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Optify's 2012 Marketing Athlete Report

The world of B2B marketing is filled with unsung heroes. These marketing athletes are hard-working individuals who rely on all available tools and channels to fuel their organizations’ growth. In one day, they can deftly switch from keyword research to landing page design, from writing ad copy to campaign analytics, from strategic planning to coding emails. It’s time to recognize these all-around marketing superstars.

But what makes marketing athletes so successful? What tools do they use? How do they spend their time? What can other B2B marketers learn from them? A first-of-its-kind marketing athlete survey helps answer these questions.

In this webinar you’ll learn:

- What makes marketing athletes successful and how you can replicate success in your organization.
- How marketing athletes divide up their time.
- The tools and resources used to get the job done.
- The challenges they face as they strive to meet even more demanding goals.

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Optify's 2012 Marketing Athlete Report

  1. 1. Hail  to  the  B2B  Marke/ng  Athlete!   Speakers:     Uri  Bar-­‐Joseph,  Op0fy     Ariella  Robison,  Varolii     Wednesday  September  12,     1  pm  ET  (10  am  PT)  
  2. 2. Marketing athlete survey results•  We’ll learn about B2B marketing’s most dynamic persona: –  Who they are and what makes them tick –  How they spend their time –  What tools they use –  Their biggest challenges –  What makes them successful –  Key takeaways that you can apply to drive more business Marketing Athlete Study – #mktgathlete Slide 2
  3. 3. Uri Bar-JosephUri Bar-Joseph heads up Optifys lead generationefforts and can best be described as a marketingdecathlete.Adept at all marketing disciplines, Uri is undaunted bytough marketing goals and always strives to win. Heexemplifies what it is to be a marketing athlete andpushes tools and programs to their limits to achieveoutstanding results.Follow Uri @uribarjoseph     Marketing Athlete Study – #mktgathlete Slide 3
  4. 4. Ariella RobisonAriella Robison is the Web and communitymarketing manager at Varolii, developer of customerinteraction management software. With over 10years of experience in online marketing, shemanages all things digital for Varolii.From web content and social media to analytics, leadgen email and sales enablement, Ariella wearsmultiple hats in order to achieve her aggressivemarketing goals. Prior to Varolii, she worked forcompanies like Intelligent Results, Attachmate(WRQ) and Getty Images. Marketing Athlete Study – #mktgathlete Slide 4
  5. 5. Jeanette MifsudJeanette Mifsud is a B2B marketing veteran withover 18 years experience helping technologycompanies grow their business.Jeanette specializes in lead generation and contentdevelopment, and currently helps Optify in both ofthose areas. She has Fortune 500 and startupexperience gained in both in the US and Europe forcompanies such as Avaya, Wall Data, Autodesk andTeleNav. Marketing Athlete Study – #mktgathlete Slide 5
  6. 6. WHO  ARE  THE  MARKETING  ATHLETES?   Marketing Athlete Study – #mktgathlete Slide 6
  7. 7. Most athletes are over 30, gender split is even Key findings: •  Almost 70% are over thirty, with 11% at each end of the age distribution curve •  This 30+ crowd are seasoned marketers with 83% of them reporting 5+ years in a marketing role. •  The under thirties are less confident in offline marketing tactics and PR. •  Gender is a pretty even split N = 230 Marketing Athlete Study – #mktgathlete Slide 7
  8. 8. Most marketing athletes have 5+ years on the job Key findings: •  Over 65% of respondents have over 5 years marketing experience •  The knowledge gap between the most experienced (5 + years) and least experienced (< 5 years) most apparent in: •  PPC •  Email marketing •  PR •  Offline tactics N = 230 Marketing Athlete Study – #mktgathlete Slide 8
  9. 9. Athletes are managers and individual contributors Key findings: •  57% of the marketing athletes managed at least one FTE. •  The remaining 43% were individual contributors. •  The more experienced marketers manage more people. N = 250 Manage FTEs Individual contributors Manage contractors> 5 years marketing experience 69% 31% 75%1-5 years experience 39% 61% 57% Marketing Athlete Study – #mktgathlete Slide 9
  10. 10. Taglines from the athletes Minister of Marketing Gold medalist in 400m content and IT Dev hurdles marketing expert - just do it Inbound Marketing Gold medalist The generator! Octomom PhelpsChampion hat wearer Gold medalist in synchronized marketing strategiesChief Revenue Enabler Marketing Chief Juggling Officer Yes we can!The man with the biz dev fistOlympiad The opposable thumb of the organization You Know, That One Guy That Sits Next to Scot That Does the... He, Uh... What Does He Do? Doer of all things with an acronym Marketing Athlete Study – #mktgathlete Slide 10
  11. 11. RESOURCES  USED   Marketing Athlete Study – #mktgathlete Slide 11
  12. 12. Most athletes manage outside contractors Key findings: •  Not surprisingly more marketing athletes manage contractors (67%) than FTEs (57%) •  Out of those that do manage contractors, the majority (52%) manage a small number - 1-5 N = 250 Marketing Athlete Study – #mktgathlete Slide 12
  13. 13. But, athletes do a lot in house Key findings: •  Majority of athletes keep the work in house across all lead gen. areas •  The most commonly outsourced activities require high level of specialist knowledge: •  Web design / maintenance (45%) •  SEO (35%) •  PR (33%) •  Activities most often kept in house are: •  Social media (79%) •  Email marketing (76%) •  Lead generation (72%) •  The majority of marketers did not plan to outsource more in the coming year. N = 250 Marketing Athlete Study – #mktgathlete Slide 13
  14. 14. The majority work in small marketing teams Key findings: •  The bulk of the respondents work in small teams. •  As expected there is a strong correlation between company and marketing team size: •  71% of enterprise companies (500+ employees) have marketing teams of > 10 FTEs. •  71 % of small business (<25 employees) have marketing teams with 1-5 full-time marketing employees. N = 250 Marketing Athlete Study – #mktgathlete Slide 14
  15. 15. Athletes use lots of tools to get the job done Key findings: •  Social media was the category where most athletes reported using more than one tool, followed by web analytics and SEO •  SEO stood out as the leading category where no tools were being used (24%) •  In contrast only 3% of athletes are not using an email tool N = 250 Marketing Athlete Study – #mktgathlete Slide 15
  16. 16. Sorting out the star performers Star performers 47% Less successful 53% N = 252 Marketing Athlete Study – #mktgathlete Slide 16
  17. 17. HOW  MARKETING  ATHLETES  SPEND  THEIR  TIME   Marketing Athlete Study – #mktgathlete Slide 17
  18. 18. Marketing athletes are busy executing Key findings: •  It was great to see that the more athletes spent the bulk of their time (15+ hours) in marketing execution. •  The next area were they spent the most time was marketing operations – 14% reported spending 15+ hours N = 267 Marketing Athlete Study – #mktgathlete Slide 18
  19. 19. Star performers plan and execute more Key findings: •  A higher percentage of star performers spend significantly more time in: •  Marketing planning •  Marketing execution •  Much less time is spent in non- productive activities like admin. N = 267%age respondents that spend 15+ hours spent / week onthe activities below Marketing Athlete Study – #mktgathlete Slide 19
  20. 20. Athletes spend more time on content than lead gen Key findings: •  Areas taking up more than 15 hours / week are: •  Content (30%) •  Lead generation (17%) •  Website management (16%) •  Almost one third are spending no time on lead nurturing •  57% are spending a little time each week on brand monitoring N = 267 Marketing Athlete Study – #mktgathlete Slide 20
  21. 21. Star performers are more focused Key findings: •  More star performers focus larger blocks of time on all compared to their less successful peers. •  This difference in focus is especially apparent in lead generation and content – two key success factors for today’s B2B marketers. N = 267%age respondents that spend 15+ hoursspent / week on these activities Marketing Athlete Study – #mktgathlete Slide 21
  22. 22. LEAD  GENERATION   Marketing Athlete Study – #mktgathlete Slide 22
  23. 23. Social media is in, PPC is out Key findings: •  Social media is the most popular tactic: •  More marketers spend 15+ hours on social media than on any other tactic (13%) •  The lowest percentage of respondents (16%) reporting that they spend no time on social media. •  PPC is the least popular tactic: •  The lowest number of marketers spend 15+ hours (4%) on PPC •  The highest percentage of respondents (57%) are spending no time on PPC. N = 267 Marketing Athlete Study – #mktgathlete Slide 23
  24. 24. Star performers focus more on all lead generation tactics except PPC Key findings: •  As was the case for the broader marketing activities, the star performers focused more of their time on all specific lead generation activities with one exception - PPC, which as previously stated seems out of favor with these B2B marketers. •  The biggest gap in focus between the two groups was in offline tactics.%age respondents that spend 15+ hours spent / week onthese activities N = 267 Marketing Athlete Study – #mktgathlete Slide 24
  25. 25. Athletes know a lot about multiple lead gen tactics Key findings: •  The vast majority of athletes felt they had sufficient or expert knowledge about the lead gen tactics they were engaged with. •  The areas where most athletes have the greatest expertize are: •  Social media (42%) •  Offline tactics (34%) •  Email marketing & SEO (28%) •  Weak areas most cited were: •  PPC (25%) •  Online advertising (18%) •  SEO (17%) N = 264 Marketing Athlete Study – #mktgathlete Slide 25
  26. 26. The expertize gap between star performers and less successful athletes Key findings: •  Star performers have greater expertize than their less successful peers across the board •  The biggest expertize gaps showed up in: •  PPC (37%) •  Email marketing (25%) •  Offline tactics (23%) N = 264%age of respondents who rated themselves with expert knowledge ofthese lead gen tactics Marketing Athlete Study – #mktgathlete Slide 26
  27. 27. Athletes feel productive and like to juggle multiple channels Key findings: •  82% of athletes feel like they are spending their time on important activities. •  Admin was the only area where the majority felt they spent too much time. •  Athletes like working with multiple channel (62%) N = 252 Marketing Athlete Study – #mktgathlete Slide 27
  28. 28. Budget and time are the biggest lead gen challenges Key findings: •  Budget (54%) and time (47%) were the most common lead gen challenges cited by the athletes •  71% felt that their goals are realistic •  27% felt that they had too many lead gen channels and tools to manage N = 252 Marketing Athlete Study – #mktgathlete Slide 28
  29. 29. Star performers have a positive outlook Key findings: •  Star performers felt like they had less challenges across the board •  The most noticeable gap between the groups was for the statement: •  My goals are unrealistic N = 252percentage of respondents who agreed with the statements above Marketing Athlete Study – #mktgathlete Slide 29
  30. 30. Star performers biggest challenges Keeping all the plates spinning! Not enough hours in the day!Tying marketing programs to business results Balancing time. Being a one-stop shop for all things marketing and communications. ROI!! Pitching big ideas to execs and getting a lukewarm response Staying focused. generating organic, inbound leads at a much larger scale Evaluating resource tradeoffs Getting sales to pay attention to the information we provide and following up on leads Time to create quality content. Massive amounts of data to monitor. Keeping up with new online marketing tactics Juggling changing priorities and managing the reactive nature of the sales force. Marketing Athlete Study – #mktgathlete Slide 30
  31. 31. What we’ve learned about the marketing athlete •  30+  in  age,  even  gender  split,  5+  years  in   marke0ng   •  They  are  confident  in  their  skills  and  use   lots  of  tool  to  get  the  job  done   •  They  are  ‘doers’  and  feel  good  about   their  produc0vity   •  They  are  great  at  mul0  tasking  and  like   juggling  lots  of  lead  gen  channels   •  Time  and  budget  are  their  biggest   challenges   •  Social  media  is  a  big  area  of  focus   –  Time  spent   –  Exper0ze  level   Marketing Athlete Study – #mktgathlete Slide 31
  32. 32. What sets the star performers apart?APtude   Exper/ze   Planning   Focus   Marketing Athlete Study – #mktgathlete Slide 32
  33. 33. About OptifyMarketing Athlete Study – #mktgathlete Slide 33
  34. 34. www.op/   1  (206)  388-­‐4234  (phone)   1  (877)  2-­‐OPTIFY  (toll-­‐free)  Marketing Athlete Study – #mktgathlete Slide 34