Last year I reported on Trends in Industrial Marketing 2009 by GlobalSpec. This week GlobalSpec published their report 'Industrial Marketing 2010' (No. Participants 464)
Some Highlights from the survey
• Marketing budgets are recovering after a down year in 2009, with 31 % reporting an increase in their marketing budget this year.
• 74 % stated that customer acquisition or lead generation is their primary marketing goal. These have been the top two marketing goals for the past three years.
• Three of the top four sources of leads are online channels, including the company Web site, e-mail marketing and search engine optimization.
• 68 % of companies plan to increase spending on social media in 2010. LinkedIn and Facebook are the most popular social media applications currently being used.
• 47 % will spend more than one-third of their marketing budget online, and the majority (51%) will invest more in online marketing in 2010 than they did in 2009.
But of course it is always interesting to compare, what has change and in which direction. E.g.
Top sources of business leads
• eMail Marketing increased from 24 to 33 %, SEO from 20 to 25 % and Public relation from 21 to 25 %
• Company Website stays 1st and stable with 70%
• Tradeshows, Trade magazine advertising, Online directories, Direct Mail and Telemarketing declining further
Increase of Marketing spending Online is continuing
- 47 % will spend more than 1/3 of their total marketing budget online. 27 % will spend more than half of their marketing budget online and 68% are increasing spending in online social media channels.
How will your marketing spending 2010 vs 2009 change by channel
(highest decrease only)
If you are a B2B Marketer or Service Provider (some, formally also known as publisher), I suggest you to download the whole report and study the GlobalSpec findings and recommendations here (17 pg., PDF, need to register before download).