Mile Wide and an Inch Deep: Marketing Automation Perceptions

Matt Heinz • Heinz Marketing

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Key Findings in 2019 Report1. Fewer than 1 in 4 respondents report that their marketing automation

platform has met most or all of their expectations2. Only 1 in 5 respondents are satisfied with the quality of their data3. The most important features have also been the most disappointing4. Key features are also the most challenging to use5. 75 percent of respondents report that measuring marketing’s impact is

very important, but less than 19 percent of respondents are confident that they’re able to do so accurately

Setting the stageQuestion 1: What marketing automation platform do you use?

Platform Total(179)

<1 yearexperience

1 – 3 years experience

3 – 7 years experience

7+ yearsexperience

Marketo 39.7% 39.1% 35.6% 44.6% 40.7%

Hubspot 22.3 17.4 23.3 23.2 22.2

Pardot 11.7 4.3 13.7 16.1 3.7

Oracle Marketing Cloud/Eloqua 10.1 21.7 6.8 3.6 22.2

Act-on 3.4 4.3 6.8 - -

IBM 1.7 - - 3.6 3.7

Mailchimp 1.1 - 1.4 - 3.7

Salesforce 1.1 - 1.4 1.8 -

Sharespring 1.1 4.3 1.4 - -

Other 7.8 8.7 9.6 7.1 3.7

Setting the stageQuestion 2: How many years of experience do you personally have with your marketing automation platform?

Years of experience Total(179)

Less than 1 year 12.8%

1 - 3 years 40.8

3 – 7 years 31.3

7+ years 15.1

Setting the stageQuestion 3: What are the primary KPIs you are personally measured on?

KPIs personally measured on Total(179)

<1 yearexperience

1 – 3 years experience

3 – 7 years experience

7+ yearsexperience

Opportunities created 58.1% 56.5% 50.7% 64.3% 66.7%

Number of MQLS 53.1 30.4 53.4 64.3 48.1

Campaign channel attribution marketing attribution

46.9 43.5 39.7 53.6 55.6

Influenced revenue 45.3 34.8 41.1 50.0 55.6

Sourced revenue 43.6 34.8 39.7 42.9 63.0

Number of SQLS 35.2 17.4 37.0 35.7 44.4

Renewals or revenue from existing customers

29.1 39.1 20.5 30.4 40.7

Other 11.2 - 12.3 14.3 11.1

2019 vs. 2018

Setting the stageQuestion 3: What are the primary KPIs you are personally measured on?

KPIs personally measured on

2019 2018 % Diff.

Opportunities created 58.1% 64.80% -10.3

Number of MQLS 53.1 56.15 -5.4

Campaign channel attribution marketing attribution

46.9 40.78 15.0

Influenced revenue 45.3 44.97 0.7

Sourced revenue 43.6 42.18 3.4

Number of SQLS 35.2 42.18 -16.5

Renewals or revenue from existing customers

29.1 22.63 28.6

Other 11.2 5.87 90.8

Marketers are expected to be tracking what’s closest to revenue as seen in growth from 2018 to 2019:

• Campaign channel attribution marketing attribution

• Influenced revenue• Sourced revenue• Renewals or revenue from existing

customers

Great expectations...Question 5: Overall, has your marketing automation platform met your expectations?

• Less than 25% of respondents reported that their company’s marketing automation platform met all or most

expectations.

Total(179)

<1 yearexperience

1 – 3 years experience

3 – 7 years experience

7+ yearsexperience

Yes, it has met most or all of expectations

24.0% 13.0% 23.3% 23.2% 37.0%

Yes, it has met more expectations than it has failed

62.0 69.6 57.5 67.9 55.6

No, it has failed to meet more of our expectations than is has met

12.8 17.4 16.4 8.9 7.4

No, it has failed to meet most or any of our expectations

1.1 - 2.7 - -

2019 vs. 2018

Great expectations...Question 5: Overall, has your marketing automation platform met your expectations?

2019 2018 % Diff.

Yes, it has met most or all of expectations

24.0% 30.17% -20.5%

Yes, it has met more expectations than it has failed

62.0 54.75 13.2

No, it has failed to meet more of our expectations than is has met

12.8 13.69 -6.5

No, it has failed to meet most or any of our expectations

1.1 1.40 -21.4

● Overall satisfaction from MAPs has evened out since 2018, but show a slightly downward trend:

○ While more respondents this year report their MAP has met more expectations than it has failed…

■ Fewer respondents this year report that their MAP has met most or all of expectations

○ With little to no changes amongst those who reported their MAPs failing to meet their expectations

...Disappointing resultsQuestion 4: On a scale of 1 – 7, how satisfied are you with the quality of your data, where 7 is very satisfied and 1 is not satisfied at all?

• Just over 20% of respondents reported being very satisfied with quality of data.

Level of satisfaction Total(179)

<1 yearexperience

1 – 3 years experience

3 – 7 years experience

7+ yearsexperience

Satisfied (6 - 7) 20.7% 30.4% 15.1% 19.6% 29.6%

4 – 5 53.6 43.5 47.9 66.1 51.9

Not satisfied (1 – 3) 24.6 17.4 37.0 14.3 18.5

Don’t know 1.1 8.7 - - -

Promised featuresQuestion 6: What features or capabilities were most important to your organization when you chose your marketing automation platform?

Most important features & capabilities Total(179)

<1 yearexperience

1 – 3 years experience

3 – 7 years experience

7+ yearsexperience

Actionable analytics and reporting 50.3% 56.5% 46.6% 53.6% 48.1%

Ease of landing page and email design 49.2 43.5 61.6 33.9 51.9

Database and list management 45.3 65.2 46.6 33.9 48.1

Number of third-party integrations (including CRM)

41.9 26.1 43.8 44.6 44.4

Sophisticated, multi-channel campaign capabilities

35.8 26.1 27.4 53.6 29.6

Overall usability 31.8 34.8 30.1 33.9 29.6

Lead & account scoring 31.3 34.8 30.1 28.6 37.0

Vender’s sender score reputation 5.0 8.7 2.7 5.4 7.4

2019 vs. 2018

Lackluster outcomesQuestion 7: How satisfied are you currently with your marketing automation platform’s (insert) on a five point scale (1=very satisfied, 2=somewhat satisfied, etc.?

• Following are the percentages of just those who are very satisfied with their platform’s capabilities (% reporting being very satisfied)

Marketing automation platform capabilities 2019 2018 % Diff.

Number of third-party integrations (including CRM) 40.0% 30.00% 33.3

Overall usability 38.6 23.04 67.5

Sophisticated, multi-channel campaign capabilities 23.4 19.73 18.6

Ease of landing page and email design 26.1 23.24 12.3

Lead and account scoring 28.6 19.51 46.6

Database and list management 25.9 26.22 -1.2

Actionable analytics and reporting 13.3 13.98 -4.9

Vendor’s sender score reputation 22.2 21.15 5.0

● Overall, satisfaction levels with MAP features have increased since 2018 amongst those who are very satisfied with these features

Expectations vs. RealityQuestions 6 and 7

Most important feature

% very satisfied

Actionable analytics and reporting 50.3 13.3

Ease of landing page and email design 49.2 26.1

Database and list management 45.3 25.9

Number of third-party integrations (including CRM)

41.9 40.0

Sophisticated, multi-channel campaign capabilities

35.8 23.4

Overall usability 31.8 38.6

Lead & account scoring 31.3 28.6

Vender’s sender score reputation 5.0 22.2

2019 vs. 2018

So, what’s missing?Question 10: Today, what features or capabilities are the most deficient or lacking in your current marketing automation platform (select three)?

Most deficient features or capabilities 2019 2018 % Diff.

Actionable analytics and reporting 48.6% 57.85% -16.0%

Sophisticated, multi-channel campaign capabilities

34.1 28.92 17.9

Ease of landing page and email design 27.9 20.62 35.3

Database and list management 23.5 21.23 10.7

Number of 3rd party integrations (including CRM)

18.4 22.77 -19.2

Lead and account scoring 15.6 16.31 -4.4

Overall usability 8.9 16.62 -46.5

Vendor’s sender score reputation 7.8 9.85 -20.8

● Deficiencies since 2018 are also finding improvements, with the exceptions of:

○ Sophisticated, multi-channel campaign capabilities

○ Ease of landing page and email design

○ Database and list management

● These features have seen an increased trend in deficiency rankings

What could be improved?Question 8: Today, if you could improve any feature/capability in your marketing automation platform, what would it be? (select all that apply)

Most important feature & capability improvements

Total(179)

<1 yearexperience

1 – 3 years experience

3 – 7 years experience

7+ yearsexperience

Deeper analytics and polished reporting

66.5% 65.2% 63.0% 71.4% 66.7%

Account-based marketing capabilities 46.9 43.5 49.3 39.3 59.3

Database health and management 38.0 17.4 42.5 39.3 40.7

Deeper personalization capabilities 30.7 21.7 32.9 30.4 33.3

Integration with a specific third-party application

26.3 26.1 23.3 30.4 25.9

Other 7.8 13.0 6.8 8.9 3.7

What could be added?Question 9: If you could add any new feature/capability to your marketing automation platform today, what would it be? (select all that apply)

Most important feature & capability additions

Total(179)

<1 yearexperience

1 – 3 years experience

3 – 7 years experience

7+ yearsexperience

Deeper analytics and polished reporting

51.4% 52.2% 47.9% 55.4% 51.9%

Machine learning, predictive or prescriptive capabilities

49.2 56.5 43.8 55.4 44.4

Account-based marketing capabilities 43.0 43.5 38.4 42.9 55.6

Database health and management 35.2 17.4 37.0 33.9 48.1

Deeper personalization capabilities 30.7 26.1 35.6 23.2 37.0

Integration with a specific third-party application

22.3 21.7 23.3 23.2 18.5

Other 5.0 - 4.1 8.9 3.7

2019 vs. 2018

Key analyticsQuestion 11: Which reporting and analytics capabilities are most important to your organization? (select all that apply)

Most important reporting & analytics capabilities

2019 2018 % Diff.

Multi-touch attribution 62.0% 60.37 2.7

Marketing-influenced revenue 60.9 62.54 -2.6

Marketing-sourced revenue 58.7 55.42 5.9

Account-level ABM reporting 45.3 35.60 27.2

Sales cycle velocity 44.1 37.15 18.7

● Importance amongst key analytics capabilities have, overall, increased since 2018

● We see the greatest increases in the capabilities that are closest to revenue:

○ ABM reporting○ Sales cycle velocity

● Marketing influenced revenue decreased slightly from 2018, with a greater emphasis being placed on marketing sourced revenue instead

Important, yet challengingQuestion 11 and 12: Importance vs. Ease

Most important

Most challenging

Multi-touch attribution 62.0% 55.9%

Marketing-influenced revenue 60.9 41.9

Marketing-sourced revenue 58.7 26.8

Account-level ABM reporting 45.3 41.3

Sales cycle velocity 44.1 35.2

Measuring marketing’s impact is very importantQuestion 19: On a scale of 1 – 7, how important is it that you’re accurately measuring marketing’s impact on sales and revenue, where 7 is very important and 1 is not important at all?

• Over 75% of respondents reported that it was very important to accurately measure marketing’s impact and sales and revenue.

Importance of accurately measuring marketing’s impact

Total(179)

<1 yearexperience

1 – 3 years experience

3 – 7 years experience

7+ yearsexperience

Important (6 – 7) 75.4% 65.2% 72.65 78.6% 85.2%

(4 – 5) 19.0 17.4 23.3 17.9 11.1

Not important (1 – 3) 5.0 13.0 4.1 3.6 3.7

Don’t know 0.6 4.3 - - -

But confidence is low that it’s being

done accurately

Question 20: On a scale of 1 – 7, how confident are you that you are accurately measuring marketing’s impact on sales and revenue where 7 is very confident and 1 is not confident at all?

• Less than 20% of respondents reported being very confident that marketing’s impact on sales was being accurately measured.

Level of confidence that

marketing’s impact is accurately

measured

Total

(179)

<1 year

experience

1 – 3 years

experience

3 – 7 years

experience

7+ years

experience

Confident (6 – 7) 18.4% 17.4% 8.2% 21.4% 40.7%

(4 – 5) 49.2 34.8 54.8 50.0 44.4

Not confident (1 – 3) 30.2 34.8 35.6 28.6 14.8

Don’t know 2.2 13.0 1.4 - -

2019 vs. 2018

Marketing isn’t looking to replacetheir MAP vendorQuestion 13: How likely are you to replace your marketing automation vendor in the next 18 months?

Likelihood of replacing marketing automation vendor

2019 2018 % Diff.

Very likely to replace 5.0% 7.76% -35.6%

Somewhat likely to replace 27.4 21.74 26.0

Unlikely to replace 48.6 43.79 11.0

Definitely will not replace 19.0 26.71 -28.9

● The idea of replacing a MAP vendor has decreased since 2018

● Putting a greater emphasis on the need for marketers to find third-party solutions to their challenges

Instead, we hope technology will improve

Recap from Slides 18-20

Be improved Be added

Deeper analytics and polished reporting 66.5% 51.4%

Account-based marketing capabilities 46.9 43.0

Database health and management 38.0 35.2

Deeper personalization capabilities 30.7 30.7

Integration with a specific third-party application 26.3 22.3

Machine learning, predictive or prescriptive capabilities

- 49.2

Other 7.8 5.0

What does that mean formarketing today?• MAPs out-of-box aren’t designed to meet the growing needs of the

modern marketer• Marketing can’t track what they want to track or report on what they need

to• Which means they can’t justify their actions, strategies, or costs

effectively• And while features from years ago may have been touted as cutting-

edge, B2B marketing has moved far beyond those capabilities and now need more

Want the full report?• Be the first to get it!• https://offers.insightsquared.com/marketing-survey-19.html

Housekeeping• The deck is yours• If it looks like a spreadsheet….• Want the full research report? Let me know…• Email me at matt@heinzmarketing.com

Questions?

THANK YOU!

Matt HeinzPresident, Heinz Marketing@heinzmarketingmatt@heinzmarketing.com