A study on the status of B2B Marketing Performance Management (MPM) in The Netherlands

1. The 3 keys to improving MPM capabilities:
3
Improve data
management in order
to achieve better
insight
2
Assign roles
and responsibilities
to embed MPM
throughout marketing
1
Ensure that metrics
and KPIs are aligned
to strategic goals
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spotONvision is a B2B marketing agency with a strong and proven track
record in helping marketing professionals drive strategy and pipeline
growth. With a dedicated passion for B2B marketing, a vast knowledge
of the buying process, content marketing and technology, spotONvision
believes in customer-based and holistic marketing. By bringing strategy,
execution and technologies together, spotONvision helps customers
increase the value of marketing in their organisation.
©2015,spotONvision,Amstelveen,TheNetherlands
www.spotonvision.com/roi-kit
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Knowledge
21%
Funding
21%
Technology
16%
Capacity
11%
The challenges that most marketers run into tend to be:
Culture
32%
Companies with a lower maturity lack insights into lead generation from:
37%Online 44%In-person Teleprospecting
Cold calling and
qualifying opportunities
via telephone
Networking events,
exhibitions and
round tables
50%
Online advertising,
websites, social media,
webinars, SEO, email, etc.
Companies with higher maturity levels show:
1. Clear budgeting structure to connect spending to results
2. More focus on online marketing
3. More experience in using marketing automation
4. Top-level management involvement
4
1 2
3
The current state of B2B firms in The Netherlands by industry
5. Closed loop
4. Pro-active
3. Standardised
2. Ad hoc
1. Nonexistent
Framework
Processes and metrics
which connect marketing
performance to company
objectives
Average
3
TOPIT 4.2
Technology 4.0
Utilities 3.8
1 2
5. Predictive
4. Integrated
3. Standardised
2. Ad hoc
1. Nonexistent
Reporting
Dashboards and
reports marketers
use to show
results
IT 3.6
Utilities 3.5
Financial services 3.4
3.4 3.0
AverageAverage
MPM is top of mind today
B2B marketers
now have more
tools available
than ever before
to prove added
value.
The challenge
B2B firms struggle with taking
MPM to the next level and
prove that marketing is a vital
part of the enterprise.
Can B2B Marketers
Show ROI?
A study on the status of B2B Marketing
Performance Management (MPM) in The Netherlands