2015 Marketing Trends & Opinions Survey

Summary Overview

January 2015

Heinz Marketing, Inc.

acceleration@heinzmarketing.com

www.heinzmarketing.com

(877) 291-0006

Survey Profile

• 258 responses collected in Q4 of 2014• 59% Director or above; 90% B2B; 100%

marketing professionals• 66% with over 100 employees• Over 50% with marketing budgets in excess of

$100k • Over 18% with marketing budgets greater than

$1M per year

60% of companies expect marketing budgets to increase

Lead quality & proving ROI top the list of marketing priorities

ROI and use of data for better segmentation and targeting higher priority at companies with 100+ employees

Lead quality & content marketing received the most #1 votes

Number of leads generated most frequent marketing metric, but what about cost?

What are 30% of companies doing with no qualified lead definition??

Timing of purchase & decision authority top lead quality feedback

60% at least satisfied with marketing automation, 11% not satisfied or disappointed

If you use marketing automation software, what is your overall satisfaction level with your platform including ease of use, return on investment, and value to your business?

Use of spreadsheets for reporting – Marketing Automation users

65% of non MA users report using spreadsheets

Survey Profile – Company Size

About Heinz Marketing

Focused on sales acceleration•Pipeline orientation•New customers + lifetime value•Strategic and tactical•Direct and channel•Focused on measurable outcomes, scalable programs

Areas of Focus

• Demand generation strategy & systems• Lead & pipeline management• Sales & marketing alignment• Content strategy• Inside sales effectiveness & output• Customer & community engagement• Marketing technology stack strategy

Heinz Marketing, Inc.acceleration@heinzmarketing.com

www.heinzmarketing.com(877) 291-0006