B2B Marketing in 2009 Trends in Strategies and Spending

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B2B Marketing Online: Trends and Tactics

Description:    Spending on business-to-business (B2B) marketing and advertising has regained the momentum
                lost in 2000 and 2001, and the Internet is causing shifts in advertising and marketing strategies.
                Online spending in the category is forecast to hit $2.4 billion this year, while spending in older
                media decelerates.

                Attention: Advertising Agencies, Corporate Marketers, Large Enterprises, SMBs, Suppliers,
                Hardware and Software Providers and Financial Analysts.

                The B2B Marketing Online report analyzes the reasons why the Internet is now an integral part of
                doing business for US businesses, large and small.

                All but 2% of the 220 manufacturers surveyed by SVM e-Business Solutions have a Web site —
                87% have had one for more than three years. More than half, 52%, consider their site to be their
                most powerful marketing tool.

                In addition, in both the US and Europe, emphasis on accountability and return on investment (ROI)
                are causing more marketers to turn to search engine marketing and optimization tactics.

                However, what works in one industry may not translate well to others. Given the breadth of the
                B2B world — ranging from aerospace engineering, machine parts and textile manufacturing to
                financial services, telecom systems and high technology — the information in this report should be
                filtered through the lens of each industry's particular needs and requirements.

                Key questions the "B2B Marketing Online" report answers:

                -   How is B2B marketing changing, online and off?
                -   Where does the Internet fit in the sales cycle?
                -   What are the most effective online tactics for lead generation?
                -   What tactics deliver the best ROI?

                The B2B Marketing Online report aggregates the latest data from leading marketing and
                communications researchers with eMarketer numbers, projections and analysis to provide the
                information you need to make the right business decision — every time.



Contents:       Executive Summary

                US B2B Media Spending, 2005-2010 (millions, % increase over prior year and % share)

                Issues & Questions

                The eMarketer View

                Online Marketing Trends

                Advertising Spending and Channels
                Top 15 US B2B Advertisers, Ranked by B2B Ad Spending, 2005 (millions and % increase/decrease
                vs. prior year)
                Top 15 US B2B Advertisers, Ranked by B2B Online Ad Spending, 2005 (millions and %
                increase/decrease vs. prior year)
                Sponsored Link and Imaged-Based Advertising Impressions among US At-Home and At-Work
                Internet Users, by Industry, March 2006 (thousands, % of industry advertising, and % of total
                advertising)
                US B2B Ad Spending by the Top 100 B2B Advertisers, by Media, 2005 (% share)
                US B2B Ad Spending by the Top 100 B2B Advertisers, by Media, 2005 (billions and %
increase/decrease vs. prior year)
US B2B Media Spending, 2005-2010 (millions)
Online and Offline* Advertising Spending by Select** US Companies, First half 2006 (thousands
and online % of total)
Online Advertising Spending by Select* US Companies, First half 2005 vs. First half 2006
(thousands and % increase/decrease vs. prior year)
Offline*Advertising Spending by Select** US Companies, First half 2005 vs. First half 2006
(thousands and % increase/decrease vs. prior year)

Broader Online Ad Trends
US Online Advertising Revenues, by Vehicle, First half 2005 & first half 2006 (millions and % of
total revenues)
US Online Advertising Impressions, by Industry, March & April 2006 (millions and %
increase/decrease vs. prior month)

Marketing Trends

Types of B2B Marketing in which US Companies Have Increased Budget Allotment since 2005 (% of
respondents)
US B2B Marketers Who Plan to Increase Marketing Spending, by Tactic, Q2 2006 (% of
respondents*)
Change in Online Marketing Spending by US Marketing Professionals and Managers in the Industrial
and Manufacturing Sector, 2006 vs. 2005 (% of respondents)
Portion of Marketing Budget that Will Be Spent Online this Year by US Marketing Professionals and
Managers in the Industrial and Manufacturing Sector, February 2006 (% of respondents)
Marketing Spending according to Senior Technology Marketers Worldwide, by Channel, 2006 (% of
marketing budget)

Size Matters
US B2B Spending, by Business Size, 2005 (millions)
Effective Online Advertising Strategies according to US Marketers of Business Technology, by
Prospect's Company Size, 2006 (% of respondents)

Accountability and ROI
Effectiveness of Marketing in the Next Three Years according to Marketing Executives at US-Based
Manufacturing Companies, by Tactic, 2006 (% of respondents)
Online Advertising Platforms with the Highest ROI according to US Advertising Executives, 2006 (%
of respondents)
Best ROI for Lead Generation Tactics according to US Marketers, Spring 2006 (% of respondents)
Marketing Technologies that US B2B Marketing Executives Use or Plan to Use, 2006 (% of
respondents)

The Web’s Role Grows in the Sales Cycle
Primary Marketing Goal of the Year according to US Marketing Professionals and Managers in the
Industrial and Manufacturing Sector, February 2006 (% of respondents)
Length of Sales Cycles according to US B2B Technology Marketers, 2005 & 2006 (% of
respondents)
Select Online Marketing Tactics Used by US High-Tech Advertisers, 2006 (% of respondents)
US Advertising Agencies that Are Satisfied* with Their Marketing Efforts in the Past Year, by Users
vs. Non-Users of Online Behavioral Targeting, 2006 (% of respondents in each group)
B2B and Non-B2B Media Used during Various Stages of the Purchase Decision Making Process by
US Business Decision Makers, February-April 2006 (% of respondents)
Actions Taken by US Business Decision Makers due to B2B Web Site Advertising, February-April
2006 (% of respondents)

But Can You Convert Visitors to Customers?
Usability Success Rate* for B2B vs. B2C Web Sites, 2006
Amount of Time that Elapses between When Sales Receives and Follows Up on a Marketing-
Generated Lead according to US B2B Marketers, September 2006 (% of respondents)
Leading US High-Tech Companies, by Online Customer Experience, Q4 2006 (based on an index*)

Online Marketing Tactics in 2006 and Beyond
Top 15 Web Sites among US Internet Users, Ranked by At-Work Usage, June 2006 (millions of
pages viewed and % of pages viewed at work)
Marketing Budget Allocations according to US B2B Marketing Executives, 2006 (% of total
marketing budget)

Lead Generation
Top Lead Management Priorities among US B2B Marketers, September 2006 (% of respondents)
Marketing Tactics that US B2B Marketers Consider to Be Effective* in Generating Qualified Leads,
2005 (% of respondents)
Very Effective Lead Generation Tactics according to B2B Technology Marketers in the US, by Type
of Technology Being Marketed, June 2006 (% of respondents)
Whether B2B Media Webinars and Webcasts Are Convenient Ways for US Business Decision Makers
to Learn Something New about Their Industry, February-April 2006 (% of respondents)
Percent of Marketing-Generated Leads that Sales Acts on according to US B2B Marketers,
September 2006 (% of respondents)
Percent of Marketing-Generated Leads that Result in a Sale according to US B2B Marketers,
September 2006 (% of respondents)

E-mail
Average E-Mail List Price per Thousand (PPM), by Category, October 2005 & October 2006
E-Mail Address Used for Subscribing to B2B and B2C E-Mail Marketing Messages among US
Consumer and Business E-Mail Users, Q2 2006 (% of respondents)
Purchase Metrics for US Credit Card Households, 1999, 2004 & 2009
Click-Through and Open Rates for B2C and B2B US E-Mail Marketing Campaigns, January-June
2006
Average Open Rates for B2B and B2C E-Mail Marketing Messages, by Subject Line Content, April-
August 2006
Average Click Rates for B2B and B2C E-Mail Marketing Messages, by Ratio of Text to Images, April-
August 2006
Average Click Rates for B2B and B2C E-Mail Marketing Messages, by Layout Style, April-August
2006
Average Click Rates for E-Mail Marketing Messages*, by Promotions Included, April-August 2006

Search Engines
Average Cost per Acquisition for Select Media in the US, 2006
Leading Problems with Search Engine Marketing according to US Search Marketers, by Business
Size, 2006 (% of respondents)
Natural vs. Paid First Clicks that Led to Conversions via US Search Engines, 2006 (% of converted
first clicks)
Metrics Tracked by Search Engine Advertisers and Agencies Worldwide to Measure the Success of
Their Search Engine Marketing Programs, 2005 (% of respondents)

Word-of-Mouth
Marketing Tactics that Influence Business Technology and Service Purchasing Decisions according
to US B2B Technology Buyers, May 2006 (% of respondents)
Goal of Viral Ad Campaigns according to Experienced B2C and B2B Viral Marketers in the US, March
2006 (% of respondents in each group)
Most Important Thing that US Marketers Need to Generate a Word-of-Mouth Marketing Campaign,
December 2005-January 2006 (% of respondents)

Blogs, RSS and Podcasts
Emerging Media on which US B2B Marketing Executives Are Interested in Advertising, 2006 (% of
respondents)
How US Marketers Drive Customer Conversions and Interactions, January-February 2006 (% of
respondents)
Fortune 1000 Senior Executives' Opinions Regarding the Credibility of Blogs, by Purpose of Blog,
February 2006 (% of respondents)
Frequency that US Business Decision Makers Visit Blogs, February-April 2006 (% of respondents)
Familiarity with Blogs and RSS among B2B Technology Buyers* Worldwide, August 2006 (% of
respondents)
Types of RSS Feed Content Accessed by B2B Technology Buyers* Worldwide Who Use RSS Feeds,
August 2006 (% of respondents)
Frequency of Podcast Usage according to B2B IT Buyers Worldwide, June 2006 (% of respondents)
Device Used to Listen to Podcasts according to B2B IT Buyers Worldwide, June 2006 (% of
            respondents)
            Influence of Podcast Content on IT Purchase Decisions of B2B IT Buyers Worldwide, June 2006 (%
            of respondents)

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