For the second year running, Omobono has partnered with The Marketing Society to produce an authoritative report on what senior marketers view as effective when it comes to spending their budgets on B2B digital marketing. And this year we’ve also looked at views of effectiveness from the buyer side – at whom all the marketing activity is aimed. So for the first time we can see not only what works where from the marketer’s perspective, but how B2B buyers want to be approached (not always the same things). We’ve got excellent information on how buyers react to different channels when used by both potential and existing suppliers. We can quantify the importance of recommenders (peers within the organisation or externally). It’s an Aladdin’s cave of data. Whilst overall there are many indications that marketers are getting it right – some surprising results have emerged in terms of what really makes the difference between success and failure. Once you’ve enjoyed the highlights here, feel free to contact us for the detailed data that backs it up by emailing: fran@omobono.co.uk

1. What works where
in marketers are2012
How
B2B? marketing.
How buyers are buying.
In association with The Marketing Society and Circle Research #wwwb2b

2. What works where in B2B 2012? Page 2 of 8
Introduction
For the second year running, Omobono has partnered
with The Marketing Society to produce an authoritative
report on what senior marketers view as effective
when it comes to spending their budgets on B2B digital
marketing. And this year we’ve also looked at views
of effectiveness from the buyer side – at whom all the
marketing activity is aimed.
So for the first time we can see not only what It’s an Aladdin’s cave of data. Whilst overall
works where from the marketer’s perspective, there are many indications that marketers are
but how B2B buyers want to be approached getting it right – some surprising results have
(not always the same things). emerged in terms of what really makes the
difference between success and failure.
We’ve got excellent information on how buyers
react to different channels when used by Once you’ve enjoyed the highlights here, feel
both potential and existing suppliers. We can free to contact us for the detailed data that
quantify the importance of recommenders backs it up by emailing: fran@omobono.co.uk
(peers within the organisation or externally).

3. What works where in B2B 2012? Page 3 of 8
Theme One: Building relationships
Direct relationships
Deepening customer relationships still matter
Over 75% But only 16% Marketers who
think extranets are 36%
24%
of marketers say think it’s
good for deepening
achieved by of B2B buyers
deeper customer relationships
are more likely
relationships are helping the to buy from
in their top 3 organisation Amount of budget face-to-face
1%
objectives ‘live the brand’ allocated to them contact
BUT
Where do buyers go for information? Social media
The bigger the company,
Buyers are using Email the more notice they take
information from current of influencers
suppliers to stay informed But buyers are Buyers are
twice as likely
93% 91%
to receive useful
information via email
20%
more likely
42%
large
from prospective to engage with co’s
suppliers than from existing suppliers
Supplier Supplier existing ones on Twitter
18%
SMEs
websites emails
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4. What works where in B2B 2012? Page 4 of 8
Theme Two: Thought Leadership
Marketers want to Thought Leadership and Social Media
be known for
something 22%
18% 13%
For companies bigger Marketers
than £150m, thought who think
leadership is their social media But a third of Corporate Email Social
85% buyers don’t website marketing media
No2 priority effectively
builds thought use social as an Social media spend continues to
rise, second only to corporate
info source
leadership website and email budgets
Challenges of delivering thought leadership Search: is it being
Priority challenges facing marketers overlooked?
delivering thought leadership
% of buyers
58 use search to
find info
14% 12% 12% 11% 10% 10% 9% 9% 9%
Measuring Managing Cut- Internal Targeting Staying Quality Internal Finding And only 1 in 6 marketers % of budget
ROI resources through buy-in right innovative content expertise right
think their organisation is allocated by
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audience approach
‘living the brand’ – making
Creating cut-through, staying innovative and creating co-ordinating thought
marketers to
quality content are all significant issues for marketers leadership even harder SEO
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5. What works where in B2B 2012? Page 5 of 8
Theme Three: Use of digital channels
Digital is important. Which channels Digital’s good. Personal’s better.
But it’s not everything. lead to sales?
94% of But digital is 41% of buyers say
Personalised email
marketers view only allocated
personal
Bespoke events
40% of
Personal visits
digital as critical Buyers react
visits
Trade events
most positively
or important budget are the best way
LinkedIn
to digital content
tailored to their to reach them
requirements
BUT
Choosing the right channels
Marketers keep But buyers use of channels Buyers are
with the same changes depending on where more likely
channels even they are in the buying cycle to be visited
though objectives by prospective
change Keeping Making suppliers than
Personalisation
informed contact
Three of the top existing ones
four ways to get
Actively buyers to act rely
looking on face-to-face
Buying cycle contact
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6. What works where in B2B 2012? Page 6 of 8
Theme Four: Spend vs effectiveness
What are marketers spending on? What marketers think’s working To measure
or not?
Social Video/podcast
optimisation
media /webinar 9%
Mobile
13% Social media 14% of marketers say
Email marketing 18%
+10%
3%
highest riser ROI is a key challenge
Corporate website
development 22%
Display
advertising 7% year on year
Mobile
apps
3%
Microsites SEO 6% Extranets SEO & email are felt BUT
Affiliate
-9% the biggest to be less effective
mktg
10%
2%
PPC 6%
Extranets 1% faller but buyers 15% don’t (nor have
SMS/MMS 1%
Other 1%
don’t agree plans to) measure it
Social – marketers vs buyers Mobile or Focusing on video
immobile?
Only
74%
65%
7% Average
mobile
marketing budget
63% 5% of
Buyers using
65% LinkedIn regularly BUT
buyers
BUT
Marketers
who say
Those
doing it
21% 40% Buyers
who
would never use
of buyers like it as a
use YouTube
form of contact. In The majority prefer video
social is in-house Buyers who say Facebook mobile to access a tech sector 20% to be hosted on the
effective is no use to them supplier website bought as a result supplier’s website
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7. What works where in B2B 2012? Page 7 of 8
About the Research
The research was conducted in spring 2012 engineering & manufacturing and technology
with 96 senior B2B marketers, responsible for & telecoms. Collectively they have a buying
budgets totalling over £70 million. Many of power of £150m.
these are heavyweight marketers from big
The survey was conducted during February
companies.
and March 2012 by Circle Research on behalf
of Omobono Limited. We would particularly www.marketing-society.org.uk
In addition, 224 senior B2B buyers responded
with their views, spread across business & like to thank the team at Circle, and The
professional services, financial services, Marketing Society, for their invaluable input.
www.circle-research.com
About Omobono
Omobono is an award-winning digital agency. Our combination of business expertise,
specialising in brand engagement for large creativity and technical delivery is unique.
corporates and government.
We offer a full service, from strategy and
Omobono works with some of the world’s communications planning to creative delivery
largest companies to drive their relationships – and implementation of complex, dynamic
with customers, employees and stakeholders. websites, through to mobile and social media
Which leads to increased sales, marketing. www.omobono.com
loyalty and share of voice.
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8. To find out more about how Omobono can help you
maximise the effectiveness of your digital activities:
please call Fran Brosan on 01223 307000
or email fran@omobono.co.uk
www.omobono.com
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