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IT Marketing Fails to Deliver

  • 10 August, 2004 14:26

<p>Melbourne, 10th August 2004 – New research into B2B lead generation strategies of Australian ICT companies has revealed that only 20% are happy with the number of quality leads marketing is generating for sales. It also found that measurement of marketing performance was lacking.</p>
<p>The survey was conducted with 88 senior marketing managers by ICT marketing specialist Green Hat Marketing and business partner StrategyMix during June 2004.</p>
<p>Andrew Haussegger, Managing Director of Green Hat, said that whilst e-marketing was emerging as a popular form of B2B lead generation, there is room for improvement in the quality of leads being generated. White paper marketing, e-newsletters and online advertising all rated well as e-marketing tactics. Despite any perceived challenges posed by recent anti-spam legislation, 64% of ICT marketers considered email (and the web) as an important element in the mix.</p>
<p>“This lines up pretty well with recent marketing research from the US (MarketingSherpa Inc) that found that IT marketers had increased their budget allocation for online marketing by about 15%”, Mr Haussegger said.</p>
<p>Whilst one of the advantages of e-marketing is the ability to more readily communicate with an opt-in target audience, the research found that only 40% are ‘touching’ their customers and prospects more than four times a year.</p>
<p>Measurement of marketing performance did not score well either. Only 38% could measure campaign ROI by sales outcomes, and almost one quarter had no quantifiable metric for measuring the marketing contribution to the business.</p>
<p>“It’s intriguing really that CEOs and boards have not demanded tighter fiscal management of the marketing dollar as they have done for other business functions. Marketing seems like the last frontier where operations can be driven by ‘creative intuition’ rather than financial imperatives’, said Haussegger. “But this phenomenon is slowly changing as we are seeing more automation and tracking being injected into campaign management”.</p>
<p>Whilst use of e-marketing rated highly, there was an even spread of other marketing lead generation tactics. Respondents were using traditional approaches such as telemarketing (41%) and direct mail (27%).</p>
<p>The respondents were attendees at a recent presentation of an ICT marketing case study. They were representative of multinational and Australian ICT companies of all sizes as well as ICT technologies and services.</p>
<p>The full copy of this research report is available at</p>
<p>About Green Hat Marketing</p>
<p>Green Hat Marketing specialises in marketing services for the Information and Communications Technology (ICT) industry. We assist ICT organisation in determining marketing strategy, segmentation and the execution of continuous marketing programs. Clients include industry heavyweights such as SingTel Optus, Hewlett Packard and Deloitte Consulting, as well as nimble local start ups.</p>
<p>Contact: Andrew Haussegger, Managing Director, Green Hat Marketing or 03 9818 4911.</p>

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