IEEE GLOBALSPEC MEDIA SOLUTIONS
2017 TRENDS IN INDUSTRIAL MARKETING:
HOW MANUFACTURERS ARE MARKETING TODAYContents
Trends in Industrial Marketing Survey ......3
About the Survey Respondents ......3
Highlights from Survey Results .......4
Conclusions .........5
Recommendations........6
2017 Trends in Industrial Marketing ...........7
Marketing Goals and Challenges ..........7
Marketing Channels and Programs .....11
Marketing Budgets ...........17
Marketing as a Profession ........20
About IEEE GlobalSpec Media Solutions...........22
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IEEE GLOBALSPEC MEDIA SOLUTIONS
2017 TRENDS IN INDUSTRIAL MARKETING:
HOW MANUFACTURERS ARE MARKETING TODAYOf the 503 survey respondents, 18 percent are CEOs, a larger
percentage than in past surveys. Twenty-three percent are
marketing managers and 16 percent are marketing coordinators.
Forty-eight percent work for a manufacturer, 19 percent for
distributors, and 19 percent for service providers. This group
represents a variety of company sizes and a range of annual
marketing budgets.
IEEE GlobalSpec Media Solutions recently conducted its annual
Industrial Marketing Trends Survey. The online survey addressed
the marketing trends, challenges and expenditures within the
engineering, technical, manufacturing and industrial communities.
This white paper analyzes and presents the results of the survey,
and offers recommendations to industrial marketers to help them
allocate their budgets, develop a sound marketing strategy, and
plan effective programs and campaigns.
About the Survey
Respondents
Trends in Industrial
Marketing Survey
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IEEE GLOBALSPEC MEDIA SOLUTIONS
2017 TRENDS IN INDUSTRIAL MARKETING:
HOW MANUFACTURERS ARE MARKETING TODAYCustomer acquisition is the primary marketing goal for 42 percent of respondents,
earning it the top spot six years running.
Fifty-four percent say their company’s key differentiator is the quality of products/
services offered.
The top three marketing challenges are limited marketing resources, generating
enough high quality leads for sales, and increased competition.
The emphasis of marketing teams over the next five years will be focusing on the
customer, increasing brand awareness, and creating and distributing content.
The top measurements for marketing success are customer acquisition, sales
attributed to marketing campaigns and customer satisfaction.
Fifty percent of industrial marketers use both push/outbound and pull/inbound
marketing initiatives, but only a quarter of survey respondents are satisfied with
their marketing mix.
The top three channels for industrial marketers in 2017 are email marketing using
in-house lists, trade shows and social media.
The majority of companies are increasing spending on their company website,
content creation and distribution, social media and search engine optimization.
The primary uses of social media are branding and content delivery.
Thirty-four percent are just getting started with content marketing. Only 12
percent can show how content marketing contributes to sales, yet 58 percent have
increased spending on content marketing.
Seventy-nine percent of companies are spending more or the same on marketing
this year than in 2016, reflecting a budget situation that has stayed level over the
past five years.
Thirty-nine percent of companies are increasing their budget for online marketing,
while 45 percent indicate that their online portion of budget is unchanged.
Highlights from the Survey Results
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800.261.2052。