EARNED MEDIA INFLUENTIAL IN PERFORMANCE MARKETING1
EARNED MEDIA
INFLUENTIAL IN
PERFORMANCE
MARKETING
New Study Finds B2B Marketers
Shifting Investments To Support
Aggressive Pipeline Goals
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EARNED MEDIA INFLUENTIAL IN PERFORMANCE MARKETING2
ore B2B marketers are shifting budget
and priority to earned media as they struggle
with declining response rates from traditional
investments in paid media. According to a new
survey conducted by Demand Gen Report, nearly
half of B2B marketers have increased their earned
media spend over the past year.
In addition, 61% of marketers said they have
expanded their use of earned media as part of
their overall demand generation efforts. Specifc
breakdowns include:
29% said they are now fully integrating
earned media as part of their demand
gen strategy.
32% said they are continuing to expand
their use of earned media tactics to
support demand gen goals.
17% are considering expanding their use of
earned media channels for demand gen in
the next 12-24 months.
15% said their use of earned media for
demand gen has remained the same.
7% said they don’t use earned media
for demand gen initiatives.
The survey also showed that the increase in earned
media efforts has proven effective for most B2B
organizations, with 90% ranking their programs as
somewhat (61%) or very (29%) effective at achieving
their goals.
While survey respondents seemed eager to continue
improving their earned media initiatives, two primary
challenges surfaced as impediments to expanding
programs:
Identifying and connecting with key
infuencers (cited by 57%); and
Measuring fnancial impact of
programs/ROI.
Almost three-quarters (70%) of survey
respondents said they would leverage
earned media even more if they could
track ROI effectively.
In this report, we will provide a deeper dive into the
new benchmark research, as well provide insights
and perspective on emerging trends in earned
media. The report will provide data and analysis of:
Shifts in spending patterns between
paid, owned and earned media;
The integration of earned media with
performance marketing;
The growing imperative for more specifc
measurement around earned media; and
The struggle to identify infuencers to
help support earned media programs.
EARNED MEDIA INFLUENTIAL IN PERFORMANCE MARKETING2
EARNED MEDIA INFLUENTIAL IN PERFORMANCE MARKETING3
While paid media has traditionally represented
the biggest slice of budget and attention for B2B
marketers, the study found that this is quickly
shifting with earned media on the rise.
According to Demand Gen Report’s survey, B2B
marketers currently spend approximately the same
amount for earned media (24%) as they do for paid
media (25%), while owned media accounts for 32%.
Nearly half (48%) have seen their earned media
spend increase over the last year, compared to
only 39% who said their paid media budget
had increased.
The drivers for the increased reliance on earned
media were declines in performance from other
channels, as well as a need to diversify their
current marketing mix. Respondents ranked the
following factors as their top reasons for prioritizing
earned media:
Needs to supplement traditional
outbound programs (85%);
Lower effectiveness of traditional
paid ads (79%);
Increased cost of paid media (70%); and
Declines in performance of
paid media (41%).
Another key driver of marketers turning more
attention to earned media is the fact that B2B
buyers are relying more on peers and industry
thought leaders to shape decisions.
EARNED MEDIA INFLUENTIAL IN PERFORMANCE MARKETING
Shifts in Spending And Media Strategies
What percentage of your budget do you spend on...
Q1-3
Earned Media24%
25%
Owned Media32%
Paid Media