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Jim Stringer
July 2007
Cicero presents leading edge research to Direct Marketing Association
This summer saw Cicero taking our research findings on the road. Jim Stringer and Mark Watson presented Cicero's B2B Marketing Insight research at the Direct Marketing Association's seminar in London. The seminar was about the integration of marketing in the B2B sector - our bit attempted to place a 'direct' perspective on our key insights into B2B marketing. As the first piece of B2B marketing research to be carried out on such a large scale the document has already elicited much interest from within the industry.
The presentation picked out some of the key points from the research which were specific to the direct marketing audience. Despite the research confirming that B2B is a specialist discipline involving complex decision making processes, 60% of B2B practitioners are not trained in any form of marketing and representation at board level is disproportionately low. Despite this, trends indicate that B2B is a booming sector with an annual spend in excess of £9 billion.
However, the focus in B2B remains on short term lead generation rather than long term brand building, and the research flags this as an area for concern. It shows that B2B marketing managers do not track their spend and return as closely as necessary, if at all. The statistics showed that 50 percent of B2B marketing managers have either limited or no ability to track and analyse their marketing campaigns. The shocking conclusion was that B2B marketing will never get the credibility it needs to rival its consumer counterpart if B2B marketers cannot prove the results they are getting.
The presentation was attended by over 50 influential marketers and many copies of B2B Marketing Insight 2007 were purchased on the day. Jim Stringer said: "There was a perceptible 'switching on of the lights' in the minds of the audience as they realised the undervalued importance in B2B of tracking your spend and return."
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