The 2012 research What Works Where in B2B Digital Marketing brings together the views of nearly 100 senior B2B marketers and compares what they think works with the view of the people they are targeting –224 buyers in business and professional services, financial services, engineering and manufacturing and technology and telecoms. 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. In particular the divide between buyer and marketer on social and mobile is wider than we might have thought.

1. What Works Where in B2B
Digital Marketing 2012
Resourcing – in-house vs outsourced

2. WWW 2012 2
Q: To what extent, if at all, do you outsource activity in each of the following
channels to external agencies as opposed to doing it in-house?
7% 9% 4%
44% 38%
Don't do
58% 57%
65% 60%
All or mostly in-
house
23%
26%
17%
18% Half outsourced/
half-inhouse
7% 7%
16%
18%
12% 35%
23% All or mostly
15% 18% outsourced
10% 12%
Social media Email marketing Affiliate marketing Extranets Website development SMS/MMS
Majority resource
in-house

3. WWW 2012 3
Q: To what extent, if at all, do you outsource activity in each of the following
channels to external agencies as opposed to doing it in-house? (Continued)
19% 21%
31%
34% 34%
42%
47%
Don't do
27%
27%
22%
15%
28% 24% All or mostly in-
house
13%
20% 15%
12%
10%
7% 11% 10%
Half outsourced/
half-inhouse
34% 36% 35%
31% 30% 33% 30%
All or mostly
outsourced
PPC Digital advertising
Online video/ podcasts SEO Microsites Mobile optimisation Mobile apps
Majority outsource

4. WWW 2012 4
Q: How many external agencies do you outsource your digital
marketing activity to?
Mean = 3 agencies
28%
27%
20%
10%
7%
5%
2%
1%
0% 0% 0%
0 1 2 3 4 5 6 7 8 9 10+

5. Thank you
To view the research in full, visit: www.omobono.co.uk/wwwb2b
For further information please contact Fran Brosan
fran@omobono.co.uk or call 01223 307000
©2012 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text and
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