T he B2B Barometer Q1 2012

1. The B2B BarometerQ1 2012

2. The B2B Barometer: Vital Statistics • The B2B Barometer is the ‘state of the nation’ study for B2B marketers • Now in its sixth wave, and backed by three years’ worth of historical data on B2B marketing • Findings based on 128 interviews with B2B marketing professionals conducted in April: • 73 client-side marketing professionals collectively responsible for controlling budgets amounting to £29.1 million a year • 55 B2B marketing agency professionals • This report project is sponsored by Circle Research, the Institute of Direct and Digital Marketing and the Association of B2B Agencies

3. How confident are you with your own organisation's outlook for the next 12 months? Base: 128 B2B marketers: 73 client-side marketers; 55 B2B marketing agency professionals

4. How confident are you with your own organisation's outlook for the next 12 months?Net confidence = % confident - % not confident Base: 73 client-side marketers; 55 B2B marketing agency professionals

5. How would you say your organisation’s budgets have changed in the past 12 months? Base: 73 client-side marketers

6. To what extent has your organisation’s revenue changed over the past 12 months? Base: 55 B2B marketing agency professionals

7. In the past six months, would you say the number of enquiries you have received has…? Base: 55 B2B marketing agency professionals

8. And now thinking about the quality of these enquiries, would you say they have…? Base: 55 B2B marketing agency professionals

9. Net quantity versus net quality of enquiries Base: 55 B2B marketing agency professionals

10. Compared to the previous 12 months, does your organisation's B2B marketing budget for the next 12 months represent an increase or a decrease? Decrease = 27% Increase = 48% Base: 73 client-side marketers

11. Over the next 12 months, what proportion of this B2B marketing budget do you expect to be allocated to these areas? Base: 73 client-side marketers

12. What are your three highest marketing priorities for the coming twelve months? Base: 73 client-side marketers

13. Which three of the following are the biggest marketing priorities for your clients for the coming twelve months? Base: 55 B2B marketing agency professionals

14. How closely integrated are your activities using these different marketing channels? Base: 73 client-side marketers

15. How many of your clients' activities are closely integrated? Base: 55 B2B marketing agency professionals

16. To what extent does your organisation use content in its marketing activity? Base: 73 client-side marketers

17. Do you expect to move closer towards or further away from a content driven marketing approach in the next 12 months? Base: 73 client-side marketers

18. What are your three most important goals when using content in your marketing activity? Base: 73 client-side marketers

19. To what extent do you use the following types of content? Chart shows % using extensively Base: 73 client-side marketers

20. And which three of these content types do you think are most effective in achieving your marketing goals? Base: 73 client-side marketers

21. Which of the following techniques do you use to distribute the content you produce? Base: 73 client-side marketers

22. Find out more … Access the full contents of Report 6 (and earlier reports) FREE at www.b2bbarometer.co.uk If you are a B2B marketer and wish to contribute to future surveys, register now: http://www.b2bbarometer.co.uk/register/ Tweet your comments using #B2BBarometer