Green_Hat_ADMA_2016_B2B_Marketing_Outlook

AN AUSTRALIAN RESEARCH REPORT EVENT PARTNER
EXPLORING B2B MARKETING PRACTICE,
INTENTIONS AND DIRECTIONS

IN ASSOCIATION WITH

FOREWORD B2B Marketing Outlook | AUSTRALIA 2016

Foreword

Andrew Haussegger Jodie Sangster

MANAGING DIRECTOR, GREEN HAT CHIEF EXECUTIVE OFFICER, ADMA

Once again, we have had a tremendous response 2016 is shaping up to be a pivotal year for
to our annual B2B marketing research – thanks to B2B marketers as the investments in digital
the 448 respondents who participated! transformation are starting to be seen.

I hope you find this year’s ‘best-in-class’ analysis of value. It allows marketers Budgets continue to be on the upward trajectory with digital now accounting
to ‘set the bar’ for their own marketing activity with insight into best practice. for just over 30% of total spend. Another transformative shift is the move towards
These stand-out marketing leaders are metrics-driven. They measure more content marketing, with marketers allocating almost as much of their budget
accurately, are less challenged in measuring ROI and, not surprisingly, half of to content marketing as they do to traditional marketing. It will be interesting to
them are getting more budget. They also invest more in marketing automation, see how this trend tracks in 2017 as content marketing moves to the peak of the
which accounts in part for their proficiency in measurement, and are much Gartner Hype Cycle.
happier with their automation results.
Another key differentiator in the coming year will be the ability for companies to
The open wound that seemingly will not heal is found in sales and marketing accurately measure and attribute their marketing efforts. As shown in the research,
alignment. Satisfactory lead follow-up is spiralling downward with the those able to effectively measure stand-out from the rest of the market.
major culprits being at the big end of town. With more noise about ‘revenue
marketing’, surely this cannot continue. Although we said that last year. The adoption of technology to streamline marketing functions and deliver
personalised, relevant and timely interactions was a key focus for 2015 as well as
Focus on digital and content marketing continue to grow, so expect more data ensuring teams have the skills to effectively leverage the technology. This is a now
that needs tracking and analysing. Time to take a leaf out of the best-in-class a core business requirement, and B2B marketers who have not fully embraced
marketers guide book! technology to improve conversion and engagement should make this a 2016
priority or risk losing relevance.
Finally, thanks once again to our industry supporters – ADMA, Marketing
Magazine, B2B Marketing UK and the team at B2B Marketing Leaders Forum. 3

CONTENTS B2B Marketing Outlook | AUSTRALIA 2016

Table of Contents

Section 1: INTRODUCTORY SUMMARY 2.4 Marketing Automation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 2.7 Marketing Budget & Metrics. . . . . . . . . . . . . . . . . . . . . . . . . 23
1.1 Key Findings 5. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Marketing Automation Adoption Measurement Accuracy
1.2 Observations 7. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . CRM Integration Size of Marketing Budget
Marketing Automation Benefits Changes in Marketing Budget
Section 2: RESEARCH RESULTS Marketing Automation ROI Budget Allocation
2.1 Research Demographics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Cost Per Lead
Industry 2.5 Content Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Lead Follow-up Rate
Turnover Significance of Content Lead Conversion to Order Rate
Role Type Content Trends
Size of Marketing Team Targeting Buyers Section 3: ABOUT THIS RESEARCH
3.1 Research Supporters.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
2.2 Marketing Challenges & Objectives. . . . . . . . . . . . 12 2.6 Social Media 21. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Marketing Challenges in 2015 Social Media Platforms
Marketing Objectives in 2016 Social Media Involvement
Social Media ROI
2.3 Marketing Channels. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Traditional (Offline) Marketing Tactics
Digital Marketing Tactics
Digital versus Traditional Marketing Trends
Inbound versus Outbound

4 © 2016 Green Hat Marketing Pty Ltd ABN 30 099 016 752.
All rights reserved. No part of this document may be reproduced or transmitted in any form without the prior approval of Green Hat Marketing Pty Ltd. Any quotation from this document must be attributed to the author.

Section 1: INTRODUCTORY SUMMARY B2B Marketing Outlook | AUSTRALIA 2016

1.1 Key Findings

In this sixth annual edition, we report on ‘best practice’ B2B marketing. As well as providing insight into Generally…
trends across many aspects of B2B marketing in Australia, we hope this new dimension will help you to
compare your own marketing outcomes and traits with those of the Best-in-Class Marketer (BICM). • The top three challenges respondents faced in
2015 were measuring their marketing ROI (40% of
So how have we defined best-in-class? There is no universal definition. We consulted with B2B leaders respondents), generating leads (39%) and building
and arrived at describing the BICM as one who has applied all of the following best practices: brand awareness (39%)

1. Developed target market personas. Marketing strategy starts with an understanding of the B2B • In 2016, generating leads (77%) and nurturing leads
customer which includes their pain points, needs and buying processes. (71%) stand out as major objectives, without much
variance between best practice marketers and the
2. Has at least two-thirds of marketing leads followed up by Sales. Marketing and Sales teams need rest of respondents
to be aligned in engaging, qualifying and closing buyers. This requires aligned goals, lead stages,
processes and reporting. • Interestingly, the lowest ranking objective is sales
and marketing integration (44%)
3. Implemented a marketing automation platform. The growth in communications channels and data
adds to the complexity of optimising pipeline and revenue outcomes, hence a need for automation. • For the last three years, Digital Marketing has
progressively taken share of budget from other
When we applied these three criteria to this year’s research data, 14% of the 448 respondents fell into our activities; in 2016, nearly one third (31%) of the B2B
definition of best-in-class. Throughout this report, we highlight the most significant characteristics of this budget will be expended on digital, compared to only
group compared to the ‘rest of respondents’. 19% on traditional marketing (in second place)

• 40% of respondents reported that their budgets
were increasing by at least 5%, compared to 9%
decreasing; interestingly, 50% of BICMs reported that
their budgets were increasing in 2016

5

Section 1: INTRODUCTORY SUMMARY B2B Marketing Outlook | AUSTRALIA 2016

1.1 Key Findings

About Content and About Marketing About Measurement
Social Media Marketing Automation and Metrics

• The majority of BICMs rate Content Marketing as very • 51% of respondents have a marketing automation • Only 36% had a satisfactory volume of leads followed
significant or significant (94%) platform, with the market leaders being Marketo, up by Sales – compared to 48% in 2015 (we define
HubSpot, Salesforce Pardot and Oracle Eloqua satisfactory as being ‘more than two-thirds of leads
• 42% of respondents develop audience personas which followed up by Sales’)
is similar to last year’s data • ROI satisfaction (very satisfied or satisfied) with
automation is on the rise from 38% in 2015 to 43% to • 26% have at least one in three leads closed by Sales
• LinkedIn continues to dominate, with 86% usage, as 2016 • Nearly two in five respondents (38%) do not know
the leading B2B social platform
• Improved lead generation/nurturing (61%) and their cost per lead
• Facebook gains some ground with YouTube slipping improved marketing productivity (59%) are rated as • Less than half of respondents are accurately
some points the top benefits of marketing automation
measuring key metrics, with the top result being ‘lead
• Only 28% are very satisfied or satisfied with their • 56% of BICMs are very satisfied or satisfied with their conversion to revenue’ (44%)
social investment, but more are unsure (35%) marketing automation investment, compared to only
37% of the rest of respondents
• 42% of respondents will spend more on inbound
marketing than outbound in 2016

6

Section 1: INTRODUCTORY SUMMARY B2B Marketing Outlook | AUSTRALIA 2016

1.2 Observations

What does Best-in-Class B2B Marketing ‘Revenue Marketing’: Little traction on You can’t manage what you can’t
look like? a slippery slope measure

As per our definition above, a Best-In-Class Marketer One of the common complaints of the B2B marketer is We wanted to understand how systematically marketers
(BICM) invests in persona profiling, marketing that Sales doesn’t follow up on their leads. If you are in were measuring outcomes. The question was phrased
technology and alignment with Sales. Other key traits this category, then (sadly) you are in the majority. as ‘What do you measure … with 80% accuracy?’.
are: We asked about customer engagement, sales
In last year’s report, only 48% of respondents had acceptance/follow-up of leads, then lead conversion to
1. They are less challenged in measuring marketing satisfactory lead follow-up. This year, the number has revenue.
performance (21%) than the rest of respondents (40%). dropped to 36%. Also trending in the wrong direction
To that end, 83% are aware of their cost per lead are those who are unsure if leads are followed up, Logically, engagement is required before a buyer
compared to only 59% of their peers. which has increased from 20% to 23%. becomes a lead, and follow-up happens before the lead
turns into revenue. We also asked the same question
2. They value Content Marketing – 94% of BICMs Further analysis tells us that the larger the business, the about campaign ROI attribution. This involves tracking
rate it as very significant or significant in their more likely it is to have a problem with lead follow-up. revenue attributed to marketing activities, but can also
marketing activities, compared to 75% for the rest of Larger enterprises ($500M+ revenue) reported that only mean attributing leads and opportunities.
respondents. 12% of their leads are satisfactorily addressed by Sales.
Mid-size enterprises ($25-$500M revenue) do not fare The response range to these four metrics was below
3. Proportionally, they will spend 50% more of their much better, with a satisfactory follow-up of only 28%. half; in fact, 33% to 44%. We found that two-thirds are
budget on marketing automation in 2016 (12% not accurately attributing ROI for their campaigns and
of total budget compared to just 8% of the rest of A more important metric is ‘lead conversion to almost three in five are not accurately tracking leads to
respondents). revenue’. Only 26% of respondents said that at least revenue.
one in three leads handed to Sales convert to orders.
4. They are twice as likely to be satisfied with their Social But the blind spot is that only half of respondents (51%) However, this is an area where BICMs shine. They
Media Marketing (48%) than the rest of respondents have rated ‘measuring marketing ROI’ as an important are 72% more likely to be accurately attributing ROI to
(24%). BICMs are also more active as publishers on objective. This will be at odds with most CEOs and campaigns, 53% more likely to accurately measure lead
social media. CSOs who want to see measurable results. Given the acceptance and follow-up by Sales, and 39% more likely
B2B sector is ‘sales-led’ (not marketing-led like B2C), to be accurately measuring lead conversion to revenue.
5. Lastly, they invested more in inbound marketing we expect successful B2B marketers in 2016 will be
than outbound marketing in 2015 than the rest of those who embrace strong alignment with their Sales
respondents. counterparts.

So for those marketers aspiring to join the ranks of
‘best in class’, we recommend optimising five key
areas: audience profiling, content/inbound marketing,
automation, measurement and aligning tightly with the
sales team.

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Section 1: INTRODUCTORY SUMMARY B2B Marketing Outlook | AUSTRALIA 2016

1.2 Observations

Content and Inbound Marketing: In 2016, marketers again plan to spend more on inbound Marketing Automation crosses
More talk than walk? than outbound, but we wonder about this. We know the half-way mark!
inbound marketing is a longer-term play than most
With 77% of marketers embracing the significance of traditional outbound techniques – especially for driving Interestingly, the research tells us that about half (51%)
content marketing, we would expect to see a strategic demand. A trend is evolving in which the plans of of B2B marketers use marketing automation – which
approach to understanding the audience for whom this passionate inbound marketers do not always materialise is only up slightly from 2015 (47%). We would have
content is intended. This year, we expected to see more in action and investment, usually due to internal expected adoption to have grown at a faster rate, given
marketers developing audience personas – however it pressures for short-term financial outcomes. the drive for improved lead generation and nurturing,
has remained on par with last year at 42% of respondents as well as the significant marketing investment major
(43% in 2015). Social media is being used as an omni-channel itself – automation software vendors are making in our region.
for paid, earned and owned media, as well as a ‘social
We predict that personalisation of content and selling’ channel for the salesforce. We see three camps However, when we analyse the responses based on size
communications will become a critical success factor of response almost split evenly into thirds. About one of business, we see the adoption in mid-to-large-sized
in B2B marketing from this year on. The keyword is third are getting good results or at least breaking even, businesses ($25M+ revenue) is in fact at 62%. Conversely,
‘relevance’. Google knows it and continues to mould another third are yet to achieve any return and the only 42% of small businesses (< $25M) have invested in a
its algorithms around it. Marketers need to better remaining third is unsure. Social is often used as a ‘back- marketing automation platform.
understand their audience in order for their content to up’ channel for B2B integrated campaigns and there are
drive effective customer engagement. definitely some good signs. Overall, the findings of our Over half of the BICMs (56%) are very satisfied or
research indicate there is still scepticism in the market satisfied with the return on their automation investment,
B2B content marketing is closely aligned with inbound – especially within the C-suite, where nearly two-thirds whereas only 37% of the rest of respondents felt the same
strategy – as quality content is required to effectively are either not yet seeing ROI or are unsure. way. This is understandable given two observations;
drive inbound traffic. We were surprised to see that firstly, BICMs are generally measuring outcomes more
actual investment was higher in outbound marketing effectively and secondly, a higher percentage of them
than inbound, given last year’s respondents said they have integrated their automation platform with their
planned to spend more on inbound during 2015. CRM (being a key performance enabler).

8

2.0 The Results

Research Methodology

This research was conducted from December 2015 to February 2016.
Respondents were approached by email and telephone with 448 complete responses collected via an online questionnaire.

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.1 Research Demographics TURNOVER

INDUSTRY What is your organisation’s annual turnover?

Which most accurately describes your industry? 35% LESS THAN
$5 MILLION
PROFESSIONAL, SCIENTIFIC & TECHNICAL SERVICES 33%
18% $5 $24 MILLION
INFORMATION, MEDIA & TELECOMMUNICATIONS 24% 11% $25 $49 MILLION
15% $50 $499 MILLION
MANUFACTURING & SUPPLY CHAIN 13% 21% $500 MILLION

FINANCE/BANKING/INSURANCE 9% AND OVER

PUBLIC SECTOR/GOVERNMENT 2%

OTHER 19%

10

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.1 Research Demographics

ROLE TYPE SIZE OF MARKETING TEAM

Which of the following best describes your role? How many people are in your marketing team (full-time equivalents)?

4 5 9% % LESS 53%
% THAN 5
AGENCY
BUSINESS MARKETER OTHER
DEVT/SALES
20% 5 TO 9 15%
4% CEO/MD/
HEAD OF SALES DIRECTOR

10 TO 19 12%

40% 18% 20 +

MARKETING HEAD OF 20%
PROFESSIONAL MARKETING

11

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.2 Marketing Challenges & Objectives

MARKETING CHALLENGES IN 2015

How challenging were the following activities in 2015?

MEASURING MARKETING ROI
GROWING BRAND AWARENESS

GENERATING LEADS CHALLENGING
NURTURING AND PROGRESSING LEADS SOMEWHAT CHALLENGING
INTEGRATING MARKETING WITH SALES NOT CHALLENGING
N/A

DEVELOPING QUALITY CONTENT

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

BEST-IN-CLASS: BICMs are less challenged in measuring
marketing performance (21%) than the rest of respondents
(40%). To that end, 83% are aware of their cost per lead

compared to only 59% of their peers.

12

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.2 Marketing Challenges & Objectives

MARKETING OBJECTIVES IN 2016

How significant are the following objectives in 2016?

GENERATING LEADS

NURTURING AND PROGRESSING LEADS

DEVELOPING QUALITY CONTENT SIGNIFICANT
GROWING BRAND AWARENESS SOMEWHAT SIGNIFICANT
MEASURING MARKETING ROI NOT SIGNIFICANT
N/A

INTEGRATING MARKETING WITH SALES

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

GLOBAL INSIGHT: Increase in revenue (69%) and increase
in leads generated (68%) topped the list of marketing
objectives accomplished in 2015… they continue to be top

objectives in 2016. Regalix, State of B2B Marketing 2016

13

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.3 Marketing Channels

TRADITIONAL (OFFLINE) MARKETING TACTICS

How will you use the following traditional (offline) marketing tactics in 2016 compared to 2015?

PUBLIC RELATIONS MORE
SURVEYS/RESEARCH SAME
IN PERSON EVENTS LESS
N/A
DIRECT MAIL
TELEMARKETING
TRADESHOWS/CONFERENCES
PRINT ADVERTISING

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

14

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.3 Marketing Channels

DIGITAL MARKETING TACTICS

How will you use the following digital marketing tactics in 2016 compared to 2015?

E NURTURE MARKETING MORE
SOCIAL MEDIA MARKETING SAME
LESS
EMAIL CAMPAIGNS N/A
SEARCH ENGINE OPTIMISATION SEO
ONLINE CONTENT AMPLIFICATION/SYNDICATION
ONLINE COMMUNITIES AND PORTALS/HUBS

ONLINE DISPLAY ADVERTISING
WEBINARS

MOBILE APP MARKETING

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

GLOBAL INSIGHT: Digital marketing has gone mainstream; 98% of
marketers affirm that offline and online marketing are merging. A
third say digital techniques are fully incorporated into their marketing
operation. Gartner, 2015-2016 CMO Spend Survey, November 2015

15

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.3 Marketing Channels

DIGITAL VERSUS TRADITIONAL MARKETING TRENDS

This graph provides a comparative snapshot of trends in traditional and digital marketing, based on our respondents’ intentions for 2016.

E NURTURE MARKETING DIGITAL MORE
SOCIAL MEDIA MARKETING LESS

EMAIL CAMPAIGNS TRADITIONAL MORE
SEARCH ENGINE OPTIMISATION SEO LESS
ONLINE CONTENT AMPLIFICATION/SYNDICATION -20% 0% 20% 40% 60%
ONLINE COMMUNITIES AND PORTALS/HUBS 80%

ONLINE DISPLAY ADVERTISING
WEBINARS

PUBLIC RELATIONS
IN PERSON EVENTS
SURVEYS/RESEARCH

DIRECT MAIL
TELEMARKETING
TRADESHOWS/CONFERENCES
PRINT ADVERTISING

-40%

16

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.3 Marketing Channels

INBOUND VERSUS OUTBOUND

In comparing Inbound (pull) versus Outbound (push) tactics, how did/will you spend your marketing budget?

100% 30% 42% 36% 27% 34% 31%
90%
80% LAST THIS LAST THIS LAST THIS
70% YEAR YEAR YEAR YEAR YEAR YEAR
60%
50%
40%
30%
20%
10%

0%

MORE EXPENDITURE ON SIMILAR EXPENDITURE ON MORE EXPENDITURE ON
INBOUND BOTH OUTBOUND

17

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.4 Marketing Automation For the purposes of this research, we define Marketing Automation as the use of software and web-based services
to generate, track, nurture, manage and score leads as well as execute repetitive campaign tasks. It does not refer to
simple bulk email blast technology.

MARKETING AUTOMATION ADOPTION CRM INTEGRATION

Which Marketing Automation Platform do you use? Is your Marketing Automation Platform integrated with your CRM?

5% % % 7%
10 6MARKETO
2% ORACLE HUBSPOT NOT SURE
ELOQUA
30%
IBM SILVERPOP 49% NO 63%

5% DO NOT Base: Marketing Automation users YES
SALESFORCE.COM USE
PARDOT

2%
ACT ON

21%

OTHER

TOP PLATFORMS

SMALL BUSINESSES (<$25M) MID-SIZE BUSINESSES ($25-$499M) LARGE BUSINESSES ($500M+)
MARKETO 7% | HUBSPOT 6% | PARDOT 4% MARKETO 14% | HUBSPOT 7% | ELOQUA 6% MARKETO 15% | ELOQUA 13% | PARDOT 9%

18

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.4 Marketing Automation MARKETING AUTOMATION ROI

MARKETING AUTOMATION BENEFITS How would you rate your ROI from Marketing Automation?

How do you benefit from Marketing Automation?

61% 23% 9%

NOT SURE VERY SATISFIED

IMPROVED LEAD GENERATION AND LEAD NURTURING

59% IMPROVED MARKETING PRODUCTIVITY 8%

42% IMPROVED EMAIL OPEN/CLICK THROUGH RATES BREAKEVEN

39% IMPROVED INTEGRATION WITH SALES TEAM

32% IMPROVED LEAD CONVERSION AND REVENUE OUTCOME 26% 34%

YET TO SATISFIED
ACHIEVE ROI
Base: Marketing Automation users
Base: Marketing Automation users

BEST-IN-CLASS: 56% of BICMs are very satisfied or satisfied with their
marketing automation investment, compared to only 37% of the rest of
respondents.

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Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.5 Content Marketing

SIGNIFICANCE OF CONTENT CONTENT TRENDS TARGETING BUYERS

How significant is Content Marketing in your How will you use the following content types in 2016 compared Have you developed personas for
B2B marketing? to 2015? buyers in your target market?

47% 5% VIDEOS/ 42YES %
VERY ANIMATIONS
SIGNIFICANT NOT 29% WE PLAN TO
SIGNIFICANT CUSTOMER
FOR US CASE STUDIES NO 24%

SHORT MORE 5% NOT SURE
ARTICLES/BLOGS LESS

30% 18% INFOGRAPHICS

SIGNIFICANT SOMEWHAT LONG ARTICLES/
SIGNIFICANT WHITE PAPERS

PODCASTS

-20% 0% 20% 40% 60%

GLOBAL INSIGHT: B2B marketers allocate
28% of their total marketing budget, on
average, to content marketing.
Content Marketing Institute/MarketingProfs,
B2B Content Marketing Benchmarks, Budgets,
and Trends – North America, 2016

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Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.6 Social Media

SOCIAL MEDIA PLATFORMS

Which of the following platforms does your organisation use as a channel for B2B marketing?

LINKEDIN 86%
TWITTER
FACEBOOK 56%
YOUTUBE 56%
INDUSTRY & PROFESSIONAL BLOGS 44%
GOOGLE+ 40%
PINTEREST 27%

NONE 8%
6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

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Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.6 Social Media

SOCIAL MEDIA INVOLVEMENT SOCIAL MEDIA ROI

Which of the following best describes your organisation’s involvement in How would you rate your Social Media ROI?
social media?

6% 3% 9% VERY SATISFIED 5%

MONITOR/CONSUMER OTHER INACTIVE
OF CONTENT BUT GENERALLY
9% SATISFIED 23%
DO NOT BECOME A MEMBER
JOINER/MEMBER OF
9% GROUPS BUT GENERALLY
DO NOT PARTICIPATE
COMMENTATOR/PARTICIPATOR IN
DISCUSSIONS BUT GENERALLY BREAK EVEN 7%
DO NOT CREATE

64% YET TO ACHIEVE ROI 30%
NOT SURE 35%
CREATOR/
PUBLISHER OF
BLOGS AND
ONLINE CONTENT

0% 10% 20% 30% 40%

BEST-IN-CLASS: BICMs are twice as likely to be satisfied with their Social
Media Marketing (48%) than the rest of respondents (24%). BICMs are also
more active as publishers on social media.

22

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.7 Marketing Budget & Metrics

MEASUREMENT ACCURACY

Which of the following areas do you measure with at least 80% accuracy?

LEAD CONVERSION TO REVENUE 44%
SALES ACCEPTANCE & FOLLOW UP OF LEADS 42%
37%
CUSTOMER & PROSPECT ENGAGEMENT 33%
CAMPAIGN ROI ATTRIBUTION
NONE OF THE ABOVE 9% 20% 30% 40% 50% 60%
NOT SURE
0% 10% 20%

GLOBAL INSIGHT: A quarter of B2B product and a third of B2B service marketers were able to quantify
the long-term impact of marketing spend on their business, while 56% of product and 49% of services
marketers said they had a good qualitative sense of the impact.
Duke University for Deloitte & American Marketing Association, The CMO Survey, February 2016

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Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.7 Marketing Budget & Metrics

SIZE OF MARKETING BUDGET CHANGES IN MARKETING BUDGET BUDGET ALLOCATION

What is your planned marketing budget for 2016 How does your 2016 marketing budget compare How will you spend your marketing budget in
(excluding salaries)? to your 2015 budget?
2016?
65% 16% WILL INCREASE
20%+ 3% 31%
8 OTHER
24% WILL INCREASE DIGITAL
5% 20% % MARKETING
PUBLIC
RELATIONS 19%

9% TRADITIONAL
OFFLINE
MARKETING MARKETING
AUTOMATION

13% 17% 3% 2% 51% WILL STAY THE SAME 13%
WITHIN 5%
ADVERTISING &
7% WILL DECREASE SPONSORSHIP 17 %
2% 5% 20% EXCLUDING
ONLINE CONTENT
WILL DECREASE DEVELOPMENT
<$500K $500K- $1M- $5M- $10M+ 20%+ & CURATION
$999K $4.9M $9.9M

BEST-IN-CLASS: 50% of BICMs reported that
their budgets will increase in 2016.

24

Section 2: RESEARCH RESULTS B2B Marketing Outlook | AUSTRALIA 2016

2.7 Marketing Budget & Metrics

COST PER LEAD LEAD FOLLOW-UP RATE LEAD CONVERSION TO ORDER RATE

On average, what did it cost you to generate a What percentage of leads passed from Marketing What percentage of leads passed from Marketing
qualified marketing lead during 2015? to Sales are followed up by Sales? to Sales convert to orders?

38% 37% 17% 11% 9% MORE THAN
NOT TWO THIRDS
NOT SURE $1 250 APPLICABLE LESS THAN
PER LEAD ONE THIRD 17% ONE TO
TWO THIRDS
13%
31% LESS THAN
ONE TO ONE THIRD
TWO THIRDS
27% NOT
23% SURE
NOT
SURE 16% NOT
APPLICABLE
2 3% % 15% 36%

$2,000+ $251 $500 MORE THAN
TWO THIRDS

$1,001 $2,000 5%

$501 $1,000

GLOBAL INSIGHT: 75% of B2B product and
65% of B2B service marketers say that Sales
and Marketing work together on an equal
level.
Duke University for Deloitte & American
Marketing Association, The CMO Survey,
February 2016

25

Section 3: ABOUT THIS RESEARCH B2B Marketing Outlook | AUSTRALIA 2016

3.1 Research Supporters

This study was conducted by Green Hat with the support of ADMA,
Marketing Magazine, B2B Marketing (UK) and B2B Marketing Leaders Forum.

Green Hat is a leading Australian marketing Our services include B2B strategy development, The Association for data-driven marketing and
consulting agency dedicated to the B2B sector. We’re a market research, lead lifecycle marketing including advertising (ADMA) is the principal industry body for
diverse bunch – from seasoned corporate consultants lead generation and lead nurturing, marketing information based marketing and advertising and is the
through to Gen Y digital die-hards with a wide range automation, social media, SEO/web services and largest marketing and advertising body in Australia with
of skills, viewpoints and backgrounds. We assist our content marketing. Industries we specialise in are ICT over 600 member organisations. ADMA is the ultimate
clients in attracting, engaging and qualifying buyers (high-tech), professional services, financial services, authority and go-to resource for creative and effective
using data-driven digital marketing strategies. industrial and any business dealing in ‘complex and data-driven marketing across all channels and platforms,
considered purchases’. providing insight, ideas and innovation to advance
responsive and enlightened marketing.
green-hat.com.au
adma.com.au

For further information on this research, please contact the report authors:

Andrew Haussegger Caroline Leslie
Managing Director Communications Director
andrewh@green-hat.com.au carolinel@green-hat.com.au
linkedin.com/in/andrewhaussegger linkedin.com/in/carolineleslie

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