Post by account_disabled on Mar 10, 2024 13:36:41 GMT 5.5
Ihave always worked in B2B companies, with the exception of my first experience in Microsoft Italy. In these 18 years of employed work I have been able to witness the difficulties of adapting to the digital ecosystem, but also the progress that has been made by companies. But to have a more objective look I read the new report from the B2B Marketing Observatory which interviewed 121 Italian companies, with a turnover between 10 and 50 million euros. Even if it is not a representative sample of our productive fabric, it touches on many key topics, offering various food for thought on the way of conceiving marketing in our country.
Marketing Management in B2B How is marketing managed in the B2B world? It India Mobile Number Data turns out that only 56% of companies entrust marketing management to someone who has marketing skills (in 44% a manager, in 12% a specialist or digital marketing expert). In 19% of cases it is the Sales Manager who also takes care of this area, 11% of the time it is the CEO and in 10% of cases this responsibility is even outsourced (companies with lower turnover do so, even if however we are talking about at least 10 million). In my opinion it is right to outsource for a limited period if it can be the way to absorb new skills. But the most worrying thing, which is reflected in the situations I have frequented, is the widespread idea that marketing is a discipline that anyone can handle, almost an innate skill (often associated with the false belief that it involves doing a bit of communication and public relations).
Marketing budget allocation in B2B It would have been interesting to know the percentage of budget allocated to marketing in general, but the study only looked into investments in digital marketing. It emerges that 42% declare that they allocate less than 1% of their turnover to digital marketing. 37% spend between 1% and 5%. Only 11% go above 5% (in 2020 they were only 5%). When asked what percentage of the budget allocated to marketing activities is allocated exclusively to digital advertising, 43% of those interviewed declared that they invest less than 1% in the purchase of digital advertising services (social advertising, display activities, presence on search engines research, etc.).
Marketing Management in B2B How is marketing managed in the B2B world? It India Mobile Number Data turns out that only 56% of companies entrust marketing management to someone who has marketing skills (in 44% a manager, in 12% a specialist or digital marketing expert). In 19% of cases it is the Sales Manager who also takes care of this area, 11% of the time it is the CEO and in 10% of cases this responsibility is even outsourced (companies with lower turnover do so, even if however we are talking about at least 10 million). In my opinion it is right to outsource for a limited period if it can be the way to absorb new skills. But the most worrying thing, which is reflected in the situations I have frequented, is the widespread idea that marketing is a discipline that anyone can handle, almost an innate skill (often associated with the false belief that it involves doing a bit of communication and public relations).
Marketing budget allocation in B2B It would have been interesting to know the percentage of budget allocated to marketing in general, but the study only looked into investments in digital marketing. It emerges that 42% declare that they allocate less than 1% of their turnover to digital marketing. 37% spend between 1% and 5%. Only 11% go above 5% (in 2020 they were only 5%). When asked what percentage of the budget allocated to marketing activities is allocated exclusively to digital advertising, 43% of those interviewed declared that they invest less than 1% in the purchase of digital advertising services (social advertising, display activities, presence on search engines research, etc.).
