MEASURABLE B2B MARKETING

IN ASSOCIATION WITH SPONSORED BY MEASURABLE B2B MARKETING

FOREWORD Foreword Andrew Haussegger MANAGING DIRECTOR, GREEN HAT Jodie Sangster CHIEF EXECUTIVE OFFICER, ADMA A grand total of 455 marketers participated in the study this year a number that continues to grow year on year. B2B is alight with opportunity and challenges. One astute B2B CMO looked me squarely in the eye recently and said, seemingly every week someone in my team comes across another way we could reach our customers if things could stand still, we could get on with it! Perhaps you feel the same way? B2B marketing is increasingly becoming more a science than an art. Data and technology are the two ingredients that will separate the winners from the losers. Smart use of these can tell us how B2B buyers want to engage, what content works and what stage they re are at in their buying process. Thanks to digital and automation, we can collect and analyse a trail of breadcrumbs in fact, many criss-crossing trails to execute smarter marketing. So it s interesting to see the #1 challenge of the respondents is now measuring marketing ROI. The fact that today s buyer is effectively more multi-channel than the seller adds to the dilemma. Thanks once again to ADMA and Marketing Magazine for their support and, as well this year, our international partner B2B Marketing UK. 2015 promises to be a good year for B2B marketers. Happily, budgets are rising again with a majority of marketers noting there s more resources. This year, digital marketing will take the biggest slice of the marketing pie, but content marketing will not be far behind. Marketers say that content marketing will be a key pillar for customer outreach. However, providing engaging content that cuts through will continue to challenge, as will measuring effectiveness. Online marketing tactics remain popular while print advertising and direct mail continue a downward trajectory. PR remains popular. Marketing automation continues to flourish, with nearly two-thirds of B2B marketers using automation having integrated it with their sales CRM. But many marketers are not satisfied with their technology investments because of a skills gap/lack of training. Marketing technology is only as good as the team who works it, and marketers need to invest in training to get it right. To conclude, it s a year where marketers need to track their efforts effectively and understand how technology can play that vital role in helping them. We will watch with interest. 2

CONTENTS Table of Contents Section 1: EXECUTIVE SUMMARY 1.1 Key Findings... 4 1.2 Observations... 6 Section 2: RESEARCH RESULTS 2.1 Market Offerings... 8 Typical Order Value Lead Times 2.2 Marketing Resources... 9 Size of Marketing Budget Changes in Marketing Budget Budget Allocation Size of Marketing Team Outsourcing Plans 2.3 Marketing Challenges & Objectives... 11 Marketing Challenges in 2014 Marketing Objectives in 2015 2.4 Marketing Channels... 13 Traditional Marketing Tactics Digital Marketing Tactics Digital versus Traditional Marketing Trends Inbound versus Outbound 2.5 Marketing Automation... 17 Marketing Automation Adoption CRM Integration Marketing Automation ROI Marketing Automation Benefits 2.6 Content Marketing... 19 Significance of Content Content Trends Targeting Buyers 2.7 Social Media Marketing... 20 Social Media Platforms Social Media Involvement Social Media ROI 2.8 Marketing & Sales Alignment... 22 Cost Per Lead Lead Follow-up Rate Lead Conversion to Order Rate Lead Journey Mapping Section 3: ABOUT THIS RESEARCH 3.1 Demographics & Methodology... 24 3.2 Research Supporters... 25 2015 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. 3

Section 1: EXECUTIVE SUMMARY 1.1 Key Findings Generally About Marketing Tactics About Content Marketing The top two marketing objectives for 2015 are all to do with leads generating leads (81%) and nurturing leads (78%) Digital marketing will take the biggest slice of the B2B marketer s budget in 2015 (28%, up from 23% in 2014) with traditional offline marketing in second place (21%) Content Marketing is the big mover with plans to take 17% of the 2015 budget 2015 marketing budgets are rising with 36% increasing by 5% or more Lead follow-up by Sales is on the decline with only 48% of marketers reporting that Sales follow up at least two-thirds of their leads Demographic/physiographic buyer personas have been developed by 43% of those surveyed, up from 35% last year The biggest challenge faced in 2014 was measuring marketing ROI, with 46% of respondents finding it challenging even more than generating leads (38%) Email, e-nurturing and social media marketing remain the top three digital tactics that marketers will do more of in 2015 Marketers will do more to get their content into the right hands with content amplification/syndication rising (61% will do more in 2015) as with online portals/hubs (46%) Print advertising is once again the top tactic that marketers will do less of (34%, the highest decline of all tactics), followed by tradeshows (25%) and direct mail (23%) Public Relations is the most popular traditional tactic with 40% planning to do more in 2015 and only 8% less Content Marketing is now significant for 3 in 4 respondents, with 45% saying it is a key pillar in their marketing Short articles/blogs, case studies and videos are the top content types planned for 2015 Inbound/outbound ratio continues to tip towards inbound which itself is reliant on content (41% will spend more on inbound than outbound marketing in 2015) 4

Section 1: EXECUTIVE SUMMARY 1.1 Key Findings About Marketing Automation About Social Media Global Insights Marketing Automation is used by 47% of respondents with nearly two-thirds (64%) of these having integrated it with their CRM Marketo is the most popular platform (11%) closely followed by Eloqua (10%) 38% of marketing automation users are satisfied or very satisfied with their ROI Social media marketing continues to grow, with 64% now creating/publishing blogs and online content (up from 51% in 2014) Only 20% said they had good results from social media marketing in 2014, although this is up from just 11% in last year s study LinkedIn was the B2B social platform of choice in 2014 with 88% penetration, although Twitter (62%) narrowed the gap a little As a comprehensive overview of B2B marketing trends and practices in Australia, this study is unable to go in-depth on every topic, as we must necessarily limit the number of questions in order to maximise participation. So, to add value for those Australian marketers seeking deeper insights into specific B2B marketing practices such as Digital, Content and Social Marketing, we ve included data from specialised overseas research throughout this report. 5

Section 1: EXECUTIVE SUMMARY 1.2 Observations Measuring Marketing ROI goes to top spot For the first time in the five years of running this study, marketers have ranked Measuring Marketing ROI as their number one challenge even more challenging than generating leads. Why is this so? We believe there are two key drivers. Firstly, measurement is easier when you have small amounts of data. However, today B2B marketers are flooded with so much digitised data they find themselves trying to drink from a fire hose. Not just the volume of data, but also the range of digital channels exacerbates the challenge. Secondly, C-level and Sales executives expect Marketing to be more accountable and to justify their investment. So marketers have to get on top of lead measurement and attribution to prove its fiscal value to the business. Further on measurement, we thought that lead-centric metrics would be getting more focus. However, in this study we find nearly two in five marketers (37%) do not know the cost of a lead the highest this rate has been over the last four years. They either cannot measure it or choose not to. Prediction: Marketing/Sales analytics will become a key focus for 2015/16. Look for more investment in technology, talent and process re-engineering. I m a Vendor so that makes me a Publisher! B2B vendors are behaving like content publishers. Three quarters are saying that content is significant in their marketing plan. As a percentage of the 2015 budget, content has increased 54% year on year (from 11% to 17% of total budget). Forrester Research pointed to the root of the issue when it reported that buyers might be anywhere from two-thirds to 90% of the way through their journey before they reach out to the vendor. In other words, buyers are predominantly using web and peer research to (almost) make their decisions with little room left for influence by the vendor. Respondents will use blogs/short articles in 2015 (94%) more than any other format. However, only one in five claim they are getting good ROI from their social activity. Having good quality content is not enough. Marketers will need to attract and engage prospects with targeted distribution and amplification via a variety of channels and part of the challenge here is that many buyers are more multi-channel than the marketer trying lure them. A positive trend to support content marketing is that more marketers are developing buyer personas (43%) than last year. So now, more need to take the next step and map the lead journey for these personas as only 36% did in 2014. Marketing Automation adoption up, ROI down This year we asked respondents to nominate the marketing automation platform they had implemented if one at all. The response was an uplift from last year with 47% now having a platform and nearly two-thirds of these (64%) having integrated it with their CRM. We believe MA/CRM integration is a key pillar enabling true sales/marketing alignment. Many companies are setting up new demand generation and/or digital teams and investing in automation to support these initiatives. However, ROI satisfaction is down on last year. Only 38% said they were satisfied with their automation investment compared to 51% in the 2014 study quite a decline! It would appear that marketers often buy the automation promise of better lead outcomes and improved lead management, without a clear plan on how to turn this into reality. 6

Section 1: EXECUTIVE SUMMARY 1.2 Observations The Lead Leakage Fiasco Lead follow-up rate is a good indicator of how well Sales and Marketing teams are working together. If Sales are following up leads and Marketing has good visibility, then we can assume they are working off the same page. However, this year the overall follow-up rate went backwards compared to last year. As a guideline, we nominate that it is satisfactory for 66% to 100% of leads to be followed up and unsatisfactory if the follow-up rate is less than this. Based on this measure, 52% of respondents have an unsatisfactory outcome. To illustrate the lost opportunity, let s assume a marketer has an average order value of $50k and finds that Sales are only following up 30% of leads. This represents a loss of marketingqualified pipeline of $350k for every 10 leads and, if the lead closure rate is one in three, the lost potential revenue is $116k. The CEO might just get involved here. Expect to see more CMOs carrying revenue targets! We believe the core reason for this level of lead leakage is the absence of a lead lifecycle strategy developed in unison by Marketing and Sales. They need aligned goals; agreed personas and lead definitions; defined lead stages; and a lead management and scoring process. And, underpinning these, technology platforms that provide visibility and control through reporting and analytics for the different stakeholders. Inbound Marketing jumping the chasm More than two in five marketers (41%) plan to spend more on inbound than on outbound marketing in 2015 (25%). Last year s respondents had similar expectations but, on reporting what actually happened in 2014, they still spent more on outbound than inbound. However even given this, the underlying market drivers for inbound, content and use of social media are increasingly compelling, as other results show. There is direct correlation between digital and inbound marketing. The growing investment in digital marketing will continue to fuel inbound execution across social, web, search and other channels to the buyer. Display (online) advertising a traditional inbound pull tactic is becoming more effective. Smarter media advertising platforms allow marketers to target their audience more precisely than before, which may be behind marketers maintaining their level of budget investment in advertising (14% planned in 2015). So now, inbound marketers have found another channel in addition to social and SEO/search marketing to attract buyers online. Let s see how this pans out during 2015. 7

2.1 Market Offerings TYPICAL ORDER VALUE What is your typical order value? LEAD TIMES What is your typical sales lead time from prospect introduction to order closure? 20 % $100K-$499K 6 % $500K-$999K 5 % $1M+ 30 % >$10K 37 % 11 % 52 % 12+ MONTHS 1-3 MONTHS 12 % $50K-$99K 27 % $10K-$49K 4-12 MONTHS Base: In-house marketers (excludes agency marketers and external marketing consultants) Base: In-house marketers (excludes agency marketers and external marketing consultants) 8

2.2 Marketing Resources SIZE OF MARKETING BUDGET What is your planned marketing budget for 2015 (excluding salaries)? CHANGES IN MARKETING BUDGET How does your 2015 marketing budget compare to your 2014 budget? BUDGET ALLOCATION How will you spend your marketing budget in 2015? 64 % 12 % 24 % WILL INCREASE 20%+ WILL INCREASE 5%-20% 8 % MARKETING AUTOMATION 8 % PUBLIC RELATIONS 5 % OTHER 27 % DIGITAL MARKETING <$500K 12 % $500K- $999K 17 % $1M- $4.9M 5 % 2 % $5M- $9.9M $10M+ 52 % 9 % 3 % WILL STAY THE SAME (WITHIN 5%) WILL DECREASE 5%-20% WILL DECREASE 20%+ 14 % ADVERTISING & SPONSORSHIP (EXCLUDING ONLINE) 17 % CONTENT DEVELOPMENT & CURATION 21 % TRADITIONAL OFFLINE MARKETING GLOBAL INSIGHT: The overall average share of total marketing budget, excluding staff, for content marketing is 28%. The most effective allocate an average 37%, the least effective 16%. CMI/MarketingProfs, B2B Content Marketing 2015: North America 9

2.2 Marketing Resources SIZE OF MARKETING TEAM How many people are in your marketing team (full-time equivalents)? OUTSOURCING PLANS What marketing activities are you planning to outsource (in total or partially) to agencies and service providers in 2015? 59 % LESS THAN 5 CREATIVE/GRAPHIC DESIGN SEARCH ENGINE OPTIMISATION CONTENT DEVELOPMENT 13 % 12 % 16 % 5 TO 9 10 TO 19 20 PLUS MARKET RESEARCH SOCIAL MEDIA MARKETING TELEMARKETING MARKETING AUTOMATION EVENT MANAGEMENT LEAD GEN/NURTURING BRAND DEVELOPMENT MARKETING STRATEGY NONE 0% 20% 40% 60% GLOBAL INSIGHT: More B2B marketers say they are challenged with finding trained content marketing professionals this year (32%) than last year (10%). CMI/MarketingProfs, B2B Content Marketing 2015: North America 10

2.3 Marketing Challenges & Objectives MARKETING CHALLENGES IN 2014 How challenging were the following activities in 2014? MEASURING MARKETING ROI GENERATING LEADS CHALLENGING NURTURING AND PROGRESSING LEADS SOMEWHAT CHALLENGING NOT CHALLENGING GROWING BRAND AWARENESS N/A INTEGRATING MARKETING WITH SALES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% GLOBAL INSIGHT: Measurement is a key area where B2B marketers are struggling: only 21% say they are successful at tracking ROI; however, having a documented [content marketing] strategy helps (35% of those with a strategy say they are successful). CMI/MarketingProfs, B2B Content Marketing 2015: North America 11

2.3 Marketing Challenges & Objectives MARKETING OBJECTIVES IN 2015 How significant are the following objectives in 2015? GENERATING LEADS NURTURING AND PROGRESSING LEADS SIGNIFICANT MEASURING MARKETING ROI SOMEWHAT SIGNIFICANT NOT SIGNIFICANT GROWING BRAND AWARENESS N/A INTEGRATING MARKETING WITH SALES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 12

2.4 Marketing Channels TRADITIONAL (OFFLINE) MARKETING TACTICS How will you use the following traditional (offline) marketing tactics in 2015 compared to 2014? PUBLIC RELATIONS IN-PERSON EVENTS SURVEYS/RESEARCH DIRECT MAIL TELEMARKETING TRADESHOWS/CONFERENCES MORE SAME LESS N/A PRINT ADVERTISING 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 13

2.4 Marketing Channels DIGITAL MARKETING TACTICS How will you use the following digital marketing tactics in 2015 compared to 2014? E-NURTURE MARKETING SOCIAL MEDIA MARKETING EMAIL CAMPAIGNS ONLINE CONTENT AMPLIFICATION/SYNDICATION SEARCH ENGINE OPTIMISATION (SEO) ONLINE COMMUNITIES AND PORTALS/HUBS WEBINARS MORE SAME LESS N/A ONLINE DISPLAY ADVERTISING MOBILE APP MARKETING 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 14

2.4 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 2015. E-NURTURE MARKETING SOCIAL MEDIA MARKETING EMAIL CAMPAIGNS ONLINE CONTENT AMPLIFICATION/SYNDICATION SEARCH ENGINE OPTIMISATION (SEO) ONLINE COMMUNITIES AND PORTALS/HUBS ONLINE DISPLAY ADVERTISING MOBILE APP MARKETING WEBINARS PUBLIC RELATIONS IN-PERSON EVENTS SURVEYS/RESEARCH DIRECT MAIL TRADESHOWS/CONFERENCES TELEMARKETING PRINT ADVERTISING DIGITAL TRADITIONAL MORE LESS -40% -20% 0% 20% 40% 60% 80% GLOBAL INSIGHT: The research indicates a gradual shift among B2B marketers toward investing more in digital channels to meet their marketing goals. While the traditional channels of marketing aren t going away, they will see reduced investments in the coming years The only bright spot in the offline mix appears to be Events. Regalix (US), State of B2B Marketing 2015 15

2.4 Marketing Channels INBOUND VERSUS OUTBOUND In comparing Inbound (pull) versus Outbound (push) tactics, how did/will you spend your marketing budget? 100% 90% 80% 70% 60% 50% 40% 30% 30 % 41 % 36 % 34 % 34 % 25 % 20% 10% 0% LAST YEAR THIS YEAR LAST YEAR THIS YEAR LAST YEAR THIS YEAR MORE EXPENDITURE ON INBOUND SIMILAR EXPENDITURE ON BOTH MORE EXPENDITURE ON OUTBOUND 16

2.5 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 Which Marketing Automation Platform do you use? CRM INTEGRATION Is your Marketing Automation Platform integrated with your CRM? MARKETO 11% EXACT TARGET 5% SILVERPOP 2% 10% ELOQUA 3% HUBSPOT 2% PARDOT 14 % OTHER 30 % NO 6 % NOT SURE 64 % YES 53 % DO NOT USE Base: Marketing Automation users GLOBAL INSIGHT: There are nearly 11 times more B2B organisations using marketing automation now than in 2011. 85% of B2B marketers using an MA platform feel that they re not using it to its full potential. Furthermore, only 8% of organisations surveyed were using MA for existing customer marketing. SiriusDecisions (US), B-to-B Marketing Automation Study and others, 2014 17

2.5 Marketing Automation MARKETING AUTOMATION ROI How would you rate your ROI from Marketing Automation? MARKETING AUTOMATION BENEFITS How do you benefit from Marketing Automation? 28 % YET TO ACHIEVE ROI 21 % NOT SURE Base: Marketing Automation users 13 % VERY SATISFIED 13 % BREAKEVEN 25 % SATISFIED 65 % 56 % 54 % 42 % 38 % 36 % 10 % Base: Marketing Automation users IMPROVED LEAD NURTURING & LEAD MANAGEMENT IMPROVED ENGAGEMENT WITH TARGET MARKET IMPROVED MARKETING PRODUCTIVITY MORE LEADS/IMPROVED REVENUE OUTCOMES IMPROVED EMAIL OPEN/CLICK THROUGH RATES IMPROVED RELATIONSHIP WITH SALES DEPARTMENT NONE GLOBAL INSIGHT: 35% of respondents not already using MA claimed they were planning to introduce the technology in the coming year. It s also worth noting How would you rate your ROI from that of those already using it, only 17% claimed they were making full use of the system they Marke ng have in place. B2B Automa on? Marketing (UK), Content Benchmarking Report, July 2014 18

2.6 Content Marketing SIGNIFICANCE OF CONTENT How significant is Content Marketing in your B2B marketing? CONTENT TRENDS How will you use the following content types in 2015 compared to 2014? TARGETING BUYERS Have you developed personas for buyers in your target market? 21 % SOMEWHAT SIGNIFICANT 4 % NOT SIGNIFICANT FOR US SHORT ARTICLES/BLOGS CUSTOMER CASE STUDIES VIDEOS MORE 43 % YES 31 % NO 30 % SIGNIFICANT - WE PROMOTE A RANGE OF CONTENT 45 % VERY SIGNIFICANT - CONTENT IS A KEY PILLAR IN OUR MARKETING INFOGRAPHICS LONG ARTICLES/ WHITE PAPERS ANIMATIONS 20% 0% 20% 40% 60% LESS 22 % WE PLAN TO 4 % NOT SURE GLOBAL INSIGHT: 71% of B2B marketers consider content marketing to be a critical activity. Last year less than half (43%) held this opinion. B2B Marketing (UK), Content Benchmarking Report, July 2014 GLOBAL INSIGHT: 47% say video is the most effective format in engaging their target audience... But just 31% actually use video, sixth place based on usage. B2B Marketing (UK), Content Benchmarking Report, July 2014 19

2.7 Social Media SOCIAL MEDIA PLATFORMS Which of the following platforms does your organisation use as a channel for B2B marketing? LINKEDIN TWITTER YOUTUBE FACEBOOK INDUSTRY & PROFESSIONAL BLOGS 2015 GOOGLE+ SLIDESHARE PINTEREST OTHER? NONE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% GLOBAL INSIGHT: It looks as if LinkedIn is set to hold this lead as the B2B marketer s favourite. When asked which one social network is most effective in supporting their marketing goals, almost half (45%) picked LinkedIn. Just 20% chose Twitter. B2B Marketing (UK), Social Media Benchmarking Report, April 2014 GLOBAL INSIGHT: On the Social side, 85% of respondents said that they would spend more on LinkedIn this year, followed by Twitter at 78% and YouTube at 70%. Facebook, on the other hand, appears to be falling out of favour 48% preferring to spend less on it this year. Regalix (US), State of B2B Marketing 2015 20

2.7 Social Media SOCIAL MEDIA INVOLVEMENT Which of the following best describes your organisation s involvement in social media? SOCIAL MEDIA ROI How would you best describe the effectiveness of your social media marketing activity during the past year? 7 % MONITOR/CONSUMER OF CONTENT BUT GENERALLY DO NOT BECOME A MEMBER 7 % INACTIVE 3 % OTHER HAD GOOD RESULTS AND ROI SOME RESULTS BUT NOT COST EFFECTIVE OR CONSISTENT 11 % JOINER/MEMBER OF GROUPS BUT GENERALLY DO NOT PARTICIPATE 8 % COMMENTATOR/ PARTICIPATOR IN DISCUSSIONS BUT GENERALLY DO NOT CREATE 64 % CREATOR/ PUBLISHER OF BLOGS AND ONLINE CONTENT HAVE INVESTED BUT TOO EARLY TO TELL NO RESULTS - WASTE OF TIME AND MONEY NOT INVESTED IN SOCIAL MEDIA BUT PLAN TO IN 2015 NOT INVESTED IN SOCIAL MEDIA AND DO NOT PLAN TO IN 2015 0% 10% 20% 30% 40% 50% GLOBAL INSIGHT: Asked to report directly on the top two challenges, 50% flagged difficulty in proving ROI. [Others] were lack of time (33%), lack of strategic planning (32%), lack of social media understanding (23%) and lack of audience (21%). B2B Marketing (UK), Social Media Benchmarking Report, April 2014 GLOBAL INSIGHT: 28% said there was no emphasis on being able to measure ROI on social media activities in their organisation. 29% of respondents reported being able to calculate the ROI of their social media activity at least half of the time. B2B Marketing (UK), Social Media Benchmarking Report, April 2014 21

2.8 Marketing & Sales Alignment COST PER LEAD On average, what did it cost you to generate a qualified marketing lead during 2014? LEAD FOLLOW-UP RATE What percentage of leads passed from Marketing to Sales are followed up by Sales? 37 % NOT SURE 33 % $1-$250 PER LEAD 20 % NOT SURE 16 % LESS THAN ONE THIRD 16 % ONE TO TWO THIRDS 2 % $2,000+ 3 % 9 % $1,001-$2,000 $501-$1,000 16 % $251-$500 48 % MORE THAN TWO THIRDS 22

2.8 Marketing & Sales Alignment LEAD CONVERSION TO ORDER RATE What percentage of leads passed from Marketing to Sales convert to orders? LEAD JOURNEY MAPPING Have you mapped a lead journey for your customers from unknown prospect to the sale? 25 % NOT SURE 36 % YES 7 % MORE THAN TWO THIRDS 43 % LESS THAN ONE THIRD 31 % 27 % NO WE PLAN TO 25 % ONE TO TWO THIRDS 6 % NOT SURE GLOBAL INSIGHT: B2B organisations with tightly aligned Marketing and Sales achieved 24% faster revenue growth and 27% faster profit growth over a three-year period. SiriusDecisions (US), 2014 GLOBAL INSIGHT: 67% of the buyer s journey is now done digitally. As well, our research shows that online searches are executives first course of action (just like everyone else). SiriusDecisions (US), July 2013 23

Section 3: ABOUT THIS RESEARCH 3.1 Demographics & Methodology This research was conducted from November 2014 to January 2015. Respondents were approached by email and telephone, with 455 complete responses collected via an online questionnaire. INDUSTRY Which most accurately describes your industry? TURNOVER * What is your organisation s annual turnover? ROLE TYPE * Which of the following best describes your role? INFORMATION, MEDIA & TELECOMMUNICATIONS 31 % LESS THAN 11 31 % 2 % 8 % % $5 MILLION EXTERNAL MARKETING OTHER CONSULTANT CEO/MD/DIRECTOR PROFESSIONAL, SCIENTIFIC & TECHNICAL SERVICES 26 % MANUFACTURING & SUPPLY CHAIN 12 % FINANCE/BANKING/ INSURANCE 9 % OTHER 22 % 18 % 7 % 20 % $5-$24 MILLION $25-$49 MILLION $50-$499 MILLION % $500 MILLION 23 AND OVER *Please note, results do not total 100% due to rounding 9 % AGENCY MARKETER 4 % BUSINESS DEVT/SALES 2 % HEAD OF SALES 25 % HEAD OF MARKETING 38 % MARKETING PROFESSIONAL *Please note, results do not total 100% due to rounding 24

Section 3: ABOUT THIS RESEARCH 3.2 Research Supporters This study was conducted by Green Hat with the support of ADMA, Marketing Magazine, B2B Marketing (UK) and Arkadin MEASURABLE B2B MARKETING Green Hat is a leading Australian marketing consulting agency dedicated to the B2B sector. We re a diverse bunch from seasoned corporate consultants through to Gen Y digital die-hards with a wide range of skills, viewpoints and backgrounds. We assist our clients in attracting, engaging and qualifying buyers using datadriven digital marketing strategies. Our services include B2B strategy development, market research, lead lifecycle marketing including lead generation and lead nurturing, marketing automation, social media, SEO/web services and content marketing. Industries we specialise in are ICT (high-tech), professional services, financial services, industrial and any business dealing in complex and considered purchases. Our client list includes IBM, EMC, SingTel Optus, Nokia as well as many innovative local organisations. green-hat.com.au The Association for data-driven marketing and advertising (ADMA) is the principal industry body for information based marketing and advertising and is the largest marketing and advertising body in Australia with over 600 member organisations. ADMA is the ultimate authority and go-to resource for creative and effective data-driven marketing across all channels and platforms, providing insight, ideas and innovation to advance responsive and enlightened marketing. adma.com.au For further information on this research, please contact the report authors: Andrew Haussegger Managing Director andrewh@green-hat.com.au linkedin.com/in/andrewhaussegger Caroline Leslie Head of Content & Communications carolinel@green-hat.com.au linkedin.com/in/carolineleslie 25

Section 3: ABOUT THIS RESEARCH SPONSORED BY Marketing s goal is simple, and has been for over 30 years: help marketing decision-makers excel. Through print, online and now in 2015 premium content, tools and events, Marketing is evolving to give marketers in businesses large and small gain that extra competitive advantage. marketingmag.com.au B2B Marketing (UK) is the leading media and professional resource, dedicated to supporting the business marketing sector, both client side and agency. Marketing is the business of business, hence, B2B Marketing puts the $20B global industry within the content of business issues, not just as a marketing channel. The media, community and event platforms provide practical content, shared and branded, professional development and peer-to-peer engagement. b2bmarketing.net Arkadin is one of the largest and fastest growing Collaboration Service Providers in the world with a full suite of audio, web, video conferencing, online event and webcast solutions and Unified Communications services. The company s global network of 53 operating centres in 32 countries has dedicated local support teams to service its 37,000 customers. As an NTT Communications Group company, Arkadin offers the most comprehensive collaboration and Unified Communications solutions for meeting customer needs around the world. arkadin.com.au MEASURABLE B2B MARKETING MELBOURNE SYDNEY www.green-hat.com.au hello@green-hat.com.au linkedin.com/company/green-hat @greenhatmktg 2015 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.