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 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 fve also serving consumers.2017-2018 Sagefrog Marketing Group, LLC. Slide 2 Who We Surveyed B2B: 74% Both:18%Professional & Business ServicesTechnologyAdvertising & MarketingHealth & Life SciencesManufacturingFinancial & InsuranceOther 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, B2B companies lack insight into their industrylandscape and actual market opportunity, whichcan greatly reduce the impact of marketing.A formal marketing plan is vital to an efectivemarketing strategy and can remain a rigid or fexible document depending on your capabilities and industry needs. In addition to establishing marketing priorities, a solid plan sets SMART goals that help you reach your company’s long-term goals.“ Marketers tasked with building B2B brands – especially small businesses – can’t aford to ‘wing it’ in 2018.Having a documented marketing plan, complete with market research, is the foundation for success becauseit carves out your market opportunity to direct your marketing to the white space.”— Mark Schmukler, Co-founder & CEO at Sagefrog Does nothave a plan: 61% Has a plan: 39%2017-2018 Sagefrog Marketing Group, LLC. Slide 4 Nearly two-thirds of businesses outsource their marketing A majority of B2B companies outsource at least some marketing, with about a ffth of these companies granting full management of their marketing program to an agency. Those that utilize the marketing capability and capacity of an agency often see greater results than when managed in-house.Professional marketing services combine specialized industryexpertise with premium platforms, tools and tactics as well as dedicated skill in branding, copywriting, public relations,creative design and marketing planning and execution. The percentage of B2B companies that outsource has grown since last year, according to data from the 2017 Marketing Mix Report. “ The best marketing agencies take time to get to know their clients and industry landscape so they can capitalize on the white space that exists. This, in addition to dedicated marketing capability and capacity, is what makes agencies the most efective choice for most B2B companies.”— Suzanne Morris, Co-founder & Creative Director at Sagefrog Outsourced & Both: 63% In-house: 37%2017-2018 Sagefrog Marketing Group, LLC. Slide 5 Over half of all outsourced marketing is executed via retainers To set forth a consistent brand identity across all marketing channels, many B2B companieshave retainer agreements with their marketingagencies. While project work is an efective wayto execute branding, websites and collateral, retainers provide an ongoing and fexible way to manage programs. 20% of survey respondents said they outsourcetheir marketing through both retainers and project contracts. Oftentimes this means a company will engage an agency for a brandstrategy or website and then continue the partnership through a retainer that supports an integrated marketing program. Retainer & Both: 54% Project: 46% More companies are utilizing retainers to betterregulate marketing results and form a lasting partnership with their marketing agency. 。。。。。。