2019年产业营销趋势报告.pdf

2019Trends in Industrial MarketingGlobalSpec/advertisingHow Manufacturers are Marketing TodayTrends in Industrial Marketing Survey.3About the Survey Respondents.3Highlights from Survey Results .4Key Takeaways.5 Recommendations.6Marketing Goals and Challenges.7Marketing Channels and Programs.12Marketing Budgets .19Marketing as a Profession.20About IEEE GlobalSpec.22IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETINGContentsGlobalSpec/advertising | salesIEEEGlobalSpecPAGE 3GlobalSpec/advertising | salesIEEEGlobalSpecIEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETINGTrends in Industrial Marketing SurveyIEEE GlobalSpec recently conducted its annual Trends in Industrial Marketing survey. We asked marketing and sales professionals in the industrial sector to address marketing trends, challenges, and expenditures within the engineering, technical, manufacturing and industrial communities. This report analyzes and presents the results of the survey, and, offers recommendations to industrial marketers to help them allocate their budgets, develop a sound marketing strategy, and plan effective programs and campaigns.About the Survey RespondentsOf the 326 survey respondents, six percent are CEOs, 29 percent are in marketing management, 21 percent are marketing coordinators and 20 percent are in other management. Fifty-nine percent work for a manufacturer, 16 percent for distributors and 12 percent for service providers. This group represents a variety of company sizes, and a range of annual marketing budgets.PAGE 4GlobalSpec/advertising | salesIEEEGlobalSpecIEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETINGHighlights from the Survey Results Year after year, customer acquisition is the primary goal for industrial marketers. Industrial marketers most common challenges include having too few marketing resources, not generating enough high quality leads for sales, and the need to improve marketing ROI. The most common ways to measure marketing success are leads, customer acquisition, and sales attributed to marketing programs. The emphasis of marketing teams over the next five years will be focusing on the customer (engagement, retention), digitally-focused initiatives, and content creation and distribution. Eighty-one percent of industrial marketers use both push/outbound (email, tradeshows) and pull/inbound marketing initiatives (corporate websites, online catalogs), but only a quarter of survey respondents are satisfied with their marketing mix. The top industrial marketing channels in 2019 are tradeshows, organic social media, and content marketing, followed by search engine optimization (SEO) and email marketing using in-house lists. Company websites, social media, and content creation/distribution are the top channels for increased marketing spend. Thirty-seven percent of respondents state they have a content marketing strategy in place and 52 percent are increasing spending on content creation and distribution. Industrial marketers satisfaction with their companys online marketing efforts is up by 15 percentage points from last year to 36 percent. The primary uses of social media are for branding and content delivery. Thirty-one percent of respondents will spend more on marketing this year than they did last year. Twenty-three percent of survey respondents indicated that measuring the ROI of their efforts is the greatest challenge in their profession; 21 percent said they dont have enough time and/or resources to accomplish their goals. Marketing headcounts are stable, and most companies do not have a dedicated social media employee.PAGE 5GlobalSpec/advertising | salesIEEEGlobalSpecIEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETINGKey Takeaways Marketing is no longer a guessing game. Marketers are under steady pressure to demonstrate ROI for their marketing programs. The need to improve ROI is one of the top challenges industrial marketers face. To meet this challenge, marketers use leads as their number one measure of success. But generating high-quality leads for sales is also one of the top marketing challenges. This may sound like a vicious cycle, and some marketers would agree, but the point is that measurement matters. Other measures of success include customer acquisition and sales attributed to marketing campaigns. Marketing automation software, which can improve tracking and measurement capabilities, is used by only 37 percent of industrial marketers. Marketing resources are in short supply. The leading marketing challenge is lack of resources in terms of dollars, people and time. It was reported as a top-three challenge by 37 percent of marketers, and as the single biggest challenge by 21 percent. Headcounts and budgets are staying steady for the majority of companies, further constraining resources. Only 25 percent of companies are adding marketing people; just 31 percent are spending more on marketing. Content marketings role continues to grow. Sixty-one percent of industrial marketers currently engage in content marketing and the majority are increasing spending on content marketing. Content creation and distribution will be the second biggest area of emphasis (after customer focus) for marketing teams over the next five years. Forty-five percent re-purpose content so it can be used in different formats. None of these results are unexpectedrelevant, educational content helps an engineer make a smart, informed buying decision. Marketers are tuning into the information needs of their audience. Marketers are mixing it up. These five tactics are being used by more than half of industrial marketers in the upcoming year: email marketing using house lists, content marketing, SEO, organic social media, and tradeshows. Other popular tactics include online directories/websites, company blogs, and trade magazine advertising. Eighty-one percent of marketers use both push/outbound (email, tradeshows) and pull/inbound marketing tactics (corporate website, online catalogs), but the majority believe they could be diversifying more. Spending is increasing on company websites, social media, and content creation/distribution. PAGE 6GlobalSpec/advertising | salesIEEEGlobalSpecIEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETINGRecommendations Improve ROI measurement. When industrial marketers were asked about the single biggest challenge of their profession, the most common response was measuring the ROI of their marketing efforts. Leads generated is the number one way to measure marketing success, followed by customer acquisition and sales attributed to marketing campaigns. Marketers can improve their ROI measurement efforts by focusing on channels and tactics that provide metrics that go beyond lead generation counts. Impressions, clicks, time on page, shares, and other metrics can measure visibility, branding, and engagement, which are key contributors to ROI calculations. Additionally, consider working with media partners who can track metrics that are aligned with your goals and who can provide timely and comprehensive marketing performance reports. Diversify channels and tactics. The most successful marketers use a mix of push/outbound (email, tradeshows) and pull/inbound marketing tactics (corporate website, online catalogs), but the majority of industrial marketers (57 percent) say they could be diversifying more, and only 24 percent are satisfied with their mix of push and pull marketing. Marketers are also similarly dissatisfied with their online marketing efforts. These results indicate an opportunity for marketers to diversify their mix more, especially when it comes to online channels. An optimized mix of channels and tactics is crucial for connecting with technical professionals who use a wide variety of digital resources to find suppliers, products and services. Gain momentum through content marketing. Only 27 percent of industrial marketers are satisfied with their companys content marketing efforts, and 37 percent say they are just getting started with content marketing. Many marketers may need to increase their content marketing skills to ensure their investments produce the desired results. Start by developing a content marketing strategy based on achieving specific, measurable objectives; only 37 percent do that now. Produce content for all stages of the industrial buy cycle; only 21 percent do that now. Repurpose content for use in different formats across different channels; less than half of marketers do that now. Track where and how customers access the content. Create a content publishing calendar to keep you on track. These actions will help you gain some content marketing momentum. Get creative to solve the resources challenge. There are never enough marketing resources thats simply the reality of the situation for many marketers. Budgets and headcounts remain mostly steady while marketing complexity increases. Technical professionals use more channels than ever to aid their buying process, and marketers must allocate limited resources across an array of marketing channels and programs. One way to help alleviate the lack of resources is to find a trusted, expert media partner. They can help you optimize your mix and get the most out of your budget while allowing you to free up some internal resources for other efforts. Be proud of your role. Marketing is both a demanding and rewarding profession, and marketers should take pride in their role in supporting company strategy. Thirty-six percent of industrial marketers say that marketing is an integral and valued part of their organization. Just 16 percent of respondents have trouble justifying their plans and expenditures to the top leadership. You play an important part in your companys success. Take a moment to reflect on that and appreciate the hard work you do.PAGE 7GlobalSpec/advertising | salesIEEEGlobalSpecIEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETINGMarketing Goals and ChallengesYear after year, industrial marketers (42 percent) say that customer acquisition is their primary marketing goal. Demand generation (22 percent) and brand awareness (21 percent) come in second and third, respectively. In keeping with past years, the majority of respondents say that the quality of products/services offered is their organizations main differentiator. Only four percent of companies say that price is their key differentiator.What is your primary marketing goal?What is the key differentiator for your organization in the marketplace?53%18%17%8%4%PAGE 8GlobalSpec/advertising | salesIEEEGlobalSpecIEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETINGHaving too few marketing resources, not generating enough high quality leads for sales, and the need to improve marketing ROI are the three most common marketing challenges. Fewer marketers stated that competition is one of the top challenges. Social media, a primary challenge back in 2015, is no longer a major concern. Industrial marketers seem to have figured out social medias place in their marketing mix. Please choose your top three marketing challenges from the list below.PAGE 9GlobalSpec/advertising | salesIEEEGlobalSpecIEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETINGWhen asked about the biggest single challenge in their profession, 23 percent of respondents said it was measuring the ROI of their efforts and 21 percent said they didnt have enough time and/or resources to accomplish their goals. Marketers struggling with these challenges should seek a trusted media partner that can provide timely and accurate reports on marketing performance and help fill in the resource gap.As a marketer, what do you consider the biggest challenge in your profession?PAGE 10GlobalSpec/advertising | salesIEEEGlobalSpecIEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETINGFifty-seven percent of marketers said they use leads to measure marketing success, making leads the number one metric tracked. Customer acquisition and sales attributed to marketing campaigns (both selected by 48 percent of survey takers) are the next most common measures of success. Both of those measures are also closely related to leads. Only 10 percent of respondents have no method to measure success, which is a dangerous way to run a marketing program.How do you measure the success of your marketing initiatives? Check all that apply.