Marketing Effectiveness Benchmark Survey4-14-2016

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Proving the ROI of our marketing activities.

42%

Securing enough marketing budget.18%

Managing our website.3%

Identifying the right technologies for our

needs.5%

Training our team.8%

Repurposing content for international audiences.

10%

Hiring top talent.9% Finding an executive sponsor.

4%

Which of the following is your MOST IMPORTANT marketing challenge? (Please pick ONE)

Converting contacts/leads to customers

Increasing the number of contacts/leads

Increasing revenue from existing customers

Proving the ROI of our marketing activities

Reducing the cost of customer/lead/contact acquisition

71%

60%

32%

17%

10%

Which 2 of the following marketing objectives are MOST IMPORTANT to your company? (Please pick 2)

We have hard measures of success for our marketing tactics and measure them systemically.

10%

We measure the effectiveness of some but not all of our

marketing activities.52%

We want to be able to change directions quickly, so we rely

primarily on gut instinct.13%

We don’t really measure the ROI of our marketing activi-

ties.25%

How would you describe how you measure the effectiveness of your market -ing activities (be honest!)?

Paid advertising -- print, outdoor, broadcast

Paid advertising -- social media, online ads, PPC

Social media (LinkedIn, Facebook, Twitter)

Events and trade shows

Direct email marketing -- own list

Direct email marketing -- purchased list

Online directories of solution providers

Retained public relations firms/agencies

Third party white papers/case studies

Your own webinars

Third party webinars

Blogging

Infographics

56%

14%

5%

15%

14%

48%

59%

32%

4%

3%

20%

13%

6%

In your experience, which THREE of the following do you think are the LEAST EFFECTIVE marketing tactics? (please pick THREE)

Paid advertising -- print, outdoor, broadcast

Paid advertising -- social media, online ads, PPC

Social media (LinkedIn, Facebook, Twitter)

Events and trade shows

Direct email marketing -- own list

Direct email marketing -- purchased list

Online directories of solution providers

Retained public relations firms/agencies

Third party white papers/case studies

Your own webinars

Third party webinars

Blogging

Infographics

6%

23%

35%

43%

43%

10%

4%

16%

31%

42%

15%

23%

11%

In your experience, which THREE of the following do you think are the MOST EFFECTIVE marketing tactics? (please pick THREE)

TACTIC % USING THIS 2015 ROI >

2014 ROI

INFOGRAPHICS 68% 29%BLOGGING 84% 29%THIRD PARTY WEBINARS 71% 17%YOUR OWN WEBINARS 81% 34%THIRD PARTY WHITE PAPERS/CASE STUDIES 78% 27%RETAINED PUBLIC RELATIONS FIRMS/AGENCIES 59% 10%ONLINE DIRECTORIES OF SOLUTION PROVIDERS 69% 9%DIRECT EMAIL MARKETING – PURCHASED LIST 70% 10%DIRECT EMAIL MARKETING – OWN LIST 96% 29%EVENTS AND TRADE SHOWS 94% 19%SOCIAL MEDIA (LINKEDIN, FACEBOOK, TWITTER) 99% 34%PAID ADVERTISING – SOCIAL MEDIA, ONLINE ADS, PPC 74% 31%PAID ADVERTISING – PRINT, OUTDOOR, BROADCAST 50% 2%

31% say their content marketing strategy “lacks coherence and purpose.”

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