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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
B2B Marketing
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- Executive Summary
- 1. Introduction
- OVERVIEW
- Definition
- 2. Strategic Overview
- MARKET DYNAMICS AND SEGMENTATION
- Market Sectors
- Total Industry Value and Growth
- B2B Advertising
- Table 1: Advertising Expenditure on Business and Professional Magazines and Directories at Constant Prices (£m and %), 2003-2007
- B2B Direct Marketing
- Table 2: The Total UK Market for Direct Marketing by Channel by Value at Current Prices (£m and %), Year Ending 31st December 2006
- Table 3: Direct Marketing by Type of Activity by Value at Current Prices (£bn and %), Year Ending 31st December 2006
- Table 4: UK B2B Direct Marketing Expenditure by Channel by Value at Current Prices (£m), 2006 and 2007
- Conferences
- Exhibitions
- Corporate Hospitality
- Total Value of B2B Marketing
- Table 5: The Estimated Total UK Market for B2B Marketing by Sector by Value at Current Prices (£m), 2007
- INDUSTRY DEVELOPMENTS
- B2B Best Practice Alliance
- B2B Marketing Agency Survey
- COMPETITIVE STRUCTURE
- ADVERTISING
- B2B Awards
- The B2B Marketing Awards
- MARKETING TRADE PUBLICATIONS
- Table 6: ABC-Audited Marketing Magazines by Net Circulation Size, 2006-2007
- TRADE FAIRS AND CONFERENCES
- Trade Fairs
- CMP Information
- Technology for Marketing and Advertising
- Reed Exhibitions
- International Direct Marketing Fair
- Centaur Exhibitions
- Online Marketing Show
- Rising Media (Germany)
- Search Marketing Expo — SMX London
- Incisive Media
- Online Information
- Conferences
- Centaur Conferences
- Transforming Public Sector Communications
- Marketing Week NMA Interactive Summit 2008
- Brands Summit 2008
- Marketing & the Olympic Games
- Data Protection
- Data Training for Marketing Teams
- Haymarket Events
- B2B Marketing Success
- Successfully Integrate Online and Offline Marketing
- Search Marketing Conference
- NUMBER OF UK-BASED COMPANIES
- By Industry Group
- Table 7: Number of UK VAT-Based Enterprises by Industry Group, 2007
- By Turnover
- Table 8: Number of UK VAT-Based Enterprises by Turnover Sizeband and Type of Business (£000, number and %), 2007
- By Vertical Sector
- The Automotive Sector
- Biotechnology and Pharmaceuticals
- Construction
- Education and Training
- Electronic and IT Hardware
- Financial Services
- Food and Drink
- Household Goods, Furniture and Furnishings
- Legal Services
- Leisure and Tourism
- Motorsport
- Public/Private Partnerships
- Software and Computer Services B2B
- Telecommunications
- Mobile Telecommunications and Data
- Internet and Broadband Services
- Third-Generation Services
- MARKET FORECASTS
- Economic Forecasts
- Table 9: Forecast UK Rate of Inflation (%), 2007-2011
- B2B Marketing Forecasts
- Table 10: The Forecast UK Market for B2B Marketing by Value at Current Prices (£m), 2008-2012
- 3. B2B Marketing Agencies
- BACKGROUND
- Table 11: Top 20 B2B Marketing Agencies by B2B Gross Income (£m, %, number and rank), †2006/2007
- MARKET SIZE
- INDUSTRY TRENDS
- MARKETING ACTIVITY
- Awards for B2B Marketing
- The British Interactive Media Association Awards
- The Connect Awards
- The DMA Awards
- The IDM Facet Awards
- The Marketing Society Awards for Excellence
- Precision Marketing Response Awards
- DISTRIBUTION
- 4. Marketing Channels
- BACKGROUND
- Table 12: Company Telephone Numbers Registered to the Corporate Telephone Preference Service (number and %), 2004-2007
- MARKET SIZE
- Table 13: UK Estimated B2B Direct Marketing Expenditure by Channel by Value at Current Prices (£m and %), 2007
- Table 14: Most Popular Disciplines and Services (% of respondents), 2007
- CHANNEL PROFILE — E-MAIL MARKETING
- Table 15: The Biggest Challenge to E-Mail Marketing (% of respondents), 2007
- Table 16: Five Highest Priority Areas for E-Mail Marketing Improvement (% of respondents), 2007
- Table 17: E-Mail Marketing Objectives (% of respondents), 2007
- Table 18: E-Mail Usage Among E-Mail Services Provider Clients (% of respondents), Fourth Quarter 2006
- "Top Tips for E-Mail Marketing Success
- Channel Profile — B2B Mailings
- Table 19: UK B2B Direct Mail Response Rates by Industry Sector (% of mailings), 2004 and 2005
- Table 20: UK B2B Response Direct Mail Rates by Action Requested (% of mailings), 2004 and 2005
- Table 21: UK B2B Direct Mail Responses When Used Alongside Other Media (% of mailings), 2004 and 2005
- CHANNEL PROFILE — DIGITAL MEDIA
- Online Advertising
- Table 22: B2B Advertising Revenue by Format (average %), 2007
- Search-Engine Optimisation
- SECTOR FOCUS — INTEGRATED MARKETING
- DISTRIBUTION OF CHANNELS BY INDUSTRY
- 5. Data Providers
- BACKGROUND
- Permission-Based Marketing
- MARKET SIZE
- COMPETITIVE STRUCTURE
- List Owners
- Table 23: Top 15 B2B List Owners by Volume of Names Traded in 2006 (million), 2007
- List Brokers
- Table 24: Top 15 B2B List Brokers by Volume of Names Traded in 2006 (million), 2007
- List Managers
- Table 25: Top 15 B2B List Managers by Volume of Names Traded in 2006 (million), 2007
- INDUSTRY TRENDS
- DATABASE TOOLS
- DATA SECURITY
- MARKETING ACTIVITY
- DISTRIBUTION
- 6. An International Perspective
- INTRODUCTION
- MARKET DEVELOPMENTS
- Table 26: Future Marketing Approaches (% of respondents), August 2004 and January 2006
- COMPETITOR ENVIRONMENT
- Information Sources
- Central Intelligence Agency
- European Commission — Eurostat
- Organisation for Economic Co-operation and Development
- Direct Marketing Association
- 7. PEST Analysis
- POLITICAL FACTORS
- ECONOMIC FACTORS
- SOCIAL FACTORS
- TECHNOLOGICAL FACTORS
- 8. Industry Dynamics
- INDUSTRY RESEARCH
- Interviewees
- Gary Brine, Chief Executive Officer/Founder, Gyro International Ltd
- Kim Cook, Product and Marketing Manager, Thomson Directories
- Joel Harrison — Editor, B2B Marketing Magazine (also on DMA B2B Council)
- Annette Holmes — Managing Director, Prospect Swetenhams Ltd and Market Monitor Ltd
- Iain Lovatt — Managing Director, Blue Sheep Ltd
- Shane Redding — Owner of Think Direct Ltd and Co-Founder of Cyance Ltd
- John Stanton, Chairman of Association of B2B Agencies and Joint Managing Director of Base One Group
- Questions and Answers
- 1. "What Are the Three Main Concerns Facing B2B Marketing Practitioners Today?"
- Gary Brine
- Kim Cook
- Joel Harrison
- Annette Holmes
- Iain Lovatt
- Shane Redding
- John Stanton
- 2. "What Are the Three Main Trends You Are Seeing in B2B Marketing?"
- Gary Brine
- Kim Cook
- Joel Harrison
- Annette Holmes
- Iain Lovatt
- Shane Redding
- John Stanton
- 3. "Which Are the Leading Channels for B2B Marketing?"
- Gary Brine
- Kim Cook
- Joel Harrison
- Annette Holmes
- Iain Lovatt
- Shane Redding
- John Stanton
- 4. "How Has This Changed Over the Past 5 Years?"
- Gary Brine
- Kim Cook
- Joel Harrison
- Annette Holmes
- Iain Lovatt
- Shane Redding
- John Stanton
- 5. "Are There Any Differences in the Way Different Vertical
- Sectors Use B2B Marketing Channels?"
- Gary Brine
- Kim Cook
- Joel Harrison
- Annette Holmes
- Iain Lovatt
- Shane Redding
- John Stanton
- 6. "How Can B2B Marketers Address the Problems That Exist
- Between Marketing and Sales and Marketing and Procurement?"
- Gary Brine
- Kim Cook
- Joel Harrison
- Annette Holmes
- Iain Lovatt
- Shane Redding
- John Stanton
- 7. "What Are the Three Main Functions of B2B Marketing (e.g.
- Lead Generation, Brand Awareness, Relationship Development, etc.)?"
- Gary Brine
- Kim Cook
- Joel Harrison
- Annette Holmes
- Iain Lovatt
- Shane Redding
- John Stanton
- 8. "To What Extent is B2B Marketing Addressing Environmental Issues?"
- Gary Brine
- Kim Cook
- Joel Harrison
- Annette Holmes
- Iain Lovatt
- Shane Redding
- John Stanton
- 9. Company Profiles
- OVERVIEW
- BASE ONE INTEGRATED MARKETING COMMUNICATIONS LTD
- Corporate Strategy
- Strengths and Weaknesses
- New Product Development
- Brand Development
- Innovations
- New Research
- Appointments
- Future Company Developments
- BLUE SHEEP LTD
- Corporate Strategy
- Strengths and Weaknesses
- New Product Development
- Brand Development
- Innovations
- New Research
- Appointments
- Future Company Developments
- CYANCE Ltd
- Corporate Strategy
- Strengths and Weaknesses
- New Product Development
- Brand Development
- Innovations
- New Research
- Appointments
- Future Company Developments
- GYRO INTERNATIONAL LTD
- Corporate Strategy
- Strengths and Weaknesses
- New Product Development
- Brand Development
- Innovations
- New Research
- Appointments
- Future Company Developments
- THE MISSION MARKETING GROUP PLC
- Corporate Strategy
- Strengths and Weaknesses
- New Product Development
- Brand Development
- Innovations
- New Research
- Appointments
- Future Company Developments
- PROSPECT SWETENHAMS Ltd/MARKET MONITOR LTD
- Corporate Strategy
- Strengths and Weaknesses
- New Product Development
- Brand Development
- Innovations
- New Research
- Appointments
- Future Company Developments
- SILVER BULLET PUBLISHING Ltd
- Corporate Strategy
- Strengths and Weaknesses
- New Product Development
- Brand Development
- Innovations
- New Research
- Appointments
- Distribution
- Future Company Developments
- 10. The Future
- MARKET DEVELOPMENTS
- MARKET FORECASTS
- Table 27: The Forecast UK Market for B2B Marketing by Channel by Value at Current Prices (£m), 2008-2012
- 12. Further Sources
- Associations
- Publications
- Government Sources
- Other Sources
- Bisnode Sources
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