Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Marketers, what keeps you up ?
1. Copyright Theory Global 2015. All Rights Reserved.Copyright Theory Global 2015. All Rights Reserved.
Modern Marketers,
What Keeps You Up ?
MARKETING WORRIES & CHALLENGES DRIVING PATTERNS !
!
Theoryglobal 2015 Q1 European Survey!
2. Goal of this survey and who responded
The main goal of this survey was to understand the key
trends for marketers across Europe. We wanted a
pulse check on what was ‘worrying’ European
Marketers – what keeps them up at night ?. !
!
Our methodology was to invite marketers across
Europe to complete a simple and easy questionnaire,
designed for mobile devices, that they could quickly
respond and complete in five minutes or less.!
( 201 respondents, collected in April and May 2015
with an online survey ).!
!
We then asked how worried* they were on a range of
subjects, 12 in total being:!
!
1.! How do you feel about"Measuring Success"?!
2.! What about your"Team Skills"?!
3.! What about"The Right Content"?!
4.! What about"Integrated Strategy"?!
5.! Sales Alignment and Enablement ?!
6.! What about"Globalization/Localization ?!
7.! What about"Brand & Design"?!
8.! What about"Working with Data"?!
9.! What about"Using Technology"?!
10.! What about"Effecting Change"?!
11.! What about"Innovation & Creativity"?!
12.! What about"Resource & Budget"?!
*The ‘worry’ scale was a choice of Not Worried, !
Somewhat Worried or Very Worried.!
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Who responded?
B2B MARKETING VISIONARY
Senior Marketing Professionals including CMOs, Marketing Directors
and Vice Presidents.
B2B MARKETING OPERATIONS LEADER
Marketing Operations, Marketing/Campaign Managers, Digital, MAP
and SFA Managers
Respondents by Company Size!
1001 to 10000
employees!
17%!
251 to 1000
employees!
18%!
less than 250
employees!
44%!
More than
10000
employees!
21%!
B2B
Agency /
Consultant!
22%!
B2B
Marketing
Ops!
36%!
B2B
Marketing
Visionary!
42%!
Respondents typology!
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Belgium!
2%!
France!
50%!
Germany!
3%!
Italy!
2%!
Netherlands!
3%!
Other!
12%!
United
Kingdom!
25%!
USA!
3%!
Automotive!
3%!
Business
Services!
16%!
Education!
4%!
Energy!
1%! Financial
services!
7%!
HR!
1%!
Life
sciences!
5%!
Manufacturi
ng!
12%!
News &
Media!
5%!
Other!
4%!
Retail!
10%!
RH!
1%!
Technology!
27%!
Telecom!
4%!
Respondents by Country! Respondents by Industry!
Who responded?
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Modern Marketers, how worried are you ?
0%! 10%!20%!30%!40%!50%!60%!70%!80%!90%!100%!
How do you feel about"Measuring Success"?!
What about your"team skills"?!
What about"The right content"?!
What about"Integrated strategy"?!
Sales alignment and enablement ?!
What about"Globalisation/Localisation ?!
What about"Brand & design"?!
What about"Working with data"?!
What about"Using technology"?!
What about"Effecting change"?!
What about"Innovation & creativity"?!
What about"Resource & budget"?!
Very Worried! Somewhat Worried! Not Worried!
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IT’S NOT ABOUT ONE
WORRY. IT’S A SET OF
WORRIES.
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Marketers are worried about
The Right Content!
86%!
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Marketers worried about the Right Content!
…Are also more concerned about specific capabilities !
+144 %
more concerned
about
Innovation &
Creativity
86%
worried about
The Right
Content
+91 %
more concerned
about
Globalisation
& Localisation
+90 %
more concerned
about
Working with
Data
+87 %
more concerned
about
Team Skills
10. The Right Content!
!
2014 was undoubtedly the year of ‘Content Marketing’
with budgets for ‘Content Creation’ doubling year on
year. The trend goes on in 2015. When ‘quized’ on the
topic, many marketers still felt they didn’t have the right
content. The challenge of Content Strategy lays
different intricate questions.!
!
Marketers’ mindset about Content!
1.! How can I innovate and leverage creativity to
increase the power of my Content ?!
2.! How do I keep my Story arc consistent and
relevant both at global/local level?!
3.! How do I leverage my data to input my Content
Strategy ?!
4.! Which skills and expertise do I need internally,
externally ?!
!
!
!
!
!
!
Face the challenge!
!
Getting the basics right (profiles, buyers’ journeys and
engagement plans) is the best way to build and focus
on a content strategy. Companies often produce too
much content (up to 75% goes wasted) or distribute
the wrong type of Content and/or in the wrong stage
in the buyer’s journey.!
!
!! Follow a Content Strategy Assessment and fix
your Roadmap!
!! Figure out your Content capabilities!
!! Do your profiles and buyer’s journey analysis!
!! Be ruthless when mapping existing content to
the buyer’s journey!
!! Amplify your Content’ distribution by ‘exploding’
your themes in sub-themes, and multiply the
formats for the same subject. !
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82%!
Marketers are worried about !
Resource & Budget!
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Marketers worried about Resource & Budget!
…Are surprisingly less concerned about specific capabilities !
82%
worried about
Resource &
Budget
-2 %
less concerned
about
Integrated
Strategy
-4 %
less concerned
about
Measuring
Success
13. Resource and Budget!
!
Resource and Budget remain a key concern in 2015 with
many European respondents commenting on the
‘hangover’ effect of the economic and financial crisis.
Marketers are not only been given much tougher and
demanding revenue targets but expected to do more
with less. Many marketers interviewed struggled daily
developing key demand generation programmes with
what appears impossibly small or shrinking budgets. !
!
Facing the challenge: !
the enabler !
Unsurprisingly, Measuring Success helps to allocate the
right budget to the right Marketing area. A consistent
Integrated Strategy will obviously help as well in terms of
productivity therefore budget.!
"!
!
!
!
"!
!
Face the challenge!
!
!! Plan your year out in advance as much as possible
– allowing budget for ‘agile’ ad-hoc plays and
tactics in response to market conditions!
!! Assess your team skills and understand when to
bring skills in-house and when to rely on partner
support!
!! Assess your Marketing assets. They are often
underused sometimes even ignored!!
!! Use reporting and dashboards to show what’s
working and build a business case for more budget!
!! Develop a training plan for your team and make
sure you are investing in the right skills that will
enable new capabilities!
!! Use technology to ‘do more with less’ – marketing
automation tools, when optimised properly can
help you get much more utility out of content and
messaging.!
#
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78%!
Marketers are worried about !
Integrated Strategy!
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Marketers worried about Integrated Strategy!
…Are also more concerned about specific capabilities !
+111 %
more concerned
about
Using
Technologies
78%
worried about
Integrated
Strategy
+87 %
more concerned
about
Working with
Data
+84 %
more concerned
about
The Right
Content
+54 %
more concerned
about
Team Skills
16. Integrated Strategy!
Having a considered and holistic strategy that covers
both digital and offline tactics is front of mind for most
of the respondents. A common problem being the
ability to see the wider picture and build a compelling
story-arc with content touch points from the
acquisition stage, through to nurture and sales
enablement. Many respondents have the feeling that
isolated tactical campaigns (such as batch-and-blast
emails or one-off events) represent most of their
marketing efforts.!
This survey shows that Marketers struggle with
technical implementation to bring their strategy live to
its full potential. Mastering Data is an issue for them. "!
!
!
!
!
!
!
“Your customers don’t care if
your organisation is working in
silos, they want a connected
experience”
Face the challenge!
Taking time out from the day-to-day, urgent to-do list can
be difficult. Most of our marketers surveyed ‘wanted’ to
build an integrated strategy but struggled to find the
bandwidth and strategic support internally to do so. "!
!
!! Think in terms of story-arcs and journeys, try to
move away from point in time ‘product batch ‘n’
blasts’!
!! Get the fundamentals in place – complete profiles,
personas and buyers’ journeys, finish your content
audit and strategy – this will greatly help shape your
integrated strategy!
!! Stop your team working in isolated silos – it’s
tempting to let the ‘social guy look after social’ and
the MAP gal to look after MAP, remember this is one
inter-connected holistic journey.!
!! Enable the Geeks in your team to explore
possibilities with your MAP, CMS!
!! Learn from those who innovate in term of Content
and Distribution!
!
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78%!
Marketers worried about !
Measuring Success!
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Marketers worried about Measuring Success!
…Are showing more concern about capabilities !
+86 %
more concerned
about
Globalisation
& Localisation
78%
worried about
Measuring
Success
+76 %
more concerned
about
Brand &
Design
+82 %
more concerned
about
The Right
Content
+54 %
more concerned
about
Effecting
Change
19. Measuring Success!
!
The pressure marketers are under to prove every euro
spent drives leads and revenue. The need to report
back on results and justify marketing spendings is now
key and opens up further debates on tactic vs strategy,
as well as the tools and technology you can use to
measure programme or tactic performance. #
!
Unsurprisingly, Marketers say they are specially worried
about key areas that require a more sophisticated
approach to prove results. This specially is the case for
Brand & Design, Content Strategy, Globalisation /
Localisation and Effecting Change.!
"!
!
"!
!
!
!
!
!
!
!
!
Face the challenge!
Measuring Success starts with knowing what success
looks like, including Goal settings, KPQs, KPIs and
Benchmarks. "!
!
!! Get the whole picture and understand which
Marketing areas influence each other !
!! Define goals upfront and agree on them with sales,
and the main stakeholders!
!! Work on Key Performance Questions and their
indicators. This helps figure what’s doing the job
and what doesn’t work.!
!! Read about the latest methodologies, frameworks
and check-lists. It really helps !!
!! Ensure you have the right technology to help track
performance – from CRM to MAP, Google Analytics
and more. Ensure your implementation allows you
to track and report progress.!
!! Build Dashboards and ‘socialise’ the results inside
your organisation regularly – don’t be afraid to get
feedback and always be honest and transparent
with results.!
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Patterns that reveal boundaries
of ‘worrying’ territories!
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Brand & Design
Innovation &
Creativity
Globalisation &
Localisation
+184%
+215%
+191%
Brand & Design, Innovation & Creativity and
Brand deployment (Globalisation / Localisation)
don’t look like the biggest worries. However, when
you are worried about one of them you become
very worried about the others!!
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Innovation & Creativity, Sales Alignement &
Enablement and Working with Data are linked
together and echo like a motto for Business
success.!
Innovation &
Creativity
Working with
Data
Sales
Alignement &
Enablement
+147%
+191%
+113%
23. Holistic Approach!
So Marketers are worried and several challenges keep them awake at night.!
!
In fact, behind each direct question we asked them to answer, lays a more complex reality. The results of this survey tell
us that it’s not about one specific worry but a large sum of worries that are linked together.!
!
This is clearly underlining the complex and strategic role of Modern Marketing. !
Boundaries are now blurred between all capabilities. Although many companies still work in silos, the challenges are
interlocked with the Marketing Department. The notion of change management therefore appears as a prevailing topic
that will need to be considered by companies to help Marketers do their job and “Make it happen”. !
"!
!
!
!
!
!
!
!
!
!! Take a holistic approach!
!! Understand how roles and missions are interlocked between departments!
!! Spend time upfront to think your Strategy and figure out the Big Picture!
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“ Facing our Marketing challenges requires a
global approach of our problems ”.
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“ We have social, MAP, CRM, a digital team, inside
sales and about seven agencies. We’re not short of
talent, we just need to know how to piece it all
together ”
26. Raw Data
How do you feel
about Measuring
Success ?
What about
your team skills ?
What about The
right content ?
What
about Integrated
strategy ?
Sales alignment
and enablement ?
What
about Globalisation/
Localisation ?
What about Brand
& design ?
What
about Working with
data ?
What about Using
technology ?
What
about Effecting
change ?
What
about Innovation &
creativity ?
What
about Resource &
budget ?
Very Worried 59 45 43 61 23 22 29 37 50 42 22 57
Somewhat Worried 97 110 125 95 120 106 87 111 99 103 97 108
Not Worried 45 46 33 45 58 73 85 53 52 56 82 36
How do you feel
about Measuring
Success ?
What about
your team skills ?
What about The
right content ?
What
about Integrated
strategy ?
Sales alignment
and
enablement ?
What
about Globalisati
on/Localisation ?
What
about Brand &
design ?
What
about Working
with data ?
What
about Using
technology ?
What
about Effecting
change ?
What
about Innovation
& creativity ?
What
about Resource
& budget ?
What about Measuring Success ? 100% 25% 39% 39% 12% 20% 25% 24% 29% 32% 14% 27%
What about your team skills ? 33% 100% 40% 47% 16% 24% 20% 20% 33% 36% 27% 38%
What about The right content ? 53% 42% 100% 56% 16% 21% 26% 35% 44% 37% 23% 40%
What about Integrated strategy ? 38% 34% 39% 100% 18% 16% 16% 34% 52% 30% 15% 28%
Sales alignment and enablement ? 30% 30% 30% 48% 100% 30% 26% 39% 30% 35% 13% 48%
What about Globalisation/Localisation ? 55% 50% 41% 45% 32% 100% 45% 32% 36% 36% 32% 50%
What about Brand & design ? 52% 31% 38% 34% 21% 34% 100% 24% 38% 38% 31% 34%
What about Working with data ? 38% 24% 41% 57% 24% 19% 19% 100% 46% 43% 27% 38%
What about Using technology ? 34% 30% 38% 64% 14% 16% 22% 34% 100% 44% 18% 38%
What about Effecting change ? 45% 38% 38% 43% 19% 19% 26% 38% 52% 100% 24% 38%
What about Innovation & creativity ? 36% 55% 45% 41% 14% 32% 41% 45% 41% 45% 100% 32%
What about Resource & budget ? 28% 30% 30% 30% 19% 19% 18% 25% 33% 28% 12% 100%
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PROGRAMMES THAT HELP MARKETERS DRIVE
SUSTAINABLE AND MEASURABLE REVENUE.
Visit us at www.theoryglobal.com!
Clément Hurstel!
VP Demand Strategy!
clement.hurstel@theoryglobal.com!
Tamara Grunebaum!
VP Business Development!
tamara.grunebaum@theoryglobal.com!