Where does the time go? Return-on-Effort Study Webinar Slides

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Webinar slides from "Where does the time go? Results from the Return on Effort Study" presented by Econsultancy with HubSpot

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Where does the time go? Return-on-Effort Study Webinar Slides

  1. 1. Where does the time go? Results from the Return on Effort Study Presented with HubSpot Stefan Tornquist Research Director (US) Econsultancy Stefan.Tornquist@econsultancy.com
  2. 2. Return on Effort Study Research Questions • How do tactics compare across ROE, ROI & brand impact? • Are marketing departments’ skill sets aligned for high ROE tactics? • How do companies approach experimentation with new tactics/opportunities? (part 2 the webinar series) • How are internal/external teams and vendors used? How can they be optimized for best effect (part 3 in the series)
  3. 3. Return on Effort Study Who, how and when • 574 marketers and agency personnel from a total respondent base of over 1,500. • Survey invites via social media, ad placements and internal invitations. • Fielded July 19th – July 30th 2010
  4. 4. Return on Effort Brand & Effort: B2C 8 Inbound Website content Outbound 7 Display SEO Brand Impact 6 House email Monitoring Affiliates social Blogging Events Twitter Email list Tele-sales 5 External rental & prospecting discussion groups Direct mail 1.4 Time cost Paid search Internal discussion groups 4 2 3 4 5 6 7 Time cost
  5. 5. Return on Effort ROI & Effort: B2B 7 Inbound SEO Outbound House email 6 Tele-sales & prospecting Return on investment Affiliate 5 External marketing Paid discussion groups search Site content Events 4 Monitoring social Direct Twitter mail Blogging 3 White papers/ Display Email list webinars rental Internal discussion groups 2 1 2 3 4 5 6 7 Time cost
  6. 6. Traditional skills (B2B) Creating a marketing strategy 6% 70% Evaluating new marketing technologies 16% 65% Evaluating new market opportunities 8% 55% Operating in alignment with strategy 13% 54% Evaluating channel partners/affiliates 23% 48% Evaluating agency/consulting partners 20% 48% -30% -10% 10% 30% 50% 70% Negative eval Positive eval
  7. 7. Content – social – inbound skills (B2B) Creating compelling content for website 24% 51% Communicating the "voice of the customer" to non-marketing staff 29% 50% Creating compelling content for email 14% 47% Updating internal blog(s) 33% 40% Participating in external social discussions (Twitter, LinkedIn 50% 29% groups, etc.) Monitoring relevant external social discussions 48% 25% -60% -40% -20% 0% 20% 40% 60% Negative eval Positive eval
  8. 8. Content – social – inbound skills (B2C) Creating compelling content for website 27% 55% Creating compelling content for email 21% 44% Participating in external social discussions (Twitter, LinkedIn 39% 41% groups, etc.) Communicating the "voice of the customer" to non-marketing 45% 37% staff Updating internal blog(s) 33% 33% Monitoring relevant external social discussions 42% 28% -60% -40% -20% 0% 20% 40% 60% Negative eval Positive eval
  9. 9. Thanks for your time Stefan.Tornquist@econsultancy.com @marketingstefan

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