intouch, ITToolbox, Knowledgestorm, SEO-PR,

TechTarget, Unisfair, Zoominfo and many others

4. Anecdotal Evidence from MarketingSherpa’s Own

3,300 Case Studies & Interviews




available from:

3.6%

0.0%

2.5%

5.0%

7.5%

10.0%

Marketing budget as a percentage ofgross revenue

Low end of normal range: 0.9%

High end of normal range: 8.7%

Average

© 2006 MarketingSherpa Inc.

Marketing Spend of B-to-B Tech Marketers




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31.0%

0%

15%

30%

45%

60%

% of total mktg. budgetspent online

Large organizations: 7%

Solo practitioners: 58%

Medium organizations: 25%

Smaller orgs.

Larger orgs.

Small organizations: 37%


How much do B-to-B Tech marketers spend online vs offline?




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What Influences Business Technology & Services Purchasing Decisions?

2.7%

2.8%

3.6%

4.0%

4.4%

4.6%

6.8%

10.0%

15.3%

18.4%

19.6%

19.6%

24.1%

34.1%

36.5%

40.6%

41.9%

48.3%

0% 10% 20% 30% 40% 50% 60%

Podcasts

'Cold call' telephone inquiry from company or rep

RSS feed

E-mail from a company you don't know

Radio/TV

Blogs from vendors

Search engine ad

Blogs from industry media/analysts

Direct mail pieces

Webinar/teleseminar

Blogs from other technology professionals

Industry bulletin boards/listservs

Search engine natural listing

E-mail newsletter from a company you know

Online magazines

Print magazines

Conferences/Trade Events

Word of mouth

% impacted by tactic


Source: MarketingSherpa and CNET, Business Technology Buyers’ Survey, May 2006




available from:

Lead Generation Results: Broad vs Vertical Trade Shows 2006

Source: MarketingSherpa IT Marketing Benchmark Survey 2005 and Business TechnologyBenchmark Survey, June 2006




available from:

70%

58%

58%

68%

18%

59%

57%

44%

79%

84%

39%

67%

42%

49%

64%

66%

71%

78%

0% 20% 40% 60% 80% 100%

Offers in 3rd partynewsletters

Solo emails to 3rd party(outside) lists

Online ads - industryspecific

Paid search ads (Google,etc.)

Online ads - generalbusiness sites

White paper syndicationservice

Large orgs.

Medium orgs.

Small orgs.

Effectiveness - Top 2 answers© 2006 MarketingSherpa Inc.

Classic Online Advertising Tactics Compared




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How Effective Are New (Web 2.0) Marketing Channels for B-to-B Marketing?




available from:

% Large Company Sites

Top 3 Natural44%

First page28%

Second page13%

Not found15%

© 2006, MarketingSherpa Inc.


Search Engine Optimization (Or Lack Thereof)




available from:13%

19%

36%

31%

28%

22%

35%

35%

41%

54%

9%

33%

31%

33%

24%

6%

2%1%

0% 10% 20% 30% 40% 50% 60%

Low ticket sweepstakes(i.e. PDA)

Podcasts

Blog

White paper

Webcast/Webinar

Free trial demo

Services

Software & ASPs

Hardware

% rating tactic as 'very effective'


Which Lead Gen Offers on Your Web Site Are Effective?




available from:

36%

41%

15%

8%

33% 32%

23%

12%

0%

10%

20%

30%

40%

50%

Less than 3 months 3 - 6 months 7 - 12 months 12+ months

2005 2006 © 2006 MarketingSherpa Inc.

Sales Cycles Continue to Lengthen




available from:

Source: MarketingSherpa and CNET, Business Technology Buyers’ Survey, May 2006

44.2%

34.1%

10.4% 8.9%

0%

20%

40%

60%

I go through theirunsubscribe process

I still scan quickly,looking for something

useful

I tell my e-mail client(Outlook, Lotus, etc.) to

move them to thespam/junk/bulk folder

Nothing, I tend to justignore them

% of email newsletter recipients © 2006 MarketingSherpa Inc.

When Email Relationships Go Stale…




available from: 9%

31%

17%14%

35%

19%22%

40%

19%

0%

10%

20%

30%

40%

50%

Software/ASP Hardware Services

2004 2005 2006 © 2006 MarketingSherpa Inc.

B-to-B Marketer’s Use of Personas 2004 - 2006




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Using Personas




available from:

All-new for 2006:

1,900 tech marketers surveyed

151 tables & charts

13 personas & profiles

Covers: search, email, PR, lead generation, Web

sites, advertising, branding, podcasting,

telemarketing, and budgeting

For more information or to order call 877.895.1717 or http://PracticalBusinessTechMktg.MarketingSherpa.com


499 Main Street

Warren, RI 02885

(877) 895-1717

Outside the U.S.(401) 247-7655

http://www.MarketingSherpa.com

Want more practical data? Here’s the source:

Our research team welcomes feedback and/or questions.

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Business Technology Marketing: Practical Benchmark Data for 2006

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