During November, December and January, Frantz Group Research conducted a survey of senior marketing executives at business software companies and partners, including resellers, implementation firms and consulting companies. Thirty-two companies participated. We used two qualifying questions to control participation and improve the quality of the data.
What you've just read is the scientific description of what FG did. The more-gut level description is this: in many ways, 2012 presents a 'brave new world' for marketers, and we all will benefit from learning what our peers have planned for succeeding - and excelling - this year.
Here's how we envisioned the psychographics of the 'Business Software Segment in 2012' when we started our project: First, everyone is hoping the effects of the 'Great Recession' are easing but we have no guarantees. Second, we've all by now grasped that the 'old marketing' no longer works and changes are underway to address how customers buy today, and, third, if managing to the above were not enough, 2011 netted an enormous amount of flux and 'self exploration' around marketing tactics due to the explosive growth of social media and all things digital. So, those planning B2B marketing strategy will find themselves dealing with more decisions, and more complex decisions, going forward. Our solution: A level-setting analysis of what worked / didn't work last year, and is hoped to work for 2012 - among peers - is called for.
What follows is a summary of our findings along with Frantz Group commentary in italic, and then the full report.
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