2016 Engineering Marketers' Campaign Plans

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Information about 2016 Engineering Marketers' Campaign Plans

Published on January 29, 2016

Author: ENGINEERINGcom

Source: slideshare.net

1. Engineering Marketers’ 2016 Campaign Plans Presented by John Hayes, CEO, ENGINEERING.com Jan 28 2016

2. About the presenter 2 John Hayes is CEO of ENGINEERING.com and author of the Digital Marketing for Engineers eBook, Blog and host of the LinkedIn group of the same name. He has run countless marketing campaigns for marketers who need to reach an engineering audience. You can reach John at jhayes@engineering.com. Twitter: @JackHayes | LinkedIn Digital Marketing for Engineers LinkedIn group John Hayes CEO, ENGINEERING.com Author, Digital Marketing for Engineers

3. A few key findings: • Budgets are going up, finally • Email is far from dead • The big decline in print spending has stabilized • Everyone is trying webinars 3

4. Agenda 1. Demographics 2. State of engineering marketing, 2014-2016 trends 3. Analysis of main marketing line items • Trade shows • Content marketing • Email • Search • Print • Webinars 4. Q&A 4

5. N = 116 Industry Agency, 6% Consulting/Engineering services, 19% Distributor/Reseller, 4% Education, 3% Electronics, 4% Manufacturing, 35% Other, 10% Software, 17% 5

6. 6 Poll 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Noon Later than 2PM Before 11AM 2PM 11AM For you, when is the best time for a webinar? All times USA Eastern Time.

7. 2016 marketing budgets 0% 10% 20% 30% 40% 50% 60% 3% or less 4%-6% 7%-10% More than 10% 54% 23% 14% 9% Your 2016 marketing budget as a percentage of your company's total revenue is: 7

8. Marketers report increasing budgets in 2016 0% 10% 20% 30% 40% 50% 60% Smaller About the same Larger 12% 50% 38% Compared to 2015, will your 2016 engineering marketing budget be: 8

9. Marketing departments: increasingly important No, marketing is about as important as ever, 30% No, marketing is becoming less important relative to sales, 2% Yes, marketing is becoming more important relative to sales, 68% Do you believe marketing is becoming more important to your company relative to sales? 9

10. Evaluation marketing performance 0% 10% 20% 30% 40% 50% 60% 53% 50% 41% 38% 31% 27% 17% Which metrics are you measured on? 10

11. Top marketing challenges in engineering marketing, 2016 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Need more leads Content / Asset creation Not enough budget 44% 44% 34% 11

12. Compared to two years ago, not enough budget is no longer the biggest challenge. 36.6% 39.0% 43.9% 26.8% 12.2% 29.3% 7.3% 44.4% 43.6% 34.2% 29.1% 18.8% 16.2% 13.7% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% Need more leads Content / Asset creation Not enough budget Prospects haven't heard of our company Implementing a marketing automation tool Can't find the audience segments I need Company isn't found in searches What do you consider to be your biggest marketing challenges? 2014 2016 12

13. What marketing campaigns will consume more than 10% of your budget in 2016? 68% 65% 56% 52% 51% 44% 37% 34% 33% 29% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 13

14. Two areas that are seeing less budget allocations are search marketing and cost per lead campaigns 0% 10% 20% 30% 40% 50% Search advertising Cost per lead campaigns 50% 38% 44% 33% What percent of your marketing budget will go to the following activities in 201x? 2015 More than 10% 2016 More than 10% 14

15. 15 Poll 0% 5% 10% 15% 20% 25% 30% We have another good reason not listed We are actually spending more on search advertising Other channels offer similar/better results at lower cost It is not as economical due to increasing CPC High value conversions are not seen from search Why are you spending less on Search Advertising this year?

16. Top performing companies don’t spend more than poorer performers 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 3% or less 4%-6% 7%-10% More than 10% 46% 22% 19% 14% 47% 21% 16% 16% Your marketing budget as a percentage of your company's total revenue is: Top performers Laggards 16

17. Marketing spend, top performers vs laggards 76% 64% 62% 47% 46% 42% 40% 35% 33% 26% 50% 50% 47% 64% 63% 20% 50% 56% 38% 21% 0% 10% 20% 30% 40% 50% 60% 70% 80% What percent of your marketing budget will go to the following activities in 2016? Top performers More than 10% Laggards More than 10% 17

18. Why are top performers focused on content marketing? 18

19. Marketers’ top priority in 2016 is lead generation of SQL 0% 10% 20% 30% 40% 50% 60% 60% 54% 40% 40% 39% 28% 19

20. 0% 10% 20% 30% 40% 50% 60% 70% 57% 65% 43% 43% 38% 30% Top marketing priorities in 2016: top performers 20

21. Top marketing priorities in 2016: by industry 21 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Consulting/engineering services Manufacturing Distributor/reseller Software

22. Larger budgets in 2016 37% 35% 34% 27% 24% 22% 21% 21% 21% 18% 14% 9% 5% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% Will you conduct the following marketing activities next year? Respondents saying “Larger Budgets” 22

23. What have you stopped doing altogether? 23 0% 10% 20% 30% 40% 50% 60% Mobile marketing Contest / Promotions Content sponsorship Print magazines Banner ads Seminars 56% 55% 45% 44% 43% 39% Will you conduct the following marketing activities next year? Respondents saying “No Budget”

24. 24 TRADESHOWS

25. Trade show spend in 2016 polarizing – lots of people choosing to spend less, and 21% spending more… 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 17% 21% 40% 21% Will you conduct the following marketing activities next year? 2016 None 2016 Smaller 2016 About the same 2016 Larger 25

26. Biggest year of people experimenting with not going to shows at all 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 12% 9% 17% Will you conduct the following marketing activities next year? Respondents with No Budget for Trade Shows. 2014 None 2015 None 2016 None 26

27. Which marketing activities support your trade show efforts? 21% 64% 15% 33% 37% 27% 42% 57% 30% 20% 0% 10% 20% 30% 40% 50% 60% 70% 27

28. 28 Poll 0% 5% 10% 15% 20% 25% 30% We get live feedback on products We aren't doing trade shows in 2016 Trade shows have proven ROI so it makes sense to go. Inertia - we've always gone Why do you go to trade shows?

29. 29 EMAIL

30. Email is not dead. Who knew? 30

31. 31

32. 32 PRINT

33. Flight from print seems to have stabilized – especially in Europe – outside North America 33 0% 20% 40% 60% 80% 53% 77% 70% Will you conduct the following marketing activities next year? Respondents selecting “smaller” or “none” for print 2014 2015 2016

34. 34 CONTENT MARKETING

35. Investment in content marketing continues to grow Continuing spend on content and/or planning to spend more, 97% Reducing effots on content, 3% Is content marketing helping you deliver more qualified leads to your sales team? 17% 10% 48% 25% Continuing to spend or planning to spend more Yes and we plan to keep it that way Yes and we plan to do more No, but we will spend more so we get it right No, but we have to keep going 35 efforts Continuing spend or planning to spend more

36. Top performers allocate more budget to content creation and distribution 36 0% 10% 20% 30% 40% 50% 60% 70% 80% Creating content (video, blogs, white papers, webinars) Distributing content (video, blogs, white papers, webinars) 76% 62% 50% 47% What percent of your marketing budget will go to the following activities in 2016? Top performers More than 10% Laggards More than 10%

37. What are your biggest challenges around content marketing? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 47% 44% 42% 29% 25% 15% 6% 3% What are your biggest challenges around content marketing? 37

38. 38 WEBINARS

39. Webinar – more people trying out webinars 57% 58% 59% 60% 61% 62% 63% 64% 65% 66% 67% Will spend on webinar, 2014 Will spend on webinar, 2015 Will spend on webinar, 2016 60% 63% 67% Will you conduct the following marketing activities next year? 39

40. Engineers say they are attending webinars 40 Webinar attendance None More than 1 5 or more 24% of engineers say they won’t attend any webinars in 2016 76% of engineers say they will attend more than one webinar in 2016 25% of engineers say they will attend five or more webinars in 2016

41. Amazon gift cards 41

42. Q&A 42

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