Archive for the ‘Economic Recovery’ Category
The B2B Barometer – the bi-annual ‘state of the nation’ survey for B2B marketers – has just launched its sixth wave, reporting client-side marketers and agencies are feeling positive about business over the coming year.
Backed by three years of historical data on B2B marketing, the survey collates the views of client and agency side marketers, and gives a bird’s eye view on what’s important in the world of B2B.
Results of this wave were surprisingly positive given the tough economic climate. A massive 80% of respondents interviewed (client and agency side) expressed confidence in their organisations’ outlook for the next 12 months – the highest figure ever recorded in the Barometer.
This confidence is being driven by positive performance over the last year as well as signs of life for the next six months, with 61% of agencies reporting rising revenues and 63% seeing more new business enquiries during the past 12 months. 48% of client-side marketers expect their B2B marketing budgets to rise in the next 12 months – only serving to spur on this positive feeling within the industry.
To see the full report please go to http://www.b2bbarometer.co.uk/
Following a tough couple of years for the industry, good news comes for marketers with reports that marketing recruitment and salaries are set to rise in coming months. The new study by recruitment consultancy Aquent reports that 50% of firms plan to boost numbers in their marketing teams over the next six months; 43% forecast no change.
The survey, carried out via face-to-face and telephone interviews, also showed almost one-third (29%) of marketers predicting that salaries will rise; the remainder again forecast no change.
Both figures are an indication that the marketing industry, which was hit hard during the recession by widespread job cuts and pay freezes, is starting to recover. Along with marketing budgets, advertising spend is also expected by many to be on the increase.
Following the spring wave of its Marketing Trends Survey, the CIM has revealed that 57% of marketers surveyed claim their business has had to adapt its product or service due to the economic climate. This is an increase of 11% in 12 months.
And, disappointingly, optimism about the state of the UK economy has fallen since the previous wave of the survey. Six months earlier, 51% of those surveyed expected the economy to become stronger in the coming year; this figure has now fallen to 43%. Seventeen percent actually predict that the economy will deteriorate.
On a slightly more positive note, however, almost half (48%) of marketers questioned expect a better year ahead for their own businesses.
Marketing departments were often among the first to feel the strain last year as the global recession took hold. Redundancies, reduced budgets and extra pressure to demonstrate ROI were commonplace. But, while marketers were trying to show how their roles made a difference to their company’s bottom line, it would seem that the figures are now speaking for themselves.
According to a new study by VisionEdge and Marketo, Measuring Marketing Performance, marketing is doing a better job of contributing to an organisation’s bottom line. 39% of respondents in the online survey of 423 business executives and marketing professionals this spring, agreed that marketing is doing a good job contributing to the financial condition of the business. This figure is up from only 19% last year. As in last year’s study, 47% of respondents feel the link between marketing activities and business goals is clear.
However, only 27% of respondents said marketing is effective at forecasting its ability to impact business goals. 41% agreed that marketing is good at improving its efficiency.
B2B International’s consistent growth continued in 2009 despite the difficult economic environment. The company’s turnover increased by 10% and is now approaching the £3.5 million mark (over US$5 million). B2B International has experienced year-on-year growth in every year since its formation in 1998.
“2009 was a challenging time throughout the market research sector” reports Financial Director Matthew Harrison. “Budgets in some industries were cut, and some of our clients were forced to delay projects due to the economic uncertainty. However, the main trend in 2009 was a change in the type of business we conducted. Many clients moved away from international market assessment studies towards more ‘defensive’ research such as customer satisfaction surveys. Towards the end of the year, however, this trend was reversed, and early 2010 has seen huge interest in our Chinese and wider Asian offering.”
Looking forward to 2010, Managing Director Nick Hague is optimistic about the prospects for B2B International. “It is clear that our clients across Europe, North America and Asia are feeling more positive about the future and there has been a significant upturn in enquiries and commissions since around September 2009. Our proximity to clients and research respondents across three continents means that we are ideally placed to take advantage as optimism returns.”