2018 b2b marketing trends b2b marketing trends...b2b marketing trends 2018 is our second annual...

2018 B2B Marketing TrendsFOCUS ON HEALTH & NUTRITION

B2B marketing is unique, and uniquely challenging. The sales cycles are long, the buyer’s journey is complex, the influencers are many, and the data to drive decisions are diverse and voluminous.

As a global leader in information services and events, we at Informa Engage wanted to find out how marketers are dealing with the rapid evolution of their field.

B2B Marketing Trends 2018 is our second annual trends report, and in just one year we see how marketing professionals are taking advantage of new tools but also gaining confidence in longstanding marketing principles.

Introduction

Informa Engage: 2018 B2B Marketing Trends: Focus on Health & Lifestyle | 2


RESEARCH OBJECTIVES:

Among the primary objectives of Informa Engage’s second annual B2B Marketer Trends Survey:

• Identify the most commonly used marketing solutions in 2018

• Determine which solutions are poised for most growth in 2019

• Address key marketing challenges in general, and with regard to specific solutions

METHODOLOGY:

Data was collected in August 2018, via an online survey completed by 861 B2B Marketers with direct

involvement in their organizations’ marketing decisions. Of those, 142 respondents were involved in

marketing to the Health & Lifestyle industry. The following analyses focus on those 142 respondents.

Objectives & Methodology

HEALTH & LIFESTYLEMARKETER RESPONDENTS

SUPPLYSIDE

142

Health & Lifestyle Respondent Companies• AHF• ABITEC• Ace Glass Incorporated• ADM• Aker BioMarine• Allied BioNutrition• AMCO Proteins• American Custom Drying• American Health Formulations, Inc• American River Nutrition• Analytical Resource Labs• Asiamerica Group, Inc.• Balchem Corporation• BASF• Batory• BattleChem Distribution, Inc.• Bay State Milling Company• BGG WORLD• Bifodan• Bio-Botanica Inc• Bioenergy Life Science, Inc. (BLS)• Bulk Lift International• CapExpress/Mountain Meadow Herbs• Cepham Inc• Charles Bowman & Co

• Chemical Solutions Ltd.• Cold Jet• Convention Model Agency• De Vore Packaging• Deseret Laboratories Inc• Dietary Business Intelligence• DolCas Biotech• DSM• DuPont• Earth Circle Ingredients• Elemental Container Inc• Elete Electrolytes• Epax Norway AS• Federal Equipment Company• FONA• Fuller Enterprise USA• GCI Nutrients USA• Global Organics• Green Source Organics• Green Wave Ingredients• Growing Naturals• Hoogwegt U.S.• IgY Nutrition• ingredientsonline.com• Inovobiologic

• Intermountain Nutrition• IVC• K Patel Phyto Extractions• Kasa Controls• KEB Enterprises• Kemin• KESS Technologies• Key Technology (Symetix)• Kingpac• Lakanto• LEBERMUTH• Leistritz Extruder• Life Bridge International Corp.• Luminy Bioscience, Inc• Margildi• Matrix Advertising Associates• Meritech• Millhaven Foods• Mineral Resources International• Mineral Resources Intl.• Mitsui• MN Própolis• MORRE-TEC Industries, Inc.• Moulins de Soulanges• MTC Industries


Health & Lifestyle Respondent Companies• NATAC• Nature's Crops International• NetEase• Nevada Nutra Tech• Nexgen Pharma• Nitta Gelatin• Novarex• NuAxon Bioscience• NuLiv Science• Nutraceutix• Nutrakey Industries,INC.• NutribiotechUSA• NWC Naturals Inc.• PacMoore• PanaSource Ingredients• Phytabolites Neutraceuticals Pvt. Ltd• PlusPharma• Probi

• Q Laboratories• RIA International• Rodman Media• Romaco North America• RV Pharma LLC• Sci-Con• Sensapure• SensoryEffects• Shandong KANBO Biochemical Technology

Co., Ltd.• Sibelius Natural Products• Sirio Pharma Co., LTD• Steinberg & Associates, Inc.• Suan Farma• Supplements Global• Sustainable Proteins LLC• Sweegen• Synergy

• Taiwan Fertilizer• Taiwan Yes Deep Ocean Water• TIC Gums/ Ingredion• Torem• Tower Consulting• Turn Left Nutrition LLC• Varion Lifesciences Pvt Ltd• Virginia Dare• Vitamin Angels• Vit-Best Nutrition• WeFARM Organics• William Reed Business Media• Wilson Tool International• Women of Distinction• WR• WRBM


Respondent Profile

Health & Lifestyle Marketers

Organization ProfilePRIMAY BUSINESS TYPE


Organizations of all sizes are represented in the sample, most commonly Health & Nutrition and Manufacturing companies, followed by Wholesale Distributors.

COMPANY SIZE

Enterprise (1K+ employees)

12%

Mid-Sized (100-999 employees)

25%

Small (<100 employees)

63%

8%

1%

1%

1%

1%

2%

3%

3%

3%

15%

30%

32%

Other

Engineering

Retail Trade

Ad/Marketing Agency

Agriculture

Non-Profit

Consulting/Professional Services

Pharmaceutical & Medical

Media & Entertainment

Wholesaler/Distributor

Health & Nutrition

Manufacturing


Respondent ProfileThe Health & Lifestyle Marketer sample is well balanced with regard to Job Function, Job Level, and Marketing Decision Involvement.

PRIMARY JOB FUNCTION JOB LEVEL MARKETING DECISIONINVOLVEMENT


Decision maker30%

Decision influencer45%

Recommendations25%

Executive28%

Director23%

Management30%

Individual Contributor

19%

Marketing25%

Corporate Management

28%

Sales30%

Other17%

2018 Marketing Budget Health & Lifestyle Marketers


While the typical respondent reports a marketing budget of less than $100K in 2018, almost one in five (19%) are working with budgets of at least $1M.

48%

27%

6% 8%2%

9%

Less than $100K $100K - $499K $500K - $999K $1M - $4.9M $5M - $9.9M $10M or more

Marketing Solutions

Top 5 Marketing Solutions Leveraged in 2018MARKETING SOLUTIONS

HEALTH & LIFESTYLE MARKETERS ALL B2B MARKETERS


Email Marketing

Social Media

Industry Events

Content Marketing

Blogs

Industry Events

Social Media

Content Marketing

Print Magazines

Email Marketing 63%

51%

39%

34%

31%

78%

68%

70%

60%

51%

Top 5 Areas of Increased Investment in 2019 MARKETING SOLUTIONS



Social Media

SEO

Blogs

Email Marketing

Content Marketing

SEO

Blogs

Email Marketing

Content Marketing

Social Media

80%

73%

71%

52%

42%

42%

50%67%

82% 54%

Organizational Maturity With Select Marketing Solutions

CONTENT MARKETING LEAD GENERATION

ACCOUNT BASEDMARKETING (ABM) PROGRAMMATIC


Health & Lifestyle Marketers report similar levels of organizational maturity for Lead Generation (52% optimizing/scaling or developing), Content Marketing (51%) and ABM (48%).

They report significantly less traction with regard to Programmatic (36% optimizing/scaling or developing).

Optimizing/ Scaling25%

Developing23%

Testing28%

Not Involved24%


Developing21%

Testing29%

Not Involved20%


Developing28%

Testing25%

Not Involved20%


Developing17%

Testing23%

Not Involved41%

Content Marketing

Top 5 Content Marketing Tactics Used in 2018CONTENT MARKETING



Social Media Posts

Industry Events

Newsletters

Native

Whitepapers

Industry Events

Newsletters

Native

Whitepapers

Social Media Posts 52%

49%

48%

37%

37%

69%

63%

54%

57%

54%

Strengths in Content Marketing ExecutionsCONTENT MARKETING

31%

Driving traffic to content

31% 30%

Ability to capture audience attention

Developing, implementing & deploying content strategy

27%

Producing adequate variety of content


Health & Lifestyle Marketers report the most success in their ability to capture audience attention with their content marketing programs, and developing, implementing and deploying content strategy.

B2B Marketers reported greater levels of success than did Health & Lifestyle Marketers on all measures.

25%

Ability to capture audience attention

24% 22%

Developing, implementing & deploying content strategy

Driving traffic to content

21%

Investing more time in developing quality content

Most Effective Impact AreasCONTENT MARKETING

67% 64%

Increasing brand awareness/perception

Increasing audience engagement/consideration

Generating market qualified leads

Generating salesqualified leads


Health & Lifestyle Marketers and B2B Marketers overall report Content Marketing has the most effective impact on increasing brand awareness/perception.

Health & Lifestyle Marketers reported higher levels of success generating SQLs (41% vs. 31%), while B2B Marketers reported higher levels of success increasing brand awareness/perception (67% vs. 56%) and increasing audience engagement/ consideration (64% vs. 40%).

56%

Increasing brand awareness/perception

41% 40%

Generating sales qualified leads

Increasing audience engagement/consideration

28%

Increasing company sales

34% 31%

Most Successful Tactics for AwarenessCONTENT MARKETING



Social Media Posts

Newsletters

Industry Events

Blog Posts

Native

Newsletters

Industry Events

Blog Posts

Native

Social Media Posts 38%

34%

31%

29%

27%

57%

39%

39%

45%

50%

Most Successful Tactics for Lead GenCONTENT MARKETING



Industry Events

Buyer’s Guides

Social Media Posts

SEO

Buyer’s Guides

Social Media Post

SEO

Industry Events 37%

25%

22%

21%

55%

13%

20%

34%

WhitepapersWhitepapers 21% 43%

Distribution Platforms Used for Content MarketingCONTENT MARKETING



Email

Industry Events

Digital Magazines

Print

Social Media

Industry Events

Digital Magazines

Print

Social Media

Email 64%

49%

37%

37%

35%

75%

58%

37%

37%

70%

BlogsBlogs 36% 54%

About Lead Generation

Informa Engage: 2018 B2B Marketing Trends: Focus on Aviation | 21

Primary Obstacles to Converting Leads to SalesLEAD GENERATION



Budget

Quality Data for Targeting

Time & Bandwidth

Strategic Direction

Quality Data for Targeting

Time & Bandwidth

Strategic Direction

Budget 34%

21%

31%

21%

37%

25%

25%

20%

Organizational Strengths in Lead Generation

48%

Communicating product value

31% 27%

Generating high quality leads

Marketing to a growing number of decision makers


Both Health & Lifestyle Marketers and all B2B Marketers report their organizations are most successful in communicating product value, followed by generating high quality leads.

No single consideration was considered a strength in lead generation by a majority of either Health & Lifestyle Marketers or B2B Marketers overall.

45%

Communicating product value

34% 29%

Generating high quality leads

Converting leads into customers

Most Effective TacticsLEAD GENERATION



Industry Events

Company Website

Email Marketing

Content Marketing

Company Website

Email Marketing

Content Marketing

Industry Events 58%

50%

43%

24%

61%

48%

44%

34%

About Industry Events

Industry Event Participation 2019: Number of Events


Virtually all respondent companies will participate in at least one industry event in 2019. Health & Lifestyle Marketers participate in fewer industry events overall (estimated mean 5 events) than do B2B Marketers (estimated mean 8 events).

2%

20%

47%

17%14%

3%

12%

32%

18%

35%

None 1 to 2 3 to 5 6 to 9 10 or more


All B2B Marketers

Strengths: In-Person Industry Events

69%

Increasing brand/ product awareness

60%54%

Engaging existing customers

Generating leads/ meeting new prospects

32%

Networking with other exhibitors


Health & Lifestyle Marketers report their organizations experience the most success at events with engaging existing customers, followed closely by generating leads/meeting new prospects.

While Health & Lifestyle Marketers are on par with B2B Marketers overall on most measures, they fall behind with regard to increasing brand/product awareness (45% vs. 69%).

59%

Engaging existing customers

55% 45%

Generating leads/ meeting new prospects

Increasing brand/ product awareness

32%

Networking with other exhibitors

Considerations in Selecting Media Brands

Important Considerations in Selecting Media Brands/ Publishers for Advertising



Effective Audience Reach

Existing Relationships

Industry Knowledge

Competitive Pricing

Audience Insights/Analytics

Existing Relationships

Industry Knowledge

Competitive Pricing

Audience Insights/Analytics

Effective Audience Reach 43%

37%

35%

34%

31%

67%

33%

42%

46%

52%

Satisfaction with Informa’s SupplySide Brands

Customer Satisfaction with SupplySide BrandsReflects top levels of client satisfaction with Informa’s SupplySide brands (% rating “extremely” or “very satisfied”)


56%

Customer Service, Ease of Working With

46%

Industry Expertise

53%

Effective Audience Reach

40%

Product Capabilities

Offering

51%

Sales Rep’s Understanding of

My Business

41%

Innovative Marketing Solutions

Customer Satisfaction with Informa’s SupplySide Brands

(% Indicating “Extremely satisfied” or “Very satisfied”)

CUSTOMER SATISFACTION BY ATTRIBUTE AND MARKET

Reflects top levels of client satisfaction with Informa Aviation brands (% rating “extremely” or “very satisfied”)


Ease of Working

With

Industry Expertise

Effective Audience

Reach

Product Capabilities

Offering

Sales Reps Understand My Business

Innovative Marketing Solutions

Campaign Performance

Campaign Reporting Value/ROI Pricing

All B2B 56% 51% 50% 42% 50% 39% 36% 31% 31% 28%

Health & Lifestyle 56% 46% 53% 40% 51% 41% 38% 33% 32% 30%

Difference (0%) (-5%) (+3%) (-2%) (+1%) (+2%) (+2%) (+2%) (+1%) (+3%)


About Informa Engage

Informa Engage is the marketing services powerhouse behind Informa’s trusted brands. We provide B2B marketers with unrivaled specialist audiences, deep knowledge of vertical markets, sophisticated data and content marketing expertise. Through our deep understanding of our customer’s behaviors and changing needs, Informa Engage connects marketers to customers as they move from discovering a problem to identifying features and functionality of a solution to selecting a provider and making a purchase.

Connect at informaengage.com

180+COUNTRIES WORLDWIDE

FUELING A RICH DATABASE

GLOBAL REACH

250+DATA, INSIGHT & INTELLIGENCE

PRODUCTS

INTELLIGENCE

1,800+EVENTS &

EXHIBITIONS

EVENTS

110K+ACADEMIC

BOOKS & JOURNALS

KNOWLEDGE

With reach to 30+ million business decision makers.

The Informa Engage Market Research team adheres to the highest standards in market research, conducting over 300 custom research studies each year for B2B clients in a wide variety of industries. Each member of the Research Leadership Team has over 20 years of research experience.

Meet Our Research Leadership Team

Kristin Letourneau, PhDDirector of Market Research

[email protected]

Overland Park, KS, USA

Scott Grau, MSSenior Market Research Manager

[email protected]

Minneapolis, MN, USA

Elinor Delagrange, MBASenior Market Research Manager

[email protected]

Atlanta, GA, USA

Steffan HerbageMarket Research Manager

[email protected]

London, UK


Thank You

Kristin Letourneau, PhD Director, Market ResearchInforma EngageOverland Park, KS, USA(913) [email protected] engage.informa.com

T

E

W

2018 b2b marketing trends b2b marketing trends...b2b marketing trends 2018 is our second annual...

Documents