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2011 B2B Marketing Mix Survey Results

August 2011
Presented by Mark Schmukler Managing Partner Sagefrog Marketing Group, LLC marks@sagefrog.com (215) 230-9024 www.sagefrog.com
2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

Introduction
Sagefrog Marketing Group has conducted this marketing mix survey each year for the past 6 years. Over 125 marketing and management professionals participated this year. The purpose of the survey is to gain insight into the marketing tactics that companies are investing in and the return-oninvestment of these tactics. Marketers are reporting that this information is helping them allocate their marketing resources wisely, optimize their marketing mix investments, and maximize business results.
2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

Only about half of all companies have a formal marketing plan


Do not have a formal marketing plan 45%

Have a formal marketing plan 55%

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

Most companies outsource to fulfill at least some of their marketing needs

Both 48%

In-house 48%

Outsource 4%

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

Most outsourced marketing is done on a project basis


Company does not outsource 40% Both 20% Ongoing Retainer 8% Project Basis 32%

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

Most companies are spending 5% or less of their overall revenue on marketing


43%

25% 19% 7%

6%

Greater than 15%

15%

10%

5%

Less than 5%

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

40% of companies expect their marketing budget to increase in 2012


Increase 40%

Stay the same 56%

Decrease 4%

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

The top areas of marketing spend involve digital channels


Most Spend

- Website Development - Direct Marketing Email and Mail - Online Marketing - Tradeshows and Events - Public Relations - Advertising
Least Spend

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

Tradeshows and events remain a top source of sales leads


Most Leads

- Referrals - Tradeshows and Events - Online Marketing - Email Marketing - Public Relations - Advertising - Direct Mail - Telemarketing
Least Leads

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

Digital channels provide excellent Return-on-Investment


Highest ROI

- Referrals - Email Marketing - Online Marketing - Tradeshows and Events - Public Relations - Advertising - Direct Mail - Telemarketing
Lowest ROI

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

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Popularity of social media marketing continues to grow


Popularity of Marketing Tactics

90%

70% 46% 46% 22% 22% 25% 10% 30% 30% 31% 32% 57% 53% 54%

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

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Social networks and blogs are the most used social media tactics
66%
Popularity of Social Media Tactics

26% 19% 4%

29%

34%

9%

11%

11%

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

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LinkedIn, Facebook, and Twitter are the most popular B2B social sites
Popularity of Social Media Sites

58% 50% 43%

19%
11% 3%

2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

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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 primarily to companies based 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: Marketing Strategy and Tactics Brand Positioning, Messaging and Identity Marketing Communications Materials Website Development Online Marketing SEO, SEM, SMM Public Relations Advertising and Event Support Direct and Email Marketing Sagefrog Marketing Group, LLC 196 West Ashland Street Doylestown, PA 18901 (215) 230-9024 info@sagefrog.com
2001-2011 Sagefrog Marketing Group, LLC. All rights reserved. www.sagefrog.com

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