Marketing Statistics for Security Integrators

By: John Honovich, Published on Jan 27, 2010

Security Sales Magazine has released a statistical report on marketing expenditures and choices for US security integrators [link no longer available].

The most interesting points made include:

  • Close rates for new business dropped from 56% to 46% between 2009 and 2008
  • Websites are now the #1 source of leads, up from #5 a year ago
  • 22% of security integrators report not having a website (and we think a large percentage of others have very basic websites with little information)
  • However, manufacturer sales literature remains the most common marketing tool (with 81% still reporting they use)
  • Over 80% of integrators spend less than 10% on marketing
  • Almost 80% have reduced sales and marketing expenditures due to the recession
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