Overview:
The technology sector is growing and developing at a fastest pace than ever. Surfing the wave of the digital revolution, B2B tech companies are compelled to embrace the ongoing changes, to get equipped with the latest IT tools and techniques and ultimately to make the final move from the analog to the digital era happen. However, embarking on a new digital approach to their activity requires business brands to deploy significant efforts in terms of energy and resources dedicated to carry out this process.
Being directly affected by the technological upheaval, marketing has witnessed a significant shift in its role within a company’s strategy over the last few years. Arguably, marketers’ core activity has gradually shifted – from ‘determining what products or services may be of interest to customers and what strategy to use in sale,’ to ‘create leads for sales’. Ultimately, the adoption of the latest digital-technology-driven tools and techniques made available on the market could represent the most efficient way for marketers to pursue their new challenging objectives.
This Technology Marketing Benchmarking Report is designed to provide an actionable insight on B2B marketers’ trends attitudes and a clear view of the strategies they enact to define and achieve their objectives, to allocate their budget and resources, as well as to approach digital marketing activities. It also offers an overview on measurements, marketing spend and ROI strategies.
This research will help you:
- Benchmark your current technology marketing activity - enable comparison with other B2B marketers and brands on activity, spend and ROI.
- Qualify your own results - determine whether you are maximising the potential of your activity or spend.
- Evaluate and optimise your marketing tools and techniques – define criteria and usage strategies and ponder effectiveness.
- Rationalise your routes to market – define investment and different approaches to market.
- Understand digital marketing techniques.
- Enhance your measurement tools and strategies.
Section 1 – About the respondents
1.1 Size of respondents’ companies
1.2 Type of company
1.3 Location of respondent
1.4 Marketing qualifications
1.5 Length of time in current role
1.6 Budget-holder status
Section 2 – Level of sophistication of marketing
2.1 Marketing representation on the board
2.2 Size of marketing function
2.3 Year-on-year size change of the marketing function
2.4 Internal view of marketing
Section 3 – Marketing objectives
3.1 Methodology for setting objectives
3.2 Current objectives
3.3 Success in achieving objectives
3.4 Main barriers to achieving current objectives
Section 4 – Marketing budget
4.1 Type/structure of marketing budget
4.2 Budget size
4.3 Change in budget over the last 12 months
4.4 Reasons for decline in marketing budget
4.5 Predicted budget changes for the next 12 months
4.6 Marketing budgets change over time
4.7 Marketing budget holder
Section 5 – Tools and techniques
5.1 Usage of marketing tools, budget allocation
and effectiveness
5.2 Expected change in spend over the next 12 months
5.3 Selection criteria for marketing tools and techniques
5.4 Use of marketing research
5.5 Resourcing of market research
5.6 Type of research commissioned
Section 6 – Routes to market
6.1 Use of different routes to market
6.2 Centralisation of marketing budgets
6.3 Marketing investment in route-to-market
6.4 Route-to-market strategy
Section 7 – Digital marketing
7.1 Understanding of digital marketing techniques
7.2 Percentage of marketing budget spent online
7.3 Investment in digital over the next 12 months
7.4 Barriers to using digital techniques
7.5 Objectives for digital techniques
7.6 Digital techniques used
Section 8 – Measurement
8.1 Measurability of effectiveness
8.2 Percentage of marketing spend that is measurable
8.3 Change in ability to measure marketing spend
8.4 Regularly tracked metrics
8.5 Metrics that are KPIs
8.6 Current use of technology
8.7 Technology under consideration for the next 12 months
8.8 ROI and strategy
8.9 Techniques used to ensure ROI on marketing activity
8.10 ROI on marketing spend
8.11 Lead handover criteria
8.12 Change in importance of ROI
