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ie 6 ca A L IQ) I Research

JTTFVFPI

     Ti  i  ii  i i   ‘F’

l“fi, Jl .  l i .  ll‘
Research Report — April 20l5

 ii i...
ll WHO WE SPOKE TO

Given the increasing pressure that B2B marketers are facing in meeting

sales revenue objectives,  it ...
KEY FINDINGS: 

82%

79%

77%

64°/ o

62%

62%

31%

respondents choose improve lead nurturing astheir key
marketing auto...
| MAJORITY OF ORGANIZATIONS SAY THEY
INVEST IN MARKETING AUTOMATION

79 percent of respondents we spoke to,  said their co...
62 PERCENT OF MARKETERS HAVE BEEN
USING MARKETING AUTOMATION FOR
OVER 2 YEARS

Only 14% ofthe respondents said it was less...
MARKETING AUTOMATION IS FULLY

IMPLEMENTED IN HALF THE NUMBER OF

ORGANIZATIONS WE SPOKE TO

Ofthe rest,  47% said it has ...
ONLY ABOUT A THIRD OF THE
RESPONDENTS RATE THEIR
MARKETING AUTOMATION EFFORTS
AS VERY EFFECTIVE

31 percent of marketers r...
How would you rate the effectiveness of your organization's Marketing
Automation efforts? 

Very effective

Somewhat effec...
LEAD NURTURING TOPS THE LIST OF KEY

MARKETING AUTOMATION OBJECTIVES
PURSUED BY COMPANIES

82 percent of respondents we sp...
What are the key Marketing Automation objectives your company is
trying to pursue? 

Improve lead nurturing   82%

Improve...
ANALYTICS & REPORTING FEATURES IS
THE MOST CITED FACTOR CONSIDERED
FOR EVALUATING A MARKETING
AUTOMATION TOOL

77 percent ...
What factors do you consider while evaluating Marketing Automation tools
for your organization? 

Analytics & reporting fe...
IMPLEMENTING & MANAGING
MARKETING AUTOMATION IS A SENIOR
MANAGEMENT DECISION

While this may be true,  the increasing impo...
Who is the primary decision maker for implementing and managing
Marketing Automation?  (Source ‘)

VP Marketing — 37%
Mark...
LEAD SCORING & PROGRESSIVE PROFILING
TOP THE LIST OF STEPS THAT REQUIRE
IMPROVEMENT WHILE QUALIFYING A LEAD

55 percent of...
In your opinion,  which of the below steps require improvement while
qualifying a lead in your organization? 

Scoring the...
MARKETERS PUT TO USE A MULTIPLICITY
OF FEATURES AVAILABLE IN THEIR

MARKETING AUTOMATION TOOL

While Email marketing (94%)...
Which of the following Marketing Automation features are primarily used
in your organization? 

Email marketing   94%

CRM...
MARKETO IS BY FAR THE MOST POPULAR
MARKETING AUTOMATION TOOL

Marketo,  at 42%,  has the maximum number of adopters among ...
SALESFORCE IS THE MOST POPULAR
CRM TOOL

With 66% ofour respondents mentioning Salesforce as a CRM tool being used by them...
BETTER LEAD MANAGEMENT & INCREASED
EFFICIENCY ARE THE KEY BENEFITS SEEN IN
MARKETING AUTOMATION

Increased lead generation...
In your opinion,  what are the key benefits of Marketing Automation? 

Increased lead generation
Better prospect /  lead in...
MAJORITY OF ORGANIZATIONS SEE
BENEFIT OF MARKETING AUTOMATION
WITHIN 6 MONTHS OF IMPLEMENTATION

64 percent of marketers w...
RESPONSE METRICS OUTRUN OTHERS IN
MEASURING SUCCESS OF A MARKETING
AUTOMATION PROGRAM

42 percent of respondents picked re...
TECHNOLOGY & CREATIVE ARE THE MOST
POPULAR OUTSOURCED FUNCTIONS

Technical implementation at 36% and creative at 32% are t...
Do you outsource Marketing Automation?  if yes,  which of the following
function does your organization outsource? 

Techn...
MAJORITY OF RESPONDENTS SEE INCREASE
IN THEIR MARKETING AUTOMATION
BUDGET IN THE NEXT 12 MONTHS

62 percent ofthe responde...
How do you see your organizations Marketing Automation budgets
changing in the next 12 months? 

Increase F

ii‘ XVIII ‘—D...
LACK OF ROI NEEDS TO BE ADDRESSED IN
ORGANIZATIONS NOT YET INVESTED IN
MARKETING AUTOMATION

Among the key challenges ment...
FINAL THOUGHTS

There are lots of statistics available extolling the benefits of marketing automation. 

ir According to Fo...
SOWHERE DOWE GO FROM HERE? 

We believe the biggest challenge ahead for marketers is to increase the effectiveness
oftheir...
|| | ABOUT THE ANALYSTS

Nimish Vohra
SVP,  Principal Analyst

Nimish,  Senior Vice President,  works with CMOs and senior...
ABOUT REGALIX RESEARCH

Headquartered in Silicon Valley,  we help the CMO organization leverage emerging
digital practices...
For more information Regalix Research
To find out how Regalix can help you,  1 121 San Antonio Road, 
please contact our o...
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State of B2B marketing automation 2015

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Given the increasing pressure that B2B marketers are facing in meeting sales revenue objectives, it is not surprising to find more and more of them implementing a marketing automation solution to streamline their marketing activities. The complexity of the situation is made more vivid by the increasing number of channels that marketers have to engage with customers today.

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State of B2B marketing automation 2015

  1. 1. ie 6 ca A L IQ) I Research JTTFVFPI Ti i ii i i ‘F’ l“fi, Jl . l i . ll‘ Research Report — April 20l5 ii i. -‘ if i l i E i i I _ i i‘ ii i i ii: ii i ii ,
  2. 2. ll WHO WE SPOKE TO Given the increasing pressure that B2B marketers are facing in meeting sales revenue objectives, it is not surprising to find more and more ofthem implementing a marketing automation solution to streamline their marketing activities. The complexity ofthe situation is made more vivid by the increasing number of channels that marketers have, to engage with customers today. We spoke to senior B2B marketers from companies across a range of product categories to understand how successful they have been in implementing their marketing automation solution and what challenges they face in getting the most out of their investment. The research was done globally with a fair mix of product and service companies.
  3. 3. KEY FINDINGS: 82% 79% 77% 64°/ o 62% 62% 31% respondents choose improve lead nurturing astheir key marketing automation objective marketers say they invest in marketing automation respondents choose analytics & reporting features as a factor thatthey would consider while evaluating a marketing automation tool marketers say they saw the benefits of using marketing automation within the first 6 months of its implementation respondents say they expect their marketing automation budget to increase in the next 12 months marketers have been using marketing automation for over 2 years marketers ratetheir marketing automation efforts as very effective 0
  4. 4. | MAJORITY OF ORGANIZATIONS SAY THEY INVEST IN MARKETING AUTOMATION 79 percent of respondents we spoke to, said their companies invest in marketing automation; a positive upward trend from the findings in our survey last year1 where this number stood at 73%. Does your organization invest in Marketing Automation? Yap. ‘ ‘Source : State of B2B Marketing A utomation 2074
  5. 5. 62 PERCENT OF MARKETERS HAVE BEEN USING MARKETING AUTOMATION FOR OVER 2 YEARS Only 14% ofthe respondents said it was less than 1 year since they had begun using marketing automation. How long has your organization been using Marketing Automation? Less than 1 year 14% 1-2 years T 24% 2-3 years T 22% More than 3 years T 40%
  6. 6. MARKETING AUTOMATION IS FULLY IMPLEMENTED IN HALF THE NUMBER OF ORGANIZATIONS WE SPOKE TO Ofthe rest, 47% said it has only been implemented partially. Which of the following statements bestsui ts your organization's Marketing Automation software implementation status? Marketing Automation software is fully implemented Marketing Automation software is partially implemented Not implemented Marketing Automation software solution, but plan to . 50% 47% 3%
  7. 7. ONLY ABOUT A THIRD OF THE RESPONDENTS RATE THEIR MARKETING AUTOMATION EFFORTS AS VERY EFFECTIVE 31 percent of marketers rated their marketing automation efforts as very effective; while 61% rated their efforts as only somewhat effective. For marketing automation to be effective, it needs to have a strong content strategy to back it up. This, we believe, is still a work-in-progress in most companies. In fact, 54% of marketers we spoke to in an earlier study on content marketing‘, said they were still learning how to align content to the buyer’sjourney and plan to execute on their strategy within the next six months — a basic pre-requisite for any automation effort to be effective. ‘Source : State of B2B Content Marketing 20 75
  8. 8. How would you rate the effectiveness of your organization's Marketing Automation efforts? Very effective Somewhat effective Not at all effective
  9. 9. LEAD NURTURING TOPS THE LIST OF KEY MARKETING AUTOMATION OBJECTIVES PURSUED BY COMPANIES 82 percent of respondents we spoke to, chose improve lead nurturing as their key marketing automation objective, followed by improve lead quality (76%) and increase lead generation (74%). While it is understandable that lead nurturing is the primary driver behind a marketing automation effort, it is disheartening to note how few among the marketers chose to mention increase customer retention as one oftheir key automation objectives. This doesn't come as a surprise to us though, given the finding in our study on content marketing‘ - a majority of B2B marketers see content marketing as primarily a pre- sales tool. ‘Source : State ofB2B Content Marketing 20 i5
  10. 10. What are the key Marketing Automation objectives your company is trying to pursue? Improve lead nurturing 82% Improve lead quality — 76% Increase lead generation — 74% Increase sales revenue — 53% Improve performance measurement _ 48% Increase customer acquisition — 45% Improve marketing-sales alignment — 42% Improve marketing production — 39% Reduce sales cycle — 37% Increase customer retention — 37%
  11. 11. ANALYTICS & REPORTING FEATURES IS THE MOST CITED FACTOR CONSIDERED FOR EVALUATING A MARKETING AUTOMATION TOOL 77 percent of marketers chose analytics & reporting features as a factor that they would consider while evaluating a marketing automation too| .This was followed by lead generation & management at 69% and implementation & integration at 68%. Ease of use, which topped the list in our study last year at 86%‘, fell to 4th place this year at 63%. Another surprising shift is the drop in the importance of price as a factor from 82% last year to 55% this year. These changes could bean indication of how prevalent automation tools have become in the marketing departments of B2B companies. ‘Source :5 tate of B2B Marketing Automation 20 74
  12. 12. What factors do you consider while evaluating Marketing Automation tools for your organization? Analytics & reporting features 77% Lead generation and management T. 69% Implementation and integration T 68% Ease of use T. 63% Ability to customize T. 58% Price T 55% Dynamic database capabilities T 47% Scalability T 44% Training and support T 44%
  13. 13. IMPLEMENTING & MANAGING MARKETING AUTOMATION IS A SENIOR MANAGEMENT DECISION While this may be true, the increasing importance ofthe CMO and the decreasing role of senior management in the decision-making process, when compared to the findings ofour study done last year‘, is probably once again a manifestation ofthe ubiquitous nature ofthe product today. Who is the primary decision maker for implementing and managing Marketing Automation ? VP Marketing ‘ 31% Marketing Director ‘ 26% CMO — 22% Marketing Manager 2 13% Others 2 8% ‘Source : State of B2B Marketing Automation 20 74
  14. 14. Who is the primary decision maker for implementing and managing Marketing Automation? (Source ‘) VP Marketing — 37% Marketing Director ‘ 29% CMO 2 13% Marketing Manager 2 8% Others 2 13%
  15. 15. LEAD SCORING & PROGRESSIVE PROFILING TOP THE LIST OF STEPS THAT REQUIRE IMPROVEMENT WHILE QUALIFYING A LEAD 55 percent of respondents chose scoring the leads as the step that required improvement while qualifying a lead in their organization; whi| e 53% chose progressive profiling. Qt
  16. 16. In your opinion, which of the below steps require improvement while qualifying a lead in your organization? Scoring the leads T 55% Progressive profiling T. 53% Digitall Online behavior profiling T. 51% Grading the leads T. 43% Demographic profiling T, 43% Marketing—Sa| es sync on lead taxonomy T 40% Internal SLA compliance for follow-ups T. 34% Budget qualifying the leads T, 26% Authority qualifying the leads T 26% Scoring your product *1 11%
  17. 17. MARKETERS PUT TO USE A MULTIPLICITY OF FEATURES AVAILABLE IN THEIR MARKETING AUTOMATION TOOL While Email marketing (94%) was ranked as the most used functionality of a marketing automation tool, respondents who we spoke to, also picked a wide range of more sophisticated features that they used in their marketing effort including CRM integration (87%), Campaign management (76%), Landing page creation ability (74%) and Lead management (72%). O
  18. 18. Which of the following Marketing Automation features are primarily used in your organization? Email marketing 94% CRM integration 87% Campaign management — 76% Landing page creation ability — 74% Lead management — 72% Campaign effectiveness analytics — 59% Integration with other systems — 57% (web, social media, etc) Segmentation — 54% Website visitor demographic report — 50% Web analytics — 48% Marketing ROI analysis — 48% Content management ‘ 41% Website content optimization — 35% PPC advertising - 24% Sales intelligence 2 17%
  19. 19. MARKETO IS BY FAR THE MOST POPULAR MARKETING AUTOMATION TOOL Marketo, at 42%, has the maximum number of adopters among the respondents we spoketo. This is followed by Hubspot (16%) and Oracle Eloqua (15%). Which of the following Marketing Automation tools are used in your organization? Marketo T 42% Hubspot I? 16% Oracle Eloqua W 15% Pardot f 10% Ca| |idusC| oud [T 5% Act-on F. 3% Salesfusion I 2%
  20. 20. SALESFORCE IS THE MOST POPULAR CRM TOOL With 66% ofour respondents mentioning Salesforce as a CRM tool being used by them, it appears to be by farthe most popular CRM tool among others that includes Microsoft Dynamics (14%) and SugarCRM (7%). Does your organization use a C RM tool? if yes, which of the following CRM tools have you integrated with your Marke ting Automation tool? Microsoft Dynamics 14% 7% Salesforce : 66% 2 SugarCRM - I NetSuite 2%
  21. 21. BETTER LEAD MANAGEMENT & INCREASED EFFICIENCY ARE THE KEY BENEFITS SEEN IN MARKETING AUTOMATION Increased lead generation (84%), better prospect / lead insight (73%) and increase in efficiency (73%) are the top three benefits of marketing automation as perceived by marketers. O
  22. 22. In your opinion, what are the key benefits of Marketing Automation? Increased lead generation Better prospect / lead insight Increase in efficiency Enhanced lead scoring, nurturing and distribution process Improved lead quality Integration with other data sources (CRM, web, social) Marketing and sales alignment Improved sales / shorter sales cycle Reduction in marketing cost Increased customer loyalty Improved search ranking Better business partnership Better competitive intelligence 84% 73% 73% 71% 69% 69% 58% 38% 36% 24% 18% 18% 18%
  23. 23. MAJORITY OF ORGANIZATIONS SEE BENEFIT OF MARKETING AUTOMATION WITHIN 6 MONTHS OF IMPLEMENTATION 64 percent of marketers we spoke to, said they saw the benefits of using marketing automation within the first 6 months of its implementation. Only 16% of respondents said it tookthem more than a yearto see the benefits accrue. What is the time taken by your organization to realize the benefits of using Marketing Automation from the time of implementation? 1-3 months ‘ 30% 3-6 months ‘ 34% 6-9 months 2 13% 9-12 months - 7% More than 12 months 2 16%
  24. 24. RESPONSE METRICS OUTRUN OTHERS IN MEASURING SUCCESS OF A MARKETING AUTOMATION PROGRAM 42 percent of respondents picked response metrics as the measurethey would use to evaluate the success oftheir marketing automation efforts. In comparison, 33% chose value metrics and 20% preferred efficiency metrics. Response metrics are the easiest to track and measure. That marketers stickto basics when tracking the metrics oftheir marketing programs is something we have cometo infer following our study on metrics & analytics done earlierthis year‘. Which of the following metrics does your organization use to evaluate success of Marke ting Automation efforts? Response metrics (open rate, click- through rate, unsubscribe rate etc) 42% Value metrics (revenue generated, pipeline value) 33% Efficiency metrics (Cost per lead. T 209, close rate, conversion rate) ‘ ° Activity metrics (number of emails sent etc) I 2% Others I 2% ‘Source : State of B2B Marketing Metrics andllnalytics 20 75
  25. 25. TECHNOLOGY & CREATIVE ARE THE MOST POPULAR OUTSOURCED FUNCTIONS Technical implementation at 36% and creative at 32% are the two most outsourced functions in an organization's marketing automation efforts. Given that content is critical to the success of marketing automation and thefact that lack of bandwidth to create content was seen as the topmost content marketing challenge by B2B marketers in our earlier research‘, it is surprising to find only 23% of our respondents opting to outsource content creation in their marketing automation effort. This is a lacuna that content companies probably need to address. ‘Source : State ofB2B Content Marketing 20 75
  26. 26. Do you outsource Marketing Automation? if yes, which of the following function does your organization outsource? Technical implementation T, 36% Creative (HTML, email & design) T 32% Content creation T 23% Campaign execution T 14% CRM integration T 14% Go-To-Market strategy ? 9% Reporting — 9%
  27. 27. MAJORITY OF RESPONDENTS SEE INCREASE IN THEIR MARKETING AUTOMATION BUDGET IN THE NEXT 12 MONTHS 62 percent ofthe respondents we spoke to said they expect their marketing automation budget to increase in the next 12 months, while another 36% felt it would remain the same. Given that 56% oforganizations spend less than 10% of their budget on automation, an increase in spend would be a welcome trend. What percentage of your marketing budget is currently allocated towards Marketing Automation? Below 10% — 56% 10%-25% ‘ 31% 25%-50% 2 13%
  28. 28. How do you see your organizations Marketing Automation budgets changing in the next 12 months? Increase F ii‘ XVIII ‘—Decrease Remain the same Z
  29. 29. LACK OF ROI NEEDS TO BE ADDRESSED IN ORGANIZATIONS NOT YET INVESTED IN MARKETING AUTOMATION Among the key challenges mentioned by marketers preventing their organizations from investing in marketing automation are lack of ROI (45%) and lack of expertise (40%). Product companies will do well in addressing these issues as a means to expanding the market and get the uninitiated to also benefit from the adoption of marketing automation.
  30. 30. FINAL THOUGHTS There are lots of statistics available extolling the benefits of marketing automation. ir According to Forrester Research, B2B marketers who implement marketing automation, increase their sales-pipeline contribution by 10%‘ ii In a study done by DemandGen, B2B marketers saw an average 20% increase in sales opportunities from nurtured leads versus non-nurtu red leads after successfully deploying a lead nurturing program‘ fir Approximately 11 times more B2B organisations are using marketing automation now, than in 20113 ‘Source: The Forrester Wave Lead—To—Revenue Management Platform Vendors, 20 74 ‘Source: DemandGen, Calculating the Real ROI from Lead Nurturing, Aug 20 73 ‘Source: SiriusDecisions, B—to—B Marketing Automation Study, 20 74
  31. 31. SOWHERE DOWE GO FROM HERE? We believe the biggest challenge ahead for marketers is to increase the effectiveness oftheir marketing automation efforts and see how marketers can get more out oftheir investment in the product. Marketers need to dig deep into the capabilities ofthe product and use its various sophisticated features to ensure better profiling and scoring of prospects. Marketers need to evaluate their marketing automation efforts with more rigor by determining the actual value brought to them by such efforts so they can effectively course-correct along the way. To increase the value oftheir investment in marketing automation, companies need to look beyond lead nurturing, and use the tool to build loyalty and engagement with existing customers as well. And finally, marketers need to have a strong content strategy in place and ensure that their content plan is dovetailed well into their marketing automation efforts, as a good content plan goes hand-in-hand with successful marketing automation.
  32. 32. || | ABOUT THE ANALYSTS Nimish Vohra SVP, Principal Analyst Nimish, Senior Vice President, works with CMOs and senior marketing professionals. His research focuses on customer experience management, predictive analytics, mobile enablement and other emerging trends that help customers leverage technology as an enabler of marketing and business outcomes. Suresh Ku mar Senior Business Manager Suresh is a marketer with hands—on experience managing traditional, online and mobile programs. He possesses deep He helps companies engage with their customers through different stages of the buying cycle by using the best modern marketing techniques and technology. understanding of Marketing Automation tools and techniques.
  33. 33. ABOUT REGALIX RESEARCH Headquartered in Silicon Valley, we help the CMO organization leverage emerging digital practices for creating marketing leverage as they bring new products and innovation to market. Regalix Research helps marketers through research-based insights, consulting and peer-to-peer programs that guide marketing strategy development and execution. Our focus is helping Technology companies leverage innovation and best practices to create real differentiation. Our analysts are practitioners with a successful track record of delivering real marketing results for both leading Fortune 500 companies as well as venture backed firms. Regalix is an award-winning Global Innovation company that leverages technology and marketing to help companies grow. We create successful ventures with our clients through co-innovation and idea-driven frameworks that inspire companies to think different. We bring ideas to life by envisioning new companies, developing brands, engineering products, and designing technology platforms. Founded in 1998, Regalix is based in Palo Alto. Our Silicon Valley setting has enabled us to stay ahead of emerging trends in digital technology and marketing. For over a decade, we have provided complete marketing services — Social, Mobile, Content, Multi-channel Campaigns, Technology Development, and Analytics — to companies such as CA Technologies, Citi, Apple, eBay, Cisco, VMWare, NetApp, Cypress, LSI, Keynote, and MetricStream.
  34. 34. For more information Regalix Research To find out how Regalix can help you, 1 121 San Antonio Road, please contact our office, or visit us at Suite {#3200 Palo Alto, WWw. regalix. com CA 94303 §_ (US):1-888-683-4875 K (India): +91 8049445010 Email: research@regalix-inc. com

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