Revenue Marketing Benchmark Report 2018 - …...Greetings Revenue Marketers, Welcome to our first annual Revenue Marketing Benchmark Report.Over the past two years we have watched

Revenue Marketing Benchmark Report 2018

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Insights on Revenue Marketing in B2B Organizations:

Benchmark Report 2018

Greetings Revenue Marketers,

Welcome to our first annual Revenue Marketing Benchmark Report. Over the past two years we have watched the term Revenue Marketing become more commonly used by marketers as a means of describing their focus. This rise in popularity has paralleled marketing become more central to driving engagement, education, inspiration and conversion throughout the buyer journey and customer lifecycle.

In part, this study sought to understand how broadly the term is understood and used. To our mild surprise, two-thirds of respondents understand the term Revenue Marketing. The larger objective of the report is to share the Revenue Marketing metrics, practices, processes, barriers, and priorities for 2018.

Marketers today are standing taller than ever before. They are making a more direct, measurable contribution to the top-line of their organization than ever before. B2B buyers are engaging with marketing content and channels in a self-directed manner throughout much of their buyer journey.

Read on to understand how your peers think about Revenue Marketing, and more importantly, how they plan to deliver it!

Warm Regards, Mark

MARKHEADSHOT

Mark Emond President and Founder Demand Spring

Welcome

Thank you to our partners who helped promote this survey:

Thanks

Revenue Marketing Awareness

Metrics

Barriers to Success

Tactics by Funnel Stage

Priorities for 2018

Table of Contents

05 06 13

14 16

No

Yes

33.96%

66.04%

53 answered

We were pleasantly surprised with their awareness

of the term Revenue Marketing. Respondents

defined Revenue Marketing in four key ways.

Are you familiar with the term revenue marketing?

66% say yes

1

2

3

4

Marketing's contribution to revenue

Tracking marketing generated revenue

Creating repeatable prospective programs that drive new leads

ROI measurement per Marketing Dollar Taken from our Revenue Marketing Benchmark Report

Interesting results here with Marketers being

measured on the top of the funnel and the bottom

of the funnel. The responses reflect the impact that

Marketing is being asked to deliver throughout the

buyer journey.

What are three primary metrics you are measured on?

63% say revenue Revenue

Pipeline influenced

SQLs

SALs

MQLs

Total inquiries & responses

Other 17%

63%

58%

13%

38%

46%

46%

Taken from our Revenue Marketing Benchmark Report

No

Yes

38.46%

61.54%

53 answered

Initiating new pipeline remains a primary priority

of more than 60% of organizations.

Is your marketing organization measured by sales pipeline you initiate?

62% say yes


80% of organizations are being asked to initiate at

least 20% of the new pipeline initiated. Better

ensure that first-touch attribution modelling is

working.

If so, what percentage of pipeline are you supposed to initiate?

80% say at least 20% of pipeline

>40%

30–40%

20–30%

10–20%

<10%

28.95%

18.42%

31.58%

7.89%

13.16%


No

Yes

34.00%

66.00%

50 answered

We were surprised that more than 60% of

organizations are measured on pipeline initiation

and only 66% are measured on influence. Multi-

touch attribution modelling could be a gating factor.

Is your marketing organization measured by sales pipeline you influence?

66% say yes


We were surprised by the relatively low

percentages here as well.

If so, what percentage of pipeline are you supposed to influence?

67% say at least 25% of pipeline

>75%

50–75%

25–50%

<25%

20.51%

12.82%

33.33%

33.33%


No

Yes

25.00%

75.00%

44 answered

Well done Revenue Marketing Nation!

Is your marketing organization meeting these targets?

75% say YES


Our collective ability to measure attribution is

improving—great to see!

How would you describe your current ability to measure campaign attribution and influence?

64% are actively measuring

Not sure

We don’t plan to measure campaign attribution within the next 12 months

We plan to be able to measure campaign attribution within the next 12 months

We are actively measuring campaign attribution

4.00%

2.00%

30.00%

64.00%


There's never enough resources, especially when

marketing and sales are not fully aligned, or when

you lack true buyer journey insights to be highly

efficient.

What are your main barriers to driving pipeline and revenue?

51% say resources Buyer journey insights

Content

Marketing and sales alignment

Technology

Resources

Budget

Other 15.69%

45.10%

29.41%

33.33%

47.06%

50.98%

37.25%


Email and Search continue to be top TOFU

performers.

In the past year, what tactics were most successful for you in terms of generating quality leads at the top of the funnel?

48% say either SEO or email

SEO and SEM

Interactive content

Webinars

Events

Email

Social Media

Infographics

Videos

1.96%

23.53%

3.92%

17.65%

15.69%

23.53%

9.80%

3.92%


MOFU results reflect the importance of contextual,

email nurturing.

In the past year, what tactics were most successful for you in terms of driving conversion in the middle of the funnel?

26 say email Emails

SEO and SEM

Case Studies

Webinars

Live events

White Paper and eBooks

Other 7

26

7

21

10

10

16


Improving conversion in the middle of the funnel

remains the number 1 priority of Revenue

Marketers in the next year. Lead quality comes in a

close second. Measurement is #3. For Marketers

in 2018, it's all about conversion, quality, and

measurement.

Rate your organization's revenue marketing priorities this year.

Improving insight into buyer journey/personas

21.57%

5.88%

1.96%

14.00%

9.80%

1.96%

25.49%

7.84%

Optimizing your marketing technology stack

Improving marketing and sales alignment

Improving your ability to measure and analyze marketing impact

Building or buying the right content

Improving conversion rates through nurturing middle/bottom of funnel

Focusing on lead quality of lead quantity

Generating increased lead volume at top of funnel

49.02%

45.10%

29.41%

44.00%

47.06%

47.06%

49.02%

41.18%

25.49%

33.33%

43.14%

30.00%

29.41%

37.25%

15.69%

33.33%

25.49%

15.69%

25.49%

12.00%

13.73%

13.73%

9.80%

17.65%

MEDIUM PRIORITY

LOW PRIORITY

TOP PRIORITY

HIGH PRIORITY


Documents

Revenue Marketing Benchmark Report 2018 - …...Greetings Revenue Marketers, Welcome to our first annual Revenue Marketing Benchmark Report.Over the past two years we have watched