Heinz Marketing and OnTarget Consulting and Research conducted the 2014 Marketing Automation Effectiveness Survey. We are sharing the data points from the survey in this document.
The document discusses the results of a survey about analytics usage in customer service centers. 45% of respondents said they were exploring the potential of analytics, while 26% said they used analytics for customer service. The top perceived benefits of analytics were improving business processes (52%) and increasing market intelligence (24%). The main barrier to utilizing analytics was seen as unproven return on investment (47%). The survey also found that 49% of organizations expect a large increase (15%+) in customer service/management roles over the next decade. 94% anticipated that these roles will require higher skill levels in the coming years. Improving management skills was seen as having the most impact on employment (39%).
Using Product Usage to Expand Nation Wide with T-MobileTotango
Presented by Rachel Donovan, Director of Customer Success at One Door.
Our client said, “We don't know how to talk about the value we are getting from your software internally." We said, "let us help.” Join this session to hear how One Door not only proved the value delivered to T-Mobile, but grew the relationship with them because they equipped their core constituents with product engagement data.
Presented at Customer Success Summit 2018, Track 2.
The document discusses the importance of measuring customer experience through various metrics in order to improve customer satisfaction and loyalty. It explains that only 11% of marketers' decisions are currently based on data, despite customers now controlling information flow. The document outlines three key reasons for measurement: return on investment, optimizing key performance indicators, and gaining strategic insights. It then provides a framework for implementing a measurement process through defining objectives, metrics, analytics, and continuous improvement. The impacts of effective measurement include becoming more customer-centric, leveraging big data and technologies like gamification to enhance engagement.
Volume, Variety, Velocity: Keeping Up With Industry Demands Requires a Paradi...Ellie Baldini
To meet the demand for more content and more campaigns, without sacrificing quality, they must adopt a new workflow technology solution that emphasizes efficiency and collaboration.
Enhancing the Senior Associate Role - BDI FinalKalane Abbey
This document discusses solutions to reduce attrition of tenured marketing associates. It found that 27% of marketing associates leave between 1-3 months, while 31% leave after 9+ months, due to lack of engagement. A proposed solution is a "TFA Series" which stands for "The Next Generation of TFA". It would provide monthly skill development courses to tenured marketing associates focused on areas like Excel, managing teams, client relationships and creating deliverables. This is aimed to improve understanding of career paths and resources, and ultimately reduce attrition rates and save on annual costs of attrition, estimated between $54,000 to $216,000 depending on the rate.
Webinar - Accelerating the Impact of Customer Success in the EnterpriseTotango
This document discusses customer success at Trustpilot, a consumer review and recommendation platform. It provides an overview of Trustpilot's customer success team, processes, and results. The key points are:
- Trustpilot has a global customer success team of 80 members serving over 15,000 customers with $50M+ in annual recurring revenue.
- The team leverages automation through a customer success platform to scale and send about 70,000 emails per month.
- Trustpilot shared metrics on renewal rates, issue resolution times, product adoption, onboarding times, and expansion deals to demonstrate their customer success results.
- Challenges for enterprise customer success teams included ensuring uniformity, rolling out best practices,
How to Reduce Customer Acquisition Costs and Optimize Advertising SpendOptimizely
Discover how you can optimize your advertising spend, boost your ROI, and reduce your CAC with Optimizely’s senior strategy consultant, Brad Yee.
What you will learn:
- How to run effective landing page campaigns that boost the ROI of your digital programs
- Best practices for unlocking the power of symmetric messaging to acquire more leads at no cost
- What strategies we’ve seen to be successful at reducing CAC and sales support costs
You are the Catalyst: Optimization Champions’ Keys to SuccessOptimizely
This document discusses keys to success for optimization champions and creating great experimentation programs. It emphasizes that experimentation is important for driving motivation, insights and innovation. Great experimentation programs have five fundamentals - process, accountability, culture, expertise and technology. It provides perspectives from optimization champions at various companies on how they implement experimentation programs and priorities like establishing true north metrics and goals.
The document discusses the results of a survey about analytics usage in customer service centers. 45% of respondents said they were exploring the potential of analytics, while 26% said they used analytics for customer service. The top perceived benefits of analytics were improving business processes (52%) and increasing market intelligence (24%). The main barrier to utilizing analytics was seen as unproven return on investment (47%). The survey also found that 49% of organizations expect a large increase (15%+) in customer service/management roles over the next decade. 94% anticipated that these roles will require higher skill levels in the coming years. Improving management skills was seen as having the most impact on employment (39%).
Using Product Usage to Expand Nation Wide with T-MobileTotango
Presented by Rachel Donovan, Director of Customer Success at One Door.
Our client said, “We don't know how to talk about the value we are getting from your software internally." We said, "let us help.” Join this session to hear how One Door not only proved the value delivered to T-Mobile, but grew the relationship with them because they equipped their core constituents with product engagement data.
Presented at Customer Success Summit 2018, Track 2.
The document discusses the importance of measuring customer experience through various metrics in order to improve customer satisfaction and loyalty. It explains that only 11% of marketers' decisions are currently based on data, despite customers now controlling information flow. The document outlines three key reasons for measurement: return on investment, optimizing key performance indicators, and gaining strategic insights. It then provides a framework for implementing a measurement process through defining objectives, metrics, analytics, and continuous improvement. The impacts of effective measurement include becoming more customer-centric, leveraging big data and technologies like gamification to enhance engagement.
Volume, Variety, Velocity: Keeping Up With Industry Demands Requires a Paradi...Ellie Baldini
To meet the demand for more content and more campaigns, without sacrificing quality, they must adopt a new workflow technology solution that emphasizes efficiency and collaboration.
Enhancing the Senior Associate Role - BDI FinalKalane Abbey
This document discusses solutions to reduce attrition of tenured marketing associates. It found that 27% of marketing associates leave between 1-3 months, while 31% leave after 9+ months, due to lack of engagement. A proposed solution is a "TFA Series" which stands for "The Next Generation of TFA". It would provide monthly skill development courses to tenured marketing associates focused on areas like Excel, managing teams, client relationships and creating deliverables. This is aimed to improve understanding of career paths and resources, and ultimately reduce attrition rates and save on annual costs of attrition, estimated between $54,000 to $216,000 depending on the rate.
Webinar - Accelerating the Impact of Customer Success in the EnterpriseTotango
This document discusses customer success at Trustpilot, a consumer review and recommendation platform. It provides an overview of Trustpilot's customer success team, processes, and results. The key points are:
- Trustpilot has a global customer success team of 80 members serving over 15,000 customers with $50M+ in annual recurring revenue.
- The team leverages automation through a customer success platform to scale and send about 70,000 emails per month.
- Trustpilot shared metrics on renewal rates, issue resolution times, product adoption, onboarding times, and expansion deals to demonstrate their customer success results.
- Challenges for enterprise customer success teams included ensuring uniformity, rolling out best practices,
How to Reduce Customer Acquisition Costs and Optimize Advertising SpendOptimizely
Discover how you can optimize your advertising spend, boost your ROI, and reduce your CAC with Optimizely’s senior strategy consultant, Brad Yee.
What you will learn:
- How to run effective landing page campaigns that boost the ROI of your digital programs
- Best practices for unlocking the power of symmetric messaging to acquire more leads at no cost
- What strategies we’ve seen to be successful at reducing CAC and sales support costs
You are the Catalyst: Optimization Champions’ Keys to SuccessOptimizely
This document discusses keys to success for optimization champions and creating great experimentation programs. It emphasizes that experimentation is important for driving motivation, insights and innovation. Great experimentation programs have five fundamentals - process, accountability, culture, expertise and technology. It provides perspectives from optimization champions at various companies on how they implement experimentation programs and priorities like establishing true north metrics and goals.
5 Critical Success factors to successful Service Transformation (12 july, 2011)waqdev786
The document summarizes a webinar discussing the five critical success factors for successful service transformation, as determined from an international survey of complex, high-tech companies. The webinar identified the top five factors as: 1) Getting closer to key customers, 2) Strengthening service propositions, 3) Focusing on high quality service delivery, 4) Using a systematic service design and deployment process, and 5) Establishing more effective remote support. The webinar also promoted Noventum's Service Capability and Performance Program for organizations seeking to transform their services.
Aeroméxico: Improving the Booking Experience with Data-First PersonalizationOptimizely
As the flag carrier airline of Mexico, Aeroméxico is constantly working to see how they can improve their customer experience. For the airliner it began with ensuring the wealth of data they had on customers was available and actionable for use in Optimizely.
Aeroméxico used their already strong A/B testing practice to jumpstart detailed and customer-focused personalization efforts through the booking process. They hypothesized that if they personalized the booking flow process based on prior customer behavior, they would streamline the process and enable customers to purchase flights more efficiently.
In this webinar, Aeroméxico's Angie Romero and Optimizely's Alek Toumert will discuss how Aeroméxico went about organizing their data to enable testing and personalization together by leveraging this data, ultimately focusing on building better customer experiences.
Join this webinar to learn:
- How to think about structuring your data for personalization
- How to create hypotheses about personalization campaigns from existing a/b tests
- How personalizing customer experience along your primary journeys enables higher lift
Make Every Touchpoint Count: How to Drive Revenue in an Increasingly Online W...Optimizely
Chris Stein is a lead consultant who helps enterprises determine ROI forecasts, pricing strategies, timelines, and resource needs. He has experience as a product manager for fintech SaaS solutions and has managed core product development. Some of his past roles include leading BPO and change management projects, spearheading agile project management processes, and inspiring customers to build experimentation as a strategic part of their business at Optimizely. Chris provides strategic consulting in digital experience optimization, program structures, and experiment-driven product development for enterprise customers.
Innovations in Employee Referral Programs_recruitDC May 2015Kara Yarnot
Discover the top 2 trends in employee referral programs, as well as benchmark your program against those that participated in the 2014 Meritage Talent Solutions' Referral Trends survey
Why choose Salesforce ? Top 10 reasons to choose salesforceValentin DAVID
Why choose Salesforce ? Top 10 reasons to choose salesforce to increase sales and customer satisfaction.
- How are CEOs addressing the issues they consider most critical?
- Top 10 objectives of CEO
- Top 10 reasons executives choose salesforce
- Top 6 Dashboards Every Sales Leader Needs
-
Actionable metrics in lean product developmentHuong Ngo
A snapshot of important actionable metrics to be employed in full life cycle of lean product development to ensure the "right" product being developed.
The document discusses partner relationship management (PRM) programs and Accenture's PRM Quick Start Tool. It notes that speed to market, scale, and broad adoption are critical for PRM programs to deliver business value. Accenture's tool provides predefined leading practice processes, requirements, and templates to enable channel programs in as little as four weeks and offers up to 50% time savings for PRM programs. The tool is based on Accenture's experience implementing successful PRM programs for clients.
Optimism Webinar 2 - Moving from AB testing to true experimentationOptimizely
Start moving your experimentation program to the next level
Many organizations are already testing and experimenting on a small scale. So now the big question is: what’s stopping you from moving to the next level?
In this webinar, we’ll guide you through the framework that helps you to assess where you are on your journey – plus the four essential building blocks for success.
Building your team and making the time. Defining your strategy. Integrating the technology that unlocks benefits way beyond Google Analytics. And developing the culture of experimentation that drives innovation - and powers growth.
Discover real-world, actionable insights that allow you to successfully grow your program, deliver more value to your business and maximise ROI.
Lisa Rohlfs will be your expert guide:
- Discover a framework to evaluate your journey so far.
- Gain actionable insight to move your program to the next level.
- Create the culture of experimentation that drives innovation – and powers growth.
1. The document discusses the importance of customer satisfaction and retention for business success. Maintaining existing customers is key as it leads to continuous revenue streams and is less costly than acquiring new customers. (2)
2. The document outlines several customer-focused initiatives implemented by Microsoft to improve customer satisfaction including conducting in-depth customer research, implementing a customer feedback program, and linking customer metrics to financial results and employee incentives. (3)
3. Different methods for measuring customer satisfaction are discussed such as annual surveys, focus groups, online questionnaires, and feedback forms to identify satisfaction drivers and areas for improvement.
Optimism Webinar 1: Improving your digital experiences - what's next in 2019?Optimizely
This document discusses improving digital experiences through digital experimentation. It provides an overview of digital experimentation and its benefits, such as increasing engagement, improving customer experience, and increasing subscriptions. It then discusses building a culture of experimentation and presents a maturity model with five levels to benchmark programs. The rest of the document focuses on operational and performance benchmarks to measure velocity, statistical significance, win rate, variation count, goal count, and test duration to identify areas for improvement and help organizations progress to higher maturity levels.
ITSMA Infographic Six Steps to Engaging the C-SuiteITSMA
The rise of the connected economy and new business strategies has made executive engagement and executive-level selling more important than ever.
ITSMA’s new infographic, based on survey data with 50 senior marketers from leading B2B technology and business services firms, highlights the six ways in which leaders in executive engagement stand apart from their peers, including:
Strategy and planning
Executive insight
Content for conversation
Training and support
Collaborative innovation
Measurement and review
This document discusses marketing operations and customer reference management. It introduces Gary Katz and Joshua Horwitz, experts in marketing operations and customer reference software. It defines marketing operations as a systematic process to drive efficiency, consistency, alignment and accountability in marketing. Customer reference management is the process of promoting and managing how customers participate in sales and marketing. Applying marketing operations principles like process, technology, metrics and accountability can increase the impact of customer references by making more references available, preventing customer burnout, and increasing sales conversion rates.
Optimism Webinar 3: Lessons from Digital Leaders - How to go beyond A/B testingOptimizely
Learn how leading brands have taken their digital to new heights.
Join this webinar for insight into the digital journeys of leading brands and uncover the steps they have taken to grow and evolve their digital experimentation programs.
We’ll be diving into how these digital leaders got to where they are now, looking at their approaches to change in terms of team, culture, strategy and technology. And what kind of results that change has delivered for their businesses.
In short, Webinar 3 provides a unique opportunity to learn from real life examples of digital experimentation in action. By discovering those key ‘wish I'd known’ moments, you can turbocharge your own progress. Save time, money and headaches along the way. And begin your 2019 with a renewed sense of optimism.
Join Jason G'Sell, our Senior Training Consultant, in this session to:
- Hear the digital transformation journeys of leading brands.
- Learn from real life examples of challenges they've had to overcome in teams, culture, strategy and technology.
- Discover actionable insight including key takeaways and "wish they'd have known" moments.
Webinar link: https://www.optimizely.com/resources/how-to-go-beyond-ab-testing/
Optimism Series webinar link: https://www.optimizely.com/optimism-webinar-series/
Building a Technology Architecture for Experience OptimizationOptimizely
Modern digital experience optimization practices are emerging as a key strategic function for customer-obsessed businesses. The best firms are merging digital insights with experimentation and personalization to provide world-class experiences.
These leaders are integrating digital optimization capabilities to thrive against the competition. During this webinar, guest speaker James McCormick, Principal Analyst at Forrester, will review:
- The current state of experience optimization and why we must do better
- How leading companies are using experience optimization to gain a competitive advantage
- How to architect for digital experience optimization at scale
This document discusses building a next generation marketing measurement system. It outlines some of the challenges with current approaches, which either provide too high of a level view or are too detailed without integrating information. The document proposes a new framework using Probabilistic Contribution (PC) scores that integrate top-down and bottom-up measurement systems to provide a comprehensive view of how different marketing activities influence purchases over time. It discusses critical elements needed for the new system, including analytical skills, data availability, infrastructure, and business integration.
The document provides examples of objectives and key results (OKRs) for different roles within a customer success organization. It includes OKRs for roles like Head of Customer Success, Customer Success Lead, Customer Success Manager, and Customer Success Executive. The OKRs follow the five pillars of Goal Science - connected, supported, adaptable, progress-based, and aspirational. They also adhere to the format of stating the goal followed by "as measured by" and key results. The examples are meant to guide organizations in setting their own OKRs.
Building a Culture of Experimentation at HPOptimizely
Today’s leading digital businesses, such as Amazon, Google and Facebook, cite experimentation as the key to constantly improving their digital experiences. Yet many companies are still in the early stages of adopting a test and learn mindset when it comes to innovating on their own experiences.
In this webinar, hear how HP has built a global center of excellence, structured their experimentation teams and meetings, and focused on technology, governance, and strategy on their way to building a culture of experimentation.
You'll learn:
- How we structured our Center Of Excellence, and why it's working for us at a global scale
- Our emphasis on Data and Strategy, ensuring we make effective business decisions
- How we’ve interlocked our technologies to give us insights and the edge on our Experiments
- Our Partnership and Growth Story, on our way to grow experiments by 3x worldwide YoY
This document discusses seven steps for achieving customer success at scale for software as a service (SaaS) companies. It begins by reviewing the current state of the SaaS business model and profitability challenges. It then outlines four cost buckets that impact profitability: cost of goods sold, customer acquisition costs, customer expansion costs, and customer retention costs. The document proposes that customer success is critical to long-term profitability. It provides seven steps for customer success at scale, including establishing a charter, financial model, critical practices, success metrics, skills, offers, and technology to support the customer lifecycle from adoption to renewal to expansion.
This document summarizes the results of a survey about partner marketing efforts. The survey polled 298 marketing professionals and found that most companies view partner marketing as a necessary tactic. On average, companies allocate 37% of their marketing budgets to partner marketing. Most companies have a documented partner marketing strategy. The greatest challenges to success in partner marketing are a lack of commitment from partners and competing priorities internally. The most common programs that companies invest in are content development and demand generation. Over half of partner marketing programs from the past year yielded successful results.
2017 Marketing Performance Management Report by Brian Hansford with Heinz Mar...Brian Hansford
We surveyed over 250 B2B sales and marketing pros to learn how they achieve and measure revenue success. Through their insights we’ve learned how B2B marketing teams are managing, optimizing and reporting their results under increasing revenue accountability.
Our research shows the best-performing companies have marketing organizations that share revenue accountability with sales teams. Companies are missing sales goals when their marketing teams don’t have revenue accountability or responsibility!
Mile Wide & An Inch Deep: Marketing Automation Perceptions (Research)Heinz Marketing Inc
1) Fewer than 1 in 4 respondents report that their marketing automation platform has met most or all of their expectations. Only 1 in 5 respondents are satisfied with the quality of their data.
2) The most important features of marketing automation platforms, such as actionable analytics and ease of design, have also been the most disappointing. Key features are also the most challenging to use.
3) Three-quarters of respondents feel measuring marketing impact is very important, but less than 20% feel confident they can do so accurately.
5 Critical Success factors to successful Service Transformation (12 july, 2011)waqdev786
The document summarizes a webinar discussing the five critical success factors for successful service transformation, as determined from an international survey of complex, high-tech companies. The webinar identified the top five factors as: 1) Getting closer to key customers, 2) Strengthening service propositions, 3) Focusing on high quality service delivery, 4) Using a systematic service design and deployment process, and 5) Establishing more effective remote support. The webinar also promoted Noventum's Service Capability and Performance Program for organizations seeking to transform their services.
Aeroméxico: Improving the Booking Experience with Data-First PersonalizationOptimizely
As the flag carrier airline of Mexico, Aeroméxico is constantly working to see how they can improve their customer experience. For the airliner it began with ensuring the wealth of data they had on customers was available and actionable for use in Optimizely.
Aeroméxico used their already strong A/B testing practice to jumpstart detailed and customer-focused personalization efforts through the booking process. They hypothesized that if they personalized the booking flow process based on prior customer behavior, they would streamline the process and enable customers to purchase flights more efficiently.
In this webinar, Aeroméxico's Angie Romero and Optimizely's Alek Toumert will discuss how Aeroméxico went about organizing their data to enable testing and personalization together by leveraging this data, ultimately focusing on building better customer experiences.
Join this webinar to learn:
- How to think about structuring your data for personalization
- How to create hypotheses about personalization campaigns from existing a/b tests
- How personalizing customer experience along your primary journeys enables higher lift
Make Every Touchpoint Count: How to Drive Revenue in an Increasingly Online W...Optimizely
Chris Stein is a lead consultant who helps enterprises determine ROI forecasts, pricing strategies, timelines, and resource needs. He has experience as a product manager for fintech SaaS solutions and has managed core product development. Some of his past roles include leading BPO and change management projects, spearheading agile project management processes, and inspiring customers to build experimentation as a strategic part of their business at Optimizely. Chris provides strategic consulting in digital experience optimization, program structures, and experiment-driven product development for enterprise customers.
Innovations in Employee Referral Programs_recruitDC May 2015Kara Yarnot
Discover the top 2 trends in employee referral programs, as well as benchmark your program against those that participated in the 2014 Meritage Talent Solutions' Referral Trends survey
Why choose Salesforce ? Top 10 reasons to choose salesforceValentin DAVID
Why choose Salesforce ? Top 10 reasons to choose salesforce to increase sales and customer satisfaction.
- How are CEOs addressing the issues they consider most critical?
- Top 10 objectives of CEO
- Top 10 reasons executives choose salesforce
- Top 6 Dashboards Every Sales Leader Needs
-
Actionable metrics in lean product developmentHuong Ngo
A snapshot of important actionable metrics to be employed in full life cycle of lean product development to ensure the "right" product being developed.
The document discusses partner relationship management (PRM) programs and Accenture's PRM Quick Start Tool. It notes that speed to market, scale, and broad adoption are critical for PRM programs to deliver business value. Accenture's tool provides predefined leading practice processes, requirements, and templates to enable channel programs in as little as four weeks and offers up to 50% time savings for PRM programs. The tool is based on Accenture's experience implementing successful PRM programs for clients.
Optimism Webinar 2 - Moving from AB testing to true experimentationOptimizely
Start moving your experimentation program to the next level
Many organizations are already testing and experimenting on a small scale. So now the big question is: what’s stopping you from moving to the next level?
In this webinar, we’ll guide you through the framework that helps you to assess where you are on your journey – plus the four essential building blocks for success.
Building your team and making the time. Defining your strategy. Integrating the technology that unlocks benefits way beyond Google Analytics. And developing the culture of experimentation that drives innovation - and powers growth.
Discover real-world, actionable insights that allow you to successfully grow your program, deliver more value to your business and maximise ROI.
Lisa Rohlfs will be your expert guide:
- Discover a framework to evaluate your journey so far.
- Gain actionable insight to move your program to the next level.
- Create the culture of experimentation that drives innovation – and powers growth.
1. The document discusses the importance of customer satisfaction and retention for business success. Maintaining existing customers is key as it leads to continuous revenue streams and is less costly than acquiring new customers. (2)
2. The document outlines several customer-focused initiatives implemented by Microsoft to improve customer satisfaction including conducting in-depth customer research, implementing a customer feedback program, and linking customer metrics to financial results and employee incentives. (3)
3. Different methods for measuring customer satisfaction are discussed such as annual surveys, focus groups, online questionnaires, and feedback forms to identify satisfaction drivers and areas for improvement.
Optimism Webinar 1: Improving your digital experiences - what's next in 2019?Optimizely
This document discusses improving digital experiences through digital experimentation. It provides an overview of digital experimentation and its benefits, such as increasing engagement, improving customer experience, and increasing subscriptions. It then discusses building a culture of experimentation and presents a maturity model with five levels to benchmark programs. The rest of the document focuses on operational and performance benchmarks to measure velocity, statistical significance, win rate, variation count, goal count, and test duration to identify areas for improvement and help organizations progress to higher maturity levels.
ITSMA Infographic Six Steps to Engaging the C-SuiteITSMA
The rise of the connected economy and new business strategies has made executive engagement and executive-level selling more important than ever.
ITSMA’s new infographic, based on survey data with 50 senior marketers from leading B2B technology and business services firms, highlights the six ways in which leaders in executive engagement stand apart from their peers, including:
Strategy and planning
Executive insight
Content for conversation
Training and support
Collaborative innovation
Measurement and review
This document discusses marketing operations and customer reference management. It introduces Gary Katz and Joshua Horwitz, experts in marketing operations and customer reference software. It defines marketing operations as a systematic process to drive efficiency, consistency, alignment and accountability in marketing. Customer reference management is the process of promoting and managing how customers participate in sales and marketing. Applying marketing operations principles like process, technology, metrics and accountability can increase the impact of customer references by making more references available, preventing customer burnout, and increasing sales conversion rates.
Optimism Webinar 3: Lessons from Digital Leaders - How to go beyond A/B testingOptimizely
Learn how leading brands have taken their digital to new heights.
Join this webinar for insight into the digital journeys of leading brands and uncover the steps they have taken to grow and evolve their digital experimentation programs.
We’ll be diving into how these digital leaders got to where they are now, looking at their approaches to change in terms of team, culture, strategy and technology. And what kind of results that change has delivered for their businesses.
In short, Webinar 3 provides a unique opportunity to learn from real life examples of digital experimentation in action. By discovering those key ‘wish I'd known’ moments, you can turbocharge your own progress. Save time, money and headaches along the way. And begin your 2019 with a renewed sense of optimism.
Join Jason G'Sell, our Senior Training Consultant, in this session to:
- Hear the digital transformation journeys of leading brands.
- Learn from real life examples of challenges they've had to overcome in teams, culture, strategy and technology.
- Discover actionable insight including key takeaways and "wish they'd have known" moments.
Webinar link: https://www.optimizely.com/resources/how-to-go-beyond-ab-testing/
Optimism Series webinar link: https://www.optimizely.com/optimism-webinar-series/
Building a Technology Architecture for Experience OptimizationOptimizely
Modern digital experience optimization practices are emerging as a key strategic function for customer-obsessed businesses. The best firms are merging digital insights with experimentation and personalization to provide world-class experiences.
These leaders are integrating digital optimization capabilities to thrive against the competition. During this webinar, guest speaker James McCormick, Principal Analyst at Forrester, will review:
- The current state of experience optimization and why we must do better
- How leading companies are using experience optimization to gain a competitive advantage
- How to architect for digital experience optimization at scale
This document discusses building a next generation marketing measurement system. It outlines some of the challenges with current approaches, which either provide too high of a level view or are too detailed without integrating information. The document proposes a new framework using Probabilistic Contribution (PC) scores that integrate top-down and bottom-up measurement systems to provide a comprehensive view of how different marketing activities influence purchases over time. It discusses critical elements needed for the new system, including analytical skills, data availability, infrastructure, and business integration.
The document provides examples of objectives and key results (OKRs) for different roles within a customer success organization. It includes OKRs for roles like Head of Customer Success, Customer Success Lead, Customer Success Manager, and Customer Success Executive. The OKRs follow the five pillars of Goal Science - connected, supported, adaptable, progress-based, and aspirational. They also adhere to the format of stating the goal followed by "as measured by" and key results. The examples are meant to guide organizations in setting their own OKRs.
Building a Culture of Experimentation at HPOptimizely
Today’s leading digital businesses, such as Amazon, Google and Facebook, cite experimentation as the key to constantly improving their digital experiences. Yet many companies are still in the early stages of adopting a test and learn mindset when it comes to innovating on their own experiences.
In this webinar, hear how HP has built a global center of excellence, structured their experimentation teams and meetings, and focused on technology, governance, and strategy on their way to building a culture of experimentation.
You'll learn:
- How we structured our Center Of Excellence, and why it's working for us at a global scale
- Our emphasis on Data and Strategy, ensuring we make effective business decisions
- How we’ve interlocked our technologies to give us insights and the edge on our Experiments
- Our Partnership and Growth Story, on our way to grow experiments by 3x worldwide YoY
This document discusses seven steps for achieving customer success at scale for software as a service (SaaS) companies. It begins by reviewing the current state of the SaaS business model and profitability challenges. It then outlines four cost buckets that impact profitability: cost of goods sold, customer acquisition costs, customer expansion costs, and customer retention costs. The document proposes that customer success is critical to long-term profitability. It provides seven steps for customer success at scale, including establishing a charter, financial model, critical practices, success metrics, skills, offers, and technology to support the customer lifecycle from adoption to renewal to expansion.
This document summarizes the results of a survey about partner marketing efforts. The survey polled 298 marketing professionals and found that most companies view partner marketing as a necessary tactic. On average, companies allocate 37% of their marketing budgets to partner marketing. Most companies have a documented partner marketing strategy. The greatest challenges to success in partner marketing are a lack of commitment from partners and competing priorities internally. The most common programs that companies invest in are content development and demand generation. Over half of partner marketing programs from the past year yielded successful results.
2017 Marketing Performance Management Report by Brian Hansford with Heinz Mar...Brian Hansford
We surveyed over 250 B2B sales and marketing pros to learn how they achieve and measure revenue success. Through their insights we’ve learned how B2B marketing teams are managing, optimizing and reporting their results under increasing revenue accountability.
Our research shows the best-performing companies have marketing organizations that share revenue accountability with sales teams. Companies are missing sales goals when their marketing teams don’t have revenue accountability or responsibility!
Mile Wide & An Inch Deep: Marketing Automation Perceptions (Research)Heinz Marketing Inc
1) Fewer than 1 in 4 respondents report that their marketing automation platform has met most or all of their expectations. Only 1 in 5 respondents are satisfied with the quality of their data.
2) The most important features of marketing automation platforms, such as actionable analytics and ease of design, have also been the most disappointing. Key features are also the most challenging to use.
3) Three-quarters of respondents feel measuring marketing impact is very important, but less than 20% feel confident they can do so accurately.
1) Fewer than 1 in 4 respondents report that their marketing automation platform has met most or all of their expectations. Only 1 in 5 respondents are satisfied with the quality of their data.
2) The most important features of marketing automation platforms, such as actionable analytics and reporting, have also been the most disappointing. Key features are also the most challenging to use.
3) Three-quarters of respondents feel measuring marketing impact is very important, but less than 19% feel confident they can do so accurately.
20120628 building the sfdc business case-ar-madFlorian Zink
1) The document outlines Salesforce's six-step approach to building a business case for implementing their social enterprise solution at Customer X, including identifying key value drivers, defining metrics, benchmarking, and validating assumptions.
2) It provides an overview of Customer X's value drivers around visibility, collaboration, and IT rationalization, and how Salesforce's solution could help achieve benefits in areas like revenue, costs, and productivity.
3) Metrics are defined to measure potential improvements and benchmarks from other companies are presented showing significant gains, with Customer X expected to validate the opportunity.
The CMO Survey Report: Highlight and Insights August 2014christinemoorman
The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society.
Parth\'s in it\'s endeavour to manage sales effectively with real time communication tools ,developed the crm,which will guide companies towards excellence in customer relationship.
It’s 2015, and the customer experience is increasingly being driven by techniques like A/B testing and optimization.
Optimizely recently surveyed digital experience owners to learn just how they think about and allocate resources towards their testing and optimization programs.
These slides answer the questions:
- How often do teams optimizing run A/B and multivariate tests?
- What are the top benefits that optimization programs are seeing?
- How do optimization teams manage their experiment process?
Totango's 3rd Annual SaaS Metrics Survey Report: The big take-away from this year’s survey underscores the importance of customer success in the SaaS business model – and why it is imperative for SaaS companies to be relentlessly focused on delivering recurring value to customers.
Best Practices of World-Class Sales Organizations and their performance against Key Performance Metrics; Data for specific industry segments is available; call or eMail Medio Waldt, 610 659 3489, medio.waldt@millerheimangroup.com
The document outlines 10 key principles for marketing success based on an analysis of 996 campaigns across 700 brands and 83 categories. The principles emphasize balancing short-term sales effects with long-term brand building to drive both efficiency and growth. Specifically, they recommend supporting both volume and price; integrating rational and emotional messaging; balancing share of voice between brand and activation channels; and measuring both short and long-term metrics like sales, share of voice, and price elasticity.
The document outlines a framework for building a successful partner ecosystem with four pillars: white-label partners, system integrators, technology partners, and value added resellers. It discusses defining clear objectives and strategies, selecting the right partners, providing internal capabilities and systems for partners, implementing an effective go-to-market model to avoid conflicts, conducting partner marketing, ensuring partner success through various enablement activities, and using key performance indicators and analytics to measure the ecosystem. The framework is meant to help companies stimulate revenue growth by creating value for customers through their partner relationships.
Make Your Marketing Automation Investment CountPardot
This document discusses how to maximize the return on investment from marketing automation by focusing on data, content, and process. It emphasizes the importance of clean, accurate data (90% of data is incomplete). Quality content must be tailored to buyer personas and content preferences. An effective process is needed to integrate marketing automation and CRM, establish goals and metrics, continuously test and improve, and conduct regular reviews. The document provides examples of challenges, best practices, and a sample "lead nurture healthcheck" process.
Metrics Reloaded: Marketing's Opportunity to Impact Strategic DirectionVisionEdge Marketing
Learn some of the key things marketing executives and professionals need to do to create a performance-driven marketing organization. Enable your marketing team to measure its contribution and value to the business. The program presented a framework any marketing organization can adopt, along with tangible steps and metrics every marketing organization can take and use to improve its accountability. We hope you can use this framework to develop your outcome-based customer centric metrics.
The document discusses tracking business value and metrics for brand communities. It reports results from a survey of community managers on how they define and measure community success. Key findings include that the most important community values are customer support, product feedback, and acquisition; the top metrics used are retention, new customers, and satisfaction; and measuring impact internally can increase leadership and budget support for communities.
The document outlines a 6-stage sales enablement plan to develop and implement a sales enablement strategy. Stage 1 involves getting project approval, including assessing organizational readiness, building a business case, and creating a strategy scorecard. Stage 2 prepares the company by surveying sales, aligning sales and marketing, and auditing assets. Stage 3 implements enabling solutions like CRM and marketing automation. Stage 4 builds a sales playbook. Stage 5 launches the strategy to sales. Stage 6 measures results and evolves the strategy. The plan provides templates, tools and resources to execute each stage.
Today’s partner programs need to be innovative and more engaging than ever. That’s why we recently completed a research study to determine how to drive pre-sales, sales and post-sales behaviors with targeted layered and bundled incentives.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
Similar to Heinz Marketing - 2014 Marketing Automation Effectiveness Survey Data (20)
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
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6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
3. Company size: Annual revenue of
respondents
Annual Revenue Total 0 -2 years 2 – 5 years 5+ years
Up to $25 million 24.5% 52.9% 5.3% 16.7%
$25 - $50 million 12.2 11.8 15.8 8.3
50 – 100 million 12.2 11.8 15.8 8.3
Greater than $100 million 26.5 5.9 31.6 50.0
Don’t know/refused 24.5 17.6 31.6 16.7
Question: Which best describes your company’s annual revenue?
12
4. How Long Using
Marketing Automation
Total
0 – 1 year 14.3%
1 – 2 years 20.4
2 – 5 years 38.8
Over 5 years 24.5
Don’t know/refused 2.0
Question: Approximately how long has your company been using marketing automation tools of any kind?
Time using Marketing Automation
• Nearly 35% of respondents reported using Marketing Automation tools for less than 2 years.
• Nearly 25% reported using Marketing Automation tools for over 5 years.
5
5. Importance of Marketing
Automation tools to sales and
marketing success
• Proficiency and performance take time. The performance peak commonly takes place at
2 years. Users with over 5 years experience show the best impact to sales
performance.
• Nearly 50% of respondents rated MA tools as being very important to their company’s
sales and marketing efforts (reporting score of 7 on 1 – 7 scale)
• 75% of respondents who’s companies had been using MA tools for over five years
reported that they were very important to their company’s sales and marketing efforts.
Performance Rating Total 0 -2 years 2 – 5 years 5+ years
% with scores of 7 49.0% 35.3% 47.4% 75.0%
% with score of 5 -6 36.7 52.9 42.1 8.3
% with score of 1 - 4 12.2 11.8 10.6 16.6
Question: How would you rate the importance of your company’s marketing automation efforts to the overall success
of your company’s marketing and sales efforts on a scale of 1 -7, where 7 means very important and 1 means not important at all.
12
6. Importance of Marketing
Automation tools vs. previous year
• Over 75% of respondents reported that the importance of MA tools to their company’s
success had increased over the past year.
• Nearly 95% of respondents that had been using MA tools less than 2 years reported
that the importance of MA tools to company success had increased over the past year.
Importance Rating Total 0 -2 years 2 – 5 years 5+ years
Importance has
increased
76.9% 94.1% 73.7% 66.7%
Importance has remained
the same
14.3 - 21.3 25.0
Importance has
decreased
2.0 - 5.3 -
Question: Which best describes the importance of your company’s marketing automation efforts today vs. one year ago?
12
7. Effectiveness of Marketing
Automation tools vs. previous year
• Over 75% of respondents reported that the effectiveness of their company’s MA tools
had increased vs. the previous year.
• Effectiveness appears to level off at the 5 year mark of usage. This possibly indicates
how marketing automation usage is maxed with current levels of capability.
Performance Rating Total 0 -2 years 2 – 5 years 5+ years
Effectiveness has
increased
75.5% 76.5% 84.2% 58.3%
Effectiveness has
remained the same
16.3 17.6 10.5 25.0
Effectiveness has
decreased
2.0 - - 8.3
Question: Which best describes the effectiveness of your company’s marketing automation efforts today vs. one year ago?
12
8. Impact of Marketing Automation
tools on sales effort effectiveness
• Over 80% of respondents reported that their use of MA tools had increased the
effectiveness of their company’s sales efforts.
MA impact on increasing
sales success
Total 0 -2 years 2 – 5 years 5+ years
Effectiveness has
increased
83.7% 82.4% 84.2% 91.7%
Has had no impact on
sales success
6.1 - 15.8 -
Effectiveness has
decreased
- - - -
Don’t know /not sure 10.2 17.6 - 8.3
Question: Which best describes the impact of your company’s marketing automation efforts on the overall effectiveness of your
company’s sales efforts ?
12
9. Importance/performance of
Marketing Automation capability
• “Pipeline reporting” and “increasing sales team effectiveness” were identified as key MA
tools that were not performing as well as desired. Pipeline reporting consistently shows
up as a pain point for users less than 2 years to over 5 years.
Importance/performance areas
All Respondents
Importance
Score
Performance
Score
Performance
Gap
CRM Integration 9.12 8.60 -.52
Manage Demand Generation Campaigns 8.95 8.26 -.69
Lead Segmentation 8.88 8.24 -.64
Pipeline Reporting 8.76 7.43 -1.33
Increase Sales Team Effectiveness 8.74 7.24 -1.50
Outbound Marketing Integration 8.63 8.13 -.50
Evaluate effectiveness of marketing campaigns 8.59 7.82 -.77
Generating new prospects 8.45 7.46 -.99
Extending length of customer lifecycle 8.43 8.07 -.36
Lead sourcing 8.35 7.73 -.62
Measuring content effectiveness 8.22 7.45 -.77
Nurturing/increasing revenue from existing customers 7.98 7.30 -.68
Social media/social networking 6.32 6.63 +.31
26
10. Importance/performance of
Marketing Automation capability
(those using for less than two years)
• “Pipeline reporting” was identified as a key MA tool that was not performing as well as desired.
• Performance and ROI reporting is critical at all stages of usage. Our results indicate MA platforms are
lacking the needed analytics and reporting capabilities, or the knowledge how to use the functionality.
Respondents using MA for less than two years Importance
Score
Performance
Score
Performance
Gap
Pipeline reporting 9.00 8.00 -1.00
Extended length of customer lifecycle 9.00 8.25 -.75
CRM Integration 8.86 7.93 -.93
Manage demand generation campaigns 8.70 7.90 -.80
Lead Scoring 8.58 8.00 -.58
Lead segmentation 8.55 8.00 -.55
Evaluate effectiveness of marketing campaigns 8.23 7.15 -1.08
Increase sales team effectiveness 8.15 6.85 -1.30
Outbound marketing integration 8.10 7.30 -.80
Measuring content effectiveness 8.00 7.22 -.78
Nurturing/increasing revenue from existing customers 7.23 6.85 -.38
Generating new prospects 7.09 6.67 -.42
Social media/social networking 6.32 6.67 +.35
26