9. Megatrends in B2B Marketing

9. Megatrends in B2B Marketing - 12 Reaching Global...

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A special marketing paper for our clients Reaching Global Executives: 12 Megatrends in B2B Marketing
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12 Megatrends in B2B marketing is an in-depth look at the challenges facing marketing executives across the world. This special marketing paper was compiled by the Economist Intelligence Unit’s sales and marketing team, drawing on a survey of our clients and other organisations active in B2B marketing. The conclusions outlined in this report are based on our annual marketing survey as well as our own experience in offering B2B marketing solutions. The Economist Intelligence Unit has impressive thought leadership capabilities and works with many clients to meet their marketing objectives. March 2007 Preface Who took the survey? A total of 136 companies responded to our survey. All were engaged in B2B activities, and generally had substantial international operations. Respondents most commonly had responsibility for operations in Asia Pacific and Western Europe, but executives with responsibility for North America, Latin America, Eastern Europe, the Middle East and Africa were all well represented. The respondents operated in a range of different industries, including technology and telecoms, consulting and legal, finance, media and healthcare. Marketing executives constituted 42% of the sample, followed by sales and business development executives and communications executives. The sample was split evenly between Econo- mist Group clients and non-clients. The survey was conducted in 2006. Lou Celi, SVP and Publishing Director, Economist Intelligence Unit, and Jeremy Eagle, Global Director of Marketing, Economist Intelligence Unit, conducted the survey and wrote the marketing paper.
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© The Economist Intelligence Unit 2007 3 Reaching global executives he Economist Intelligence Unit conducted an annual survey of business-to-business (B2B) marketing that was designed to identify the challenges that face market- ing executives the world over. Our research drew on two main initiatives: an online survey of more than 130 marketing executives from a wide list of B2B firms, including a cross-section of indus- tries, geographical locations and sizes, and views expressed by our clients. Our position as a leading provider of objec- tive research, publishing and conference services provides a bird’s eye view of promotional strate- gies, objectives and practices. Our survey delivers a number of insights across a range of sponsorship activities and media. Specifically, our survey reveals that sponsors and advertisers are: l shifting dollars away from single-media promotion in favour of integrated thought-leadership programmes featuring print ads, sponsored research, publications and conferences; l improving return on investment (ROI) measurement techniques to track lead generation and new business; l seeking much closer collaboration with partners to find new ways to achieve unique marketing objectives; l going higher and deeper into organisations, targeting not just decision-makers but also key influencers; l
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9. Megatrends in B2B Marketing - 12 Reaching Global...

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