The State of Pipeline Marketing Report 2015

THE

STATE OFPIPELINE MARKETINGREPORT 2015

the reportsurveyed 370 respondents for answers to 40 questions

THESTATE OFPIPELINE

MARKETINGREPORT

2015

created by Andrew Nguyen and Lauren Frye at Bizible

the reportevaluates the pipeline marketing and attribution sectors of the b2b marketing space

THESTATE OFPIPELINE

MARKETINGREPORT

2015

created by Andrew Nguyen and Lauren Frye at Bizible

it’s your lucky day this SlideShare includes new, exclusive stats not included in the original

release of the report

THESTATE OFPIPELINE

MARKETINGREPORT

2015

the

SURVEYRESPONDENTS 1

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MARKETINGREPORT

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JOB LEVEL

whotookthesurvey?

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JOB FUNCTION

whotookthesurvey?

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MARKETINGREPORT

2015

REVENUE LEVEL

whotookthesurvey?

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MARKETINGREPORT

2015

INDUSTRY

whotookthesurvey?

THESTATE OFPIPELINE

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2015

MARKETINGSPENDand

SUCCESSMEASUREMENT

2THE

STATE OFPIPELINE

MARKETINGREPORT

2015

respondents were asked to select

their top marketing channels

and then asked to identify the

channel that had the greatest revenue impact THE

STATE OFPIPELINE

MARKETINGREPORT

2015

MARKETINGCHANNELSusedtogeneratedemand

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MARKETINGCHANNELSusedtogeneratedemand

89%

of marketers use email as one of their primary channelsT

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W A

Y S

channelwiththe

GREATESTIMPACTon

REVENUE

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channelwiththe

GREATESTIMPACTon

REVENUE

15.8%

of marketers say email is their best channel for revenue generationT

A K

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W A

Y S

we also asked respondents to

identify the primary metric they use to measure their success

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PRIMARYMETRICtomeasuremarketingsuccess

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PRIMARYMETRICforsuccess 42.7%

of marketers primarily use BOFU metrics to measure their successT

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W A

Y S

then, we sorted these answers

by job level to see how

people in different positions answered the question

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the results indicated that higher job levels more often

use BOFU metrics

lower job levels often rely on

TOFU metricsTHE

STATE OFPIPELINE

MARKETINGREPORT

2015

PRIMARYMETRICto measuremarketingsuccessbyjoblevel

THESTATE OFPIPELINE MARKETINGREPORT 2015

then, we sorted the responses by

annual company revenue to see how companies of different

sizes were measuring their marketing

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MARKETINGREPORT

2015

exclusive stats

LESS THAN $250,000

PRIMARYMETRICbyannualbusinessrevenue

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$250,000 - $999,999


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MARKETINGREPORT

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$1 MILLION - $9.9 MILLION


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$10 MILLION - $499 MILLION


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THESTATE OFPIPELINE

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2015

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$500 MILLION OR MORE


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$500 MILLION OR MORE


1 out of 4 $500 million+ companies measure marketing based on revenue generation

T A

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WHAT PIPELINEMARKETERSdo

DIFFERENTLY

3THE

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respondents were asked to

rate their familiarity with pipeline marketing

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FAMILIARITYwith pipelinemarketing

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we compared levels of familiarity with other

success metrics, such as

marketing priorities

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MARKETINGPRIORITIESbyfamiliaritywith pipelinemarketing


we also compared respondents’ levels of familiarity with their stated

primary marketing metrics

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the results indicated that

pipeline marketers more often use bottom-of-funnel metrics

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2015

PRIMARYMETRICSbyfamiliaritywith pipelinemarketing

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finally, we compared respondents’ levels of familiarity with their stated degrees of

marketing & sales alignment

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MARKETINGREPORT

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the results indicated that

pipeline marketers are better aligned with their sales team

SALES / MARKETINGALIGNMENTbyfamiliaritywith pipelinemarketing

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MARKETINGTECHNOLOGYand

ROI4

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we asked respondents to identify the

type of technology they use

to implement and measure their marketing strategies

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TECHNOLOGY USE(1) marketing automation,(2) CRM,(3) attribution

we found that the respondents who

use more marketing tech reported higher ROI figures

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TECHNOLOGY USEandmarketingROI

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TECHNOLOGY USEandmarketingROI

companies who use all three technologies see

more than 2 times the ROI of companies using none T

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HOWMARKETERSdo

ATTRIBUTION5

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attribution model they use to

measure their marketing ROI

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we found that approximately 1 out

of 4 marketers don’t have an attribution model

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ATTRIBUTION MODELSmarketersuse

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primary reason they use their

chosen attribution model

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PRIMARYREASONSwhymarketerschosetheir attributionmodel

THESTATE OFPIPELINE

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PRIMARYREASONSwhymarketerschosetheir attributionmodel

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28%

of marketers don’t know why they use their attribution model.T

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we also asked respondents

whether they plan to change their attribution model

in the next six months

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MARKETERSCHANGINGtheirattributionmodelinthenextsixmonths

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MARKETERSCHANGINGtheirattributionmodelinthenextsixmonths

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30%

of marketers know they need to solve their attribution challengesT

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marketerswhothinktheyusethe

RIGHTATTRIBUTIONMODEL

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marketerswhothinktheyusethe


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69%

of marketers are not confident they use the right attribution model.T

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HOWCMOsdo

PIPELINE MARKETING

6THE

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we segmented the data by

job level and built stats based

on how CMOs view their

marketing environment.

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CMOswhothinktheyusethe


YE

S -

- 43

%N

O /

DO

N’T

KN

OW


CMOswhothinktheyusethe


YE

S -

- 43

%N

O /

DO

N’T

KN

OW


57%

of CMOs are not confident they use the right attribution model.T

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Y S

we looked at what CMOs

reported as their primary reason for choosing their

attribution model.

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PRIMARYREASONSwhyCMOschosetheir attributionmodel

THESTATE OFPIPELINE

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PRIMARYREASONSwhyCMOschosetheir attributionmodel

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1 out of 3 CMOs chose their attribution model because it gives credit where it’s due.

T A

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we also looked at whether

CMOS planned to change their attribution model

in the next six months

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CMOsCHANGINGtheirattributionmodelinthenextsixmonths

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CMOsCHANGINGtheirattributionmodelinthenextsixmonths

28%

of CMOs plan to address their attribution challenges within the next six months.T

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STATISTICSabout

PIPELINEMARKETERS 7

[exclusive stats]THE

STATE OFPIPELINE

MARKETINGREPORT

2015

we asked respondents to identify whether they

considered themselves to be a

pipeline marketer

THESTATE OFPIPELINE

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2015

marketers whoidentifythemselvesas

PIPELINEMARKETERS

YE

S -

- 6

0%

DO

N’T

KN

OW

/ N

O


then we ran some calculations to see

what characteristics were

unique to pipeline marketers

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MARKETINGREPORT

2015

91%

of pipeline marketers say their marketing budget will increase or stay the same

exclusive stats

THESTATE OFPIPELINE

MARKETINGREPORT

2015

77%

of pipeline marketers say that their sales/marketing relationship is well aligned

exclusive stats

THESTATE OFPIPELINE

MARKETINGREPORT

2015

51%

of pipeline marketers have a $200,000 to $5 million annual marketing spend

exclusive stats

THESTATE OFPIPELINE

MARKETINGREPORT

2015

37%

of pipeline marketers chose their attribution model because it gives credit where it's due

exclusive stats

THESTATE OFPIPELINE

MARKETINGREPORT

2015

30%

of pipeline marketers use 'total opportunities' as their primary marketing metric

exclusive stats

THESTATE OFPIPELINE

MARKETINGREPORT

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81%

of non-pipeline marketers are not confident in their attribution model

exclusive stats

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MARKETINGREPORT

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after analyzing the data and

creating the report...

THESTATE OFPIPELINE

MARKETINGREPORT

2015

...we’re even more convinced

that we’re proud to be pipeline marketers

THESTATE OFPIPELINE

MARKETINGREPORT

2015

THESTATE OFPIPELINE

MARKETINGREPORT

2015

Download the official State of Pipeline Marketing 2015 report!

DOWNLOAD THE REPORT

http://info.bizible.com/2015-state-of-pipeline-marketing