2019年产业营销报告

2019 Trends in Industrial Marketing GlobalS How Manufacturers are Marketing Today Trends in Industrial Marketing Survey 3 About the Survey Respondents 3 Highlights from Survey Results 4 Key Takeaways 5 Recommendations 6 Marketing Goals and Challenges 7 Marketing Channels and Programs 12 Marketing Budgets 19 Marketing as a Profession 20 About IEEE GlobalSpec 22 IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Contents GlobalS sales IEEEGlobalS PAGE 3 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Trends in Industrial Marketing Survey IEEE 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 GlobalS sales IEEEGlobalS About the Survey Respondents Of 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 4 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Highlights 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 company s 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 don t 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 5 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Key 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 marketing s 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 unexpected relevant 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 如果你还不知道读什么书 或者想寻找下载阅 读更多书籍 就请您打开微信扫一扫 扫描下 方二维码 关注微信公众号 大学生学术墙 微信直接搜索关注公众号 大学生学术墙 这里是每一位上进的人的家园 大学生学术墙 资料库里有数万本书籍 此外 关注微信公众号 大学生学术 墙 回复 1 回复 资料 即可免费领取 5000G 的书籍库 大学必备笔记 考证资料 四 六级考试 计算机二级考试等资料 2 回复 电影 即可免费在线观看最新上线的热门大片 3 回复 小说 即可免费领取 8500 本著名小说 4 回复 证券 期货 即可免费在行业龙头企业用最低手续费开户 开启你的 投资生涯 你需要的书籍 课件 视频 PPT 简历模板等等一切资源和 资料 都可以在微信公众号 大学生学术墙 回复关键词免费 领取 如果您对金融领域一知半解 想学习金融领域相关知识 提高自身综合投资水平 获取相关金融服务 请关注微信公众号 财醒来 微信直接搜索关注微信公众号 财醒来 您可以获得以下服务 1 私人财富管理咨询服务 您通过公众号添加号主个人微信后 可结 合自身情况咨询私人财富管理服务或者获得产品推荐等 2 公众号每日会分享宏观 股票 期货等二级市场复盘和投资参考 助力您发现投资机会 3 公众号不定期会分享号主自己的投资心得 投资策略等 带给您不 一样的金融评论和金融思维 4 更多功能和服务 如用最低手续费开户 并获得相关投资咨询服 务 敬请在微信公众号 财醒来 上发掘 PAGE 6 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING GlobalS sales IEEEGlobalS Recommendations 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 company s 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 that s 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 company s success Take a moment to reflect on that and appreciate the hard work you do PAGE 7 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Marketing Goals and Challenges Year 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 organization s 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 8 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Having 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 media s place in their marketing mix Please choose your top three marketing challenges from the list below PAGE 9 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING When 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 didn t 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 10 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Fifty 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 PAGE 11 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Focusing on the customer engagement retention etc will be the most common area of emphasis for marketing teams over the next five years Digitally focused initiatives and content creation distribution will also be areas of emphasis Some strategies collaboration with IT and the use of marketing automation are receiving more attention than in the past signaling marketing s need for technology to support their efforts How will the emphasis of your company s marketing team fundamentally change over the next five years On a scale of 1 7 1 no emphasis 7 very strong emphasis PAGE 12 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Marketing Channels and Programs More than three quarters of industrial companies 81 percent use a balanced approach of mixing both push outbound marketing e newsletters direct mail etc and pull inbound marketing corporate website online catalogs etc However industrial marketers want to diversify their mix more only 24 percent are satisfied with their marketing mix How would you describe your mix of push outbound and pull inbound marketing initiatives 57 24 12 7 PAGE 13 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING The most used marketing channels are tradeshows social media content marketing SEO and email marketing using in house lists While tradeshows are used by more companies than in any year since 2014 four of the top five channels used are digital channels indicating that many marketers understand the importance of devoting resources to a mix of digital channels The least popular marketing channels are podcasts telemarketing and direct mail using rented purchased lists Which of the following marketing channels are you utilizing Check all that apply PAGE 14 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING For the most part marketers expect to keep their mix of channels and tactics stable in the near future Email marketing using in house lists content marketing SEO social media and tradeshows are in the plans for more than half of industrial marketers Which of the following channels tactics do you plan to utilize in the near future PAGE 15 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING The top three channels that will see increases in spending this year are the company website social media and content creation distribution Top channels for reduced spend include direct mail using rented purchased lists trade magazine advertising and printed directories Compared to last year how has your spending on the following channels changed this year PAGE 16 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Thirty seven percent of industrial marketers state they have a content marketing strategy in place The same number also state they are just getting started with content marketing However the message is getting through that content marketing has become an essential marketing tactic for industrial marketers In the previous survey 21 percent said they didn t include content marketing in their plans This year that percentage is down to 11 percent Forty five percent are making the smart decision to repurpose content so it can be used in different formats Describe your content marketing efforts Check all that apply Industrial marketers satisfaction with their company s online marketing efforts is up from 21 percent last year to 36 percent this year This is likely due to marketers gaining increased proficiency in online tactics and achieving measurable results This percentage should continue to grow over time How satisfied are you with your company s online marketing efforts PAGE 17 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Almost half of marketers are neutral about their level of satisfaction with their company s social media efforts The rest are split between being satisfied and dissatisfied How satisfied are you with your company s social media efforts The majority of industrial marketers understand that social media marketing is most effective when used for branding and content delivery How do you currently use social media in your marketing Check all that apply PAGE 18 GlobalS sales IEEEGlobalS IEEE GLOBALSPEC 2019 TRENDS IN INDUSTRIAL MARKETING Thirty seven percent of industrial marketers use marketing automation software This percentage should begin to increase as marketers embrace more technolog