GlobalSpec-2019年产业营销趋势报告（英文）-2019.9-23页_3mb

2019 Industrial Marketing Trends Summary

Core Content

The 2019 Trends in Industrial Marketing report by IEEE GlobalSpec presents an analysis of the current state and future direction of marketing strategies in the industrial sector. It includes survey data from 326 professionals across various roles and industries, highlighting the challenges, goals, and tactics industrial marketers are using to drive growth and improve ROI.

Main Points and Key Information

Marketing Goals and Challenges

• Customer acquisition is the primary marketing goal for 42% of industrial marketers.
• The top three marketing challenges are:
  • Having too few marketing resources (37%)
  • Not generating enough high-quality leads for sales (37%)
  • The need to improve marketing ROI (37%)
• Measuring ROI is the biggest challenge for 23% of respondents, while 21% lack enough time and resources.

Marketing Success Metrics

• Leads are the number one way to measure marketing success (57%).
• Customer acquisition and sales attributed to marketing campaigns are also commonly used (48%).
• Only 10% of marketers have no method to measure success, indicating a growing awareness of the importance of tracking.

Marketing Channels and Tactics

• The most used marketing channels are tradeshows, organic social media, and content marketing.
• Email marketing using in-house lists, SEO, and online directories/websites are also popular.
• Company websites, social media, and content creation/distribution are expected to see increased spending.
• Push/outbound and pull/inbound tactics are used by 81% of marketers, but only 24% are satisfied with their mix.

Content Marketing

• 61% of industrial marketers are currently engaged in content marketing.
• 37% have a content marketing strategy in place, and 52% are increasing spending on content creation and distribution.
• 45% repurpose content for different formats and channels.
• Only 27% are satisfied with their content marketing efforts, indicating a need for improvement and training.

Marketing Budgets and Planning

• 31% of companies plan to increase marketing spending next year.
• 24% have no formal marketing planning process in place.
• Marketing planning often involves multiple stakeholders, with 24% of companies starting planning in Q3.
• 68% of marketing departments expect to remain stable in headcounts, while 25% plan to increase.

Marketing as a Profession

• 36% of companies consider marketing an integral and valued part of their organization.
• 27% say company strategy dictates marketing plans.
• 16% have trouble justifying marketing's role to top leadership.
• Only 3% have a full-time employee dedicated to social media.

Key Takeaways

• Marketing is no longer a guessing game. Marketers are under pressure to demonstrate ROI and are using leads, customer acquisition, and sales attributed to campaigns as primary success metrics.
• Marketing resources are in short supply. Most companies are not increasing budgets or headcounts, and lack of time and resources is a significant challenge.
• Content marketing continues to grow. It is becoming a core strategy, with a focus on repurposing content and targeting all stages of the industrial buy cycle.
• Marketers are mixing it up. While push and pull tactics are widely used, there is a clear opportunity to diversify, especially in digital channels.
• Marketing automation is underutilized. Only 37% use it, but its adoption is expected to increase as marketers seek better measurement and efficiency.

Recommendations

• Improve ROI measurement by focusing on metrics beyond lead generation, such as impressions, clicks, and engagement.
• Diversify marketing channels and tactics to better reach technical professionals who use a variety of digital resources.
• Gain momentum through content marketing by developing a strategy, creating content for all stages of the buy cycle, and repurposing content across channels.
• Get creative to solve the resources challenge by partnering with trusted media partners to optimize budgets and free up internal resources.
• Be proud of your role in supporting company strategy. Marketing is a valued and integral function in many organizations.

Conclusion

The 2019 survey highlights the evolving nature of industrial marketing, with a growing emphasis on customer-centric strategies, digital channels, and content marketing. Despite challenges related to resource constraints and ROI measurement, marketers are adapting and seeking new ways to enhance their effectiveness and visibility in the market.