B2B Tech Marketers Putting Their Budgets, Efforts Behind Demand Gen
B2B tech marketers are laser-focused on winning new business, putting this significantly ahead of other priorities and making sure it gets the largest slice of their marketing budgets, per results of the most recent study from Spiceworks.
When asked to list out their primary marketing priorities for 2019, generating leads and acquiring new customers was cited by almost three-quarters (73%) of respondents. The second-most commonly chosen priority, listed by about half as many (39%), was to increase brand awareness.
This rank order is also reflected in B2B tech marketers’ budget allocation, with lead generation taking up close to half (45%) of budgets, followed by brand awareness (23%), product education and awareness (20%) and other marketing outcomes (12%).
Below are some other noteworthy highlights from the research.
Factors Driving Budget Increases for B2B Tech Marketers
It looks like B2B tech marketers won’t be battling too hard for budgets this year. Eight in 10 B2B marketers at technology companies expect their budgets to increase or remain the same, according to a survey of more than 350 B2B tech companies across North America and Europe, conducted by Spiceworks.
Of the 37% of who plan to increase their marketing budgets, more than half (51%) pointed to an increased priority on marketing as a driving factor. This corresponds with CMOs seeing their role as having increased in importance significantly, with marketing now being charged with generating more growth overall.
Other top factors leading to marketing budget increases include customer expansion (48%), increased company revenue (45%) and product expansion (42%). Factors less likely to influence an increase in marketing budgets are changes in regulations (5%) and corporate tax cuts (3%).
Demand Gen Marketers’ Top Priorities This Year
A majority of B2B marketers expect to see their demand generation budget increase in 2019, with some 3 in 10 expecting that their demand gen budget will increase by more than 20%, according to the latest benchmark survey from Demand Gen Report.
So, with these increased demand generation budgets, where are marketers putting their priorities this year? The survey found that a leading 68% named improving conversion rates/campaign results a priority.
Marketers in the recent past have indicated that they have encountered challenges when it comes to measuring and demonstrating the impact of their marketing efforts. An earlier Demand Gen Report survey revealed that tracking activity between specific buyer stages and measuring impact across channels are specific challenges they face. It’s no wonder then that two-thirds (66%) of respondents to this new report said that improving the ability to measure and analyze marketing impact was a priority for 2019.
The report also noted that reaching a fair balance between demand generation and account-based marketing (ABM) efforts is a challenge. With that being said, another top priority for demand generation marketers is generating the right contacts and shareholders at target accounts (62%).
Furthermore, in 2018, almost three-quarters (73%) of B2B content marketers were prioritizing their audience’s informational needs. This year, marketers are continuing this trend with nearly 3 in 5 (59%) saying that expanding their content library to drive campaigns was another priority.
Other elements demand generation marketers are putting at the top of their list of priorities this year include improving marketing and sales alignment (59%), focusing on lead quality over quantity (58%), improving the depth and accuracy of their database (49%) and leveraging intent/signal data to identify new priorities (42%)
CMO Survey – Marketing’s Correlation to Revenue
CMO Survey – Marketing’s Correlation to Revenue
Marketing Budget Forecast
CMO Survey – Marketing’s Correlation to Revenue
Most companies lack quantitative metrics to demonstrate impact of marketing spending
CMO Survey – Top Three Business Outcomes for Marketing: Acquisition, Purchase Volume, Cross-Selling
Marketers’ top three projected customer outcomes: Acquisition, purchase volume, and cross-selling
CMO Survey 2019 – Investment in Growth Strategies
How companies are spending to boost growth
Annual CMO Survey Spend
CMOs in North America and the UK now spend more on marketing technology than on any other resource area, declares Gartner in its latest annual CMO Spend Survey. This year, the more than 600 senior marketers surveyed estimated spending an average of 29% of their marketing expenses on marketing technology, up from 22% last year.
That jump means that MarTech – which had been the smallest of the 4 people and program areas last year – is now the largest. By comparison, marketers allocate 24% share of their budget to labor (down from 27%), 23% to paid media (down from 25%), and 23% to agencies (also down from 25%).
The results are similar to a recent Warc survey, in which brands estimated allocating almost one-quarter of their budgets to MarTech, up from 16% last year. It’s also possible that some marketers underestimate what they will spend on these tools, as many marketers struggle to understand the external costs for marketing technology. Encouragingly, though, most brands across the world feel that they have all the tools they need now, even if they’re not necessarily fully utilizing them.
US Online and Traditional Media Advertising Outlook, 2019-2023
estimates for 2018’s online advertising spend puts it at $107.5 billion, a figure more than $36 billion higher than the spend on television ($71.0 billion). In 2019, PwC forecasts that online advertising will reach $123.1 billion – making that spend more than $50 billion higher than TV, which remains largely flat.
The latest estimates predict a strong 8.4% compound annual growth rate (CAGR) from 2018 through to 2023, by which time the online advertising market in the US is predicted to hit $160.8 billion in value. That would make the dollar spend for online advertising more than twice as high as TV by that time.
As expected, mobile will grow faster than the online advertising market as a whole for the forecast period, boasting a CAGR of 13.1%. In 2019, mobile is expected to account for 70% ($86.3 billion) of all online advertising in the US. By 2023, that percentage is expected to reach around 81% ($129.5 billion). This makes PwC’s renewed mobile figures for this year far more bullish than those released last year.
Within mobile advertising specifically, paid search is expected to account for the largest amount of spend this year ($37.3 billion), followed by display advertising excluding video ($35.2 billion) and mobile video advertising ($13.6 billion). While these rankings are expected to stay in order by 2023, mobile video will see the greatest CAGR (19.6%), ahead of mobile paid search (13.0%) and other display (10.6%).
Of the non-mobile internet advertising figures (termed “wired” by PwC), the picture is quite different. Overall, non-mobile internet advertising is expected to decline by 16.6% (-3.6% on CAGR basis) between 2018 and 2023, when the market size will be $31.3 billion. This compares to the 2019 figure of $36.7 billion.
Within non-mobile, all categories are forecast to decline with the exception of video advertising, which is expected to grow by a compound annual rate of 5.3% across the 2018-2023 period. PwC’s estimate for non-mobile video in 2019 is $6.4 billion, a figure predicted to reach $7.8 billion by 2023. Despite that growth mobile video advertising ($25.1 billion) is projected to be more than 3 times the size of non-mobile video advertising by 2023.
The end of the forecast period (2023) will also see non-mobile video advertising surpass other display internet advertising, which is forecast to fall sharply from $10.4 billion in 2019 to $6.3 billion.
Key Metrics For B2B Marketer’s
Just over a year ago, B2B marketers reported that one of their biggest challenges was not being able to measure impact across channels – and that the top metric they wanted to use in the next 12-18 months was measuring ROI across channels. One year later, a new Demand Gen Report (DGR) study [download page] – produced with LeanData and Vidyard – indicates that the desire to measure ROI by channel remains prominent.
Cross-channel measurement is clearly on the minds of marketers this year, with the IAB revealing it is a use case that will be taking up the time and attention of many marketers this year. In this newest study, when more than 250 B2B marketing executives surveyed were asked which metrics they would like to use in the next 12-18 months, 56% cited ROI by channel, making it the most sought-after metric.
Additionally, cross channel engagement is a metric that half of the respondents say they would like to use in the near future. B2B marketers have reported that engaging with prospects has been a particular challenge when they are trying to generate new leads. Since buyers tend to look for information across different channels during their buying journey, being able to measure engagement across those channels can prove beneficial in order to see where engagement is highest.
Fewer (39%) B2B marketers surveyed said they would like to use customer lifetime value as a metric in the next 12-18 months. While this does not necessarily imply that marketers are less focused on what value a customer has in the long-run, it does seem to be less of a priority, with an Econsultancy/RedEye report similarly reporting that only 33% of companies have customer lifetime value as a KPI.
Metrics That Matter For B2B Marketer’s
The desire to measure ROI by channel remains prominent.
56% cited ROI by channel, making it the most sought-after metric.
Additionally, cross channel engagement is a metric that half of the respondents say they would like to use in the near future.
B2B marketers have reported that engaging with prospects has been a particular challenge when they are trying to generate new leads.
Since buyers tend to look for information across different channels during their buying journey, being able to measure engagement across those channels can prove beneficial in order to see where engagement is highest.
Fewer (39%) B2B marketers surveyed said they would like to use customer lifetime value as a metric in the next 12-18 months.
While this does not necessarily imply that marketers are less focused on what value a customer has in the long-run.
B2B Marketers Report Positive ROI
B2B marketers are slightly more likely to say they’re perceived as a “cost center” (53%) than as a “revenue center” (47%) within their organizations
Fully 44% of the 400 B2B marketers surveyed for the report said that they’re unsure what their current average ROI is for marketing.
That high number probably isn’t too surprising in light of separate research indicating that just 7% of B2B marketers in the US rate their company’s current ability to measure and analyze marketing performance and impact as “excellent.”
ROI Grows As Primary Metric
Although only a slight majority of B2B marketers surveyed have a sense of ROI, a growing number are using this as their primary metric to measure marketing performance.
This year 15% share of marketers said that’s the case, up from 10% in last year’s report. In so doing, ROI has overtaken leads (12%) and MQLs (13%) as a primary metric for these pipeline marketers.
The main metric used continues to be Opportunities/Pipeline, though, by about 1 in 4 respondents.
B2B Tech Marketers Plans For 2019
Influencer Marketing and Purchase-Intent Targeting Are on the Rise
B2B tech marketers’ adoption of influencer marketing is expected to grow to 48% by the end of 2019, up from 31% in 2018.
The trend to use influencers through social media and other communities (including friends and family) is especially effective with Millennials.
Giving marketers the ability to target business shopping for their product or service is also a rising trend for B2B businesses.
Up from 29% in 2018, purchase-intent targeting is expected to be adopted by 44% in 2019.
The research identified other trends on the rise:
Advertising on emerging social channels (44%)
Programmatic ad buying (43%)
Mobile marketing (41%); and
AI-powered data analytics (36%)
US B2B Trade Show Market Size
The trade show market has a projected compound annual growth rate of 4.3% from 2018 through 2023.
PwC estimates B2B trade shows to be a $15.7 billion market in the US, with that figure growing to $18.5 billion in 2023.
This puts the US share of the global B2B trade show market at just under half (46%) of the global total ($34B) this year, a percentage that will remain roughly constant through 2023, when the global market is expected to reach $40B
- Trade shows are the second-largest and fastest-growing source of B2B revenue in the USA.
- The US has the largest aggregate exhibition space in the world, at 6.85 million square meters (74M square feet).
- Of the 30 largest trade show companies in the world, only one – Emerald Expositions – is a US company. European companies control the industry on a global basis.
CMO Survey 2019 -Percent of Sales Through the Internet
Company Internet Sales
CMO Survey 2019 -Growth in Marketing Budgets Expected
Marketing budget growth expected
CMO Survey 2019 -Top Challenges for Marketing
Driving growth rated #1 challenge for marketing leaders
CMO Survey 2019 -Marketing’s Financial Impact on Business Outcomes
Marketers say demonstrating impact on financial outcomes is #1 C-suite communication challenge
CMO Survey 2019 -Marketing’s Quantitative Metrics to Correlate Marketing Spend to Revenue
Most companies lack quantitative metrics to demonstrate impact of marketing spending
CMOs’ Top Uses For AI: Personalization and Predictive Analytics
Implementation of artificial intelligence (AI) or machine learning is currently relatively low – but in the next three years, top marketers expect to integrate these technologies to a greater degree.
Among respondents who are currently using AI, some 56.5% said they were using it for content personalization. While personalization has proven to be effective for marketing efforts, it is also time-consuming and difficult to do at scale. AI may be able to alleviate these issues.
Another 56.5% of companies employing AI employ the technology for predictive analytics for customer insights. Some of the other key uses include targeting decisions (49.6%), customer segmentation (40.9%), programmatic advertising and media buying (38.3%) and improving marketing ROI by optimizing marketing content and timing (33.9%).
Deloitte- CMO Marketing Benchmarks – Marketing-Spend as a Percent of Revenue
Deloitte – CMO Benchmark – Marketing Spend as a Percent of a Company’s Budget
Deloitte – CMO Benchmark – Percent Change in Marketing Budget
Deloitte – CMO Benchmark – Marketing Budget Projections by Industry
Deloitte – CMO Benchmark – Marketing Budget Projections
Deloitte – CMO Benchmark – Marketing Growth Strategies
Deloitte – CMO Benchmark – Percent Change in Traditional & Digital Marketing Spend
Deloitte – CMO Benchmark – Marketing Lead Activities
Marketing Insights & Trends – Marketing Expense Budgets
Marketing Insights & Trends – Marketing Analytics Investments
Marketing Insights & Trends – Marketing Budget Allocation for People & Programs
Marketing Insights & Trends – Personalization Investments
Marketing Insights & Trends – Vital Marketing Capabilities to Support Strategies
Marketing Insights & Trends – Budget Allocation by Marketing Channels
Marketing Insights & Trends – CMO Budget for Advertising
Marketing Insights & Trends – Top Performing Marketing Org’s
What Makes Top Marketers Tick From connecting customer experiences and embracing organizational change to pushing the boundaries of personalization with AI, high-performing marketers stand out from the pack.
Marketing Insights & Trends – Country Profile United States
CMO Budget Survey Results: Marketing Budget Trends
CMO Budget Survey Results: Marketing Budget Decomposed
CMO Budget Survey Results: Marketing Budget Methods
CMO Budget Survey Results – Growth, Customer Acquisition & Retention
CMO Budget Survey Results – Budget for Labor, Services, Paid Media & MarTech
CMO Budget Survey Results – Digital Advertising
Marketing Budgets – How CMOs Fund Innovation
Private SaaS Research – Median Sales & Marketing Spend
- Overall.the median split between of spend between sales and marketing was 70%:30%
- For companies that primarily distribute through a direct field sales team the ratio is 71%:29%
- For companies that primarily distribute through an indirect sales team the ratio is 67%:33%
- For companies that primarily distribute through internet sales the ratio is 25%:75%
- For companies that primarily distribute through a channel sales team the ratio is 68%:32%
Customer Buying Process – Why IT Decision Makers Engage With Vendors
- The most compelling reason for an IT Decision Maker (ITDM) to respond to a sales rep is because the buyer’s perception is that the sales rep shared valuable content or information
- The second most convincing reason for an IT Decision Maker to engage with a sales rep is because the ITDM believes that the sales rep is knowledgeable about their business/specific challenges
- IT Decision Makers expect that a sales rep will show respect for their time and that the sales rep will convey that they are honest and transparent
- And, IT Decision Makers convey that timing is a big key and that if a sales rep reaches out at the right time that they will often make time to meet.
Forrester Wave – Predictive Marketing Analytics For B2B Marketers, Q2 ’17
- Forrester’s criteria evaluation of predictive marketing analytics providers for B2B marketers is summarized above.
- Forrester researched, analyzed, and scored predictive marketing analytics vendors against 28 criteria.
- The Forrester Wave report is designed to help B2B marketing professionals make the right choice for a predictive marketing analytics solution based on their individual requirements.
Go to Market Charts – Periodic Table of Predictive Analytics
Go to Market Charts – B2C & B2B Marketing Budgets
Marketing Budgets rose in 2016 and represented 12% of company revenue, according to Gartner.
The largest organization allocated a larger percentage of their revenue on marketing — 13% at companies with more than $5B in annual revenue.
Smaller companies, those that have $250M to $500M in annual revenue spent approximately 10% of revenue on marketing.
For example, the average organization with $5B in revenue has a $650M marketing budget.
Or, a company with $500M in revenue budgets about $50M on marketing.
Go to Market Charts – Marketing Budget Composition
Gartner’s survey reveals that, on average, marketing spend in 2016 broke down into:
28% spent on labor
27% spent on technology
22% spent on services
22% spent on paid media
1% spent other
Go to Market Charts – Marketing Budget Allocation
The graphic below highlights where respondent’s to the Gartner marketing survey communicated that they would allocate marketing dollars:
9% – Web
9% – Digital Commerce
8% – Digital advertising
8% – marekting analytics
8% – Event marketing
Go to Market Charts – Essential B2B Digital Marketing Tools
B2B digital marketers typically focus on digital marketing tools to help them reach, engage, act and convert.
Below is a great example from SmartInsights of how to think about each stage in the process – B2B marketing concepts that comprise each stage and vendors that offer sol solutions to help sales and marketing teams accomplish each step.
Go to Market Charts – Mary Meeker: Global Market Cap
Go to Market Charts – Mary Meeker: Global Market Cap for Tech
Go to Market Charts for Marketing – Marketing Technology Stack
The marketing technology landscape is quite complex and ever expanding. It’s easy for marketers to become overwhelmed or to become frustrated when It becomes involved and performs its due diligence. However, CEB reports that more than 66% of marketers yield less than 50% of the potential form their MarTech investments.
Go to Market Charts for Marketing – MarTech Adoption, Budgets, Innovation
More than one-third of respondents communicated that 11 to 25% of their marketing budget was allocated to MarTech investments.
Almost 60% of respondents communicated that more than 11% of their marketing budget was allocated to MarTEch investments.
Go to Market Charts for Marketing – # of MarTech Tools
85% of respondents communicated that their organization has invested in up to 5 MarTech tools
50% stated that their company has up to 3 MarTech tools
More than 10% of respondents have purchased more than 6 MarTech tools
Go to Market Charts for Marketing – Ability to Operationalize MarTech
MarTech ownership varies within an organization and the value realized varies as well
When customer service owns MarTech, more than half the time excellent value was realized by respondents
Most organizations realize good or excellent value, except when sales owns the MarTech investment, then the results are a mixed bag
Go to Market Charts for Marketing – Types of MarTech Stacks
There is no silver bullet when it comes to making the perfect MarTech purchase.
Most respondents were able to fully leverage their MarTech investment, however, those organizations that implemented a Limited Piecemeal Solution were not able to fully leverage their stack as much as the other Martech Stack Types.
Go to Market Charts for Marketing – Snapshot of Best Marketing Practices
Go to Market Charts for Marketing – Predictive Intelligence
Predictive intelligence tools make it easier for marketers to track and understand customer behavior to generate highly personalized based messaging. Best-in-class marketers are 3.6x more likely to strongly agree that predictive intelligence and data science are important to their overall marketing strategy.
Go to Market Charts for Marketing – Tech Investments
The most sophisticated marketers are investing more heavily in tools and technology. 72% of high performers are expected to increase spending on marketing tools and technology in the next 2 years.
Go to Market Charts for Marketing – The Impact of Advanced Tech
The marketers that are most correlated to revenue use data segmentation, marketing automation and predictive intelligence.
Go to Market Charts for Marketing – Marketing Budgets As a Percent of Revenue
The CMO Survey reports that marketing spend as a percent of company revenues was:
- 8.7% for B2B Product Companies
- 6.0% for B2B Service Companies
- 10.2% for B2C Product Companies
- 6.1% for B2C Service Companies
Go to Market Charts for Marketing – Marketing Budgets As a Percent of Company Budget
Your brand is the sum of total of associations, feelings, attitudes, connotations and perceptions related to an organization, product / solution and or service. It is a relationship with the customer and a promise to deliver value – a specific set of features, capabilities, benefits and services and support.
Developing an effective brand strategy is based on three key brand strategy components: brand positioning, brand architecture and brand extension.
Go to Market Charts for Marketing – Marketing Budgets As a Percent of Company Budget
The CMO Survey reports that marketing spend as a percent of company budget was:
- 11.2% for B2B Product Companies
- 10.5% for B2B Service Companies
- 16.7% for B2C Product Companies
- 9.0% for B2C Service Companies
Go to Market Charts for Marketing – IoT Opportunities By Industry & Application
Forrester constructed a matrix to determine what IoT opportunities are hot (they have a combination of attractive industry conditions and strong adoption by customers in those industries). Examples of specific key use case by industry are summarized below.
Go to Market Charts for Marketing – IoT Opportunities By Industry & Application – Hottest Markets
Fleet Management in Transportation
- Fleet managers across industries can now use packaged solutions to manage vehicle fleets, rather than build custom solutions, which FedEx and UPS have been doing for many years.
- GPS tracking can be used to identify the most efficient delivery routes, and geofencing alerts the warehouse when a driver is within 5 miles away to ensure that the driver’s manifest, invoices and next delivery load are waiting.
Security & Surveillance Applications in Government
- City & local governments are deploying networked surveillance cameras & video analysis software to expand public safety capabilities.
- Some cities deploy smart screens and an interactive, sensor-enabled platform which provides emergency response personnel, police
departments, and citizens with real-time information relevant to their immediate proximity.
- Other use cases incorporate touch, voice, and audio technology to deliver local (about two square city blocks)
information and services in real time.
Inventory & Warehouse Management Applications in Retail
- Innovative retailers are implementing IoT solutions to improve the accuracy and efficiency of inventory management and
supply chain processes.
- The best-in-class retailers improve the accuracy and availability of thousands of shoe styles in its stores by working with technologies to deploy ultra high frequency (UHF) RFID tags onto display shoes.
- RFID tags on the shoe provide information including designer, color, sizes, and price. Sales associates can then use handheld RFID
readers to identify the tagged items and upload inventory report data.
Industrial Asset Management in Primary Manufacturing
- Primary manufacturing firms need to manage complex, industrial asset systems and production processes.
- A large global aluminum manufacturer transformed the manual, time-consuming process of controlling and monitoring individual aluminum processing pots.
- It also implemented security measures such as geofencing, authentication, and authorization.
- Technology can also be deployed to deploy a sensor-enabled system to connect, manage, and remotely monitor the materials, bath sampling, temperature, and operational status of each aluminum processing pot.
Go to Market Charts for Marketing – Account Based Marketing Technology Market Map
The Account Based Marketing Technology Map identifies vendors for each of the account based marketing activities .
Go to Market Charts for Marketing – Marketing Budgets as a Percent of Revenue
- Gartner found that in 2014, marketing budgets were over 10% of revenues.
- Companies with revenues greater than $5B reported that the marketing budget was 11% of revenue.
- Companies with revenues between $500M – $1B reported that budgets were 9.2% of revenue.
- Industry did not drastically impact the percentage of revenue spent on marketing as it ranged from 9.2% to 12.3%
- Companies selling B2B allocated approximately 8.9% of revenues to the marketing budget while B2C companies allocated 10.1% of revenues to marketing.
Go to Market Charts for Marketing – Business Outcomes for Big Data & Analytics
Challenges Enterprises Believe Big Data & Analytics Will Help Them Overcome
- Find correlations across multiple, disparate data sources
- Predict customer behavior
- Predict sales
- Identify security risks
- Analyze machine data
- Predict fraud or risk
- Analyze social sentiment
- Analyze click streams
Go to Market Charts for Marketing – Periodic Table of Content Marketing
econsultancy created The Periodic Table of Content Marketing and it contains 8 sections:
- Strategy – Develop a clear strategy that is mapped to your long-term business goals.
- Format & Content – It may be appropriate to use multiple formats for a single piece of content as people absorb and learn differently.
- Platform – The content distribution platforms to distribute and share your content.
- Metrics – How you will measure the performance of your content.
- Goals – Quantitatively answer the question, why is there a content marketing program.
- Sharing Triggers – What are the emotional drivers behind sharing, and make sure the content you create makes people feel something.
Go to Market Charts for Marketing – Periodic Table of Digital Marketing Predictions & Trends
Mesh’s interactive table is comprised of 114 elements across content marketing, social media, digital marketing, mobile, marketing automation and analytics.
Some of the major themes include: humanization, real-time marketing and recylcing content.
Go to Market Charts for Marketing – Periodic Table of B2B Digital Marketing
This go to market charts marketing is from Insight Ventures.
Included in B2B Digital Marketing is SEO, SEM, Email Marketing, Social Media, Website, Content Marketing, Budgets, Free Trials and Funnel Management.
Go to Market Charts for Marketing – Periodic Table of Marketing Signals
The Periodic Table of Marketing Signals is included in the go to market charts for marketing as it is a visual representation of the Marketing Signals Framework. The Marketing Signals Framework organizes signals across marketing channels according to 3 specific dimensions:
Channel: The primary channel where the marketing activity is executed.
Objective: Where in the sales funnel is there suppose to be impact: awareness, engagement, conversion, loyalty, and advocacy.
Signal Type: Signals are quantitative measures and can be organized by volume, quality, efficiency and shares.
By leveraging this framework, marketers can easily identify the most important signals: channel, objective or signal type.
Go to Market Charts for Marketing – Digital Marketing Strategies
Attercopia produced a framework to facilitate the development of digital marketing strategies.
The premise is that the periodic table will serve as a structure on how to best construct your digital marketing strategy.
Also included are sample Key Performance Indicators (KPIs) for sales, marketing and customer service aspects of your digital marketing plan.
Content types, SEO considerations and analytics tools that can be used to implement your strategy and control it are also noted.