Self starting

Work Study

ISSN: 0043-8022

Article publication date: 1 February 2003

54

Citation

(2003), "Self starting", Work Study, Vol. 52 No. 1. https://doi.org/10.1108/ws.2003.07952aab.004

Publisher

:

Emerald Group Publishing Limited

Copyright © 2003, MCB UP Limited


Self starting

Self starting

Launch Pad, a San Francisco-based high-tech marketing consulting firm, and Blanc & Otus, a high-tech communications company, have released their annual tech marketing study, Marketing Expenditures for Technology Start-ups, which surveyed marketing executives in business-to-business high-tech firms about marketing dollar allocation. The findings show that while expectations of marketing escalate, funding for marketing resources and activities continues to decrease well out of proportion to that of other departments. The report highlights ways in which start-up marketers are changing the tactical marketing mix and succeeding despite small budgets. The study found that annual budgets for all departments within high-tech start-up companies continue to shrink. Marketing suffered the largest decline, decreasing in absolute dollars from $2.8 million in 2001 to just over $1 million in 2002, and declining from 20 per cent of corporate expenditures in 2000 to a mere 13 per cent in 2001. Engineering, on the other hand, increased its percentage of corporate expenses from 29 per cent in 2000 to over 50 per cent in 2002. Public relations continue to get the largest share of overall marketing expenditure, increasing its share from 19 per cent to 25 per cent over the last year. It is also seen as the most effective marketing tactic for start-ups. Outbound lead-generating telemarketing saw the largest absolute dollar increase compared with budgets in 2001, reflecting every company's need for demand generation. Marketing Expenditures for Technology Start-ups can be purchased for $95 at www.lpad.com

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