fill the gap: what marketers really need from agencies

image: Xurxo Mar.nez

FILL

Inbound 2013Aug. 20, 2013

what marketers really need from agencies

Presented by: Paul Roetzer, CEO, PR 20/20 (@PaulRoetzer)

http://www.flickr.com/photos/73637077@N00/26908009/in/photolist-3nUPc-3t6Ce-5BDXU-5PC7G-7bzyV-7moKx-7rU2Y-7xx6R-7WRbY-9Bt34-aES22-aES2P-aES3U-aES5i-b3sdy-c1Nqu-cxL8g-d6aQ9-frqgX-gJaHD-hmAi3-k4LLr-nrkpz-pSmfo-pYgMi-tcCp3-tU3US-ugMD9-yUFZ4-zBEJt-A5YF1-AYTc7-DgKU7-EBgwP-GaSsD-JKPgd-KUAFN-LpJK8-LtwcP-LTYHz-N11wV-Rm4AZ-S2VLM-W9mpz-29edYK-2QhDYU-2TNT7K-338R2h-42ZssZ-46EY26-47DCzD


poten>al & expecta>ons

founda>on

plaAorm

expecta>ons

poten>al

strategy

source: Jayneandd

http://www.flickr.com/photos/jayneandd/4450623309/

http://www.flickr.com/photos/jayneandd/4450623309/

Define FoundaNon Projectsmarke>ng assessment subjecNve analysis

internal stakeholders

10 secNons

27 profile fields

132 factors

0-‐5 = escalators

6-‐7 = neutrals

8-‐10 = assets

www.TheMarkeNngScore.com

http://www.TheMarketingScore.com

http://www.TheMarketingScore.com

goals + budgets + expecta>ons

@PaulRoetzer

generate leads81%

77% convert sales

build brand44%

48% increase loyalty

brand

leads

sales

loyalty

high-‐priority goals

Source: PR 20/20’s Marke3ng Score Report (fall 2013)

of organizaNons have aggressive (>20%) or moderately aggressive (15-‐20%) growth goals.59%


of organizaNons have conservaNve (<5% of revenue) or moderately conservaNve (5-‐10% of revenue) marke>ng budgets.51%


0%

10%

20%

30%

40%

50%

Aggre

ssive (>2

0%)

Moderately Ag

gressive (15

-‐20%)

Moderate (10-‐15

%)

Moderately Co

nserva

tive (5-‐1

0%)

Conse

rvative (<5%)

5%8%

14%

19%

32%38%

21%

12% 12%

6%

Growth Goals vs Marketing Budgets

misaligned expecta>ons?

Growth Goals Budgets


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Business Cores Mkt Cores Audiences Mkt Team Mkt Tech Mkt Performance Social Lead Sources PR Content

61%

53%

47%43%

39%37%

31%28%

24%20%

68%65%

55%57% 58%

51%

58%

40%

35%37%

Moderately Aggressive (15-‐20% of Reveune) vs Conservative (<5% of Revenue)

marke>ng budget: spotlight

Average (All Members) Moderately aggressive ConservaNve

+49% +87%

+85%

+33%


of organizaNons with agency budgets of $5,000 or less per month have aggressive (>20%) or moderately aggressive (15-‐20%) growth goals.40%


the reality

@PaulRoetzer

the average overall Marke>ng Score

42%Source: PR 20/20’s Marke3ng Score Report (fall 2013)

Business Cores

Marketing Cores

Audiences

Marketing Team Strength

Marketing Technology Utilization

Marketing Performance

Social Media Marketing

Lead Sources

Public Relations

Content Marketing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

25%

29%

32%

39%

41%

44%

47%

50%

56%

63%

Avg. Scores by Section

assessment sec>ons


2%

16%

82%

All Members: Avg. % of Escalators/Neutrals/Assets (132 Factors)

Escalators (0-‐5) Neutrals (6-‐7) Assets (8-‐10)

factors: escalators/neutrals/assets


Product/service quality (Business Cores)

Competitive advantage (Business Cores)

Corporate culture (Business Cores)

Financial stability (Business Cores)

Internal communications (Business Cores)

Pricing strategy (Business Cores)

Website (Marketing Cores)

External communications (Business Cores)

Revenue growth (Marketing Performance)

Employee retention rates (Marketing Performance)

CMS (Marketing Tech)

Marketing team (Business Cores)

Brand positioning (Marketing Cores)

CRM (Marketing Tech)

Email marketing (Marketing Tech)

Marketing analytics (Marketing Tech)

0 1 2 3 4 5 6 7 8 9 10

4.5

4.7

4.8

5.3

5.3

5.4

5.4

5.6

5.7

5.8

6.1

6.2

6.5

6.5

7.1

7.7

cri>cal founda>on factors


AssetNeutralEscalator

ra>ng e/n/a factor

4.6 website traffic

4.3 social reach

3.8 subscribers

brand

leads

sales

loyalty

3.7 lead volume

3.1 lead quality scores

3.9 lead-‐to-‐sale conversion rates

3.4 COCA

5.2 customer retenNon rates

3.9 CLV

funnel view: cri>cal performance factorsAll Members: Avg. Factor Ra>ng



organizaNons with 11-‐15 marke>ng employees overall MarkeNng Score is 33% above average.33%


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


59%

51%

41%

28%31% 31%

27%25%

19%15%

69% 68%

62% 61%58%

50%

61%

44%

51%

43%

# of Marketing Employees: 11-‐15 vs None

marke>ng employees: comparison

Average (All Members) 11-‐15 None

+126%

+168%

+187%

+87%+118%


organizaNons with revenue growth of 20% or more score 36% higher overall than organizaNons with revenue down more than 10%.36%


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


58%

47%

42%

35%

30%28%

34%

21% 20% 20%

64%

57%

52%50% 49%

46%44%

34%

29% 28%

Up 20% or More vs Down More Than 10% (last 12 months)

revenue growth comparison

Average (All Members) Up more than 20% Down more than 10%

+63%+64%

+62%


HubSpot customers’ average overall MarkeNng Score is 18% higher than non-‐HubSpot customers. 18%


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


62%

54%

47%44%

38% 38%35%

30%27%

21%

65%

58%

52% 51% 52%

45% 45%

34%31% 31%

HubSpot Customers vs Non-‐HubSpot Customers

HubSpot customers

Average (All Members) Yes No

+37%+29%

+48%


lead-‐to-‐sale conversion rates for organizaNons with sales cycles >12 weeks are 23% below average.-‐23%


Lead-‐to-‐sale rate (Marketing Performance)

Lead Quality (Marketing Performance)

Lead Nurturing (Marketing Team)

CRM (Marketing Tech)

Mkt Automation/Lead Nurturing (Marketing Tech)

Blogging (Content Marketing)

eBooks (Content Marketing)

Email Mkt (Marketing Team)

Email Mkt (Marketing Tech)

0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0

4.7

5.2

2.4

4.4

3.7

4.8

4.7

3.1

3.9

3.9

4.5

1.5

3.3

2.7

4.3

4.4

2.7

3.0

>12 weeks vs Average (All Members)

sales cycle length: spotlight

>12 weeks Average (All Members)

-‐23%

-‐27%

-‐25%

-‐38%


do NOT have marke>ng automa>on/lead nurturing sonware35%are NOT blogging33%do NOT have CRM sonware18%



FILL

talent technology ac>on



nearly four in 10 CMOs say they do not have the right people, tools and resources to meet their markeNng objecNves.

Source: Accenture’s Turbulence for the CMO

39%

http://www.accenture.com/us-en/Pages/insight-turbulence-cmo-summary.aspx

http://www.accenture.com/us-en/Pages/insight-turbulence-cmo-summary.aspx

marke>ng agencies average overall MarkeNng Score is 27% higher than non-‐agencies.27%


higher in Content Marke>ng68%higher in Marke>ng Team61%higher in Social Media Marke>ng60%


Revenue growthProfitability

Employee retention ratesCustomer retention rates

ReferralsSocial media engagement

Website trafficSocial media reach

Customer lifetime value (CLV)Lead-‐to-‐sale conversion ratesSubscribers (blog, email, etc)

Lead volumeInbound links

Cost of customer acquisition (COCA)Content downloadsLead quality scores

Inbound job candidatesNet Promoter Score (NPS)

0 1 2 3 4 5 6 7 8 9 10

1.6

2.9

3.1

3.1

3.4

3.6

3.7

3.8

3.9

3.9

4.3

4.6

4.6

5.2

5.2

5.4

5.5

5.6

marke>ng performanceHow would you rate your organiza3on’s historical performance in these key areas used to measure marke3ng success?



Strategic planning

Website management

Graphic design

Search engine optimization (SEO)

Copywriting/publishing

Email marketing

Social media

Data analysis

Lead management/nurturing

Event planning/production

Coding/programming

Paid search management

Public relations

Video production/editing

Mobile strategy

0 1 2 3 4 5 6 7 8 9 10

2.8

3.6

3.7

3.7

3.8

4.2

4.7

4.9

5.2

5.2

5.2

5.3

5.4

6.1

6.2

marke>ng team strengthHow would you rate your internal marke3ng team’s competencies in these core areas?

AssetNeutralEscalator Source: PR 20/20’s Marke3ng Score Report (fall 2013)

ReferralsWebsite

Organic searchTraditional/offline networking

Inbound phone callsSocial media

Outbound salesEmail marketingEvents/shows

BloggingSpeaking engagements

Affiliate/partner programsPremium content (ebooks, podcasts, webinars)

Direct marketingMedia coverage

Digital ads (banners, search, retargeting, social)Sponsorships

Traditional advertising (print, radio, TV)

0 1 2 3 4 5 6 7 8 9 10

1.1

2.0

2.2

2.3

2.4

2.5

2.6

2.8

3.0

3.2

3.3

3.3

3.7

3.8

4.2

4.3

4.8

5.3

lead sourcesHow would you rate your organiza3on’s performance over the last 12 months at producing leads and sales through these channels?



Content management system (CMS)

Project management


Customer relationship management (CRM)

Social media monitoring/management

Email marketing

Marketing analytics

Marketing automation/lead nurturing

Internal social network

Call tracking

0 1 2 3 4 5 6 7 8 9 10

2.2

2.9

3.7

4.5

4.7

4.8

4.8

5.3

5.3

5.4

marke>ng technology u>liza>onHow would you rate your organiza3on’s u3liza3on of these marke3ng and sales technology solu3ons?



do NOT uNlize call tracking53%Source: PR 20/20’s Marke3ng Score Report (fall 2013)

Call tracking

Internal social network

Marketing automation/lead nurturing

Content management system (CMS)

Marketing analytics

Customer relationship management (CRM)

Email marketing

Social media monitoring/management

Project management


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

10%

13%

15%

16%

18%

20%

21%

26%

41%

53%

marke>ng technology u>liza>onPercentage of organiza3ons that do not have or u3lize each technology


0

1

2

3

4

5

6

7

8

9

10

0 1 2 3 4 5 6 7 8 9 10

2.4

3.43.8 3.9

4.84.2

5.1

4.1

5.4

7.2

5.6

Impact of Marketing Automation on Lead-‐to-‐Sale Conversion Rates

Lead-‐to-‐Sale Con

version Rate Score

Marketing Automation Factor Score (Marketing Technology Utilization Section)

marke>ng automa>on: spotlight



Blogging

Landing pages

Email newsletters

Videos

Case studies

Press releases

eBooks

White papers

Infographics

Webinars

Original research/reports

Mobile apps

Podcasts

0 1 2 3 4 5 6 7 8 9 10

0.8

1.2

1.6

1.8

1.8

2.0

2.4

2.7

2.8

2.9

3.5

4.1

4.4

content marke>ngHow would you rate your organiza3on’s crea3on and distribu3on of content in the following digital formats?



of B2B companies do NOT use webinars51%of B2B companies do NOT publish ebooks43%of B2B companies do NOT blog17%


0

1

2

3

4

5

6

7

8

9

10

0 1 2 3 4 5 6 7 8 9 10

3.53.0

3.9

4.85.2

5.76.3

7.26.7

7.17.8

Impact of Blogging Strength on Website Traffic

Web

site Traffic Score

Blogging Factor Score (Content Marketing Section)

blogging: spotlight



0

1

2

3

4

5

6

7

8

9

10

0 1 2 3 4 5 6 7 8 9 10

2.3

3.7

2.6 2.9 3.1

4.0 3.7 3.9

5.46.0 5.8

Impact of Blogging Strength on Lead Volume

Lead Volum

e Factor Score

Blogging Factor Score (Content Marketing Section)

blogging: spotlight



0

1

2

3

4

5

6

7

8

9

10

0 1 2 3 4 5 6 7 8 9 10

2.93.7

4.33.9

2.4

4.3 4.0

5.45.8

7.5

6.5

Impact of Ebooks on Lead Volume

Lead Volum

e Factor Score

Ebooks Factor Score (Content Marketing Section)

ebooks: spotlight



generate leads81%

77% convert sales

build brand44%

48% increase loyalty

brand

leads

sales

loyalty

high-‐priority goals


Business Cores

Marketing Cores

Audiences

Marketing Team Strength

Marketing Technology Utilization

Marketing Performance

Social Media Marketing

Lead Sources

Public Relations

Content Marketing

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

25%

29%

32%

39%

41%

44%

47%

50%

56%

63%

Avg. Scores by Section

assessment sec>ons



FILL

1) develop versaNle talent trained in high-‐demand services.

2) become adept at marke>ng technology integraNon.

3) execute ac>ons that produce results.

bit.ly/mscore-‐report-‐13

