Webinar slides from "Where does the time go? Results from the Return on Effort Study" presented by Econsultancy with HubSpot

1. Where does the time go?
Results from the Return
on Effort Study
Presented with HubSpot
Stefan Tornquist
Research Director (US)
Econsultancy
Stefan.Tornquist@econsultancy.com

2. Return on Effort Study
Research Questions
• How do tactics compare across ROE, ROI & brand
impact?
• Are marketing departments’ skill sets aligned for high
ROE tactics?
• How do companies approach experimentation with new
tactics/opportunities? (part 2 the webinar series)
• How are internal/external teams and vendors used?
How can they be optimized for best effect (part 3 in the
series)

3. Return on Effort Study
Who, how and when
• 574 marketers and agency personnel from a
total respondent base of over 1,500.
• Survey invites via social media, ad placements and
internal invitations.
• Fielded July 19th – July 30th 2010

4. Return on Effort
Brand & Effort: B2C
8
Inbound
Website
content
Outbound
7
Display SEO
Brand Impact
6 House email
Monitoring
Affiliates social
Blogging Events
Twitter
Email list Tele-sales
5 External
rental & prospecting
discussion groups Direct
mail
1.4 Time cost
Paid
search Internal
discussion groups
4
2 3 4 5 6 7
Time cost

5. Return on Effort
ROI & Effort: B2B
7
Inbound SEO
Outbound
House email
6
Tele-sales &
prospecting
Return on investment
Affiliate
5 External marketing
Paid
discussion groups search
Site
content
Events
4 Monitoring social
Direct
Twitter mail
Blogging
3 White papers/
Display
Email list webinars
rental Internal discussion groups
2
1 2 3 4 5 6 7
Time cost

6. Traditional skills (B2B)
Creating a marketing strategy 6% 70%
Evaluating new marketing technologies 16% 65%
Evaluating new market opportunities 8% 55%
Operating in alignment with strategy 13% 54%
Evaluating channel partners/affiliates 23% 48%
Evaluating agency/consulting partners 20% 48%
-30% -10% 10% 30% 50% 70%
Negative eval Positive eval

7. Content – social – inbound skills (B2B)
Creating compelling content for website 24% 51%
Communicating the "voice of the customer" to non-marketing staff 29% 50%
Creating compelling content for email 14% 47%
Updating internal blog(s) 33% 40%
Participating in external social discussions (Twitter, LinkedIn
50% 29%
groups, etc.)
Monitoring relevant external social discussions 48% 25%
-60% -40% -20% 0% 20% 40% 60%
Negative eval Positive eval

8. Content – social – inbound skills (B2C)
Creating compelling content for website 27% 55%
Creating compelling content for email 21% 44%
Participating in external social discussions (Twitter, LinkedIn
39% 41%
groups, etc.)
Communicating the "voice of the customer" to non-marketing
45% 37%
staff
Updating internal blog(s) 33% 33%
Monitoring relevant external social discussions 42% 28%
-60% -40% -20% 0% 20% 40% 60%
Negative eval Positive eval

9. Thanks for your time
Stefan.Tornquist@econsultancy.com
@marketingstefan