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  1. B2B Barometer Survey: Q3 2014

    By Andrew Dalglish -

    The latest wave of the B2B Barometer suggests that the money trees are blossoming in the land of B2B marketing!

    Get stuck into the full report to explore budget trends, how they’re allocated by channel and key trends facing B2B marketers:  B2B Barometer Report 2014

  2. B2B Barometer Survey: Q2 2009

    By Andrew Dalglish -

    We B2B marketers have historically adopted an anecdotal approach to keeping up-to-date with developments in our profession. We network with our peers, we read editorial opinion and we read expert blogs. These are of course valuable sources but by their very nature only take into account the opinion and experience of a small group of individuals. The B2B Barometer casts the net wider.

    In this benchmark we canvass 100 B2B marketers collectively representing organisations with a turnover of £2.6 billion.

    • What challenges do B2B marketers face?
    • What level of confidence is there in the economy?
    • What direction are budgets moving in?
    • What channels are rising and falling in effectiveness?

    Read these and other insights in the first of the B2B Barometer series.

    Get stuck into the full report – B2B Barometer Q2 2009: Full report

  3. B2B Barometer Survey: Q4 2009

    By Andrew Dalglish -

    As the UK exits the longest recession on record, the B2B Barometer reveals cautious optimism amongst B2B marketers.

    The survey conducted in November 2009 reveals that two thirds (66%) are confident about their organisation’s outlook. However, given a widespread expectation that the road ahead will remain rocky most plan to hold (57%) or cut (27%) their marketing spend.

    Given this widespread budgetary restraint, the Barometer also takes a special look at Return on marketing Investment (ROMI).

    • How many are measuring ROMI?
    • What metrics are being used?
    • What challenges are faced?

    Get stuck into the full report – B2B Barometer Q4 2009: Full report

  4. B2B Barometer Survey: Q2 2010

    By Andrew Dalglish -

    In its latest reading, September 2010, the B2B Barometer charts a two speed market.

    Many are benefitting from a solid economic recovery. Two fifths of B2B marketers (41%) report future budgets rising; 16% significantly. One half of B2B agencies (49%) report increased revenues in the past 12 months

    Conversely, a lower yet still significant proportion has yet to experience a fillip in activity or confidence. One quarter of B2B marketers (27%) report future budgets decreasing. One third of B2B agencies (30%) report declining revenues over the past 12 months

    The latest B2B Barometer report also makes a detailed exploration of the topic on every B2B marketer’s mind; social media. Is it relevant in B2B or could it simply be a case of the emperor’s new clothes?

    Get stuck into the full report – B2B Barometer Q2 2010: Full report

  5. B2B Barometer Survey: Q1 2011

    By Andrew Dalglish -

    March 2011 and the B2B Barometer reveals an economic recovery well underway.  The UK exited recession in Q4 2009 and when compared with this period the latest reading in Q1 2011 reveals that:

    • 57% of B2B marketers are confident in the economic outlook (up 23%)
    • 67% of B2B agencies report an increase in enquiries (up 31%)

    Confidence has returned. Professor Merlin Stone comments: “With B2B marketing recovering we know the B2B sector is leading the recovery of the economy, as it always does”.

    At the same time the B2B landscape continues to evolve. Take just one highlight from the latest report: the number of B2B marketers with a social media strategy has now doubled from 32% to 64%.

    Get stuck into the full report – B2B Barometer Q1 2011: Full report
    Download slide deck – B2B Barometer Q1 2011: Slide deck

  6. B2B Barometer Survey: Q3 2011

    By Andrew Dalglish -

    To say it’s been an eventful few years economically is an understatement. First we had the credit crunch and a deep recession. Now deficit reduction measures are biting, bond markets shaking and the dreaded credit crunch is rearing its ugly head again.

    These turbulent economic times make the latest instalment of the bi-annual B2B Barometer interesting reading. The survey shows that despite strong headwinds, the last 12 months have been rather rosy for most:

    • The majority of client side marketers have seen depressed budgets return with three fifths (57%) reporting increased spend
    • One quarter (26%) of B2B marketing agencies report increased billings and a further third (33%) have seen significant increases

    However, there are signs that growth in the near future will be much more muted. Read more in the full report which also:

    • Reveals how B2B marketers are splitting their budgets between different communications channels
    • Tracks confidence and budget allocation trends since November 2009
    • Explores the level of sales and marketing alignment…and the impact of mis-alignment

    Get stuck into the full report – B2B Barometer Q3 2011: Full report

    Download slide deck – B2B Barometer Q3 2011: Slide deck

  7. B2B Barometer Survey: Q1 2012

    By Marc Donaldson -

    Double dip recession. Greek bond defaults. Spanish bailout. We’re clearly not quite out of the ‘Great Recession’ quite yet.

    But we B2B marketers have always been an optimistic bunch.

    Click to enlarge

    Click to enlarge

    The latest B2B Barometer survey explored the opinions of 128 B2B marketing professionals collectively controlling budgets of £29.1 million. It reveals that the majority of B2B marketers see happier times ahead:

    • 80% are confident in their organisation’s business prospects for the coming 12 months
    • One half (49%) of client-side marketers report that their budget for the next 12 months is set to increase when compared to the previous 12 months. Only one quarter (28%) expect budgets to decline

    Read more in the report which reveals the ‘state of the nation’ in full and this wave has a special focus on content marketing:

    • How widely used is content marketing?
    • What goals do B2B marketers hope to achieve through content marketing?
    • What content marketing techniques are being used and with what success?

    Get stuck into the full report – B2B Barometer Q1 2012: Full report

    Download slide deck – B2B Barometer Q1 2012: Slide Deck