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B2B Marketing Market Assessment February 2008
Key Note Publications Ltd, Feb 2008, Pages: 129
Executive Summary 1
1 Introduction 3
OVERVIEW3
Definition4
2 Strategic Overview 5
MARKET DYNAMICS AND SEGMENTATION5
Market Sectors 5
Total Industry Value and Growth5
B2B Advertising 5
Table 1: Advertising Expenditure on Business and Professional Magazines
and Directories at Constant Prices (£m and %), 2003-20076
B2B Direct Marketing 6
Table 2: The Total UK Market for Direct Marketing by Channel by Value
at Current Prices (£m and %), Year Ending 31st December 2006 7
Table 3: Direct Marketing by Type of Activity by Value at Current Prices
(£bn and %), Year Ending 31st December 20068
Table 4: UK B2B Direct Marketing Expenditure by Channel by Value
at Current Prices (£m), 2006 and 2007 8
Conferences 9
Exhibitions9
Corporate Hospitality 10
Total Value of B2B Marketing 10
Table 5: The Estimated Total UK Market for B2B Marketing by Sector
by Value at Current Prices (£m), 2007 11
INDUSTRY DEVELOPMENTS 11
B2B Best Practice Alliance 11
B2B Marketing Agency Survey12
COMPETITIVE STRUCTURE12
ADVERTISING13
B2B Awards 13
The B2B Marketing Awards 13
MARKETING TRADE PUBLICATIONS14
Table 6: ABC-Audited Marketing Magazines by Net Circulation Size, 2006-2007 1
TRADE FAIRS AND CONFERENCES 16
Trade Fairs16
CMP Information 16
Technology for Marketing and Advertising 16
Reed Exhibitions 16
International Direct Marketing Fair 16
Centaur Exhibitions 16
Online Marketing Show16
Rising Media (Germany)16
Search Marketing Expo — SMX London 16
Incisive Media 16
Online Information16
Conferences 16
Centaur Conferences 17
Transforming Public Sector Communications 17
Marketing Week NMA Interactive Summit 200817
Brands Summit 200817
Marketing & the Olympic Games 17
Data Protection17
Data Training for Marketing Teams17
Haymarket Events17
B2B Marketing Success 17
Successfully Integrate Online and Offline Marketing 17
Search Marketing Conference 17
NUMBER OF UK-BASED COMPANIES 18
By Industry Group18
Table 7: Number of UK VAT-Based Enterprises by Industry Group, 2007 18
By Turnover19
Table 8: Number of UK VAT-Based Enterprises by Turnover Sizeband
and Type of Business (£000, number and %), 200719
By Vertical Sector20
The Automotive Sector 20
Biotechnology and Pharmaceuticals 20
Construction21
Education and Training21
Electronic and IT Hardware21
Financial Services 22
Food and Drink 22
Household Goods, Furniture and Furnishings 22
Legal Services 23
Leisure and Tourism 23
Motorsport23
Public/Private Partnerships23
Software and Computer Services B2B 24
Telecommunications24
Mobile Telecommunications and Data 24
Internet and Broadband Services 24
Third-Generation Services 24
MARKET FORECASTS25
Economic Forecasts25
Table 9: Forecast UK Rate of Inflation (%), 2007-2011 25
B2B Marketing Forecasts26
Table 10: The Forecast UK Market for B2B Marketing by Value
at Current Prices (£m), 2008-201226
3 B2B Marketing Agencies 27
BACKGROUND27
Table 11: Top 20 B2B Marketing Agencies by B2B Gross Income
(£m, %, number and rank), 2006/200727
MARKET SIZE 29
INDUSTRY TRENDS29
MARKETING ACTIVITY30
Awards for B2B Marketing 30
The British Interactive Media Association Awards 30
The Connect Awards 31
The DMA Awards31
The IDM Facet Awards 31
The Marketing Society Awards for Excellence31
Precision Marketing Response Awards 32
DISTRIBUTION32
4 Marketing Channels 33
BACKGROUND33
Table 12: Company Telephone Numbers Registered to the Corporate
Telephone Preference Service (number and %), 2004-200733
MARKET SIZE 34
Table 13: UK Estimated B2B Direct Marketing Expenditure
by Channel by Value at Current Prices (£m and %), 2007 35
Table 14: Most Popular Disciplines and Services (% of respondents), 2007 35
CHANNEL PROFILE — E-MAIL MARKETING 36
Table 15: The Biggest Challenge to E-Mail Marketing
(% of respondents), 200737
Table 16: Five Highest Priority Areas for E-Mail Marketing
Improvement (% of respondents), 2007 37
Table 17: E-Mail Marketing Objectives (% of respondents), 2007 38
Table 18: E-Mail Usage Among E-Mail Services Provider Clients
(% of respondents), Fourth Quarter 2006 39
“Top Tips for E-Mail Marketing Success39
CHANNEL PROFILE — B2B MAILINGS41
Table 19: UK B2B Direct Mail Response Rates by Industry Sector
(% of mailings), 2004 and 200541
Table 20: UK B2B Response Direct Mail Rates by Action Requested
(% of mailings), 2004 and 200542
Table 21: UK B2B Direct Mail Responses When Used Alongside Other
Media (% of mailings), 2004 and 2005 42
CHANNEL PROFILE — DIGITAL MEDIA43
Online Advertising43
Table 22: B2B Advertising Revenue by Format (average %), 2007 44
Search-Engine Optimisation 44
SECTOR FOCUS — INTEGRATED MARKETING 45
DISTRIBUTION OF CHANNELS BY INDUSTRY49
5 Data Providers 50
BACKGROUND50
Permission-Based Marketing51
MARKET SIZE 51
COMPETITIVE STRUCTURE52
List Owners52
Table 23: Top 15 B2B List Owners by Volume of Names Traded
in 2006 (million), 200752
List Brokers53
Table 24: Top 15 B2B List Brokers by Volume of Names Traded
in 2006 (million), 200753
List Managers54
Table 25: Top 15 B2B List Managers by Volume of Names Traded
in 2006 (million), 200754
INDUSTRY TRENDS55
DATABASE TOOLS 56
DATA SECURITY56
MARKETING ACTIVITY57
DISTRIBUTION57
6 An International Perspective 58
INTRODUCTION58
MARKET DEVELOPMENTS58
Table 26: Future Marketing Approaches (% of respondents),
August 2004 and January 200659
COMPETITOR ENVIRONMENT 59
Information Sources 59
Central Intelligence Agency59
European Commission — Eurostat 60
Organisation for Economic Co-operation and Development 60
Direct Marketing Association 60
7 PEST Analysis 62
POLITICAL FACTORS 62
ECONOMIC FACTORS 63
SOCIAL FACTORS64
TECHNOLOGICAL FACTORS64
8 Industry Dynamics 65
INDUSTRY RESEARCH65
Interviewees65
Gary Brine, Chief Executive Officer/Founder, Gyro International Ltd65
Kim Cook, Product and Marketing Manager, Thomson Directories 65
Joel Harrison — Editor, B2B Marketing Magazine
(also on DMA B2B Council) 65
Annette Holmes — Managing Director, Prospect Swetenhams
and Market Monitor66
Iain Lovatt — Managing Director, Blue Sheep Ltd66
Shane Redding — Owner of Think Direct Ltd and Co-Founder of Cyance Ltd66
John Stanton, Chairman of Association of B2B Agencies and Joint Managing
Director of Base One Group66
Questions and Answers 67
1 “What Are the Three Main Concerns Facing B2B Marketing Practitioners Today?” 67
Gary Brine 67
Kim Cook67
Joel Harrison 68
Annette Holmes68
Iain Lovatt 69
Shane Redding69
John Stanton69
2 “What Are the Three Main Trends You Are Seeing in B2B Marketing?”70
Gary Brine 70
Kim Cook70
Joel Harrison 71
Annette Holmes71
Iain Lovatt 71
Shane Redding71
John Stanton72
3 “Which Are the Leading Channels for B2B Marketing?” 73
Gary Brine 73
Kim Cook73
Joel Harrison 73
Annette Holmes73
Iain Lovatt 74
Shane Redding74
John Stanton74
4 “How Has This Changed Over the Past 5 Years?” 74
Gary Brine 74
Kim Cook75
Joel Harrison 75
Annette Holmes75
Iain Lovatt 75
Shane Redding75
John Stanton76
5 “Are There Any Differences in the Way Different Vertical Sectors
Use B2B Marketing Channels?” 76
Gary Brine 76
Kim Cook76
Joel Harrison 76
Annette Holmes76
Iain Lovatt 77
Shane Redding77
John Stanton77
6 “How Can B2B Marketers Address the Problems That Exist Between
Marketing and Sales and Marketing and Procurement?” 78
Gary Brine 78
Kim Cook78
Joel Harrison 78
Annette Holmes78
Iain Lovatt 79
Shane Redding79
John Stanton79
7 “What Are the Three Main Functions of B2B Marketing (eg Lead
Generation, Brand Awareness, Relationship Development, etc)?”80
Gary Brine 80
Kim Cook80
Joel Harrison 80
Annette Holmes80
Iain Lovatt 80
Shane Redding81
John Stanton81
8 “To What Extent is B2B Marketing Addressing Environmental Issues?” 81
Gary Brine 81
Kim Cook81
Joel Harrison 82
Annette Holmes82
Iain Lovatt 82
Shane Redding82
John Stanton82
9 Company Profiles 83
OVERVIEW83
BASE ONE INTEGRATED MARKETING COMMUNICATIONS LTD83
Corporate Strategy83
Strengths and Weaknesses83
New Product Development83
Brand Development 84
Innovations 84
New Research84
Appointments 84
Future Company Developments 84
BLUE SHEEP LTD85
Corporate Strategy85
Strengths and Weaknesses85
New Product Development85
Brand Development 85
Innovations 85
New Research86
Appointments 86
Future Company Developments 86
CYANCE LTD87
Corporate Strategy87
Strengths and Weaknesses87
New Product Development87
Brand Development 87
Innovations 87
New Research87
Appointments 87
Future Company Developments 88
GYRO INTERNATIONAL LTD88
Corporate Strategy88
Strengths and Weaknesses88
New Product Development88
Brand Development 88
Innovations 89
New Research89
Appointments 89
Future Company Developments 89
THE MISSION MARKETING GROUP PLC 90
Corporate Strategy90
Strengths and Weaknesses90
New Product Development90
Brand Development 91
Innovations 91
New Research91
Appointments 91
Future Company Developments 91
PROSPECT SWETENHAMS LTD/MARKET MONITOR LTD 92
Corporate Strategy92
Strengths and Weaknesses92
New Product Development93
Brand Development 93
Innovations 93
New Research93
Appointments 93
Future Company Developments 94
SILVER BULLET PUBLISHING LTD 94
Corporate Strategy94
Strengths and Weaknesses94
New Product Development94
Brand Development 94
Innovations 94
New Research95
Appointments 95
Distribution95
Future Company Developments 95
10 The Future 96
MARKET DEVELOPMENTS96
MARKET FORECASTS97
Table 27: The Forecast UK Market for B2B Marketing
by Channel by Value at Current Prices (£m), 2008-2012 98
11 Glossary 99
12 Further Sources 107
Associations107
Publications107
Government Sources 109
Other Sources109
Bisnode Sources 110
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