digital marketing challenges survey results
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TRANSCRIPT
B2B Marketing Survey 2012
Key challenges for B2B marketers
Introduction
Marketing
Blogs
PPC
SEO
Internet
Website
Social Media
Relationship
Content
The buying cycle has changed. The internet, digital
environment, multichannel and multiplatform browsing have
made sure of this.
Now customers are in control, they are more informed, they
want more value and expect it. They think you know them and
they use social media to discuss good and bad experiences.
They are multichannel, whether you are or not.
This means that marketing, and sales, need to be at the
forefront of the customers mind, wherever they may be
browsing… otherwise a competitor will be.
Marketing and sales need to be smarter in the way they
engage prospects – keeping them engaged throughout the
buying cycle and ensuring that communication and
conversations are timely, relevant and intelligent.
How can businesses ensure their time is spent effectively?
How can time be made elastic? And how can managers
ensure that each individual is contributing value?
The real underlying question is, how can the efficiency of
marketing and sales be measured?
We wanted to find out if these questions were relevant. If
they were in the minds of the professional majority and
what the real business challenges are for marketers in the
digital age.
About the survey
Who?
In total, we gathered 56 completed surveys
and the responses comprised of:
30 B2b
10 B2C
13 Agency
3 Other
Summary….
The majority of respondents strive to be more
effective with their time, although happy with the
people they have.
Efficiency. Nearly 2 in 3 respondents believe
they could be more effective in their digital
marketing strategy, acquisition and execution.
66% of respondents admit that email marketing is
not being used to it’s full potential in their
organisation.
Supporting the fact that marketing automation
is still in it’s early adoption phase – just under
half agreed that marketing automation could
boost efficiency.
Q. For your company (or your client), which do you
believe are the biggest challenges you face?
Please rank in order of biggest challenge. (With 1
being the biggest challenge to 6 being the
smallest)………….
2.61
2.77
3.32
3.32
3.91
5.07
0 2 4 6
Insufficient time to doeverything
Ensuring Sales andMarketing are…
MeasuringEngagement of…
Nurturing prospectsalong the sales…
Measuring andevaluating marketing…
Getting a CRM systemto support the sales…
This clearly illustrates the biggest
challenge facing marketers; time.
Marketing automation is the biggest
time saving enabler available in
todays software market.
What’s your biggest challenge?
1 being the biggest business challenge
Q. To what extent do you agree with this
statement:
Our customer acquisition could be improved with
more effective digital marketing.
66.1% 26.8%
7.1% Agree
Neutral
Disagree
These results speak for themselves –
the majority agree that marketing could
be more effective.
Measurement is the key to efficiency &
pin-pointing where ROI is coming from
can supercharge marketing in 2013
Could you be more effective with you digital
marketing?
Q. To what extent do you agree with this
statement:
We could use email marketing to nurture
our prospects more effectively.
Email.
The original digital marketing
communication channel is still
overwhelmingly underutilized as a
lead nurture tool, especially now
when dynamic content is so easily
included and personalised.
Marketing automation can give
businesses the traction they need to
execute nurture programs with high
precision.
66.1%
17.9%
12.5%
3.6%
Agree
Neutral
Disagree
Could email marketing be used more
effectively?
Q. To what extent do you agree with this statement:
We could be better at measuring the impact of
marketing on the sales journey
The impact of marketing and nurture
material throughout the sales
journey is a highly sought after
metric.
More could be done to effectively
measure this by employing and ROI
model.
80.4%
17.9%
1.8%
Agree
Neutral
Disagree
Could your sales journey be measured more
effectively?
Q. To what extent do you agree with this
statement: Marketing Automation could improve
the effectiveness of our marketing considerably.
Only 1 in 10 disagree with the above
statement……..this implies that
marketing automation could, across
the board, improve effectiveness.
The neutral feedback suggests a
lack of understanding in the field, as
marketing automation is at the
cutting edge of digital sales and
marketing software.
49.1% 38.2%
10.9%
1.8%
Agree
Neutral
Disagree
Not Applicable
Can marketing automation improve marketing
effectiveness?
71.4%
21.4%
5.4% 1.8%
Agree
Neutral
Disagree
NotApplicable
Q. To what extent do you agree with this
statement: We could make better use of
content marketing to nurture our prospects.
There has been an overwhelming
majority response here, only
1.8% of marketers believe that
no more could be done to better
nurture prospects with content.
Could content marketing be used more
effectively in nurture programs?
Q. To what extent do you agree with this
statement: Sales and marketing could work
together much more effectively with the right tools
and processes.
There has been an overwhelming
majority response here, only 9% of
respondents believe that no more
could be done to kill the silos within
organisational structure and work
more effectively to meet acquisition. 70.9%
18.2%
9.1%
1.8%
Agree
Neutral
Disagree
Not Applicable
Can sales and marketing work better
together?
Q. To what extent do you agree with this
statement: The role of Marketing Manager has got
more complex and challenging with the increasing
use of digital marketing.
The majority agree, however we
found the number of neutral and
disagreement responses interesting
– over 16% did not think marketing
managers roles were more
challenging. We are looking forward
to conducting more research into our
community to find out why this might
be.
58.2% 23.6%
16.4%
1.8%
Agree
Neutral
Disagree
Not Applicable
Has the role of marketing manager changed
in the new challenging digital environment?
Q. What would you be most likely to invest in if
you had a greater budget?
This was really interesting for us, we
expected more respondents to invest
in more marketing people. However,
this is encouraging because it
indicates that people are open to the
thought of being more effective with
the resource they have.
*Other = More marketing
activities/campaigns to engage,
product development, more content
and better sales engagement
practices.
19.6%
28.6%
33.9%
17.9%
0% 20% 40%
More Sales
People
More Marketing
People
More sales and
Marketing Tools
& Software
(Other)
More budget? Where would companies
invest?
target360
Through our marketing automation and CRM toolkit, we
help companies deliver on their potential. target360 is an
enabler to supercharge sales and marketing. It enhances
your business and marketing practices and informs your
business decisions.
Our marketing automation suite provides solutions to 5
common challenges outlined in this survey.
1) Time, lack of
2) Insufficient marketing to drive true engagement
3) Weak processes inhibiting the sales journey
4) “Tool challenged” minimizing ability to measure
effectiveness
5) Uncomfortable with current data management system
UK owned and based, our team’s ambition is to help
customers deploy a cost effective solution and realise the
benefits now, and support you in the future.
Be smart and start 2013 with the tools to reach your
business potential. For more information…………
Save time and resource. Automated lead
management makes your life easy.
Ensure efficiency and kill silos. Fully
integrated sales and marketing software
delivers 360° collaboration.
Engage and communicate in the right way,
to the right people at the right time. Email
Marketing anywhere, anytime.
On demand digital marketing and sales
ROI reporting. Be effective, save time &
resource, know what’s working.
We hope you found our survey
useful…………
Get in touch or get social.
www.target360.com
0845 519 6244
Facebook.com/target360
@target360
linkedin/company/target360