ABM Sales Presentation Final v2 Ext

The B2B Digital Marketing Shift
(Presentation of results for a commissioned study conducted by Forrester Consulting on behalf of American Business Media)
Agenda
What do B2B marketers believe are the most effective marketing vehicles? How effective are online marketing vehicles? How is the B2B marketing mix changing?
Entire contents 2005 Forrester Research, Inc. All rights reserved.
Survey Background
American Business Media commissioned Forrester Consulting to conduct a survey of B2B marketers Survey fielded July August 2005 to a screened subset of members of eRewards panel
867 responses across a wide range of industries and titles
Click here for more on the survey methodology
Definitions
When the respondents completed the survey, they used the following definitions: Business-to-business / trade marketing efforts: targeting large, small, or medium-sized companies, small offices or home offices, retailers, wholesalers, or distributors General business magazines and newspapers: publications that cover broad business issues and economic topics (e.g., Wall Street Journal, Business Week, Forbes, etc) Industry-specific / trade magazines (business-to-business/trade): publications that focus on news and trends affecting a specific industry (e.g., Progressive Grocer, Medical Economics) Web-based events: product demonstrations, briefings, or presentations on clients, product/services, and/or industry topics conducted for customers and/or prospects on the Internet using services like Webex, etc. In-person events: trade shows, conferences, product demonstrations, or presentations on industry topics conducted for customers and/or prospects held in-person at a hotel or other meeting facility. Online marketing: e.g., ads, search, email, directories, and sponsored Web content.
In the course of this presentation, we use these additional terms:

Online advertising: e.g., search, ads, and content sponsorship on Web sites. Other online marketing: e.g., Web-based events, email lists, and online directories. Marketing communications: e.g., public relations, custom publications, printed newsletters
Key findings B2B Marketing Mix

Industry-specific marketing opportunities of all kinds (trade shows, magazines, web sites) are viewed as more effective than general business magazines or web sites.
The most effective branding vehicles include in-person events and industry specific magazines. Online is as effective at branding as general business magazines and TV. The most effective lead generation vehicles include in-person events, industry specific magazines, and online marketing.
Fewer marketers will use general business magazines, direct mail, and newspapers, and those using these media will only minimally increase spending, implying a shift of marketing budget allocation toward digital media. 48% of B2B marketers use online marketing today, and spend 24% of their budget online
Industry-Specific Vehicles Are Most Effective For Branding

How effective are the following marketing tactics at building brand image?
In-person events Public relations Industry-specific / trade magazines Custom publications TV Online marketing Direct mail Printed newsletters General business magazines Newspapers Radio Printed directories 31.8% 29.9% 44.6% 42.9% 39.8% 39.7% 39.0% 37.9% 37.4% 51.7% 50.2% 60.9%
Online is as effective as TV, general business magazines, and newspapers
(On a scale of 1 to 6, 1 being very ineffective and 6 being very effective, the chart reflects the percentage selecting 5 or 6) Confidence interval: + / 3.3 percentage points
Entire contents 2005 Forrester Research, Inc. All rights reserved. (Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
Industry-Specific Vehicles Are Most Effective For Lead Generation

How effective are the following marketing tactics at generating qualified leads?
In-person events Industry-specific / trade magazines Public relations Online marketing Direct mail Custom publications TV Printed newsletters General business magazines Newspapers Printed directories Radio 36.3% 35.3% 34.6% 33.3% 31.7% 30.7% 47.4% 45.4% 42.1% 42.0% 41.3% 62.6%
Online is more effective than TV, general business magazines, and newspapers
(On a scale of 1 to 6, 1 being very ineffective and 6 being very effective, the answers reflect a combination of 5 and 6) Confidence interval: + / 3.3 percentage points
2005 B2B Marketing Spending

Company web site 9% Online 12% Other 2% Directories 3% TV and radio 15% Marketing communications 16% Trade magazines 7% General publications 12% Events 15%
Direct Mail 9%
Industryspecific/trade magazines are viewed as more effective than general publications, but receive a smaller share of budget.
(Base: 867 US B2B marketers; Source: Forrester Consulting Survey for ABM)
2005 B2B Online Marketing Spending

Online Directories 6% Web Events 9% Email lists 8%
Industryspecific/trade sites are viewed as more effective than general sites, but receive a smaller share of budget.
General sites 40%
Industry specific sites 37%
Percent of 2005 Online Marketing budget by tactic
General sites includes portals such as Yahoo!, search sites such as Google, and general business sites such as Forbes.com
Entire contents 2005 Forrester Research, Inc. All rights reserved. (Base: 406 US B2B marketers using online in 2005; Source: Forrester Consulting Survey for ABM)
Almost Half Of B2B Marketers Are Using Online Marketing

Which of the following B2B / trade marketing tactics has your company used in 2004 and/or 2005? Which will you use in 2008?
60.8 60.2 54.6 48.7 48.7 56.2 48.3 45.4 44.1 45.8 44.1 41.4
In-person events Online marketing Direct mail
Industry-specific/trade magazines
Custom publications TV Public relations General business magazines Newspapers Printed newsletters Radio Printed directories
24.8 26.8 35.6 35.1 33.0 35.3 37.7 38.6 41.3
41.6
2008 2004/5
46.9 43.5
10
Online Marketers Have Already Shifted 24% of the Budget to Online

Using your best estimate, what percent of your business-to-business/trade marketing budget was spent on each of the following marketing tactics in 2005?
In-person events Television Direct mail Newspapers Industry-specific / trade magazines Your companys Web site* Custom publications General business magazines Printed newsletters
4.52 3.37 3.31 4.20 4.25 2.81 2.18 1.83 1.83 6.44 5.80 5.70 5.06 8.58 5.82 12.20 7.77 9.90 7.42 8.98
16.34 14.37
8.22
10.09 7.73
6.75
Radio
Public relations Printed directories Other* Online Advertising Other Online Marketing
0.17
0.00
Offline marketers Online marketers

18.17 6.18
Note: Offline marketers are defined as those who indicated they are not using any online marketing vehicles in 2004 or 2005. *Adjusted for offline marketers.
11
Online Marketing Will Be More Important Than Direct Mail and General Business Magazines
How much of a role will the following marketing tactics play in your B2B/trade marketing budget in 2008? Experimental role
Your companys Web site TV In-person events Public relations Other online marketing Online advertising Industry-specific/trade magazines Printed newsletters Custom publications Direct mail General business magazines Newspapers 1.00 1.50 2.00 2.50 3.00 3.49 3.46 3.50 4.00 4.50 5.00 5.50 6.00 4.60 4.50 4.39 4.16 4.14 4.10 4.02 3.80 3.79 5.18
Major role
(Mean rating on a scale of 1 to 6, 1 being experimental role and 6 being major role)
12
Discussion Points
What is your mix of industry-specific vs general business marketing vehicles? How important is online marketing in your plans? What role does it play currently?
13
Appendix
1. Study Objective and Methodology
2. Marketing Goals
3. Online Marketing Data by BIN
14
Appendix 1 Study Objectives And Methodology
15
Objectives
As digital marketing becomes more mainstream, ABM members wonder how it will impact their business. But most research on digital marketing only addresses consumer marketing, not B2B. ABM engaged Forrester Consulting for an independent analysis of the trends in B2B digital marketing spend across 21 categories of B2B marketers. Specifically, the project addressed the following questions: What percent of marketing spend do B2B marketers allocate to digital media?
What is the value proposition of digital marketing and how big a role will it play in the future?
What are the perceived strengths and weaknesses of each element of the B2B marketing mix? How will spending on digital marketing change in the next three years and where will the money come from? For each of the 21 categories of B2B marketers, what percentage of the budget is currently being spent on digital media and how important will digital media become in the next three years?
16
Methodology
Forrester developed research and screener questions for an online survey jointly with the American Business Media to address the current and future state of business-to-business digital marketing.
Forrester fielded screener questions to a predetermined portion of the eRewards panel to identify qualified respondents.
Membership into the eRewards panel is by invitation only. Potential panelists can request an invitation through an eRewards sponsor (i.e., American Airlines, Hilton, Hertz, etc.). Once the potential panelist completes an online profile and the request is accepted, panelist will then receive a notification via email.
Members can earn up to $1 in e-Rewards for each e-mail they receive, and much more for providing their opinions on periodic research surveys. Once sufficient currency has been accumulated, members can then redeem their e-Rewards for rewards from companies like American Airlines, BLOCKBUSTER, Hertz, Hilton, IBM, Omaha Steaks, and e-Bags.
There are over a half million active business panelists.
Forrester fielded the entire survey (including screeners) to qualified eRewards panelists and received a total of 867 respondents within 21 various industry areas.
Click here to return to the presentation
17
Appendix 2: Respondent data
18
Respondents By 2005 Marketing Budget

$30 million or more 16.7%
$20 million to less than $30 million
4.7%
5.3%
18.7%
$500,000 to less than $5 million
31.1%
Less than $500,000
23.4%
19
Entire contents 2005 Forrester Research, Inc. All rights reserved. (Base: 867 B2B US marketers; Source: Forrester Consulting Survey for ABM)
Respondents By Company Revenue

$10 billion or more
16.7%
$1 billion to less than $10 billion
16.3%
$500 million to less than $1 billion
9.0%
19.8%
Less than $100 million
38.2%
20
Respondents By Title
President or CEO 17.0%
CMO or direct report to CMO
6.9%
VP of Marketing or Advertising
11.3%
VP of Sales Director of Marketing, Online Marketing, or Advertising Director of Sales Manager of Marketing, Online Marketing, or Advertising Manager of Sales Individual contributor to Marketing or Advertising
7.0%
17.6%
8.1%
15.9%
9.6%
6.6%
21
Appendix 3 Marketing Goals

One survey question presented respondents with a list of 12 specific marketing goals and asked them to pick the best medium from each from the following list of advertising choices:
General business publications Industry-specific publications
General business Web sites

Industry-specific Web sites Your companys Web site None of the above
The following page lists the 12 marketing goals
22
Review the statements below and indicate which advertising option, if any, in your opinion best matches the statement
The best medium to reach decision makers The best medium to reach senior executives that approve purchases The best medium to reach other purchase influencers The best medium to reach the highest percentage of prospects for my companys products/services The best medium to raise awareness of my companys products and services
The best medium to enhance the credibility of my companys products/services

The best medium to reach highly involved users/readers The best medium in terms of the frequency the audience reads/uses it The best medium in terms of users/readers level of trust in the content The best medium to generate the most qualified leads The best medium to generate the highest number of leads The best medium for ROI
23
Appendix 4 Online Marketing Data by BIN
24
B2B Marketing Profile -- Architecture
25

Respondent Profile - Annual Revenues
$1 billion to $10 billion or more 17%
$100 million to less than $1 billion 30%
Less than $100 million 53%
Marketing Spend
2005
$1 million to $10 million

56.7% 13.3%
More than $10 million

30.0%
2004
46.7%
23.3%
26.7%
26
Base: N= 30 Source: Forrester Consulting Survey for ABM
B2B Marketing Profile Architecture

2005 Budget Allocation
P ublic relatio ns 4.6% Other 7.3% In-perso n events 1 0.5% Radio 6.3% Online marketing 1 .3% 1 P rinted newsletters 6.4% P rinted directo ries 0.8%
TV 1 .5% 1
Direct mail 6.3% Industry-specific/trade magazines 6.7% Newspapers 1 % 0.1
General business magazines 1 0.8% Custo m publicatio ns 7.4%
27
Base: N=30 Source: Forrester Consulting Survey for ABM

Marketing tactics % of 2005 budget % using this marketing tactic % of respondents increasing marketing spend by more than 5% in 2008
28
2008
2004/5
B2B Marketing Profile -- Automotive
29
B2B Marketing Profile -- Automotive

Marketing Spend
2005

25.00%

37.50%
37.50%
2004
43.80%
18.80%
34.40%
30
B2B Marketing Profile Automotive

Public relat ions 3.9% Print ed newslet t ers 1.9% Ot her In-person event s 9.2% Radio 12.7% 4.5% Print ed direct ories 1.2%
Online market ing 17.2% TV 16.8% Direct mail 6.1% Indust ry-specif ic/ t rade magazines 7.6% Newspapers 8.6% Cust om publicat ions 6.4% General business magazines 4.0%
31
B2B Marketing Profile Automotive

32
2008
2004/5
B2B Marketing Profile Aviation
33
B2B Marketing Profile -- Aviation

Marketing Spend
2005 28.20%

35.90%

35.90%
2004
35.90%
38.50%
23.10%
34

P ublic relatio ns 5.1 % Other 1 0.5% P rinted newsletters 6.9% P rinted directo ries 2.2% Radio 3.0%
In-perso n events 1 8.6%
TV 5.0%
General business magazines 5.2% Custo m publicatio ns 9.3% Online marketing 1 7.0% Direct mail 4.9% Newspapers 2.5% Industry-specific/trade magazines 9.8%
35

36
2008
2004/5
B2B Marketing Profile Banking, Finance & Insurance
37

Marketing Spend
2005 27.70%

44.70%

27.70%
2004
36.20%
42.60%
19.10%
38

Public relations 3.0% Printed newsletters 6.9% Printed directories 1.8%
Other 10.4% In-person events 5.4% Online marketing 7.3% Radio 3.8%
TV 11.1%
Direct mail 10.5%
General business magazines 6.2%
Industry-specific/trade magazines 6.2% Newspapers 16.7%
Custom publications 10.7%
39
B2B Marketing Profile -- Banking, Finance & Insurance

40
2008 2004/5
B2B Marketing Profile Building, Design & Construction
41

$1 billion to $10 billion or more 18% Less than $100 million 36%
Marketing Spend
2005

40.00%

22.20%
37.80%
2004
40.00%
40.00%
20.00%
42

Public relations 6.0% Other 9.3% Printed newsletters 5.4% Printed directories 4.8% Radio 2.8% TV 10.2%
In-person events 19.2%
General business magazines 4.0% Online marketing 10.7% Custom publications 4.6% Newspapers Direct mail 6.2% 9.6% Industry-specific/trade magazines 7.2%
43

44
2008
2004/5
B2B Marketing Profile Business, Advertising and Marketing
45
B2B Marketing Profile Business, Advertising and Marketing

$1 billion to $10 billion or more 22% Less than $100 million 55%
Marketing Spend
2005

41.80% 40.00%

18.20%
2004
43.60%
45.50%
10.90%
46
B2B Marketing Profile Business, Advertising & Marketing

P ublic relatio ns 4.6% Other 4.8% In-perso n events 1 4.4% P rinted newsletters 2.2% P rinted directo ries 2.0% Radio 5.2% TV 9.9% General business magazines 6.3% Custo m publicatio ns 3.1 % Newspapers 7.7% Industry-specific/trade magazines 7.7%
Online marketing 21 % .1
Direct mail 1 .1 1%
47
B2B Marketing Profile -- Business, Advertising & Marketing

48
2008 2004/5
B2B Marketing Profile -- Computing
49

Less than $100 million 35% $1 billion to $10 billion or more 47% $100 million to less than $1 billion 18%
Marketing Spend
2005 16.70%

43.30%

40.00%
2004
35.00%
30.00%
31.70%
50
B2B Marketing Profile Computing

Public relations 5.2% Other 6.7% In-person events 10.3% Radio 4.8% TV 9.5% Online marketing 20.5% Printed newsletters 3.8% Printed directories 1.5%
Direct mail 7.5% Industry-specific/trade magazines 7.1%
Custom publications 6.9% Newspapers 8.4%
51

52
2008
2004/5
B2B Marketing Profile Electric Engineering
53

Marketing Spend
2005 30.30%

36.40%

33.30%
2004
24.20%
45.50%
30.30%
54

P ublic relatio ns 6.1 % Other 1 % 2.1 In-perso n events 9.2% Radio 3.2% P rinted newsletters 3.4% P rinted directo ries 4.4%
TV 1 7.7% Online marketing 1 4.6% Direct mail 4.5% Industry-specific/trade magazines 8.1 % General business magazines 8.9% Custo m publicatio ns 1 .6% Newspapers 6.3%
55
B2B Marketing Profile -- Electric Engineering

56
2008
2004/5
B2B Marketing Profile -- Government
57

Marketing Spend
2005 25.70%

37.10%

37.10%
2004
25.70%
51.40%
22.90%
58
B2B Marketing Profile Government

P ublic relatio ns 9.3% Other 4.5% In-perso n events 1 5.2%
P rinted newsletters 7.1 % P rinted directo ries 2.9% Radio 5.1 % TV 1 3.7%
Online marketing 1 % 4.1
Direct mail 6.7% Industry-specific/trade magazines 1 .8% Newspapers 1 .9% 1
General business magazines 2.1 % Custo m publicatio ns 5.7%
59

60
2008
2004/5
B2B Marketing Profile -- Healthcare
61

Marketing Spend
2005

33.90%

26.80%
39.30%
2004
42.90%
32.10%
23.20%
62
B2B Marketing Profile Healthcare

P ublic relatio ns 3.1 % Other 5.3% P rinted newsletters 6.3% P rinted directo ries 1 .8%
In-perso n events 1 .9% 1
Radio 9.3% Online marketing 8.4%
Direct mail 1 2.2% Industry-specific/trade magazines 5.4% Newspapers 1 % 0.1
TV 1 8.7%
General business magazines 4.3% Custo m publicatio ns 3.3%
63

64
Base: N= 56 Entire contents 2005 Forrester Research, Inc. Source: Forrester Consulting Survey for ABM All rights reserved.
2008
2004/5
B2B Marketing Profile Manufacturing & Processing
65

Marketing Spend
2005 31.60%

22.80%

45.60%
2004
42.10%
15.80%
42.10%
66

P ublic relatio ns 3.1 % Other 2.6% In-perso n events 22.2% P rinted newsletters 5.3% P rinted directo ries 1 .2% Radio 1 .8% TV 9.2% General business magazines 7.2% Custo m publicatio ns 5.6% Newspapers 6.4% Direct mail 8.3% Industry-specific/trade magazines 1 2.6%
Online marketing 1 4.4%
67
B2B Marketing Profile -- Manufacturing & Processing

68
2008
2004/5
B2B Marketing Profile Movies, Radio & TV
69

Marketing Spend
2005 23.30%

43.30%

33.30%
2004
20.00%
46.70%
20.00%
70

P ublic relatio ns 7.9% In-perso n events 8.3% Other 2.4% P rinted newsletters 2.2% P rinted directo ries 1 .6% Radio 6.9% Online marketing 24.2% TV 1 8.6% Direct mail 4.3% Industry-specific/trade magazines 6.8%
General business magazines 2.5% Newspapers 9.3% Custo m publicatio ns 5.1 %

71
B2B Marketing Profile -- Movies, Radio & TV

72
2008 2004/5
B2B Marketing Profile Pharmaceuticals
73

Marketing Spend
2005 29.00%

29.00%

41.90%
2004
35.50%
16.10%
48.40%
74

P ublic relatio ns 5.8% Other 4.6% In-perso n events 1 9.5% P rinted newsletters 2.7% P rinted directo ries 0.7% Radio 1 .3%
TV 8.5%
General business magazines 3.5% Custo m publicatio ns 6.9% Newspapers 2.4% Online marketing 23.5% Direct mail 1 3.0% Industry-specific/trade magazines 7.6%
75
B2B Marketing Profile -- Pharmaceuticals

76
2008
2004/5
B2B Marketing Profile Professional Services
77

$1 billion to $10 billion or more 23% Less than $100 million 48% $100 million to less than $1 billion 29%
Marketing Spend
2005

42.90% 26.80%

30.40%
2004
46.40%
32.10%
19.60%
78

P ublic relatio ns 5.9% Other 4.4% P rinted newsletters 7.3% P rinted directo ries 2.6% Radio 2.8%
In-perso n events 25.5%
TV 3.2%
Custo m publicatio ns 8.9% Online marketing 1 5.4% Direct mail 7.9% Newspapers 3.8% Industry-specific/trade magazines 5.7%
79
B2B Marketing Profile -- Professional Services

80
2008
2004/5
B2B Marketing Profile Resources
81

Marketing Spend
2005 23.30%

43.30%

33.30%
2004
20.00%
40.00%
40.00%
82

Public relations 6.0% Other 5.4% In-person events 17.0% Radio 3.2% TV 9.5% Printed newsletters 3.2% Printed directories 1.8%
General business magazines 7.3% Custom publications 6.4% Newspapers 5.2% Industry-specific/trade magazines 4.7%
Online marketing 24.2%
Direct mail 6.2%
83
B2B Marketing Profile -- Resources

84
2008 2004/5
B2B Marketing Profile Restaurant
85

$1 billion to $10 billion or more 20% Less than $100 million 50% $100 million to less than $1 billion 30%
Marketing Spend
2005

50.00%

23.30%
26.70%
2004
53.30%
20.00%
23.30%
86

P ublic relatio ns 5.3% Other 4.8% In-perso n events 1 5.0% Radio 6.8% P rinted newsletters 5.3% P rinted directo ries 4.0%
TV 8.1 %
Online marketing 20.9%
General business magazines 1 .7% Custo m publicatio ns 5.9% Direct mail 1 .2% 1 Newspapers 5.5% Industry-specific/trade magazines 5.3%
87
B2B Marketing Profile -- Restaurant

88
2008 2004/5
B2B Marketing Profile Retail Services
89

Marketing Spend
2005 24.60%

29.80%

45.60%
2004
15.80%
38.60%
45.60%
90

Public relations 4.2% Other 5.3% In-person events 13.6% Radio 6.4% TV 6.4% Online marketing 15.9% General business magazines 4.0% Custom publications 6.9% Direct mail 14.0% Newspapers 2.9% Industry-specific/trade magazines 10.5% Printed newsletters 6.7% Printed directories 3.3%
91

92
2008
2004/5
B2B Marketing Profile Science and R&D
93

Marketing Spend
2005 31.40%

45.70%

22.90%
2004
34.30%
51.40%
14.30%
94

P ublic relatio ns 4.3% Other 1 .9% In-perso n events 1 8.9% P rinted newsletters 3.4% P rinted directo ries 3.3% TV 4.7% Radio 4.2% General business magazines 1 .2% Custo m publicatio ns 6.9% Newspapers 4.8% Online marketing 28.4% Direct mail 8.2% Industry-specific/trade magazines 9.8%
95
B2B Marketing Profile -- Science and R&D

96
2008
2004/5
B2B Marketing Profile Transportation
97

Marketing Spend
2005

40.80% 28.60%

30.60%
2004
44.90%
26.50%
28.60%
98

P ublic relatio ns 3.8% Other 3.1 % P rinted newsletters 4.2%
In-perso n events 1 6.4%
P rinted directo ries 6.6% Radio 5.9%
Online marketing 1 2.4%
TV 8.9% General business magazines 4.4%
Direct mail 1 0.8% Industry-specific/trade magazines 9.6%
Custo m publicatio ns 7.5% Newspapers 6.3%
99
B2B Marketing Profile -- Transportation

100
2008 2004/5
B2B Marketing Profile -- Travel
101

Less than $100 million 33% $1 billion to $10 billion or more 30%
Marketing Spend
2005 26.70%

40.00%

33.30%
2004
43.30%
23.30%
30.00%
102
B2B Marketing Profile Travel

P ublic relatio ns 3.7% Other 4.2% P rinted newsletters 0.7% P rinted directo ries 1 .8% Radio 6.8% TV 7.6% General business magazines 3.5% Custo m publicatio ns 2.6% Newspapers 5.4% Industry-specific/trade magazines 4.1 % Online marketing 30.6% Direct mail 4.6%
In-perso n events 24.4%
103

104
2008
2004/5

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The B2B Digital Marketing Shift

Entire contents 2005 Forrester Research, Inc. All rights reserved.

867 responses across a wide range of industries and titles

Click here for more on the survey methodology

Entire contents 2005 Forrester Research, Inc. All rights reserved.

In the course of this presentation, we use these additional terms:

Entire contents 2005 Forrester Research, Inc. All rights reserved.

Key findings B2B Marketing Mix

Entire contents 2005 Forrester Research, Inc. All rights reserved.

Industry-Specific Vehicles Are Most Effective For Branding

Online is as effective as TV, general business magazines, and newspapers

Industry-Specific Vehicles Are Most Effective For Lead Generation

2005 B2B Marketing Spending

Entire contents 2005 Forrester Research, Inc. All rights reserved.

2005 B2B Online Marketing Spending

General sites 40%

Industry specific sites 37%

Percent of 2005 Online Marketing budget by tactic

Almost Half Of B2B Marketers Are Using Online Marketing

In-person events Online marketing Direct mail

Online Marketers Have Already Shifted 24% of the Budget to Online

Offline marketers Online marketers

Entire contents 2005 Forrester Research, Inc. All rights reserved.

Entire contents 2005 Forrester Research, Inc. All rights reserved.

Appendix 1 Study Objectives And Methodology

Entire contents 2005 Forrester Research, Inc. All rights reserved.

Entire contents 2005 Forrester Research, Inc. All rights reserved.

Click here to return to the presentation

Entire contents 2005 Forrester Research, Inc. All rights reserved.

Appendix 2: Respondent data

Entire contents 2005 Forrester Research, Inc. All rights reserved.

Respondents By 2005 Marketing Budget

$20 million to less than $30 million

$15 million to less than $20 million

$5 million to less than $15 million

$500,000 to less than $5 million

Less than $500,000

Respondents By Company Revenue

$1 billion to less than $10 billion

$500 million to less than $1 billion

$100 million to less than $500 million

Less than $100 million

CMO or direct report to CMO

Appendix 3 Marketing Goals

General business Web sites

The following page lists the 12 marketing goals

Entire contents 2005 Forrester Research, Inc. All rights reserved.

The best medium to enhance the credibility of my companys products/services

Entire contents 2005 Forrester Research, Inc. All rights reserved.

Appendix 4 Online Marketing Data by BIN

Entire contents 2005 Forrester Research, Inc. All rights reserved.

B2B Marketing Profile -- Architecture

Entire contents 2005 Forrester Research, Inc. All rights reserved.

B2B Marketing Profile -- Architecture

$100 million to less than $1 billion 30%

Less than $100 million 53%

$1 million to $10 million

More than $10 million

Entire contents 2005 Forrester Research, Inc. All rights reserved.

Base: N= 30 Source: Forrester Consulting Survey for ABM

B2B Marketing Profile Architecture

Direct mail 6.3% Industry-specific/trade magazines 6.7% Newspapers 1 % 0.1

General business magazines 1 0.8% Custo m publicatio ns 7.4%