Understanding B2B Marketing in the Media Industry

Summer Internship Project

Submitted By: Raghav Gupta 201114 Company Supervisors: Mr. Nishad Mahendru Mr. Ramesh Purohit Mr. Vallabh Kalgaonkar

Faculty Mentor: Prof. Neeraj Kumar

CERTIFICATE

This is to certify that Mr. Raghav Gupta Roll No.201114 has completed his/her summer internship at Pure Media, New Delhi and has submitted this project report entitled Understanding B2B Marketing in the Media Industry towards part fulfilment of the requirements for the award of the Post Graduate Diploma in Management (FMG--20) 2011-2013. This Report is the result of his own work and to the best of my knowledge no part of it has earlier comprised any other report, monograph, dissertation or book. This project was carried out under my overall supervision.

Date:

Place: Internal Faculty Guide

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Acknowledgement

I take this opportunity to thank Mr. Nishad Mahendru, Co-Founder & Managing Partner Mr. Ramesh Purohit, Head- Client Servicing and Mr. Vallabh Kalgaonkar, Head, Business Development, Pure Media (Delhi) for providing me with an opportunity of doing a project in Indias 1 st B2B Media Agency and guiding me in my endeavour. I would like to express my sincere gratitude towards the Marketing team of Pure Media especially to Mr. Sudhanshu Sharma, Brand Manager, Pure Media. This project could not have been possible without their cooperation and valuable inputs. I would also like to thank all the participants of this research. Without their valuable responses and inputs, the analyses would not have been possible. Also thanks to qualtrics.com for allowing great tools to make and analyse surveys online. I am highly obliged to Prof. Neeraj Kumar, FORE School of Management , for his support throughout the project period. I am also gratified by the valuable inputs received from other faculty members of my institute, which helped alleviate this project knowledge. Raghav Gupta

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TABLE OF CONTENTS

Chapter Executive Summary Introduction Objective Study design Methodology Findings Recommendations Limitations Bibliography Appendix I : Questionnaire

Page Number 6 7 12 12 13 16 24 25 26 27

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Executive Summary
Pure Media is Indias first B2B Media Agency. The company plans and organises B2B promotions for its clients. The list of clients for Pure Media is long and impressive. The list includes, big players like Star Television network, UTV, Reliance (Big Magic), Zee in television, Hindustan, Forbes India, Dainik Jagran in print media and Big FM, My FM in radio to name a few. Through this study I have tried to get a clear understanding of the B2B marketing industry in media. To accomplish the study a personal survey was done. Around 10 media companies were visited or approached and surveyed 32 respondents in companies across Delhi/NCR and Mumbai. In support of the survey, personal data and feedbacks were collected at various activations to analyse the reach of the activity. By using interviews and observational analyses different issues and objectives were assessed, which are To understand the B2B Marketing for Media brands across all platforms such as, Print, TV, Radio, Digital, OOH ( Out of Home) & Mobile. To understand the reach of various media marketing mediums vis a vis cost spent thereby. To measure the effectiveness of various media marketing activities such as Activations, In office media properties, Digital Marketing etc. To evaluate the ROI delivered to the client vis a vis money spent.

The study presented with some interesting insights in the industry. Some of the major outcomes that came forward were: B2B marketing in media is a fairly new concept with methods like activations and other CRM activities coming up. Each tool for marketing has its own strengths and weaknesses and companies prefer to use multi-touch strategy in order to promote themselves. There is immense possibility of growth in the industry and we should be expecting new developments in the coming years. Most clients are very satisfied with their endeavours and are gaining good returns on their investments.

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INTRODUCTION
Industry Overview:
In 2011, the Indian Media & Entertainment (M&E) Industry registered a growth of 12 percent over 2010, to reach INR 728 billon, says the FICCI-KPMG report. The growth trajectory is backed by strong consumption in Tier 2 and 3 cities, continued growth of regional media, and fast increasing new media business. Overall, the industry is expected to register a CAGR of 15 percent to touch INR 1,457 billion by 2016. While television continues to be the dominant medium, sectors such as animation & VFX, digital advertising, and gaming are fast increasing their share in the overall pie. Radio is expected to display a healthy growth rate after the advent of Phase 3. Print, while witnessing a decline in growth rate, will continue to be the second largest medium in the Indian M&E industry. Also, the film industry had a reason to cheer, with multiple movies crossing the INR 100 crore mark in domestic theatrical collections, and INR 30 crore mark in C&S rights Advertising spends across all media accounted for INR 300 billion in 2011, contributing to 41 percent of the overall M&E industrys revenues. Advertising revenues witnessed a growth of 13 percent in 2011, as against 17 percent observed in 2010.

Performance
The industry has suffered a great deal during the economic recession, with U.S. top media companies managing flat revenues in 2008 and a 5% contraction in 2009 according to Ad Age reports. Many players, dominated by those in the print industry, have plunged into bankruptcy, primarily due to the shrinking revenues coupled with massive debt loads taken on in the market boom. Though certain digital media firms such as Google fared well (revenues up 23%), others such as Microsoft witnessed a flat top line. Ad spending in the U.S. was also severely depressed, falling 4% in 2008 a further 14% in the H1 2009, according to WPP's TNS Media Intelligence. Despite this sorry state, newspapers, magazines and cable systems continue to operate and media companies have been trying to slash their crippling debt. Analysts believe the worst is over, and globally, the industry is poised to emerge with less debt and stronger balance sheets in the coming 6 months

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Reach of Various Media

Graph(a): Penetration of each type of media

Source: IRS 2010 Q3 I All India I 12yrs+ I All SEC I Urban+Rural

It is observed that TV has the highest level of penetration while internet still remains the lowest. This is justified as internet is a recent phenomenon and is in its growth stage still.

Growth Potential
The Indian entertainment and media sector is one of the fastest growing sectors in the economy, and its segments have all witnessed tremendous double digit growth in the last few years. The past 2 years were tumultuous, especially due to poor liquidity in the system for financing big projects for the big and small screen. However, with global indicators realigning themselves once again, the Indian media and advertising industry too looks poised to resume where it left off pre 1H 2008. According to a 2009 report jointly published by the Federation of Indian Chambers of Commerce and Industry (FICCI) and KPMG, the media and entertainment industry in India is likely to grow at ~13 % CAGR over 2009-13, touching US$ 20 billion by 2013. The key reasons favoring the rapid growth of the Indian entertainment and media sector are the demographic and economic factors buoying Indias development; with a majority of the population below the age of 35, and increasing disposable income in Indian households, the average spend on media and entertainment is likely to

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grow, according to the 2009 edition of PricewaterhouseCoopers report. In addition, advances in technology, increasing penetration of communication mediums, policy initiatives of the Indian government to increase FDI and the increased participation of private media companies have been the other key drivers of the industry. As per current estimates the television industry is projected to grow by 22%, filmed entertainment by 16%, radio by 18% and the Indian advertising industry 61% over the next 3 years. Given the lucrative prospects of this segment, international media giants are all vying for a stake in the segment. In addition to domestic growth, the growing popularity of Indian content in the world market and South Asia in particular, has encouraged Indian entertainment industry players to also venture abroad to tap this booming segment; according to a report by CII-AT Kearney, the share of international markets in total box office collections is estimated to increase from 8% in 2006 to 15% in 2010.

Introduction to B2B (Trade) Marketing

There are three main types of business transaction Business to Business (B2B) This type of transaction is one which takes place between two businesses, it can be between manufacturers and wholesalers or wholesalers and retailers. Other transactions might be services such as consulting where a company offers its expertise to another company. In basic terms B2B Marketing is where one company sells its products to another company. Business to Consumer (B2C) This is where a company sells directly to a consumer. In the case of a retailer selling a product to a customer or service provider selling those services to consumers is an example of B2C transaction. Business to Government (B2G) This is where a company will provide products or services to the various levels of government. Generally speaking where the company is providing a service, this is facilitated by a government contract, where the company will be contracted by local or national government to perform a specific role. An example of this might be companies that are contracted to maintain roads by the local highways agency. In India, some popular B2B transaction websites are: Tradeindia.com and Indiamart.com In this mix, B2B Marketing is a major part of supply chains between companies and between manufacturer and consumer. Each particular form of marketing is different to the other. Winning a government contract is vastly different to selling a product to a customer and B2B Marketing is just as different again.

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B2B Marketing deals with smaller audiences and smaller prospective range of clients than B2C, which, generally speaking, makes careful planning and strict targeting a requirement to be successful and provide a good return on investment (ROI). In media, popular methods of B2B marketing are: Trade activations: small events conducted in media agencies. Social Media Marketing: this is done on websites like, afaqs.com, exchange4media.com, adgully.com, audiencematters.com. Media agencies like GroupM have intranets which also prove as an excellent social media platform to directly reach the desired audiences. Corporate gifting: Giving gifts helps create a brand recollection. Banner: Outdoor and indoor banners have been used for a long time now.

Company Overview:
Pure Media is India's First, and Foremost, B2B agency in the advertising, media and marketing category. With Specialization in client management, including Trade Activations, CRM Activities, Relevant Gifting & Media Audit, Pure Media can be the one-stop solution to all the B2B marketing requirements. Their professional and highly competent services help in bridging the gap between how the clients perceive their brand and how it is perceived by the media agencies. Trade activations are small promotional events conducted within the office space of the media agencies. These are planned and organised by the company keeping in mind the requirements of the clients. These activities are direct contact point for the clients with the media planners and buyers which give them their bread and butter. CRM activities include keeping a database of the media planners and buyers and sending wishes and gifts on special occasions like their birthdays and other occasions like Diwali, Christmas etc. Through these activities a direct connection is established with the entire work force of the agency. Relevant gifting is also a part of the the CRM activities as gifts are decided, ordered and sent to the planners and buyers on behalf of the clients. These gifts are also sent when the client wishes to celebrate the success of their products or launch a new product. Media Audit is also something that the company does in order to provide full value to the clients and measure the performance of the marketing activities carried out by the clients.

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Clients Pure media handles media clients across 3 different mediums viz, Television, Radio and Print. In just a year of its existence, Pure Media has developed an impressive list of clients. With belief in its product the company, a pioneer in B2B media marketing has taken the concept to new heights. Some of the clients of the company are: Television: Zee News Star News (now ABP News) UTV Big CBS Big Magic FOX International History Channel Bindass Zee Studio AajTak Radio Big 92.7 FM 94.3 My FM Fever 104 Print Hindustan Jagran Mint Forbes Lokmat Malayala Manorama Amar ujala Sakal Images Bazaar

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OBJECTIVE OF THE STUDY

Huge competition in the market and rising aggression from the competitors makes it imperative for a company to work at maximum efficiency and look at various avenues to promote themselves. After working in the industry for two months, I researched and studied the working and requirements of the industry. An exploratory research was done by me to explore the depths of the industry and determine the avenues which required a study. Through the results of the exploratory research, I have tried to find out the effectiveness of emerging trade marketing means meant to increase the brand value and brand recollection. The project Understanding B2B Media Marketing is divided into four parts, To understand the B2B Marketing for Media brands across all platforms such as Print, TV, Radio, Digital, OOH ( Out of Home) & Mobile. To understand the reach of various media marketing mediums vis a vis cost spent thereby. To measure the effectiveness of various media marketing activities such as Activations, in office media properties, Digital Marketing etc. To evaluate the ROI delivered to the client vis a vis money spent.

STUDY DESIGN
The nature of the study design is mix of exploratory and descriptive analysis. Exploratory studies are generally carried out to gather ideas and clues about further research to be done. As this was my first experience with the media industry, I conducted an exploratory research first so as to decide on what I should be conducting further study on. Exploratory research can give ideas about new product designs, about hidden needs and about customer preferences and mindsets. But then the ideas gathered through this mode do not have any statistical significance. The results of exploratory research are not usually useful for decision-making by themselves, but they can provide significant insight into a given situation. Once the objectives for the research were defined, I performed a descriptive research in an attempt to find reasonable results for the objectives. Descriptive research is at a higher level than the exploratory research. This research takes place when we have a specific target in the mind and are clear about the objectives for the study. After setting the objectives through my exploratory research, a descriptive

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study was done using data collected through surveys and other sources to analyze each of the objectives.

METHODOLOGY
1. 2. 3. 4. 5. Exploratory Research and outcomes Designing Questionnaire Data Collection through Survey Data Processing and Analysis Conclusion

Exploratory Research
1.) Media Activations: a) Big FM Big Memsaab: Big FM launching its new on radio talent show only for housewives. This activation proved an opportunity to observe and perform the requirement of the client in terms of impact creation while keeping in view the budget of a radio channel which is considerably less when compared to companies from print and television. b) Bindass Work More, Restless: Was required to ideate and for a budget for bindass channel looking to re-launch itself with a new look and slogan. Bindass is a lifestyle channel which is worried about their perception in the outside world and wished to create a new more fun and active perception. The budget was good and the only demand was for the requisite perception to be created. c) Big Magic Khulja Sim Sim: Big Magic the T.V. channel of Reliance companies is poised to re-launch popular T.V. game show Khulja Sim Sim. An extensive media activation was planned and executed in 20 agencies across India. Khulja sim sim is an already popularised T.V. Show. The motive of this activation was to make the employees remember and relive the experience to gauge the amount of fun and interest this show can create. d) Forbes India 3rd Anniversary Celebration: Forbes completes its 3 years in India. For this they wanted to promote themselves and gave an extensive budget along with some valuable gifts to the media planners and buyers. I was personally part of the entire process from the planning stage to the arrangement of resources and the execution of the activation.

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Forbes is a very popular brand and always thought of in high regard. Keeping this notion in mind a promotional scheme needed to be devised which would interest and leave a mark. For this purpose niche games like Foosball and Darts were made available to the employees. The prizes were also catering to the premium sector and consisted of mementos and wine sets. e) Hindustan announces its place across 12 territories across UP & UK : A three stage activation, consisting of 5 KG photo cakes, Pizzas and chocolates was organised for Hindustan newspaper. Each of the elements needed to have extensive branding of the newspaper on them and the packaging. The idea for the activation was given by the client and it was our job to execute it in the best possible manner. The client for this was very specific on what they wanted and they wanted it to be. It sometimes became difficult in arranging everything the way they wanted. This proved to be the greatest learning activity for me as I observed and experienced how to treat every wish of the client with utmost care and precision. 2.) CRM & Meaningful Gifting ABP News (earlier Star news), in order to maintain good relationships with the media agencies asked us to maintain a database of the employees of these agencies and record their birthdays. This was tasking work and required the purchase and development of an effective birthday reminder tool which would perform the work for us. On their birthdays, the employees received birthday wishes, cakes and a gift on behalf of the ABP group. ABP News also organised and online quiz competition for the media employees to inform them of their channel name change. This lasted over 2 weeks and had 8 winners. Each of the winners was given wills lifestyle gift vouchers worth Rs.5000. Personalised e-mailers were sent to all the employees inviting them about the competition and inviting their participation. Posters were also put up across media agencies informing them of the same. This also proved insightful in observing the extent to which the media companies go in B2B promotions and the level of penetrations they wish to achieve with these marketing techniques. 3.) Promotional Banners & Stickers a) ABP News: Banners were placed outside of offices while stickers were placed on the washroom mirrors of the offices in an attempt to drive the point about the change in name and not in the content.

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Placing of stickers in washrooms was a showcase of how any and everything can be a marketing property if we are to think of it as one. b) Hindustan: For Hindustan newspaper the lifts in the office areas were also covered with the brand logo. Lift branding is expensive and effective as each day an employee has to take the lift to reach his office and it is difficult for him to miss the branding on it. c) UTV Stars Banner: A 7 feet X 30 feet banner promoting UTV stars is placed in DLF Cybercity, Gurgaon. Cybercity is known to be a hub of offices which makes businessmen its main target. The branding requires huge investment from the client and with the size so big and so centrally located it is hard to miss for anyone passing by in the area. 4. ) Social Media Marketing: Lots of branding and site capture is done on the GroupM intranet. GroupM is one of the leading media agencies in the country and handles 55% of the media business. Visibility on the GroupM intranet means instant brand recognition in the biggest media agency in the country. The rights to distribute this are expensive and very difficult to obtain.

Observations:
Through the qualitative analysis done over the course of these marketing operations and through discussions with the clients, it was observed that B2B marketing is still a fairly new concept in the media industry and great emphasis is placed on its effectiveness and ROI. There looked to be a great scope to: study the perceived return from the client, analyse what really drives the B2B media industry, analyze the future growth prospects of the industry.

Based on these observations, the objectives for the descriptive study were set which have been mentioned above.

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 Questionnaire:
Keeping in mind the above findings and objectives of the project a questionnaire was made to capture the responses of the marketers. The marketers targeted were only the clients of Pure Media. The questionnaire used for this purpose is given in Appendix I also the link for the online survey has been provided with it.

Data Collection:
The task of data collection was carried out across media companies in Delhi/NCR and Mumbai. The respondents were either interviewed personally or requested to fill the questionnaire online. The website www.qualtrics.com was used for the purpose of creating an online survey. These respondents are known to have a fair knowledge on B2B marketing and proved to be the apt choice or the study.

Data Processing and Analysis

The data was coded into Microsoft Excel programme for further analysis and statistical techniques like correlation and regression are heavily used along with other types of descriptive analysis techniques to reach to conclusion.

FINDINGS
Objective1: To understand the B2B Marketing for Media brands across all platforms such as Print, TV, Radio, Digital, OOH ( Out of Home) & Mobile. The respondents were asked regarding the B2B marketing platforms used by them in order to promote their products. The results proved insightful in garnering more detailed knowledge about the popular practices in the industry.

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Graph (b): Presence of internal department to handle B2B marketing

As, the graph suggests most companies do not have an internal department taking care of their B2B marketing operations. Most companies are dependent on third party or outside agencies to plan and conduct their B2B marketing requirements for them. This is a sign of the fact that B2B marketing in the media industry is still in its nascent stages and the companies are still testing the waters before investing in a permanant staff to handle the proceedings for them.

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Graph (c): Mediums used marketing purposes

It is observed that agency activations are the most popular form of trade promotions. Activations are customisable and can be adjusted to fit the clients budgets and requirements making them the most obvious choice. Social media marketing is a a close second with its wide reach and having good audience. Corporate gifts are also popular as they are sure to directly reach the desired audience. Outdoor branding showed lower usage levels than expected, this is probably due to the high cost involved and presence of more economical and more direct options like activations. The low usage of office area branding can only be attributed to its newness and high cost.

Objective 2: To understand the reach of various media marketing mediums vis a vis cost spent thereby. To understand the reach of various marketing methods, the feedback forms collected from the employees of media agencies during activations and through online survey were used.

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Graph (d): Profile or designation of employees at activations

The media activations are primarily directed at the media planners, buyers and the senior management. Of the sample of 195 employees it was noticed that the activations are reaching the media planners which is good for the company marketing. The media buyers are also showing a healthy participation level. Considering the lesser number of senior management in an organisation, there is a healthy number of attendees. The worry is that there are a high number of people from operations and admin who are also exposed to these activities. These can be treated as extra cost to the company. However, this is an essential cost as it is not possible for the company conducting the activation to refuse access to any employee of the agency in which the activation is being conducted. Considering the facts presented above, it would be safe to say that the media activations give a good reach to the marketers as they get a connection with the media planners and buyers. When asked during the media activation for Hindustan, whether the employees knew about the success of Hindustan beforehand the following results came through.

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Graph (e): Reach through lift and in office branding

Lifts in these offices ahd been branded with the Hindustan logo stating the newsof its success in the U.P. and Uttrakhand region. It is observed while most people did know a bit about the success of the company a significant percentage did not know or saw the the banner and did not realise what it was. This signifies that even though lift and office space branding is an effective tool for informing and creating awareness, it is helpful if it is backed with another tool to drive the point home.

Objective 3: To measure the effectiveness of various media marketing activities such as Activations, in office media properties, Digital Marketing etc. The effectiveness for the purpose of this study is measured in terms of the perceived effect experienced by the clients of Pure Media. The promotions are done by the company in order to gain certain value and the delivery of the value is of prime concern to a company like Pure Media. The clients were put through what if analysis. In this type of an analysis, the respondent is given a situation and asked what they believe the outcome would be under the circumstances. The question was asked as to what changes do they expect in their revenues with a 10% increase in their marketing budget. The replies provided some interesting insights.

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Graph(e): Expected change in revenue with 10% increase in B2B marketing budget

It is observed that most clients are still unsure on the kind of output they would generate through B2B marketing. However, the good part is that barring a very low number of respondents most have positive response towards the outcome from B2B marketing. The question was again asked without the option of Dont know to get a better view of the situation. Graph(f): Expected change in revenue with 10% increase in B2B marketing budget (without Dont know)

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This graph gives us a much clearer picture on the viewpoints of the marketers. Even though many are unsure on the returns they get from their B2B marketing endeavours, they do believe that they output is of incremental nature. This is a positive indication for the industry and shows signs of growth. Having determined the value generated by trade marketing, we shall now be looking at each medium to identify which medium is considered as the most effective one. For this purpose, the respondents were asked to rate the effectiveness of each medium as they percieved it.

Statistic Min Value Max Value Mean variance Standard Dev

Social Media 1 4 2.6 0.933 0.9660

Activation s 3 5 4.1 0.544 0.7378

Outdoor 2 4 3 0.444 0.666

Lift/Offic e 2 4 3.3 0.455 0.674

Gifts 2 5 3.3 1.122 1.059

Graph(f): Average effectiveness of types of trade marketing

By observing the above stistics, it is clear that agency activations rate highest in the preference list of the respondents followed by corporate gifts and office area branding jointly. Meaningful gifts may be rated slightly higher than the lifts and other

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office area branding as it shows a higher variance level with equal minimum value and higher maximum value. The fact that even the lowest option shows an average above 2.5 signifies an overall success for the industry in terms of effectiveness. Objective 4: To evaluate the ROI delivered to the client vis a vis money spent. After keen observation and discussions with clients it was observed that the marketers put keen emphasis on the cost of the marketing activity. Hence, a study of the return delivered to them seemed like an important aspect that needed to be covered in the study. When asked wether they expect an increase in the B2B marketing budget of their company, the results were as follows. Graph(g): Expected future increase of B2B marketing budget

It is pretty evident from the graph that the companies are recieving moderate to good ROI from their B2B marketing expenditures. These are reflected in the fact that most companies are expecting atleast some increase in their trade marketing budgets. Also there is not a single company which is looking to decrease their budget. Theres nothing like hearing it from the horses mouth. The respondets were directly asked whether they felt satisfied of the returns they were getting from B2B marketing.

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Graph(h): Are you content with the returns recieved from B2B marketing?

The responses are indicative of the fact that the clietnts percieve a good return on their investments and are getting good value of their marketing endeavours.

RECOMMENDATIONS
For Media Companies 1. Start planning and developing an in house B2B marketing department that plans and organises their trade marketing needs. From the looks of it, B2B marketing is a growing need and it would prove economical in the long run to carry it out on their own. 2. Trade activations and meaningful gifting (or TRM activities) seem to be giving the maximum return and best level of effectiveness and should be given more emphasis. 3. Outdoor Banners and Social media marketing seem to be the most expensive and lesser effective methods of marketing. This does not mean that these platforms are less important as the width of their potential reach is a lot wider than any other method. When properly combined with activations and other newer tools, these give a great return on investment. For B2B Marketing Companies 1. With the rising demand for the product, the company faces the danger of the media production companies setting up their own department for carrying out their

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B2B marketing. Focus should be maintained on core competencies that is innovation, good connections and available permissions. 2. Trade activations are gaining popularity and it can be considered to experiment with grander and bigger scale for activations. These can give newer meaning to B2B marketing. 3. Company size should be increased now to be able to hold more activation at the same time and work on more projects simultaneously. With increasing penetration, the demands of the clients are likely to rise and scalability should not be an issue at that point.

LIMITATIONS OF THE STUDY

a.) The value creation in this case is through brand recall which is a difficult to quantify entity. Thus, the study does not encapsulate hypothesis tests but are analysed by the experience and observations of the researcher. b.) The survey was collected as an employee of Pure Media which each of the companies share a relationship with and thus were inclined to give positive reviews resulting in a respondent bias. c.) The sample size for the study was limited and did not represent the industry as a whole. Also, the respondents surveyed are known to use specialised services of Pure Media for their B2B marketing needs and thus shall have different viewpoint than the companies not using them.

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BIBLIOGRAPHY:
Marketing Management - Philip Kotler & Kevin Keller 13th Edition Market Research in Practice Paul Hague, Nick Hague & Carol Morgan 10th Edition Marketing Research An Applied Orientation Naresh Malhotra 4th Edition http://www.b2bgenie.info/what-is-b2b-marketing/ (Accessed on 20, May, 2012) http://www.kpmg.com/IN/en/Press%20Release/KPMG-FICCI-Frames-Pressrelease-2012.pdf (Accessed on 2, June, 2012) http://www.thepuremedia.com/ (Accessed on 5, June, 2012)

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Appendix I
Questionnaire to Study the Effectiveness of Trade (B2B) Marketing

Q - Kindly fill in your details. Name: Designation: Organisation: Q - What is the B2B marketing budget for your company for the current year? <1 crore 1-3 crore 2-5 crore >5 crores Q Who handles and conducts your B2B marketing activities? Internal department Outsource Q - Which of the following touchpoints does your organisation use for its B2B marketing initiatives? (Select multiple options if more than one is used) Social Media Marketing on websites like afaqs Agency activities Outdoor banners Lifts/bus/office area branding Corporate gifts Q - If your companys B2B marketing budget was to be increased by 10% how much do you think it will affect your profits return from B2B marketing?

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 No significant change 0-10% 10-20% >20% Dont know Q - Kindly answer Q 3 again without the option for Dont Know No significant change 0-10% 10-20% >20% Q - How would you describe your organisations capability to measure the return from trade marketing activities? We do not track leads to specific marketing touchpoints We credit the last marketing touchpoint as the lead source We split the credit across all the marketing touchpoints reaching the lead We measure the incremental leads from a single marketing touchpoint across different channels. We use modelling techniques to determine the return from each touchpoint .

Q - To the best of your knowledge, how would you rate the effectiveness of each type of trade marketing on a scale of 1 to 5, where, 1 represents the least effective and 5 is the most effective? 1 Social Media Marketing on websites like afaqs Agency activities Outdoor banners Lifts/bus/office area branding Corporate gifts 2 3 4 5

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Q Are you satisfied with the returns received from the trade marketing initiatives? Satisfied Moderately Satisfied Neutral Moderately Dissatisfied Dissatisfied Q - Which of the following is your organisations priority in order to improve effectiveness of trade marketing? Improve tracking to show leads conversion to clients. Identify the most effective awareness generation channel. Measure impact of multi-touch marketing Improve, test and learn marketing capabilities Q - Do you expect an increase (excluding inflation) in the trade marketing budget for your organisation for the coming years? Yes, a big increase Moderate increase is likely No the budget is sufficient We shall reduce the budget

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