manifesto b2b marketing trends, asia (2013-2015)
Post on 21-Oct-2014
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This white paper showcases research amongst B2B marketing professionals in Asia Pacific on their plans for 2013–2015. How will they invest their increasingly limited budgets? How will they use social media? What are some best practices that B2B marketing managers should be picking up, and why? Includes the answers, case examples and more.TRANSCRIPT
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
b2b Marketing Trends
Asia Pacific
survey results, 2013-2015
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
Executive summary
In November 2012, Manifesto conducted an online poll asking 20 selected business-to-business (B2B) marketing professionals in Asia Pacific about their marketing plans for 2013-2015. The industries represented include professional services, financial services, technology services and property advisors.
Here are the top line findings:
• Key challenges of identifying the right value proposition and limited resources The majority of B2B marketing managers in Asia cite creating winning value propositions, limited resources (manpower and budgets), customer retention and ensuring returns on their marketing dollars (ROI) as some of their key challenges for 2013. Increasing competitive pressures see marketing managers also bracing themselves to work harder to reduce customer churn while at the same time, increase their market share.
• Bringing home the bacon Marketing ROI is tightly tied to sales, specifically total sales and new customer leads. Interestingly, one-fifth of B2B marketing managers are also rated internally by their sales force. This peer rating is helpful in evaluating internal marketing coordination efforts.
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
Executive summary
• Relationship building and networking remains key in B2B marketing Two platforms for networking, events (100% of respondents) and social media (94%), will be the top priority for B2B marketing executives for 2013. Online marketing, videos and media relations will also be major areas of investment. Interesting, some are beginning to invest in mobile apps.
• Cutting out the paper Nearly half of the respondents will cut their budges in print advertising and one-third will reduce their direct mailing plans. This is significant, and signals a greater emphasis on online marketing with falling budgets for offline activities.
• Investing more heavily in social media Eight out of 10 respondents say that they will develop their online presence through social media, while 70 percent say they see social media as a means to develop customer relations.
Less than half see it as a medium to collect market insights – which in itself is a missed opportunity as sales opportunities can arise from social media conversations. Limited resources may be a key reason.
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
Executive summary
• LinkedIn and YouTube are king All the respondents unanimously rated LinkedIn as an important B2B marketing tool, followed by YouTube with 94% of the respondents.
Facebook, Twitter, Google+ and blogs were all rated similarly in terms of importance (70%-75% of respondents). The jury is still out on Pinterest (36%), which has recently launched its business accounts.
• Opportunity for training on social media for B2B marketing The B2B marketing executives in this survey cite social media as a key marketing medium but they were unable to articulate many successful campaigns, showing the need for education and training in this area. One respondent stated they use social media to publish original content (podcasts, Q&As, blog posts), follow relevant users and to create hashtags to generate new followers. Another stated that they noticed attendees had booked their events using their Twitter promotional codes.
MOre! | Download Manifesto’s B2B Marketing Trends White Paper for best practices in B2B marketing.
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
70% say B2B marketing is rated by Its impact on sales
Source: Manifesto B2B Marketing Trends Survey, Asia Pacific 2013-15
HOW ASIAN B2B COMPANIES MEASURE MARKETING RETURN ON INVESTMENT
Questionnaire: How does your company measure marketing ROI? N=20
The focus of B2B marketing in Asia is very much on sales and less on brand building. Interestingly, one-fifth of B2B marketing managers are also rated internally by their sales force. This peer rating is also helpful in evaluating internal marketing coordination efforts.
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
About 50% set their marketing budgets at 1% of sales
Source: Manifesto B2B Marketing Trends Survey, Asia Pacific 2013-15
ASIA B2B MARKETING BUDGETS AS % OF ASIAN REVENUES
Questionnaire: What % of total revenue is your annual marketing budget? N=20
1% or less Over 1% - 5% 10%-15%
These are general figures which will vary by industry and size of total sales in absolute terms.
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
100% invest in events but selectively in other areas
% ASIAN B2B COMPANIES THAT WILL INVEST IN THESE AREAS (2013)
Source: Manifesto B2B Marketing Trends Survey, Asia Pacific 2013-15
Questionnaire: How will you invest your budget/efforts in for 2013? (Excludes those who selected not applicable) N=20 Circles are approx. and not to scale.
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
Largest budget cuts are in print ads and direct mail
WHERE ASIAN B2B COMPANIES WILL CUT SPENDING IN 2013
Source: Manifesto B2B Marketing Trends Survey, Asia Pacific 2013-15
Questionnaire: How will you invest your budget/efforts in for 2013? (Decrease) N=20
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
Over 70% will increase email marketing in 2013
WHERE ASIAN B2B COMPANIES WILL INCREASE SPENDING IN 2013
Source: Manifesto B2B Marketing Trends Survey, Asia Pacific 2013-15
Questionnaire: How will you invest your budget/efforts in for 2013? (Increase) N=20 Increase a little Increase significantly
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
B2B social media Used to develop client relationships
Source: Manifesto B2B Marketing Trends Survey, Asia Pacific 2013-15
REASONS FOR ENGAGING IN SOCIAL MEDIA
Questionnaire: Why do you use social media? N=20
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
LinkedIn & YouTube are top B2B social media platforms
Source: Manifesto B2B Marketing Trends Survey, Asia Pacific 2013-15
IMPORTANCE OF VARIOUS SOCIAL MEDIA (2013-2015)
Questionnaire: How important will the following be in 2013-15? N=20 A little important Very important Not important
Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk
About Manifesto
Manifesto is a B2B marketing and communications consultancy, with a single-minded focus on getting results for our clients. Based in Hong Kong, our team comprises dedicated and experienced marketing professionals with management consulting and advertising agency backgrounds. As a result, we offer solutions that combine strategic advice with creative thinking.
Manifesto services include marketing planning, branding, media relations, thought leadership, internet marketing, editorial and content marketing, video production and website development.
CONTACT US
Jennifer Tow Patricia Cheung Director Project manager [email protected] [email protected] Tel: (852) 2526 1972 Tel: (852) 2526 1971
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Copyright of Manifesto Ltd T: +852 2526 1972 www.manifesto.com.hk