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2011 B2B Marketing Mix Survey Results
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. This year, 126 marketing and management professionals participated. 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
Both 48%
In-house 48%
Outsource 4%
25% 19% 7%
6%
15%
10%
5%
Less than 5%
Decrease 4%
- Website Development - Direct Marketing Email and Mail - Online Marketing - Tradeshows and Events - Public Relations - Advertising
Least Spend
- Referrals - Tradeshows and Events - Online Marketing - Email Marketing - Public Relations - Advertising - Direct Mail - Telemarketing
Least Leads
- Referrals - Email Marketing - Online Marketing - Tradeshows and Events - Public Relations - Advertising - Direct Mail - Telemarketing
Lowest ROI
10
90% 70%
46% 46% 22% 22% 25% 10% 30% 30% 31% 32%
11
66%
26% 19% 4%
29%
34%
9%
11%
11%
12
Social Media Sites The most popular B2B social media sites
Popularity of Social Media Sites
19%
11% 3%
13
14