2019_B2B营销研究报告（英文版）_26页_4mb

B2B Marketing Research Report 2019 Summary

Core Content Overview

This report explores the current state, challenges, and future directions of B2B marketing in Australia, based on insights from 478 participants. It highlights the importance of strategic alignment, technology adoption, customer experience (CX), and content marketing in driving success. The report also outlines key findings from the research, focusing on best-in-class practices and areas needing improvement.

Main Findings

• Marketing Objectives & ROI: Only 32% of respondents achieved their marketing objectives in 2018, with 17% clearly measuring and communicating ROI. Proving marketing impact and ROI is the top challenge and objective for 2019.
• Customer Experience: 70% of marketers have developed customer personas or journey maps. CX is becoming a competitive differentiator and is ranked as the second key challenge in 2018.
• Marketing Strategy: 74% of respondents have a documented overall marketing strategy, but only 46% have a documented lead generation/nurturing strategy. Strategic planning is essential for success.
• Skills Shortage: Marketing automation, CRM, and performance measurement are the top skills shortages, with 48% and 45% of respondents citing these as critical areas needing development.
• Sales & Marketing Alignment: Only 20% of marketers have an agreed lead management and lead scoring process. Best-in-class marketers are 2x more likely to have all leads followed up by sales.
• Account-Based Marketing (ABM): 38% of respondents are practicing ABM, but only 16% have a documented plan. 27% of ABM investors report ROI, indicating it's still a developing strategy.
• Marketing Technology & AI: 57% of marketers use a Marketing Automation Platform (MAP), with a 4% increase from 2018. Best-in-class marketers are 3x more likely to measure ROI effectively. AI and machine learning are increasingly being used for personalisation and predictive analytics.
• Content Marketing & Social Media: Content marketing is a key area, with 42% of respondents lacking a strategic approach. LinkedIn remains the top B2B social platform, but Facebook is closing the gap with more engagement and lower cost-per-lead.

Key Challenges & Objectives

• Top Challenges in 2018:

  1. Proving marketing impact and ROI
  2. Optimising customer experience
  3. Implementing marketing technology
  4. Generating, managing, nurturing, and progressing leads

• Top Objectives for 2019:

  • Generating & managing leads
  • Proving marketing impact & ROI
  • Nurturing & progressing leads
  • Optimising customer experience

Marketing Budget & Investment

• 44% of respondents plan to increase their marketing budgets in 2019.
• Content development and website/SEO are the top two investment areas.
• Digital marketing advertising and social media advertising are also gaining traction.
• Traditional offline channels are losing relevance, with marketers 5x more likely to invest in digital than traditional advertising.

Best-in-Class Marketers

• Best-in-class marketers are more strategic, focused on performance measurement, and better aligned with sales.
• They are 3x more likely to measure and communicate ROI effectively.
• They are more likely to use ABM, have integrated marketing automation platforms, and focus on customer experience and content marketing.

Sales & Marketing Alignment

• 47% of respondents consider Sales and Marketing as strategic partners.
• Only 35% have all marketing leads followed up by sales.
• Alignment is crucial for effective engagement and revenue growth, especially given the long B2B buying cycle.

Marketing Technology & AI

• Marketing automation is a key enabler, with 57% using a MAP.
• Best-in-class marketers are twice as likely to integrate their MAP with CRM.
• AI and machine learning are being integrated to improve personalisation, predictive analytics, and customer engagement.

Content Marketing & Social Media

• Content marketing is a critical tool, but many lack a strategic approach.
• Facebook is emerging as a significant player in B2B marketing, with 82% reporting good or some results from social media.
• The report highlights the importance of delivering the right content at the right time through the right channels.

Key Predictions for 2019

• B2B marketers are expected to incorporate more B2C approaches and mindsets, especially in content creation and customer journey design.
• AI will be increasingly used in marketing, even in limited forms, to enhance personalisation and predict customer behavior.
• There will be a focus on streamlining marketing technology stacks and integrating core technologies like analytics and attribution.

Conclusion

The report underscores the importance of strategic planning, technology integration, and alignment between Sales and Marketing teams in the B2B sector. It also highlights the growing role of AI and social media in shaping future marketing practices. As the B2B marketing landscape becomes more complex, marketers must focus on delivering value through personalisation, data-driven decisions, and continuous improvement.