Executive summary of the Heinz Marketing 2015 B2B Marketing Trends Survey

1. 2015 Marketing Trends & Opinions
Survey
Summary Overview
January 2015
Heinz Marketing, Inc.
acceleration@heinzmarketing.com
www.heinzmarketing.com
(877) 291-0006

2. Survey Profile
• 258 responses collected in Q4 of 2014
• 59% Director or above; 90% B2B; 100%
marketing professionals
• 66% with over 100 employees
• Over 50% with marketing budgets in excess of
$100k
• Over 18% with marketing budgets greater than
$1M per year

3. 60% of companies expect marketing
budgets to increase

4. Lead quality & proving ROI top the list of
marketing priorities
ROI and use of data for better segmentation and targeting
higher priority at companies with 100+ employees

5. Lead quality & content marketing received
the most #1 votes

6. Number of leads generated most frequent
marketing metric, but what about cost?

7. What are 30% of companies doing with
no qualified lead definition??

8. Timing of purchase & decision authority
top lead quality feedback

9. 60% at least satisfied with marketing
automation, 11% not satisfied or
disappointed
If you use marketing automation software, what is your overall satisfaction level with
your platform including ease of use, return on investment, and value to your
business?

10. Use of spreadsheets for reporting –
Marketing Automation users
65% of non
MA users
report using
spreadsheets

11. Survey Profile – Company Size

12. About Heinz Marketing
Focused on sales acceleration
•Pipeline orientation
•New customers + lifetime value
•Strategic and tactical
•Direct and channel
•Focused on measurable outcomes, scalable
programs

13. Areas of Focus
• Demand generation strategy & systems
• Lead & pipeline management
• Sales & marketing alignment
• Content strategy
• Inside sales effectiveness & output
• Customer & community engagement
• Marketing technology stack strategy
Heinz Marketing, Inc.
acceleration@heinzmarketing.com
www.heinzmarketing.com
(877) 291-0006