BluePoint recently concluded a 2009-2010 marketing survey. There have been many studies and surveys conducted during the past few months inquiring about 2010 marketing budgets and plans, but we took a slightly different approach. Instead, we set out to learn what worked in 2009 – an unprecedented year for marketing in light of the economic situation, reduced budgets and staff, and the explosion of social media.

We reached out to mostly New England-based marketing and general business executives at a variety of companies, and about half of our respondents were from B2B companies. We asked a variety of questions to learn more about what kinds of marketing techniques were successful during a down economy – and what didn’t work so well.

Marketing Goals & Challenges
Of no surprise, the most important marketing goals in 2009 were achieving revenue goals (at 75%), improving reputation in the market (70%) and winning competitive deals (68%). Interestingly, despite the surge in all things social media this past year, establishing a social media presence ranked in as least important (only 19% felt this was an important goal in 2009).

We then asked which of these goals was the most challenging to achieve. Again, not surprisingly, achieving revenue goals proved the most difficult, with 90% of respondents saying it was “very challenging” or “somewhat challenging” to accomplish in 2009. Proving ROI and building awareness through media coverage came in a distant second and third respectively, with 38% and 35% saying these were very challenging to achieve.

Additional data to share about 2009 marketing activities:

• 60% have been held more accountable for marketing spend and results by their executive team/board
• 48% reduced their spend on print/broadcast advertising, while 48% remained the same (or arguably, didn’t spend and money on this to begin with)
• 60% relied more heavily on earned media (PR, etc.) than paid media (advertising, etc.)
• 48% sought to form co-marketing partnerships to leverage reduced budgets

Lead Generation, Branding & Awareness
Over half (52%)of the respondents said they focused less on hard-to-measure branding and awareness programs and more on measurable lead generation programs in 2009. In terms of what was effective, respondents said email marketing was the number one most effective lead generation method (80%), followed by PR (56%), telemarketing and social media (both at 24%). Least effective lead generation sources? Analyst relations, broadcast advertising and print advertising all came in highest, at 36% each.

There was a similar story to be told when it came to branding and awareness methods. Again, email and PR ranked high, at 68% and 56% respectively, followed by social media marketing at 36%. Least effective was direct mail (52%), analyst relations (40%) and broadcast advertising (40%).

Social Media
Although not a priority in 2009, establishing a social media presence was one of the few activities that respondents said was easy to achieve, and 64% did increase their focus on social media and viral marketing techniques last year. Arguably, this is due to the little-to-no cost of social media marketing and ease of getting started. It looks like companies will be exploring social media even further in 2010 – nearly 30% plan to hire staff focused on social media this year.

When asked what social networks generated viable leads in 2009, 64% said LinkedIn, followed by twitter at 32% and facebook at only 8%. Nearly one-quarter of respondents didn’t receive any leads via social networks. Marketers also rely most on LinkedIn for business-related social networking (72%) and least on twitter (8%).

Hiring & Outsourcing Plans
The good news is that as we head into our second month of the New Year, things are looking up for marketers. Nearly half (48%) plan to hire marketing staff in 2010, predominately in the areas of website/SEO, lead generation, PR and social media.

Over half (56%) already work with a PR firm, advertising agency or other outside marketing resource. Of the 44% that don’t, 24% would consider it in 2010.

For more information regarding this survey, please refer to this press release.

Have a question, comment or want to know more about the survey? Leave us a comment or ask via twitter @BluePointMktg.

– Posted by Melissa Coyle