Eloqua research: Defining the modern marketer (webinar slides 6-28-13)
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Eloqua research: Defining the modern marketer (webinar slides 6-28-13)
- 1. Defining the Modern Marketer— From Real to Ideal 2ND July 2013
- 2. • Digital marketing will play a more dominant role in all marketing. • The persona of the modern marketer is three-fold: content, brand, and lead gen marketer. • Measuring marketing ROI is the key to marketing success. However, marketers report only fair satisfaction with current tools. • The ideal modern marketer is focused on targeting and engagement; in contrast actual modern marketers are deficient in analytics and marketing technology. Moreover, the actual modern marketer scores a weak grade (59%) in performance. This perhaps points to a need in the market. • Overall UK marketers rate themselves lower than their American colleagues. • UK marketers place a much higher value on marketing automation as an important change agent, versus US marketers. 2 Summary
- 3. 3 Involvement of Organisation Question: 1. In thinking about your organisation’s (i.e. your entire company’s) highest level of involvement with digital marketing technology (e.g. email marketing, social, content marketing, webinars, whitepapers, etc.) how would you classify its involvement? (Please check ONE only.) N=205 Source: Crain Communications, July 2013.
- 4. 4 Length of time organisation has been using digital marketing technology Question: 2. How long has your organisation been using digital marketing technology? (Please check ONE only.) N=205 Source: Crain Communications, July 2013.
- 5. 5 Stage of marketer competencies and methods to improve go-to-market effectiveness Question: 3a. In thinking about 2011, with regards to marketer competencies and methods to improve your go-to-market effectiveness, (as described in introductory paragraph), which ONE of following stages best describes where your company was in 2011? Question: 3b. Same as above with regards to 2012. Question: 3c. Same as above with regards to 2013. N=205 Source: Crain Communications, July 2013.
- 6. 6 Most important marketing channels organisation uses Question: 4. Which are the THREE most important marketing channels that your organization uses? (Please check at most THREE.) N=205 Source: Crain Communications, July 2013.
- 7. 7 Changes that have contributed the most to the formation of the Modern Marketer Question: 5. In thinking about changes in technology, marketing strategy, and the role of marketing in the organization, which of the following THREE changes have contributed the most to the formation of the modern marketer? (Please check at most THREE.) N=205 Source: Crain Communications, July 2013.
- 8. 8 Most important types of digital marketing activities organisation used in the last year Question: 6. Which are the THREE most important types of digital marketing activities that your organization has used in the last year? (Please check at most THREE.) N=205 Source: Crain Communications, July 2013.
- 9. 9 Modern Marketer role Question: 7. Which of the following roles of the modern marketer do you take responsibility for in your organization? (Please check ALL that apply.) N=205 Source: Crain Communications, July 2013.
- 10. 10 Most important measures to gauge marketing success Question: 8. Which of the following measures is most important to gauge marketing success? (Please check ONE only.) N=205 Source: Crain Communications, July 2013.
- 11. 11 Modern Marketer Scorecard • Ideal Modern Marketer Targeting (29%) and Engagement (24%) dominate. Analytics (15%) and Marketing Technology (13%) support this primary mission. Conversion (19%) enjoys neither a low nor high priority. • Actual Modern Marketer In contrast scores only 59% out of 100 points. This underscores the need to provides tools, training, and strategic vision to today’s modern marketer. • Interestingly, the modern marketer performs well in Targeting (19%) and Engagement (15%). However, in the dimensions of Analytics (8%) and Marketing Technology (6%) the modern marketer is a laggard. Indeed, marketers report only a 6 out of 10 satisfaction with outside vendors. (Slide 14) 59% 100% N=205 Source: Crain Communications, July 2013.
- 12. Question: 13. In evaluating the question “Is modern marketing more of a science or an art?” please rate each of the following dimensions on a scale of 1 to 10, where 1 is all science, 5 is equal mix of science and art, and 10 is all art. N=205 Source: Crain Communications, July 2013. 12 Is Modern Marketing more of a science or an art?
- 13. 13 How much the Modern Marketer is concerned with media and channel measurement vs. creative and creative storytelling Question: 14. Considering the science vs. art question another way, how much would you say the modern marketer is concerned with media and channel measurement vs. creative and creative storytelling? Please rate on a scale of 1 to 10 where 1 is media and channel measurement, 5 is an equal mix, and 10 is creative and creative storytelling. N=205 Source: Crain Communications, July 2013.
- 14. 14 Satisfaction Question: In thinking again about the tools and suppliers that support the modern marketer, how satisfied are you with the resources that you currently receive from outside vendors? Please rate on a scale of 1 to 10, where 1 is very unsatisfied and 10 is very satisfied. N=205 Source: Crain Communications, July 2013.
- 15. 15 Key drivers when evaluating the need for the Modern Marketer Question: 16. Within your marketing department, which of the following are the key drivers when evaluating the need for the modern marketer? (Please check at most THREE.) N=205 Source: Crain Communications, July 2013.
- 16. 16 Obstacles Question: What are the top three major obstacles preventing you from becoming a modern marketer in your organisation? (Please tick at most THREE) N=205 Source: Crain Communications, July 2013.
- 17. 17 UK vs. US Comparison- Dividing Line on Market Technology N=205 Source: Crain Communications, July 2013.
- 18. 18 UK vs. US Comparison- Blogging Preferred Over Social N=205 Source: Crain Communications, July 2013.
- 19. 19 UK vs. US Comparison- Consensus on Engagement N=205 Source: Crain Communications, July 2013.
- 20. Contributors to this webinar www.b2bmarketing.net Joel Harrison, editor-in- chief, B2B Marketing John DiStefano, research director, Crain Rachel Dennis, senior director of lead gen and retention, Getty Images Sylvia Jenson, EMEA marketing director, Eloqua
Editor's Notes
- Thank you Joel for that very kind introduction … I will try to live up to those generous words! Okay, I am excited to be here and we have great things to talk about in this “2013 Defining the Modern Marketer.” So just why is the Modern Marketer so exciting? Well according to our research 93% of B2B marketers have been using these technologies for 5 years! Indeed according to Gartner digital accounts for 40% of the marketing budget. Wow! First a word about this research. This research is not opinion. It is scientific fact. The laws of statistics that inform this research are no less valid than the laws of physics that tells us when I drop a ball off this table, gravity will propel it to the ground. Our research was conducted in April of this year. We received 205 completes from btob marketers to achieve a Confidence Interval of 95% and a Margin of Error of 7%. All research methods adhere to the standards of privacy and accuracy established by the Marketing Research Association. So let’s begin! Source: Digital Marketing Budgets to Increase in 2013: Gartner
- Read the slide.
- READ TITLE READ QUESTION Okay, so very briefly here we are seeing the penetration of digital marketing in the b2b population. 93% using digital marketing. We are in a new era … moving from the “horseless carriage” to the automobile. Clearly the marketer must adapt to the new digital setting.
- READ TITLE READ QUESTION Here is the second half to our opening statistic—on average 5 years. Interesting to note 24% have more than 5 years of experience!
- READ TITLE READ QUESTION This is an interesting graph. It is an adoption curve where the top rungs represent weak adoption and the bottom rungs represent aggressive adoption. What we see is that over a three year period from 2011 to 2013 that adoption will increase significantly. Indeed 60% report strong to aggressive adoption by 2013.
- READ TITLE READ QUESTION What is interesting about this finding is that website (78%) and email marketing (59%) beat out face-to-face events as the most important marketing channel. This is interesting because face-to-face has been the gold standard for so long. This is another example of the transition to the modern marketer.
- READ TITLE READ QUESTION This slide tells the story of the transformative power of technology. Advances in technology to track ROI and advances in technology to create social media –both are top ranked in creating the need for the modern marketer. Secondly the shift of power from the brand to the customer and demand gen create a fertile environment for the Modern Marketer. Sources in the industry state that in contrast to 5 years ago now the majority of the purchase funnel occurs before the customer ever interacts with the sales rep.
- READ TITLE READ QUESTION Interesting that email is way ahead of the pack. Mobile while a big b2c play does not apply for B2B. Interesting, how important blogging is in the UK where as social media takes the lead in North America.
- READ TITLE READ QUESTION The Modern Marketer persona is comprised of 3 roles: --Content Marketer --Brand Marketer --Lead Gen We will see later is this presentation how important Content Marketing is. Indeed in the new digital setting—we are all publishers ie we are all content marketers.
- READ TITLE READ QUESTION We would expect marketing ROI to be the most important metric. However, marketing influence d sales and conversion rate play significant roles also.
- READ TITLE READ QUESTION Take 5 min on this slide THIS IS THE BIG PAY-OFF. Modeled after the HBS/BCG balanced scorecard of the 1990’s. Discuss the 5 dimensions . Discuss how 20% would be balanced Discuss weights Discuss gap between 100 and 59. Discuss how Marketing Technology and Analytics do disproportionately lower in actual performance. Suggests need for a solution for this.
- READ TITLE READ QUESTION DOVE-TAILING FROM THE SCORECARD Discuss this line graph series Branding Campaign Creation Marketing Measurement Branding and campaign creation are about equal between art and science Marketing measurement is clearly identified as a science. Branding--6 Campaign Creation--5 Marketing Measurement--3
- READ TITLE READ QUESTION Perfect Ying-Yang –even split between channel measurement and creative story tellling. Think about it the perfect 50-50 split—makes perfect sense.
- Outside vendors only doing a just average job. Scoring a 6 out of 10 in satisfaction. READ TITLE READ QUESTION
- READ TITLE READ QUESTION Why do we need the modern marketer? Brand awareness down Weak analytics Status quo is fine.
- READ TITLE READ QUESTION Key Obstacles Budget-perennial Poor infrastructure Lack of support from Sales to evaluate leads
- READ TITLE READ QUESTION Very similar results …HOWEVER Talk about 59% vs. 65% Interesting to see the improved performance on Marketing Technology in the US (9%) vs. the UK (8%). Big part of Modern Marketer is Data, data privacy in the UK is more tightly regulated this may explain some of the reluctance to accept the modern marketer.
- READ TITLE READ QUESTION Again very similar results. HOWEVER, Blogging preferred or social.
- READ TITLE READ QUESTION Again very similar results with consensus that need faster and more relevant touch points. ---There’s much more to tell … and I know Rachel and Sylvia will expand with case studies on the broad framework we have presented here. Rachel and Sylvia I am eager to hear your presentations. Joel, back to you.