Fill the Gap: What Marketers Really Need from Agencies

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Fill the Gap: What Marketers Really Need from Agencies

  1. 1. image:  Xurxo  Mar.nez FILL Inbound  2013 Aug.  20,  2013 what  marketers  really  need  from  agencies Presented  by:  Paul  Roetzer,  CEO,  PR  20/20  (@PaulRoetzer)
  2. 2. poten>al  &  expecta>ons founda>on plaAorm expecta>ons poten>al strategy source:  Jayneandd
  3. 3. Define  FoundaNon  Projectsmarke>ng  assessment   subjecNve  analysis internal  stakeholders 10  secNons 27  profile  fields 132  factors 0-­‐5  =  escalators 6-­‐7  =  neutrals 8-­‐10  =  assets www.TheMarkeNngScore.com  
  4. 4. goals  +  budgets  +  expecta>ons @PaulRoetzer
  5. 5. generate  leads 81% 77% convert  sales build  brand 44% 48% increase  loyalty brand leads sales loyalty high-­‐priority  goals Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  6. 6. of  organizaNons  have  aggressive   (>20%)  or  moderately  aggressive   (15-­‐20%)  growth  goals. 59% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  7. 7. of  organizaNons  have  conservaNve   (<5%  of  revenue)  or  moderately   conservaNve  (5-­‐10%  of  revenue)   marke>ng  budgets.51% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  8. 8. 0% 10% 20% 30% 40% 50% Aggressive  (>20%) Moderately  Aggressive  (15-­‐20%) Moderate  (10-­‐15%) Moderately  Conservative  (5-­‐10%) Conservative  (<5%) 5% 8% 14% 19% 32%38% 21% 12% 12% 6% Growth  Goals  vs  Marketing  Budgets misaligned  expecta>ons? Growth  Goals Budgets Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  9. 9. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Business  Cores Mkt  Cores Audiences Mkt  Team Mkt  Tech Mkt  Performance Social Lead  Sources PR Content 61% 53% 47% 43% 39% 37% 31% 28% 24% 20% 68% 65% 55% 57% 58% 51% 58% 40% 35% 37% Moderately  Aggressive  (15-­‐20%  of  Reveune)  vs  Conservative  (<5%  of  Revenue) marke>ng  budget:  spotlight Average  (All  Members) Moderately  aggressive ConservaNve +49% +87% +85% +33% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  10. 10. of  organizaNons  with  agency  budgets  of   $5,000  or  less  per  month  have  aggressive   (>20%)  or  moderately  aggressive  (15-­‐20%)   growth  goals.40% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  11. 11. the  reality @PaulRoetzer
  12. 12. the  average  overall  Marke>ng  Score 42% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  13. 13. Business  Cores Marketing  Cores Audiences Marketing  Team  Strength Marketing  Technology  Utilization Marketing  Performance Social  Media  Marketing Lead  Sources Public  Relations Content  Marketing 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 25% 29% 32% 39% 41% 44% 47% 50% 56% 63% Avg.  Scores  by  Section assessment  sec>ons Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  14. 14. 2% 16% 82% All  Members:  Avg.  %  of  Escalators/Neutrals/Assets  (132  Factors) Escalators  (0-­‐5) Neutrals  (6-­‐7) Assets  (8-­‐10) factors:  escalators/neutrals/assets Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  15. 15. Product/service  quality  (Business  Cores) Competitive  advantage  (Business  Cores) Corporate  culture  (Business  Cores) Financial  stability  (Business  Cores) Internal  communications  (Business  Cores) Pricing  strategy  (Business  Cores) Website  (Marketing  Cores) External  communications  (Business  Cores) Revenue  growth  (Marketing  Performance) Employee  retention  rates  (Marketing  Performance) CMS  (Marketing  Tech) Marketing  team  (Business  Cores) Brand  positioning  (Marketing  Cores) CRM  (Marketing  Tech) Email  marketing  (Marketing  Tech) Marketing  analytics  (Marketing  Tech) 0 1 2 3 4 5 6 7 8 9 10 4.5 4.7 4.8 5.3 5.3 5.4 5.4 5.6 5.7 5.8 6.1 6.2 6.5 6.5 7.1 7.7 cri>cal  founda>on  factors Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  16. 16. ra>ng e/n/a factor 4.6 website  traffic 4.3 social  reach 3.8 subscribers brand leads sales loyalty 3.7 lead  volume 3.1 lead  quality  scores 3.9 lead-­‐to-­‐sale  conversion  rates 3.4 COCA 5.2 customer  retenNon  rates 3.9 CLV funnel  view:  cri>cal  performance  factors All  Members:  Avg.  Factor  Ra>ng Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  17. 17. organizaNons  with  11-­‐15  marke>ng   employees  overall  MarkeNng  Score   is  33%  above  average. 33% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  18. 18. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Business  Cores Mkt  Cores Audiences Mkt  Team Mkt  Tech Mkt  Performance Social Lead  Sources PR Content 59% 51% 41% 28% 31% 31% 27% 25% 19% 15% 69% 68% 62% 61% 58% 50% 61% 44% 51% 43% #  of  Marketing  Employees:  11-­‐15  vs  None marke>ng  employees:  comparison Average  (All  Members) 11-­‐15 None +126% +168% +187% +87%+118% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  19. 19. organizaNons  with  revenue  growth  of   20%  or  more  score  36%  higher  overall   than  organizaNons  with  revenue   down  more  than  10%.36% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  20. 20. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Business  Cores Mkt  Cores Audiences Mkt  Team Mkt  Tech Mkt  Performance Social Lead  Sources PR Content 58% 47% 42% 35% 30% 28% 34% 21% 20% 20% 64% 57% 52% 50% 49% 46% 44% 34% 29% 28% Up  20%  or  More  vs  Down  More  Than  10%  (last  12  months) revenue  growth  comparison Average  (All  Members) Up  more  than  20% Down  more  than  10% +63% +64% +62% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  21. 21. HubSpot  customers’  average  overall   MarkeNng  Score  is  18%  higher  than   non-­‐HubSpot  customers.   18% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  22. 22. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Business  Cores Mkt  Cores Audiences Mkt  Team Mkt  Tech Mkt  Performance Social Lead  Sources PR Content 62% 54% 47% 44% 38% 38% 35% 30% 27% 21% 65% 58% 52% 51% 52% 45% 45% 34% 31% 31% HubSpot  Customers  vs  Non-­‐HubSpot  Customers HubSpot  customers Average  (All  Members) Yes No +37% +29% +48% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  23. 23. lead-­‐to-­‐sale  conversion  rates  for   organizaNons  with  sales  cycles  >12   weeks  are  23%  below  average. -­‐23% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  24. 24. Lead-­‐to-­‐sale  rate  (Marketing  Performance) Lead  Quality  (Marketing  Performance) Lead  Nurturing  (Marketing  Team) CRM  (Marketing  Tech) Mkt  Automation/Lead  Nurturing  (Marketing  Tech) Blogging  (Content  Marketing) eBooks  (Content  Marketing) Email  Mkt  (Marketing  Team) Email  Mkt  (Marketing  Tech) 0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0 4.7 5.2 2.4 4.4 3.7 4.8 4.7 3.1 3.9 3.9 4.5 1.5 3.3 2.7 4.3 4.4 2.7 3.0 >12  weeks  vs  Average  (All  Members) sales  cycle  length:  spotlight >12  weeks Average  (All  Members) -­‐23% -­‐27% -­‐25% -­‐38% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  25. 25. do  NOT  have  marke>ng  automa>on/ lead  nurturing  sonware 35% are  NOT  blogging 33% do  NOT  have  CRM  sonware 18% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  26. 26. image:  Xurxo  Mar.nez FILL talent technology ac>on
  27. 27. nearly  four  in  10  CMOs  say  they  do  not  have  the   right  people,  tools  and  resources  to  meet  their   markeNng  objecNves.   Source:  Accenture’s  Turbulence  for  the  CMO 39%
  28. 28. marke>ng  agencies  average  overall   MarkeNng  Score  is  27%  higher  than   non-­‐agencies. 27% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  29. 29. higher  in  Content  Marke>ng 68% higher  in  Marke>ng  Team 61% higher  in  Social  Media  Marke>ng 60% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  30. 30. Revenue  growth Profitability Employee  retention  rates Customer  retention  rates Referrals Social  media  engagement Website  traffic Social  media  reach Customer  lifetime  value  (CLV) Lead-­‐to-­‐sale  conversion  rates Subscribers  (blog,  email,  etc) Lead  volume Inbound  links Cost  of  customer  acquisition  (COCA) Content  downloads Lead  quality  scores Inbound  job  candidates Net  Promoter  Score  (NPS) 0 1 2 3 4 5 6 7 8 9 10 1.6 2.9 3.1 3.1 3.4 3.6 3.7 3.8 3.9 3.9 4.3 4.6 4.6 5.2 5.2 5.4 5.5 5.6 marke>ng  performance How  would  you  rate  your  organiza3on’s  historical  performance  in  these  key  areas  used  to  measure   marke3ng  success? Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  31. 31. Strategic  planning Website  management Graphic  design Search  engine  optimization  (SEO) Copywriting/publishing Email  marketing Social  media Data  analysis Lead  management/nurturing Event  planning/production Coding/programming Paid  search  management Public  relations Video  production/editing Mobile  strategy 0 1 2 3 4 5 6 7 8 9 10 2.8 3.6 3.7 3.7 3.8 4.2 4.7 4.9 5.2 5.2 5.2 5.3 5.4 6.1 6.2 marke>ng  team  strength How  would  you  rate  your  internal  marke3ng  team’s  competencies  in  these  core  areas? Asset Neutral Escalator         Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  32. 32. Referrals Website Organic  search Traditional/offline  networking Inbound  phone  calls Social  media Outbound  sales Email  marketing Events/shows Blogging Speaking  engagements Affiliate/partner  programs Premium  content  (ebooks,  podcasts,  webinars) Direct  marketing Media  coverage Digital  ads  (banners,  search,  retargeting,  social) Sponsorships Traditional  advertising  (print,  radio,  TV) 0 1 2 3 4 5 6 7 8 9 10 1.1 2.0 2.2 2.3 2.4 2.5 2.6 2.8 3.0 3.2 3.3 3.3 3.7 3.8 4.2 4.3 4.8 5.3 lead  sources How  would  you  rate  your  organiza3on’s  performance  over  the  last  12  months  at  producing  leads  and   sales  through  these  channels? Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  33. 33. Content  management  system  (CMS) Project  management Search  engine  optimization  (SEO) Customer  relationship  management  (CRM) Social  media  monitoring/management Email  marketing Marketing  analytics Marketing  automation/lead  nurturing Internal  social  network Call  tracking 0 1 2 3 4 5 6 7 8 9 10 2.2 2.9 3.7 4.5 4.7 4.8 4.8 5.3 5.3 5.4 marke>ng  technology  u>liza>on How  would  you  rate  your  organiza3on’s  u3liza3on  of  these  marke3ng  and  sales  technology  solu3ons? Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  34. 34. do  NOT  uNlize  call  tracking 53% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  35. 35. Call  tracking Internal  social  network Marketing  automation/lead  nurturing Content  management  system  (CMS) Marketing  analytics Customer  relationship  management  (CRM) Email  marketing Social  media  monitoring/management Project  management Search  engine  optimization  (SEO) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 10% 13% 15% 16% 18% 20% 21% 26% 41% 53% marke>ng  technology  u>liza>on Percentage  of  organiza3ons  that  do  not  have  or  u3lize  each  technology Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  36. 36. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 2.4 3.4 3.8 3.9 4.8 4.2 5.1 4.1 5.4 7.2 5.6 Impact  of  Marketing  Automation  on  Lead-­‐to-­‐Sale  Conversion  Rates Lead-­‐to-­‐Sale  Conversion  Rate  Score Marketing  Automation  Factor  Score  (Marketing  Technology  Utilization  Section) marke>ng  automa>on:  spotlight Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  37. 37. Blogging Landing  pages Email  newsletters Videos Case  studies Press  releases eBooks White  papers Infographics Webinars Original  research/reports Mobile  apps Podcasts 0 1 2 3 4 5 6 7 8 9 10 0.8 1.2 1.6 1.8 1.8 2.0 2.4 2.7 2.8 2.9 3.5 4.1 4.4 content  marke>ng How  would  you  rate  your  organiza3on’s  crea3on  and  distribu3on  of  content  in  the  following  digital   formats? Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  38. 38. of  B2B  companies  do  NOT  use  webinars 51% of  B2B  companies  do  NOT  publish  ebooks 43% of  B2B  companies  do  NOT  blog 17% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  39. 39. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 3.5 3.0 3.9 4.8 5.2 5.7 6.3 7.2 6.7 7.1 7.8 Impact  of  Blogging  Strength  on  Website  Traffic Website  Traffic  Score Blogging  Factor  Score  (Content  Marketing  Section) blogging:  spotlight Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  40. 40. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 2.3 3.7 2.6 2.9 3.1 4.0 3.7 3.9 5.4 6.0 5.8 Impact  of  Blogging  Strength  on  Lead  Volume Lead  Volume  Factor  Score Blogging  Factor  Score  (Content  Marketing  Section) blogging:  spotlight Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  41. 41. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 2.9 3.7 4.3 3.9 2.4 4.3 4.0 5.4 5.8 7.5 6.5 Impact  of  Ebooks  on  Lead  Volume Lead  Volume  Factor  Score Ebooks  Factor  Score  (Content  Marketing  Section) ebooks:  spotlight Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  42. 42. generate  leads 81% 77% convert  sales build  brand 44% 48% increase  loyalty brand leads sales loyalty high-­‐priority  goals Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  43. 43. Business  Cores Marketing  Cores Audiences Marketing  Team  Strength Marketing  Technology  Utilization Marketing  Performance Social  Media  Marketing Lead  Sources Public  Relations Content  Marketing 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 25% 29% 32% 39% 41% 44% 47% 50% 56% 63% Avg.  Scores  by  Section assessment  sec>ons Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  44. 44. image:  Xurxo  Mar.nez FILL 1)  develop  versaNle  talent  trained  in  high-­‐demand  services. 2)  become  adept  at  marke>ng  technology  integraNon. 3)  execute  ac>ons  that  produce  results. bit.ly/mscore-­‐report-­‐13

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