Marketing Automation - VSP ?· 6 Marketing Automation Success 7 Marketing Automation Obstacles 8 Executive…

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  • 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved.

    Benchmark Report

    Marketing Automation:

    Sponsored By:

  • TABLE OF CONTENTS

    3

    4

    5

    6

    7

    8

    Executive Summary

    Revenue Performance

    Marketing Automation Objectives

    Marketing Automation Success

    Marketing Automation Obstacles

    Resources for Marketing Automation

    11

    13

    About Marketo

    Appendix Survey Background

    9

    10

    Marketing Automation Features & Factors

    Marketing Automation Metrics

    12 About Demand Metric & Ascend2

  • EXECUTIVE SUMMARY

    Marketing automation has dramatically increased the effectiveness and efficiency of finding, nurturing and converting customers.

    But what will marketing automation success look like in the year ahead and how will marketers achieve it?

    To find out, Demand Metric, in partnership with Ascend2, fielded the Marketing Automation Benchmark Survey and completed

    interviews with 291 business, marketing and sales professionals from around the world. We thank these busy professionals for

    sharing their valuable insights with you.

    The charts in this edition of our study, titled Marketing Automation Benchmarks by Revenue Performance, compare the

    strategies and practices of companies that have achieved or exceeded their revenue goals with those that have not.

    This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation

    materials. Clip the charts and write about them in your blog or post them on social media.

    Please share this research credited as published.

    - Jerry Rackley, Chief Analyst Demand Metric

    3

  • 13%

    45%

    42%

    Current Revenue Performance

    Exceedingrevenue goals

    Achievingrevenue goals

    Not achievingrevenue goals

    REVENUE PERFORMANCE

    The charts in this report compare the strategies and

    practices of companies responding to the Sales Experience

    Quality Benchmark Survey that are achieving or exceeding

    their revenue attainment goals.

    58% of participating organizations are achieving or

    exceeding their revenue goals, while 42% of

    participating organizations are not currently achieving

    their revenue goals.

    Figure 1: Current Revenue Attainment for Organizations Participating in Study

    Marketing Automation Benchmark Survey, Demand Metric and Ascend2, July 2014, n=291

    4

  • MARKETING AUTOMATION OBJECTIVES

    Figure 2: Most Important Marketing Automation Objectives for the Upcoming Year

    This study endeavored to understand the most important

    goals for marketing automation programs.

    Participants were asked to choose all objectives that apply

    to their program. The collection of responses is presented

    in Figure 2.

    Companies achieving or exceeding their revenue goals

    indicated they were more likely to target the improvement of

    lead nurturing, lead generation and marketing productivity.

    While companies not achieving revenue goals

    responded that an improvement in marketing

    productivity was their most important objective, they

    were more likely to rate an increase in sales revenue as

    a key objective rather than lead nurturing or lead

    generation. It is important to note that an increase in sales

    revenue would be greatly impacted by an improvement in

    lead nurturing and an increase in lead generation, which it

    seems that achieving organizations have already learned

    for their processes.

    5

    Marketing Automation Benchmark Survey, Demand Metric and Ascend2, July 2014, n=291

    13%

    20%

    24%

    40%

    49%

    41%

    50%

    37%

    18%

    25%

    28%

    38%

    41%

    42%

    42%

    46%

    0% 20% 40% 60%

    Reduce sales cycle

    Improve marketing-sales alignment

    Improve performance measurement

    Improve lead quality

    Increase sales revenue

    Increase lead generation

    Improve marketing productivity

    Improve lead nurturing

    Most Important Marketing Automation Objectives

    Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals

  • CURRENT MARKETING AUTOMATION SUCCESS

    Figure 3: Self-Assessment Ratings of Current Marketing Automation Success

    Study participants were asked to provide a self-assessment

    of their current marketing automation success.

    The aggregate data collected from these ratings can be

    seen in Figure 3 to the left.

    Overall, the majority of participants, no matter their revenue

    performance, rated their marketing automation program as

    either Very successful or Somewhat successful. 92% of

    under-achieving companies reported some level of

    success with marketing automation; and their

    achieving counterparts reported a 93% success rate.

    Although most organizations are reporting some level

    of success with marketing automation, companies that

    are achieving or exceeding revenue goals were twice

    as likely to rate their program as Very successful. On

    the other hand, both categories of revenue performance are

    reporting their programs as unsuccessful at an almost

    equal rate.

    6

    Marketing Automation Benchmark Survey, Demand Metric and Ascend2, July 2014, n=291

    28%

    65%

    7% 14%

    78%

    8%

    0%

    20%

    40%

    60%

    80%

    Very successful Somewhat successful Not successful

    Ratings of Current MA Success

    Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals

  • MARKETING AUTOMATION OBSTACLES

    Figure 4: Most Challenging Obstacles to Marketing Automation Success

    As with any strategy or implementation, we may encounter

    obstacles in order to become successful.

    This study examined the most challenging obstacles to

    marketing automation success and the responses are

    detailed in Figure 4.

    Not surprisingly, budget limitations was ranked as the

    most challenging obstacle for achieving companies

    and the second most challenging obstacle for non-

    achieving companies.

    Most notably, more than half (52%) of all companies

    not achieving revenue goals indicated that lack of an

    effective strategy as the most challenging obstacle to

    obtaining success with a marketing automation

    program. Developing and implementing an effective

    strategy for marketing automation would most likely

    eliminate the likelihood that these organizations would

    encounter any other challenges in their processes.

    7

    Marketing Automation Benchmark Survey, Demand Metric and Ascend2, July 2014, n=291

    20%

    18%

    25%

    22%

    42%

    28%

    52%

    45%

    9%

    16%

    22%

    22%

    38%

    41%

    42%

    44%

    0% 20% 40% 60%

    Not enough leads

    Ineffective metrics

    Lack of management buy-in

    Difficult to use interface

    Lack of skilled staff

    Insufficient data quality

    Lack of an effective strategy

    Budget limitations

    Obstacles to Marketing Automation Success

    Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals

  • RESOURCES FOR MARKETING AUTOMATION

    8

    Figure 5: Description of Resources Used for Marketing Automation Campaigns

    This study attempted to discover what resources were most

    commonly used to implement, manage and track marketing

    automation programs.

    Participants indicated whether they used an outsourced

    agency/consultancy, in-house resources or a combination

    of both. The results of this inquiry appear in Figure 5.

    More than half of companies not achieving revenue

    targets and nearly half of those achieving or exceeding

    their goals indicate using in-house resources only to

    run their marketing automation campaigns.

    Interestingly, companies achieving or exceeding their

    revenue goals are more likely to outsource all or part

    of their automated marketing campaigns, gaining

    expertise not found internally.

    Consequently, the revenue achieving organizations may

    obtain a higher level of marketing and revenue

    performance.

    Marketing Automation Benchmark Survey, Demand Metric and Ascend2, July 2014, n=291

    9%

    45% 47%

    5%

    37%

    57%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    Outsourced to an agency orconsultancy

    Combination of outsourced andin-house resources

    In-house resources only

    Resources Used for MA Campaigns

    Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals

  • MARKETING AUTOMATION FEATURES & FACTORS

    9

    Figure 6: Most Important Features & Factors Considered for Marketing Automation Systems

    The marketing automation technology landscape is rapidly

    expanding with many new features and functionality. There

    are many factors that need to be considered in order to

    select the system that fits best with an organization.

    Study participants were asked to select the most important

    features and factors to be considered in order to select a

    marketing automation system.

    Respondents had the ability to choose any and all options

    that apply to their selection process and the responses are

    detailed in Figure 6.

    The ability to analyze and report on marketing

    performance is the most important factor in choosing a

    marketing automation system for companies achieving

    or exceeding revenue goals. While this functionality

    was second on the list for under-achieving companies,

    the most important factor for these organizations was

    a systems ease-of-use.

    Marketing Automation Benchmark Survey, Demand Metric and Ascend2, July 2014, n=291

    6%

    12%

    15%

    19%

    25%

    29%

    24%

    34%

    45%

    33%

    37%

    9%

    12%

    18%

    20%

    25%

    25%

    26%

    34%

    36%

    36%

    42%

    0% 10% 20% 30% 40% 50%

    Landing page builder

    Message personalization

    Website visitor ID and tracking

    CRM included

    Lead segmentation and scoring

    Pricing and/or pricing model

    Lead capture and management

    Email and campaign management

    Ease of use

    All-in-one solution

    Analytics and reporting

    Important Factors for MA System Selection

    Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals

  • MARKETING AUTOMATION METRICS

    10

    Figure 7: Most Useful Metrics to Measure Marketing Automation Performance

    As analytics and reporting functionality were rated as one of

    the most critical factors in selecting a marketing automation

    system, this study attempted to understand what the most

    useful metrics were to measure the success of marketing

    automation program.

    Participants were asked to select all choices that apply to

    their program and the results are presented in Figure 7.

    For both achieving and under-achieving organizations,

    more than half of respondents indicated that the most

    useful metric was lead conversion rates.

    After the top rated metric, we begin to see discrepancies

    between the two revenue performance categories.

    Companies achieving or exceeding revenue targets

    rank lead generation ROI and revenue generated as the

    second and third most useful metrics, respectively.

    Those companies not achieving revenue targets

    ranked revenue generated and leads generated as the

    second and third most useful metrics, respectively.

    Marketing Automation Benchmark Survey, Demand Metric and Ascend2, July 2014, n=291

    18%

    19%

    41%

    26%

    32%

    49%

    32%

    56%

    16%

    22%

    25%

    31%

    32%

    38%

    47%

    57%

    0% 20% 40% 60%

    Website traffic

    Open/click-through rate

    Leads generated

    Pipeline value generated

    Cost per lead

    Revenue generated

    Lead generation ROI

    Lead conversion rate

    Metrics for Marketing Automation Performance

    Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals

  • ABOUT MARKETO

    Marketing Software. Easy. Powerful. Complete.

    You want results and you want them fast. The Marketo platform is built by marketers, for marketers. Everything you need

    marketing automation, social campaigns, inbound marketing, sales apps, ROI reporting, - all in one place.

    For more information, visit www.marketo.com.

    11

    http://www.marketo.com/

  • ABOUT DEMAND METRIC & ASCEND2

    About Demand Metric

    Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing

    professionals, CEOs, and business owners with advisory services, 100+ research & benchmark reports, 20+ consulting

    methodologies, 50+ training e-workshops & courses, and a library of 500+ practical tools and templates.

    Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the

    marketing team and making it easier to justify needed resources. Our 1,200+ corporate clients range from start-ups to consulting

    firms to members of the Global 1000.

    To learn more about Demand Metric, please visit: www.demandmetric.com.

    About Ascend2

    Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing

    professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and

    analytical commentary.

    Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark

    reports for community members. Learn more about Ascend2 at www.Ascend2.com.

    12

    http://www.demandmetric.com/http://www.ascend2.com/

  • APPENDIX SURVEY BACKGROUND

    13

    Surveys are conducted online from a panel of more than 50,000 Ascend2 research subscribers, representing US and

    international marketing and sales decision-makers and practitioners in a range of contact roles, company types, sizes and

    geographic regions.

    The questionnaire used incorporates standardized research practices across all studies while maintaining a proven 3-minute

    survey format. Survey findings are examined in a quantitative context by experienced analysts and reported objectively.

    The Demand Metric and Ascend2 2014 Marketing Automation Benchmark Survey was administered online in July 2014. During

    this period, 291 responses were collected for inclusion in the analysis.

    Summarized below is the basic categorization data collected about respondents:

    Primary Role of Respondent:

    C-level Executives (33%)

    Marketing VP, Director or Manager (37%)

    Sales VP, Director of Manager (5%)

    Marketing or Sales Staff (16%)

    Other (9%)

    Employee Size:

    More than 500 (25%)

    50 to 500 (27%)

    Fewer than 50 (49%)

  • For more information, visit us at:

    www.demandmetric.com

    Demand Metric Research Corporation 562 Wellington Street

    London, ON, Canada N6A 3R5

    2013 Demand Metric Research Corporation. All Rights Reserved.

    Benchmark Report

    2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved.

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