2017 Marketing Benchmark Report - file2017 Marketing Benchmark Report — North America 3...
Transcript of 2017 Marketing Benchmark Report - file2017 Marketing Benchmark Report — North America 3...
Welcome
Methodology
Section 1: Marketing Organization & Technology
Section 2: Usage & Effectiveness
Section 3: Multi-Channel Strategy
Section 4: Lifecycle Marketing
Section 5: Metrics & ROI
Section 6: Opportunities
TABLE OF CONTENTS
32017 Marketing Benchmark Report — North America
WELCOMEThank you for downloading Marketo’s annual Marketing Benchmark
Report—2017. In our inaugural report, we look at how more than 1,300
marketers, both B2B and consumer, across different business sizes and
industries, practice marketing today. We discovered that marketers are
making leaps and bounds in their marketing maturity—from how they think
about strategy to how they execute campaigns—and are using technology
and Marketo’s engagement platform to make it possible.
The future of marketing relies on our ability to engage with people in a
personal and authentic way, building relationships that are more human,
more authentic, and ultimately more valuable. This report shows that we’re
not all there yet, but we’re making great strides. So how can we get there?
Our research also highlights a few opportunities for marketers to act upon—
which we cover in more depth throughout the report.
Now, I invite you to read on to learn about everything from email marketing
to paid advertising and the goals, challenges, and metrics that marketers
see throughout their practice every day.
Regards,
Chandar PattabhiramChief Marketing Officer, Marketo
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METHODOLOGY
The 2017 Marketing Benchmark Report—North
America was developed by Marketo based on the
results of a Q4 2016 survey.
This survey was sent out to contacts within our
customer base, from different company sizes,
functional areas, and industries. The results of this
report are based on the answers of 1,363 customers,
both practitioners and executives, who responded
across these segments.
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How Marketers Structure Their Global Marketing Automation Strategy
The question of whether to deploy your
marketing automation centrally or regionally
is unique to your business structure; however,
there are distinct advantages to a centralized
marketing automation strategy, specifically the
ability to scale your marketing activities into new
regions quickly and easily by cloning audiences,
programs, scoring, etc.
of marketers that market to a global audience have a centralized marketing
automation strategy.
65%Marketing Organization & Technology
RegionalCentralized
65%35%
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While marketers from all business size
segments face the same top three challenges,
their prioritization of the challenges are
different. Both mid-market and enterprise
organizations ranked their challenges in a
different order.
Mid-market organizations:
1) People
2) Alignment with HQ
3) Content
These challenges speak to the importance of
mapping the skills sets that you need and the
people who will fill them, and understanding
how your content strategy can scale to meet
your organization's needs over time.
Enterprise organizations:
1) Content
2) Alignment with HQ
3) People
Top challenges of global marketing include 1) Content
2) People
3) AlignmentwiththeHQoffice
Top Challenges of Global Marketing Automation Deployment
Marketing Organization & Technology
Content
People
Alignment with HQ
Budget
HQ support
Autonomy
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39% 40%
15%
3% 3%
0-5 6-10 11-15 16-20 21+
More than
of marketers have 6 or more technologies in
their tech stacks.
60%
With the explosion of marketing technologies
available to marketers (over 3,800 in 2016
according to Chief MarTech’s Marketing
Technology Landscape Supergraphic), it’s
critical that marketers choose their technology
carefully. What are we seeing? Companies
of all sizes are adopting and integrating
new technologies to achieve their business
objectives. And the majority (68%) feel that the
technology in their tech stack integrates well.
How Many Technologies in a Tech Stack?
Marketing Organization & Technology
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No single technology does everything, so it’s
critical to have a solid, open platform that
serves as the foundation for any technology
you want to add. Having both a strategic short-
term and long-term plan for your marketing
technology can not only help you ensure a
thoughtful exchange of data but save you time
and money—as you avoid installing technology
only to rip it out and replace it in the long run.
of marketers surveyed have a plan for their
MarTech stack.
68%
Short-term 17%
Long-term 14%
Both 37%
None 32%
Strategic Planning for a Tech Stack
Marketing Organization & Technology
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Having siloed data and technology that
speaks “different languages” in many cases
can defeat the well-intentioned purpose of
your technology. Ensuring your technology
selections will integrate is a critical element to
a MarTech stack strategy.
of marketers surveyed believe that it is critical for a new vendor to be able to integrate with
their existing technology.
96%
Not critical at all
Critical
Very critical
60%
28%
8%
2%2%
Importance of Technology Integration
Marketing Organization & Technology
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KEY TAKEAWAYS: MARKETING ORGANIZATION & TECHNOLOGY
To overcome the common challenges of global
marketing, marketing must abandon siloes and adopt
a center of excellence model (COE).
A COE helps remove inefficiencies and helps teams
across functions collaborate as a cohesive unit to
reinforce a consistent brand identity and improve the
customer experience.
As organizations grow, they will also need to
re-evaluate their MarTech stack to ensure that
it can scale with them. With companies of all
sizes adopting new technologies, it will be more
important than ever to find ones that integrate well
with your existing solutions and meet both your
short-term and long-term needs.
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As we invest more of our marketing budgets
in content marketing, there is an increased
focus on creating more content. One note
of caution is to make sure that the content
you are creating is tied to goals and metrics,
and that you are able to use those metrics to
demonstrate the ROI of your content.
of marketers surveyed publish content at least
once a week.• 35% publish a few times a week
• 33% publish once a week
68%Content Publication Frequency
Usage & Effectiveness
Once a weekA few times a week
QuarterlyOnce a month
35%
33%
22%
10%
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The majority of marketers (80%)
are running nurture campaigns.
Implementing Nurture
Usage & Effectiveness
Yes
80%No
20%
Nurturing is a critical strategy that marketers
can use to communicate consistently with
buyers across channels and throughout the
buyer journey. It is an integral part of any
marketing strategy because it helps marketers
build relationships with potential buyers on
multiple channels, regardless of where they
are in their journey—from building awareness
and nudging toward a conversion to driving
retention and advocacy.
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Content is the biggest challenge to marketers looking to scale their nurturing activities.
Because nurturing automates communication
with several different segments over an
extended period of time, it requires thoughtful
and relevant content. Organizations aiming
to make each piece of nurturing content as
relevant to their audience as possible often
start by mapping the content to their different
segments and audiences and identifying gaps.
Addressing those gaps does not need to be
done all at once, but will help shape a strategy
and timeline for an organization to
allocate their resources (people and
budget) to creating content to
fill in the gaps.
Usage & Effectiveness
Content 44%
Resources 28%
Knowledge
14%
Other 14%
Challenges to Scaling Nurture
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Implementation of Scoring e.g. lead scoring, customer scoring, account scoring, etc.
Usage & Effectiveness
Scoring helps organizations, both consumer
(71%) and B2B (77%), determine the level of
interest in your business (from a prospect,
customer, or account) and use that information
to drive sharper, more relevant engagement.
While the scores you assign to each activity are
unique to your business and buyer/customer,
scoring is a unique tool to help drive alignment
across the organization around the value of
different engagement activities and what they
mean for the business.
The majority of marketers (76%), from
both B2B and B2C organizations, are scoring their leads,
customers, or accounts.
Yes
76%No
24%
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Measuring Scoring
Usage & Effectiveness
Of the marketers using scoring, the majority (43%) use
both a qualitative and quantitative approach to measure its effectiveness.
A prerequisite to ensuring that your scoring
evolves appropriately is to meet with internal
stakeholders (like sales) to review and update
the most accurate scores. Frequent feedback
allows you to analyze and adapt the scoring
system based on what has been learned and
helps develop a shared idea of how to improve
it. A best practice is to define a process for
negotiating issues and changing scores, and
share your scoring methodology and any
changes to it with all stakeholders.
18%
29%
43%
10%
OtherBothQualitative approach
(Gather feedback from sales about score quality as a leading indicator)
Quantitative approach
(Document the score prior to sales handoff.
Follow-up to see if there is a high correlation between the score and conversions.)
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Scoring Adjustments
Usage & Effectiveness
Like any marketing initiative, understanding
the effectiveness is critical, but applying
those learnings is even more so. Once you
understand and agree with your stakeholder
group on how to measure the effectiveness of
scoring, put your results into action by making
logical changes to improve it. Most marketers,
regardless of business size, reported making
adjustments to their scoring on a quarterly
basis. This cadence allows your scoring to be
optimized for changing market dynamics, new
products, and more.
Across organizations of all sizes, most marketers
tweak their scoring quarterly and yearly.
Never
Yearly
Quarterly
Monthly
Weekly
Daily
2%
4%
13%
38%29%
14%
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Marketers Practicing ABM
Usage & Effectiveness
While broad-based demand generation
strategies have their benefits, account-based
marketing uses a more targeted approach
to engage high-value accounts at scale. As
more organizations begin to see the value in
an account-centric approach, we expect to
see this number significantly increase over
the next few years. Some organizations will
focus solely on ABM, while others may use
a blend of both broad-based and account-
based marketing in their mix.
of marketers surveyed are practicing ABM.
34%
No
66%
Yes
34%
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Marketers Practicing ABM (SMB vs. ENT)
Usage & Effectiveness
New digital ABM technologies make it easier
to implement and less resource intensive
to practice. This transition has removed the
barrier that kept many small and medium-
sized businesses, or SMBs, from implementing
the strategy. Now, with the right technology,
SMBs also stand to make huge strides in
business and revenue growth by implementing
an ABM strategy.
Contrary to popularly held beliefs,
account-based marketing is seeing comparable
adoption across organizations of all sizes.
Mid-market EnterpriseSmall business
YesNo
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Top Challenges of ABM
Usage & Effectiveness
Team alignment is the top challenge for
marketers practicing ABM.
Sales and marketing alignment is a critical
component for any organization looking to drive
pipeline in either a traditional or flipped funnel. To
ensure ABM success, it’s critical to have baseline
alignment with your sales team in place. An ABM
strategy will take that alignment to the next level as
sales and marketing roll up their sleeves to hammer
out the details together. A key to overcoming
some sales and marketing alignment challenges?
Create a plan and document it. Then, share it
with stakeholders and the larger team. You’ll
also want to start with a pilot program,
demonstrate early success, and then
use it as a proof point to expand.
22%7%
18%
24%
10%
19%
Understanding the basics & benefits of ABM
Content development & content strategies
Selecting the right accounts to focus on
Driving sales & marketing alignment
Navigating & understanding the ABM technology ecosystem
Reporting & analytics
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Roles Responsible for Web Personalization
Usage & Effectiveness
Anyone can do web personalization. A
common misconception is that you need
someone with advanced technical skills
to implement and manage your web
personalization activities, and that’s not true
(it’s data backed!). Marketers are resourcing
their web personalization activities across
their team. While the strategy is often driven
by marketing, it needs buy-in from web
development. Together, marketing and web
development can collaborate to ensure that
the campaigns support and tie to marketing
goals and are also put in context of best
practices for web user experience.
of those responsible for web personalization
are not in specifically technical roles.Online/Digital
marketing manager
Channel marketing manager
Conversion optimization manager
Web development team
Corporate communications
Other
44%
11%
6%
25%
5%
9%
44%
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What Marketers Personalizeon the Web
Usage & Effectiveness
33% of marketers that personalize their website
change the copy and messaging. 32% change
the call-to-action or offer presented.
Chances are that you are not
sending the same exact email to your
entire database, even if it is well tested and
delivers results. But most marketers are doing just
that, daily, on their website. Offering the exact
same experience to every visitor, every time,
regardless of their behavior or attributes, is a huge
missed opportunity.
For a marketer whose marketing activities drive
toward key metrics—conversions, engagement,
and increased lead generation or order
value—failing to utilize your website in
the most effective way possible
has a measurable impact.
33%
21%
32%
13%
Brand messaging
/ copy
Images Call-to-action / offer
Customer logos /
testimonials
Other
1%
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KEY TAKEAWAYS: USAGE & EFFECTIVENESS
The majority of marketers we surveyed are producing
new content on a regular basis as well as nurturing
and scoring. However, it’s not enough to just be doing
these things. Marketers should continually refine
their practices based on quantitative and qualitative
measurements for accurate and optimal results.
Organizations of all sizes are now practicing
account-based marketing and web personalization.
We expect to see the adoption increase rapidly as
new technologies empower marketers to use an
personalized, account-centric approach at scale and
are manageable without a need for technical expertise.
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Marketers invest the most in
website, email, field sales, events, and
paid search.
An interesting takeaway from the top channels
that marketers are choosing to invest in is that
the majority of them are, as a core part of how
buyers access them, served on mobile devices.
This indicates that while marketers may not be
specifically adopting and shaping their marketing
strategies around mobile, their audience is.
Accordingly, those channels are providing a higher
return on investment and earning more budget.
Multi-Channel Strategy
Highest Investment Channels
Website
Field Sales
Events
Paid Search
Other
eCommerce
Call Center
Virtual Events
Display Ads
Social Media
Sponsored Content
TV (e.g cable, smart, dialog)
Direct Mail
Word-of-mouth
Mobile App
Retail
SMS
Radio
Billboards
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Multi-Channel Strategy
The ability to use technology to scale your
marketing programs allows organizations to
do more with less resources and continually
optimize their campaigns without the heavy
lift of starting from scratch. This is a critical
capability for organizations of all sizes–from
SMBs with limited resources, to large global
enterprises looking to leverage marketing
investment in different regions and across
product lines.
of marketers are scaling their marketing by
duplicating over half of their marketing campaigns.
62%Scaling Campaigns
0-25%
26-50%
51-75%
76-100%
12%
27%
37%
25%
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Multi-Channel Strategy
There are huge benefits to testing as many
emails as possible–even every one. However,
that’s not something that marketers are
doing today, which may be okay as predictive
capabilities reduce the need to test everything.
Predictive content allows you to dynamically
swap elements that you would typically test,
such as CTAs, and ensures that you are able to
deliver the right piece of content to the right
person.
19% of marketers are testing more than half of their emails, while 81%
are testing less.
57%
24%
11% 8%
76-100%51-75%0-25% 26-50%
A/B Testing in Email
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Posting Frequency on Social MediaMeasured in times/week
Multi-Channel Strategy
Social media is an increasingly important way
to organically engage your audience. In fact,
according to Social Media Today, 12 new
active mobile social users join every second.
Marketers responding to this survey rank social
networks in order of usage as: LinkedIn, Twitter,
and Facebook.
While you’ll see that marketers post more on
Twitter, they don’t rate it as the best platform
to market on. This is because each social
network requires a content mix and frequency
that matches the expectations of its audience.
While you can find best practices on posting
frequency, the truth is that you will have to start
by understanding your audience and where
they like to consume content and then test
your frequency.
Twitter leads social media posting frequency,
which varies based on the channel.
Twitter8.95
LinkedIn3.84
Facebook4.24
Other1.97
Instagam3.99
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New Platforms Being Adopted
Multi-Channel Strategy
Most marketers are considering adopting Facebook Live over
Snapchat, although a significant amount are
not exploring new social media channels.
While many marketers are not considering
new social media platforms for their marketing
activities, it's important to continually evaluate
your multi-channel strategy based on the
channels that your audience consumes
content on. New channels, especially on social
media, emerge all the time, and they are worth
understanding and testing.
65%
18%
11%
6%
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Multi-Channel Strategy
While many marketers don’t identify as
mobile marketers, data shows otherwise.
Mobile is an important player when you
consider the channels that marketers invest in
the most are regularly accessed on a mobile
device. The mobile activities that they are
doing aim to optimize the experience for
their audience.
In 2014, according to GSMA Intelligence's
Real-time Tracker, the number of mobile
devices surpassed the global population
and today, 80% of internet users own a
smartphone. Marketers, at a minimum, need
to be prepared to communicate with a buyer
using a mobile device via their website and
their advertising.
The majority of marketers have a mobile-optimized
website (42%) and do mobile advertising (26%)
as part of their mobile marketing strategy.
Mobile Marketing in Practice
Mobile-optimized website 42%
In-app 11%
14%
7%Pushnotifications
Mobile advertising 26%
Mobilemessaging
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Multi-Channel Strategy
The majority of marketers ranked new name
acquisition as their primary goal, while the
remaining responses were pretty evenly spread.
These results indicate that while acquisition is
still a driving element of a digital advertising
strategy, marketers are thinking across
the lifecycle.
Marketers are using digital advertising to
market across the entire customer lifecycle.
Digital Advertising Goals
Brand awareness
New name acquisition
Nurturing
Retention / loyalty
Upsell / cross-sell
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Multi-Channel Strategy
Only a fraction of digital marketing budget
goes to social media, as most marketers
allocate it across channels.
However, we anticipate a shift in this over
time as social media advertising offers more
advanced targeting options and ad types.
Over
25%of marketers spend more
than a quarter of their marketing budget on
social media ads.
Social Media Ads Budget
5%
74%
20%
1%
0-25% 26-50% 51-75% 76-100%
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Multi-Channel Strategy
While PPC was ranked as the most effective
digital ad channel, it’s interesting to note
that display and social were not far behind.
5 years ago, social would not have ranked,
and today it holds its own. This shift mirrors
the drastic changes that have occured in the
digital landscape.
Marketers rank
PPCas the most effective
digital ad channel.
Most Effective Digital Ad Channels
PPC
Display
Social
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KEYTAKEAWAYS:MULTI-CHANNELSTRATEGY
Across organizations of all sizes and segments,
marketers invested the most in website, email,
field sales, events, and paid search—most of which
are served on mobile devices. This indicates that
marketers must invest in a mobile strategy, with a
mobile-optimized website and mobile advertising at
the very least.
Many marketers are strategically managing their multi-
channel campaigns, leveraging platform features that
scale their efforts and prioritize different channels and
campaigns. This is especially true when it comes to
digital advertising, based on effectiveness to engage
buyers across the entire lifecycle.
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Lifecycle Marketing
While many marketers are still primarily
focused on driving acquisition, it’s critical
to think of the entire customer lifecycle. In
fact, data from Forbes reveals that 90% of the
customer value for B2B businesses is obtained
after the initial sale. Big takeaway: Get a slice of
that pie. Leverage the same principles that you
use for acquisition for customer engagement.
of marketers devote less than a quarter of their budget to customer
engagement programs.
Programs Dedicated to Engaging Existing CustomersAs a percentage of total budget
0-25%
26-50%
51-75%
76-100%
39%
31%
22%
8%
39%
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Lifecycle Marketing
Today, nuturing your customers across the
entire lifecycle is a concept and strategy that
marketers are just starting to embrace—it’s not
yet a high priority. However, we anticipate that
it will become the status quo in the same way
that driving demand and acquisition is today.
For marketers engaging their existing customer
base, most focus on driving usage
and adoption.
Customer Marketing Goals
Cross-sell / upsell
Driving usage and adoption
Retention / loyalty
Nurturing acrosscustomer lifecycle
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Lifecycle Marketing
Today, data from Ogilvy and Google suggests
that 74% of consumers identify word-of-
mouth as a key influencer in their purchasing
decision. Marketers have an opportunity to
cultivate a customer referral program that not
only helps them acquire new customers but
rewards their advocates.
of marketers do not have customer
referral programs.
Customer Referral Programs
Yes
33% No
67%
67%
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Lifecycle Marketing
This is a missed opportunity for both B2B and
consumer marketers. Based on data from The
CMO Study by Duke, the AMA, and Deloitte,
44% of U.S. marketing executives said customer
retention was a customer-related metric they
expected to increase in the next 12 months.
Based on the results of our survey, there needs
to be more thoughtful strategy and investment
in how marketers get there.
of marketers do not offer a loyalty program.
Loyalty Programs
No
84%Yes
16%
84%
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KEY TAKEAWAYS: LIFECYCLE MARKETING
Only a fraction of marketers are focusing on
engaging current customers (vs. acquisition). To really
move the needle, marketers must also focus on how
to make their customers successful and grow their
lifetime value, which often generates more revenue
than the initial acquisition.
Marketers must shift their thinking and strategies
to engaging and nurturing their prospects and
customers throughout the customer lifecycle. It's
time to think beyond simply converting them; it's time
to generate referrals and reward customer loyalty.
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Metrics & ROI
The majority of marketers tie their
content to late-stage metrics. The top metric is
Opportunities Created.
How Marketers Measure Content
The majority of marketers using Marketo are
able to measure their content marketing with
metrics that track ROI from early- to late-stage
with an emphasis on being able to prove the
business value of the content.
27% measure clicks
52% measure conversions
55% measure opportunities created
41% measure revenue
Their ability to measure early-, mid-, and
especially late-stage content metrics indicates
a higher level of maturity as compared to 44%
of B2B marketers and 45% of B2C content
marketers surveyed by Content
Marketing Institute who measure
bottom-of-funnel metrics
(conversions and sales).
Cannot measure#5
Clicks#4
Shares #6
Conversions#2
Opportunitiescreated #1
Revenue won#3
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Metrics & ROI
The top KPIs that marketers are using to
measure the effectiveness of their programs
and channels are similar and they track from
early to mid- to late-stage metrics—ultimately
tracking the metrics that impact the business
and inform their future planning.
The amount of marketers who can now track
the number of opportunities created by their
programs is a huge indicator of the ability to
measure down the funnel and demonstrate
their revenue impact.
Marketers measure their programs and channels using metrics that span
from early- to late-stage.
How Marketers Measure Program and Channel ROI
Impressions
Shares
Customeracquisition cost
Retentionrate
Conversions#1Opportunities created#2
Marketing qualified leads#3Sales qualified leads#4
Click-through rate#5Clicks#6
Return on investment#7
Other
Churnrate
Customerlifetime value
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KEY TAKEAWAYS: METRICS & ROI
The majority of marketers, across organizations of
all sizes and segments, track early- to late-stage
metrics to measure the effectiveness of their content,
programs, and channels. While early-stage indicators
like clicks are precursory indicators, it’s important to
track metrics throughout time to identify those that
tie directly to ROI and can prove the business value of
your efforts.
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MARKETING ORGANIZATION & TECHNOLOGY
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As organizations grow, it will be critical for marketing to
adopt a Center of Excellence (COE) approach to ensure
consistency and centralize key activities and messaging.
Aside from ensuring that a new technology integrates with their
existing tech stack (which most marketers already look for),
marketers need to continue to be selective and only invest in
technologies that support both their short-term and long-term
goals. This will ensure that as their organization grows, they
won’t need to replace existing solutions as they scale and will
only add on the ones that provide long-term value.
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USAGE & EFFECTIVENESS
49
The majority of marketers are consistently producing content
and nurturing and scoring their leads or contacts. While this is
important, marketers must continually evaluate the effectiveness of
their practices.
Although more B2B marketers have started to understand the value
of account-based marketing, this number will continue to increase
as new technology continues to empower organizations of all sizes
to practice ABM at scale. However, many marketers continue to run
into issues with sales and marketing alignment. Gaining early buy-in
is critical to overcoming this and aligning cross-functional teams,
and we expect to see more marketers working in lockstep with
sales from beginning to end.
Additionally, web personalization shouldn’t be an afterthought—it
can be applied on top of your existing strategies no matter where
you are in your marketing maturity and even if you don’t have the
technical skills typically required for web development. In fact,
according to eMarketer, 37% of respondents saw a 1% to 10%
improvement in conversions due to such efforts, and 39% saw a
lift between 11% and 30%. For those implementing ABM, it’s a great
complement to scale your programs by serving unique content to
key accounts as part of your cross-channel strategy.
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MULTI-CHANNELSTRATEGY
50
Most of the top channels that marketers are investing in,
those in which they see the most ROI, are regularly accessed
from mobile devices. It's imperative that marketers start
incorporating mobile into their strategy as more buyers
conduct research from it.
When it comes to social media, although many marketers are
not currently looking into new channels, it may become a
priority as new platforms emerge that their audiences adopt.
Regardless of the channel, the most important thing is to
understand and be where your audience is—which may be on
a new social media platform.
For digital advertising, most marketers only allocate up to a
quarter of their budget to retargeting. While it’s a good idea
to allocate across channels, marketers can realize more value
by leveraging a solution like Marketo Ad Bridge to get the
most value out of each investment.
2017 Marketing Benchmark Report — North America
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LIFECYCLE MARKETING
51
Most marketers surveyed focus more on new customer
acquisition than engaging current customers, but we expect
this to change significantly over the next few years as
marketers shift their focus to customer-centric marketing. In
fact, 86% of CMOs and senior marketing executives surveyed
by The Economist believe they will own the end-to-end
customer experience by 2020.
While more marketers offer a referral program compared to
a loyalty program, it’s important to remember that customers
are your prospects too. According to a study by Teradata,
61% of consumers said they’d tell friends and family about
their experiences, and 27% reported that they’d sign up for a
company’s loyalty program. Aside from growing their customer
lifetime value with cross-sell, upsell, and referral programs,
reward them for their continued business—it’ll pay off.
2017 Marketing Benchmark Report — North America
522017 Marketing Benchmark Report — North America
METRICS & ROI
52
Most marketers track both early- to late-stage metrics to
measure ROI. However, there are still some marketers who
only focus on early- or late-stage stage metrics. As marketers
measure the effectiveness of their content, programs, and
channels, it's critical to remember to measure over time—from
initial metrics at program launch, to a few weeks after, a few
months after, 6 months, and even a year.
While early-stage metrics are commonly known as vanity
metrics, they are still important to track in order to understand
the early impact of your efforts. However, they don’t offer
much ROI reporting value on their own. Other metrics, like
pipeline, opportunities, and revenue, take longer to mature,
but they help marketers understand exactly how much
revenue each marketing campaign or activity generated.
2017 Marketing Benchmark Report — North America
532017 Marketing Benchmark Report — North America
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