Sagefrog：2018年B2B营销组合报告（英文版）（13页）.pdf

1、2018 B2B Now in its eleventh year, the B2B Marketing Mix Report by Sagefrog Marketing Group compiles data from a survey of B2B marketing professionals in healthcare, technology and business services industries. This report serves as a strategic planning tool to help marketing professionals optimize

2、their marketing programs through emerging and competitive trends to maximize marketing ROI in the year ahead. A majority of those surveyed work for B2B companies, with one in five also serving consumers. 2017-2018 Sagefrog Marketing Group, LLC. Slide 2 Who We Surveyed B2B: 74% Both: 18% Professional

3、 & Business Services Technology Advertising & Marketing Health & Life Sciences Manufacturing Financial & Insurance Other B2C: 8% 3% 8% 10% 27% 24% 15% 13% Over half of businesses lack a formal marketing plan 2017-2018 Sagefrog Marketing Group, LLC. Slide 3 Without a strategic marketing plan in place

4、, B2B companies lack insight into their industry landscape and actual market opportunity, which can greatly reduce the impact of marketing. A formal marketing plan is vital to an effective marketing strategy and can remain a rigid or flexible document depending on your capabilities and industry need

5、s. In addition to establishing marketing priorities, a solid plan sets SMART goals that help you reach your companys long-term goals. “ Marketers tasked with building B2B brands especially small businesses cant afford to wing it in 2018. Having a documented marketing plan, complete with market resea

6、rch, is the foundation for success because it carves out your market opportunity to direct your marketing to the white space.” Mark Schmukler, Co-founder & CEO at Sagefrog Does not have a plan: 61% Has a plan: 39% 2017-2018 Sagefrog Marketing Group, LLC. Slide 4 Nearly two-thirds of businesses outso