B2B Marketing Survey 2012Key challenges for B2B marketers
Introduction Blogs Content PPCThe buying cycle has changed. The internet, digitalenvironment, multichannel and multiplatform browsing havemade sure of this. Relationship Marketing SEONow customers are in control, they are more informed, theywant more value and expect it. They think you know them andthey use social media to discuss good and bad experiences.They are multichannel, whether you are or not.This means that marketing, and sales, need to be at the Social Media Internetforefront of the customers mind, wherever they may bebrowsing… otherwise a competitor will be. WebsiteMarketing and sales need to be smarter in the way theyengage prospects – keeping them engaged throughout thebuying cycle and ensuring that communication andconversations are timely, relevant and intelligent. We wanted to find out if these questions were relevant. IfHow can businesses ensure their time is spent effectively? they were in the minds of the professional majority andHow can time be made elastic? And how can managers what the real business challenges are for marketers in theensure that each individual is contributing value? digital age.The real underlying question is, how can the efficiency ofmarketing and sales be measured?
About the surveyWho?In total, we gathered 56 completed surveysand the responses comprised of:30 B2b10 B2C13 Agency3 Other
Summary…. The majority of respondents strive to be more 66% of respondents admit that email marketing is effective with their time, although happy with the not being used to it’s full potential in their people they have. organisation. Efficiency. Nearly 2 in 3 respondents believe Supporting the fact that marketing automation they could be more effective in their digital is still in it’s early adoption phase – just under half agreed that marketing automation could marketing strategy, acquisition and execution . boost efficiency.
What’s your biggest challenge? Q. For your company (or your client), which do you believe are the biggest challenges you face?Getting a CRM system Please rank in order of biggest challenge. (With 1 5.07 being the biggest challenge to 6 being the to support the sales… smallest)…………. Measuring and 3.91 evaluating marketing… This clearly illustrates the biggest challenge facing marketers; time. Nurturing prospects 3.32 along the sales… Marketing automation is the biggest time saving enabler available in Measuring todays software market. 3.32 Engagement of… Ensuring Sales and 2.77 Marketing are…Insufficient time to do 2.61 everything 1 being the biggest business challenge 0 2 4 6
Could you be more effective with you digitalmarketing? 7.1% Agree Q. To what extent do you agree with this Neutral statement: Our customer acquisition could be improved with more effective digital marketing. Disagree 26.8% 66.1% These results speak for themselves – the majority agree that marketing could be more effective. Measurement is the key to efficiency & pin-pointing where ROI is coming from can supercharge marketing in 2013
Could email marketing be used moreeffectively? 3.6% Q. To what extent do you agree with this12.5% statement: 66.1% We could use email marketing to nurture our prospects more effectively.17.9% Agree Email. The original digital marketing Neutral communication channel is still overwhelmingly underutilized as a lead nurture tool, especially now Disagree when dynamic content is so easily included and personalised. Marketing automation can give businesses the traction they need to execute nurture programs with high precision.
Q. To what extent do you agree with this statement:We could be better at measuring the impact of Could your sales journey be measured moremarketing on the sales journey effectively?The impact of marketing and nurture 1.8%material throughout the salesjourney is a highly sought aftermetric. 17.9%More could be done to effectivelymeasure this by employing and ROImodel. 80.4% Agree Neutral Disagree
Can marketing automation improve marketing effectiveness?Q. To what extent do you agree with this 1.8%statement: Marketing Automation could improvethe effectiveness of our marketing considerably. 10.9%Only 1 in 10 disagree with the abovestatement……..this implies thatmarketing automation could, across 49.1%the board, improve effectiveness. 38.2%The neutral feedback suggests a Agreelack of understanding in the field, asmarketing automation is at thecutting edge of digital sales and Neutralmarketing software. Disagree Not Applicable
Could content marketing be used moreeffectively in nurture programs? 1.8% 5.4%21.4% Q. To what extent do you agree with this 71.4% statement: We could make better use of content marketing to nurture our prospects. Agree There has been an overwhelming Neutral majority response here, only 1.8% of marketers believe that Disagree no more could be done to better nurture prospects with content. Not Applicable
Can sales and marketing work bettertogether? Q. To what extent do you agree with this statement: Sales and marketing could work together much more effectively with the right tools and processes. 1.8% There has been an overwhelming majority response here, only 9% of 9.1% respondents believe that no more could be done to kill the silos within18.2% organisational structure and work more effectively to meet acquisition. 70.9% Agree Neutral Disagree Not Applicable
Has the role of marketing manager changedin the new challenging digital environment? 1.8% Q. To what extent do you agree with this statement: The role of Marketing Manager has got more complex and challenging with the increasing 16.4% use of digital marketing. The majority agree, however we23.6% 58.2% found the number of neutral and disagreement responses interesting – over 16% did not think marketing Agree managers roles were more Neutral challenging. We are looking forward Disagree to conducting more research into our community to find out why this might Not Applicable be.
More budget? Where would companies invest? (Other) 17.9% Q. What would you be most likely to invest in if you had a greater budget?More sales andMarketing Tools 33.9% & Software This was really interesting for us, we expected more respondents to investMore Marketing in more marketing people. However, 28.6% People this is encouraging because it indicates that people are open to the thought of being more effective with More Sales 19.6% the resource they have. People *Other = More marketing 0% 20% 40% activities/campaigns to engage, product development, more content and better sales engagement
We hope you found our surveytarget360 useful………… Save time and resource. Automated lead management makes your life easy.Through our marketing automation and CRM toolkit, wehelp companies deliver on their potential. target360 is anenabler to supercharge sales and marketing. It enhancesyour business and marketing practices and informs yourbusiness decisions.Our marketing automation suite provides solutions to 5 Ensure efficiency and kill silos. Fullycommon challenges outlined in this survey. integrated sales and marketing software delivers 360° collaboration.1) Time, lack of2) Insufficient marketing to drive true engagement3) Weak processes inhibiting the sales journey4) “Tool challenged” minimizing ability to measureeffectiveness Engage and communicate in the right way,5) Uncomfortable with current data management system to the right people at the right time. Email Marketing anywhere, anytime.UK owned and based, our team’s ambition is to helpcustomers deploy a cost effective solution and realise thebenefits now, and support you in the future. On demand digital marketing and sales ROI reporting. Be effective, save time &Be smart and start 2013 with the tools to reach your resource, know what’s working.business potential. For more information…………
Get in touch or get social.www.target360.com linkedin/company/target360 @firstname.lastname@example.org Facebook.com/target3600845 519 6244