Exclusive insights and analysis for B2B technology marketers in the UK.

1. Embracing the Changing Landscape of B2B Technology Marketing
Exclusive insights and analysis for B2B technology marketers in the UK
Produced by Marketing Options International and Circle Research
November 2011
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2. Contents
• Methodology
• Part 1 - Challenges and Priorities
• Part 2 - The Defining Trend for B2B Technology Marketing in
The Next Two Years
• Part 3 - Conclusion
• Acknowledgements
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3. Methodology
• Marketing Options International
partnered with Circle Research to survey
B2B Technology marketing professionals
about their experiences and priorities over
the next 1-2 years, as part of Technology
Marketing In Mind
• 107 senior technology marketing decision
makers were surveyed online
• All individuals were vetted to ensure they
had responsibility for marketing strategy
within mid-large (100+ employees) IT and
technology firms deriving at least 25% of
revenue from B2B sales
• All interviews were conducted by Circle
Research during June and July 2011
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4. Part 1
Challenges and Priorities

5. Shifting marketing objectives
• 81% of respondents’ core objectives relationship building with key
have changed ‘to some degree’ accounts
• 22% of respondents’ core objectives
have changed ‘significantly’
• 24% of respondents stated they had
prioritised tactical lead generation
over more strategic brand awareness
or brand engagement activities
• 19% highlighted they are under more
pressure to demonstrate ROI
• 14% said their marketing activities
have needed to become more agile
and flexible
• 14% have shifted towards
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6. Most important objectives for
next 12 months?
• Respondents expect to place the
same focus on lead generation as
brand awareness (25%)
• Managing brand reputation 9%
• Engaging with new audience 15%
Many of the activities associated with
relationship building such as lead
nurture, sales and marketing
alignment are not being prioritised.
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7. What factors are likely to hold you back?
• Budgetary constraints still the biggest barrier 41%
• 29% lack of internal resource
• 28% complexity of product/service propositions
• 27% lengthening sales cycles
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8. Part 2
The Defining Trends of B2B Technology
Marketing in the Next Two Years

9. Priority areas for improvement
• Getting closer to customers 50%
• Raising brand awareness 50%
• Increasing the quality of leads
49%
• Improving the quality of content
marketing 39%
• Bespoke events 44%
• Improving marketing
measurement and analysis 39%
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10. Allocation of resources
(time and money)
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11. Marketing channels
• 44% making significant investment in
bespoke events
• 31% plan to invest heavily in virtual
events
• Social media is maturing in B2B
marketing with 26% planning to invest
heavily and 26% to some extent
• Other significant factors cited as
impacting marketing over the 2 years
are cloud computing and mobile
marketing
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12. Which technologies do you currently
or plan to use in the coming 12-18 months?
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13. Part 3
Conclusion

14. Plus ça change…
• Constant change is now a fact • Social media is approaching
of life in B2B technology maturity and will take a central
marketing role from 2012 onwards
• 2010 - 2011 all about lead • Mobile is not yet being
generation ROI and agility embraced by B2B technology
marketers
• 2011 - 2012 sees the return
of brand awareness and • In 2012 marketers will
customer relationship prioritise lead generation,
activities brand awareness and
customer relationships using a
combination of new and
traditional channels
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15. Focusing on relationships
• Once you have your audience’s attention the importance of
relationship building soars
• Marketing has a pivotal role to play in generating up-selling
opportunities and raising awareness of new products and updates
throughout the customer lifecycle
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16. Measuring the impact
• Return on marketing • The most technologically up-
investment is getting to-date marketers may have
progressively easier to the competitive edge (for the
measure moment at least)
• Marketing automation is still in
its infancy but as more
markets start to use it,
analysing and reporting will
become a staple of marketing
life
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17. Marketing Options International (MOI) is a Circle is the B2B market research specialist.
specialist B2B technology marketing We create fresh perspectives - deep
agency supporting some of the world’s insights into what makes buyers tick, what
most admired B2B technology brands. they think of you and your ideas, what will
With offices in London, San Francisco, really set you apart.
Singapore and Sydney, its team of
dedicated IT marketers deliver brand For more information visit
awareness, lead generation and www.circle-research.com
relationship marketing programmes for
clients across the globe, including Oracle,
Fujitsu, Alcatel-Lucent, EMC, Cognizant
and Steria.
Find out more
atwww.mointernational.com
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18. Acknowledgements
We would like to thank all the senior marketing
decision-makers who generously shared their time
and insights with us when completing this survey.
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