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

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 Presentation Transcript

  • 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. 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. 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. 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. 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. 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. 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. 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. Thanks for your time Stefan.Tornquist@econsultancy.com @marketingstefan