2016 engineering marketers' campaign plans
TRANSCRIPT
Engineering Marketers’ 2016 Campaign PlansPresented by John Hayes, CEO, ENGINEERING.com
Jan 28 2016
About the presenter
2
John Hayes is CEO of ENGINEERING.com and author of the Digital Marketing for Engineers eBook, Blog and host of the LinkedIn group of the same name.
He has run countless marketing campaigns for marketers who need to reach an engineering audience.
You can reach John at [email protected].
Twitter: @JackHayes | LinkedInDigital Marketing for Engineers LinkedIn group
John HayesCEO, ENGINEERING.com
Author, Digital Marketing for Engineers
A few key findings:
• Budgets are going up, finally
• Email is far from dead
• The big decline in print spending has stabilized
• Everyone is trying webinars
3
Agenda
1. Demographics
2. State of engineering marketing, 2014-2016 trends
3. Analysis of main marketing line items
• Trade shows
• Content marketing
• Search
• Webinars
4. Q&A
4
N = 116
Industry
Agency, 6%Consulting/Engineering
services, 19%
Distributor/Reseller, 4%
Education, 3%
Electronics, 4%Manufacturing,
35%
Other, 10%
Software, 17%
5
6
Poll
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Noon
Later than 2PM
Before 11AM
2PM
11AM
For you, when is the best time for a webinar? All times USA Eastern Time.
2016 marketing budgets
0%
10%
20%
30%
40%
50%
60%
3% or less 4%-6% 7%-10% More than 10%
54%
23%
14%9%
Your 2016 marketing budget as a percentage of your company's total revenue is:
7
Marketers report increasing budgets in 2016
0%
10%
20%
30%
40%
50%
60%
Smaller About the same Larger
12%
50%
38%
Compared to 2015, will your 2016 engineering marketing budget be:
8
Marketing departments: increasingly important
No, marketing is about as
important as ever, 30%
No, marketing is becoming less
important relative to sales,
2%
Yes, marketing is becoming more
important relative to sales,
68%
Do you believe marketing is becoming more important to your company relative to sales?
9
Evaluation marketing performance
0%
10%
20%
30%
40%
50%
60% 53%50%
41%38%
31%27%
17%
Which metrics are you measured on?
10
Top marketing challenges in engineering marketing, 2016
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Need more leads Content / Assetcreation
Not enoughbudget
44% 44%
34%
11
Compared to two years ago, not enough budget is no longer the biggest challenge.
36.6%39.0%
43.9%
26.8%
12.2%
29.3%
7.3%
44.4% 43.6%
34.2% 29.1%
18.8%
16.2%13.7%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Need moreleads
Content /Asset creation
Not enoughbudget
Prospectshaven't heard
of ourcompany
Implementinga marketingautomation
tool
Can't find theaudience
segments Ineed
Company isn'tfound insearches
What do you consider to be your biggest marketing challenges?
2014 2016
12
What marketing campaigns will consume more than 10% of your budget in 2016?
68%65%
56%52% 51%
44%
37%34% 33%
29%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
13
Two areas that are seeing less budget allocations are search marketing and cost per lead campaigns
0%
10%
20%
30%
40%
50%
Search advertising Cost per lead campaigns
50%
38%
44%
33%
What percent of your marketing budget will go to the following activities in 201x?
2015 More than 10% 2016 More than 10%
14
15
Poll
0% 5% 10% 15% 20% 25% 30%
We have another good reason not listed
We are actually spending more on search advertising
Other channels offer similar/better results at lower cost
It is not as economical due to increasing CPC
High value conversions are not seen from search
Why are you spending less on Search Advertising this year?
Top performing companies don’t spend more than poorer performers
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
3% or less 4%-6% 7%-10% More than 10%
46%
22%19%
14%
47%
21%16% 16%
Your marketing budget as a percentage of your company's total revenue is:
Top performers Laggards
16
Marketing spend, top performers vs laggards
76%
64% 62%
47% 46%42%
40% 35% 33%26%
50% 50% 47%
64% 63%
20%
50%56%
38%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
What percent of your marketing budget will go to the following activities in 2016?
Top performers More than 10% Laggards More than 10%
17
Why are top performers focused on content marketing?
18
Marketers’ top priority in 2016 is lead generation of SQL
0%
10%
20%
30%
40%
50%
60%
60%54%
40% 40% 39%
28%
19
0%
10%
20%
30%
40%
50%
60%
70% 57%65%
43% 43%38%
30%
Top marketing priorities in 2016: top performers
20
Top marketing priorities in 2016: by industry
21
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Consulting/engineering services Manufacturing Distributor/reseller Software
Larger budgets in 2016
37%35% 34%
27%24%
22% 21% 21% 21%18%
14%9%
5% 5%
0%5%
10%15%20%25%30%35%40%
Will you conduct the following marketing activities next year? Respondents saying “Larger Budgets”
22
What have you stopped doing altogether?
23
0%
10%
20%
30%
40%
50%
60%
Mobilemarketing
Contest /Promotions
Contentsponsorship
Print magazines Banner ads Seminars
56% 55%
45% 44% 43%39%
Will you conduct the following marketing activities next year? Respondents saying “No Budget”
24
TRADESHOWS
Trade show spend in 2016 polarizing – lots of people choosing to spend less, and 21% spending more…
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
17%
21%
40%
21%
Will you conduct the following marketing activities next year?
2016 None 2016 Smaller 2016 About the same 2016 Larger
25
Biggest year of people experimenting with not going to shows at all
0%
2%
4%
6%
8%
10%
12%
14%
16%
18% 12%
9%
17%
Will you conduct the following marketing activities next year? Respondents with No Budget for Trade Shows.
2014 None 2015 None 2016 None
26
Which marketing activities support your trade show efforts?
21%
64%
15%
33%37%
27%
42%
57%
30%
20%
0%
10%
20%
30%
40%
50%
60%
70%
27
28
Poll
0% 5% 10% 15% 20% 25% 30%
We get live feedback on products
We aren't doing trade shows in 2016
Trade shows have proven ROI so it makes sense to go.
Inertia - we've always gone
Why do you go to trade shows?
29
Email is not dead. Who knew?
30
31
32
Flight from print seems to have stabilized – especially in Europe –outside North America
33
0%
20%
40%
60%
80% 53%
77%70%
Will you conduct the following marketing activities next year? Respondents selecting “smaller” or “none”
for print
2014 2015 2016
34
CONTENT MARKETING
Investment in content marketing continues to grow
Continuing spend on
content and/or planning to
spend more, 97%
Reducing effots on content,
3%
Is content marketing helping you deliver more qualified leads to your sales team?
17%
10%
48%
25%
Continuing to spend or planning to spend more
Yes and we planto keep it thatway
Yes and we planto do more
No, but we willspend more sowe get it right
No, but we haveto keep going
35
efforts
Continuing spend or planning to spend more
Top performers allocate more budget to content creation and distribution
36
0%
10%
20%
30%
40%
50%
60%
70%
80%
Creating content (video, blogs, whitepapers, webinars)
Distributing content (video, blogs, whitepapers, webinars)
76%
62%
50% 47%
What percent of your marketing budget will go to the following activities in 2016?
Top performers More than 10% Laggards More than 10%
What are your biggest challenges around content marketing?
0%5%
10%15%20%25%30%35%40%45%50%
47%44% 42%
29%25%
15%
6%3%
What are your biggest challenges around content marketing?
37
38
WEBINARS
Webinar – more people trying out webinars
57%
58%
59%
60%
61%
62%
63%
64%
65%
66%
67%
Will spend on webinar, 2014 Will spend on webinar, 2015 Will spend on webinar, 2016
60%
63%
67%
Will you conduct the following marketing activities next year?
39
Engineers say they are attending webinars
40
Webinar attendance
None
More than 1
5 or more
24% of engineers say they won’t
attend any webinars in 2016
76% of engineers say they will attend
more than one webinar in 2016
25% of engineers say they will attend
five or more webinars in 2016
Amazon gift cards
41
Q&A
42