2016 B2B Marketing Outlook Webinar

Watch the webinar

Our webinar analysed the findings of the 2016 B2B Marketing Outlook Report – developed in conjunction with ADMA. There was a great response this year with 448 B2B marketers taking the time to complete the study and the results provide valuable insight into the latest B2B marketing trends.

We had a panel of B2B marketing experts on hand who examined the behaviours of best-in-class marketers, exploring their approach to ROI measurement, automation and content marketing.

Some key findings included:

  • Budgets are on the rise with 40% saying they will increase compared with 9% decreasing in 2016
  • Only 36% of marketers report satisfactory lead follow-up
  • Best-in-class marketers will spend 50% more of their budget on marketing automation in 2016 (12% of total budget compared to just 8% of the rest of respondents).
  • Best-in-class marketers are significantly more accurate in measuring key performance metrics

Visit our LinkedIn group if you would like to discuss any aspect of the webinar.

Our expert B2B marketing panel included:




Jodie Sangster is the CEO of the Association for ADMA, and IAPA. Her extensive experience in the fields of global data-driven marketing and advertising spans over 18 years and includes experience throughout the US, Europe and the Asia-Pacific region. In 2007 she became Senior Vice President of Global Development for the US DMA. She became CEO of IAPA in 2014, when the two organisations formed an alliance to create a unified voice around the rapidly evolving field of marketing and data/business analytics.



GM Marketing, Telstra Wholesale

A strategic marketing executive with strong history in working across innovation and the introduction of new products. Glenn is truly committed to building high quality marketing programs which through alignment to the customer journey support both improved customer engagement and corporate brand differentiation. He has led B2B marketing efforts for over 20 years, including experiences across telecommunications, software development and manufacturing industries. His post graduate Masters Degree Thesis (Marketing) was published in both Asia and the US; and he has also completed several undergraduate degrees.



Marketing Director APAC, Ansell

A global, commercial marketing executive with a record of delivering for Mercedes-Benz, Ansell and professional services consultancies, Mitchell is committed to marketing earning the right to define and project the customer experience as the primary driver of competitive advantage. In an era of rapid product and service commoditization, Mitchell is convinced that the customer experience matters now more than ever. Prior to joining Ansell Limited Mitchell enjoyed nine years with Mercedes Benz in global, regional and national marketing roles. In November 2015, Mitchell was recognized by CMO Australia as one of the nations top 50 marketers.

Your MC:



Co-founder and Managing Director, Green Hat

In 2001, Andrew co-founded Green Hat – a digital consulting agency devoted to B2B. Over the last five years, he has focused on customer lifecycle and digital marketing for the ‘considered’ buying process. He developed the 3C3P Lifecycle Marketing & Automation Program methodology – an approach for inbound and content marketing that has been adopted by blue-chip clients including IBM, UXC, Tabcorp and Mercer. Andrew regularly speaks on the conference circuit and is co-author of the annual B2B Marketing Outlook Report. He is also a member of the ADMA B2B Expert Group.

Get In Touch
Get B2B Research