Pepper 2014 Marketing Automation Report

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What are the biggest challenges for marketing automation in 2014? Find out how you measure up and what you can expect this year.

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Pepper 2014 Marketing Automation Report

  1. 1. B2B Marketing Automation Report 2014 Marketing automation is a hot topic in 2014 as more B2B marketers are adopting the technology to generate more and better leads, improve marketing productivity, and increase conversion rates. We conducted a comprehensive survey, leveraging the combined wisdom of over 50,000 B2B marketers in the B2B Technology Marketing Community on LinkedIn.
  2. 2. SURVEY HIGHLIGHTS Audience: Participants: Time period: Countries: Survey channel: 50,000 B2B marketers 735 responded September 2013 Worldwide Online platform—LinkedIn Top 5 findings from marketing automation survey 1 2 3 4 5 The key benefits marketers receive from marketing automation: more and better leads, improved marketing productivity, and improved conversion rates. The most important marketing automation features are lead nurturing, integration with CRM, social media and mobile platforms, and analytics and reporting capabilities. The most popular marketing automation platforms are: Marketo, Oracle Eloqua, and Hubspot. Budget constraints, lack of skilled employees, and poor contact database quality are the three biggest obstacles to more effective use of marketing automation. The most frequently used ROI performance metrics are response metrics, including open rate, click through rate, and unsubscribes.
  3. 3. Survey results
  4. 4. SURVEY RESULTS “What is your company’s overall level of marketing automation adoption?” Overall 53% of all respondents are currently using or applying marketing automation. Another 17% are currently evaluating or considering marketing automation 17% Currently evaluating or considering marketing automation 53% Currently using or applying marketing automation Overall responses 13% Aware of the application and benefits of marketing automation, but not using it yet 7% Not actively looking to implement marketing automation 6% Not aware of the applications and benefits of marketing automation 2% Not sure 1% Other 1% Abandoned marketing automation
  5. 5. SURVEY RESULTS “What is your company’s overall level of marketing automation adoption?” Regional differences In AMS there are significantly more MA users. In EMEA only 39% and in APJ only 36% are currently using or applying marketing automation. AMS responses APJ responses EMEA responses AMS APJ EMEA Currently using marketing automation 63% 36% 39% Evaluating or considering marketing automation 12% 23% 20% Aware of marketing automation, but not using it yet 12% 14% 19% Not actively looking to implement marketing automation 7% 4% 7% Not aware of the applications and benefits of marketing automation 4% 14% 10% Abandoned marketing automation 1% 1% 1% Other 2% 7% 4%
  6. 6. SURVEY RESULTS “What marketing automation benefits are most important to you?” Top 10 benefits as rated by respondents 1 2 3 4 5 6 7 8 9 10 Generating more and better leads Improved marketing productivity Improved conversion rates Improved response and engagement rates Improved segment targeting Shortened sales cycles Increased web traffic Reduced marketing cost Increased customer retention Increased email click through rate
  7. 7. SURVEY RESULTS “How long did it take from purchase to implementation of your marketing automation platform?” Overall 75% of the companies using Marketing Automation implemented their platform in less than 6 months. 75% Less than 1 month 16% 59% 1–6 months 7–12 months More than 12 months 17 % 7%
  8. 8. SURVEY RESULTS “How long did it take from purchase to implementation of your marketing automation platform?” Industry and company perspective 45% of manufacturing industries and 60% of large companies need more than 7 months for MA implementation Overall 16% Less than 1 month Manufacturing 26% Large companies 4% 59% 1–6 months 26% 26% 17% 7–12 months 36% 39% More than 12 months 7% 9% 21%
  9. 9. SURVEY RESULTS “What criteria do you use to evaluate marketing automation platforms and vendors?” Top 10 evaluation criteria as rated by respondents 1 2 3 4 5 6 7 8 9 10 Price/cost of ownership Product integration (CRM, social, mobile, etc.) Ease of use/learning curve Analytics and reporting features Ability to customize Technical support/customer service Scalability Vendor size and longevity Not sure On-premise deployment vs. SaaS/cloud delivery
  10. 10. SURVEY RESULTS “What marketing automation features are most important to you?” Top 10 features as rated by respondents 1 2 3 4 5 6 7 8 9 10 Lead nurturing Integration with CRM, social, mobile, etc. Analytics and reporting Lead scoring and qualification Campaign management Email marketing Lead activity tracking Lead capture Website visitor tracking List segmentation
  11. 11. SURVEY RESULTS “What marketing automation areas do you outsource?” Overall Of the 382 respondents who use marketing automation, 135 (35%) outsource one or more associated responsibilities/tasks. For the respondents who outsource MA, most of them outsource creative and content creation. Small and mid-sized companies outsource content creation more often while large businesses outsource creative and campaign execution. Creative/design 22% Content creation 20% Campaign execution 19% Technical implementation Strategy/GTM planning 14% 9% CRM integration 8% Reporting 8%
  12. 12. SURVEY RESULTS “What are the biggest obstacles to more effective use of marketing automation? ” Top 10 obstacles as rated by respondents 1 2 3 4 Budget constraints Lack of skilled employees to manage marketing automation Poor contact database quality Lack of content to utilize marketing automation capabilities 5 Complexity of marketing automation software 6 Lack of feedback from sales on evaluating leads 7 Poor integration with sales and marketing initiatives 8 9 10 Poor infrastructure to collect and analyze data Compatibility and interoperability issues Lack of performance standards for marketing automation
  13. 13. SURVEY RESULTS “What marketing automation metrics do you use to measure ROI?” Overall The most frequently used performance metrics to measure ROI are response metrics. There are no differences between regions, industries or companies. 57% Response metrics (e.g. open rate, click through rate, unsubscribe rate, etc.) 54% Value metrics (e.g. revenue generated, pipeline value generated, etc.) 49% Efficiency metrics (e.g. cost per lead, close rates, conversion rates, etc.) 25% Activity metrics (e.g. number of emails sent, etc.) 14% We don’t measure ROI 8% Not sure 3% Other
  14. 14. SURVEY RESULTS “How is your marketing automation budget going to change over the next 12 months?” Overall For a majority of B2B marketers, marketing automation budgets in 2014 stay flat or increase. $ 48% Stays flat 41% Increases 7% 1% Decreases significantly 3% Decreases Increases significantly
  15. 15. SURVEY RESULTS “Of respondents using marketing automation, what percentage of your marketing budget is allocated to marketing automation?” Overall 63% of respondents allocate 10–29% of their marketing budget to marketing automation. 42% 21% 18% 5% 2 % 0% 10% 20% 30% 40% 4% 50% 3% 2% 2% 1% 60% 70% 80% 90% Percentage of budget
  16. 16. SURVEY RESULTS “Of respondents using marketing automation, what percentage of your marketing budget is allocated to marketing automation?” Industry perspective Advertising industry has the highest average percentage of budget allocated to MA. Manufacturing industry has the lowest average percentage. Advertising/ Marketing/Media 23% Telecommunication 21% Internet/Online services 20% 18% Business services High tech Manufacturing 15% 9%
  17. 17. SURVEY RESULTS “What marketing automation platform(s) do you actively use?” Overall Marketo is the leading platform used by respondents. 29% 21% 11% 11% 6% Marketo Eloqua (Oracle) Hubspot Pardot (SFDC) Act-On Regional perspective The market leader in AMS is Marketo. In EMEA Eloqua is as strong as Marketo. APJ prefers customized solutions. AMS APJ EMEA 1 Marketo 2 Eloqua (Oracle) 3 Hubspot 4 Pardot (SFDC) 5 Act-On 1 Custom platform 2 Marketo 3 Hubspot 4 Act-On 5 Eloqua (Oracle) 1 Marketo 2 Eloqua (Oracle) 3 Hubspot 4 Act-On 5 Silverpop
  18. 18. SURVEY RESULTS “What marketing automation platform(s) do you actively use?” Company size perspective Hubspot is the most used platform by small companies. Marketo is the most used by midsized companies. Eloqua is the most used by large companies. Very small Small Mid-sized 1 Hubspot 2 Marketo 3 Eloqua (Oracle) 4 Custom platform 5 Act-On 1 Marketo 2 Hubspot 3 Pardot (SFDC) 4 Eloqua (Oracle) 5 Act-On 1 Marketo 2 Eloqua (Oracle) 3 Pardot (SFDC) 4 Silverpop 5 Hubspot Enterprise Large enterprise (<10 employees) (10–99 employees) (1,000–10,000 employees) (>10,000 employees) 1 Eloqua (Oracle) 2 Marketo 3 Teradata 4 Aprimo 5 Pardot (SFDC) 1 Eloqua (Oracle) 2 Marketo 3 Aprimo 4 Pardot (SFDC) 5 Act-On (100–999 employees)
  19. 19. SURVEY DEMOGRAPHICS The survey was completed by 735 B2B marketers in September 2013. Region 60% 30% AMS EMEA Marketing/ Advertising/PR/ Communications 10 % President/ CEO/Owner APJ Sales Other 9% 1,000–10,000 7% 21% 10–99 18% Fewer than 10 5% 3% More than 10,000 29% Undisclosed 2% Operations (# of employees) 100–999 14% Product management Company size 17% 45% 2% IT 1% Undisclosed 29%
  20. 20. Contact Pepper to learn more about marketing automation and the survey results. 312.588.4250 northamerica@pepperglobal.com pepperglobal.com 2 North LaSalle Street Chicago, IL 60602 A GLOBAL COMPUTERSHARE COMPANY ©2014 Pepper North America. The contents of this document are confidential and may not be disclosed to third parties. All content, ideas and tools within the offer are the copyrighted works of Pepper and subject to standard copyright law. Any redistribution or reproduction of any materials herein is subject to approval by Pepper. Some pictures, illustrations and photos may be subject to copyright and trademark rights of third parties. All registered trademarks are the properties of their individual companies and organizations. All brand names are the intellectual property of their owners. All registered trademarks are acknowledged, even if they have not been expressly labeled as such.

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