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Digital marketing challenges survey results

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Digital marketing challenges survey results

  1. 1. B2B Marketing Survey 2012 Key challenges for B2B marketers
  2. 2. Introduction Blogs Content PPC The buying cycle has changed. The internet, digital environment, multichannel and multiplatform browsing have made sure of this. Relationship Marketing SEO Now customers are in control, they are more informed, they want more value and expect it. They think you know them and they use social media to discuss good and bad experiences. They are multichannel, whether you are or not. This means that marketing, and sales, need to be at the Social Media Internet forefront of the customers mind, wherever they may be browsing… otherwise a competitor will be. Website Marketing and sales need to be smarter in the way they engage prospects – keeping them engaged throughout the buying cycle and ensuring that communication and conversations are timely, relevant and intelligent. We wanted to find out if these questions were relevant. If How can businesses ensure their time is spent effectively? they were in the minds of the professional majority and How can time be made elastic? And how can managers what the real business challenges are for marketers in the ensure that each individual is contributing value? digital age. The real underlying question is, how can the efficiency of marketing and sales be measured?
  3. 3. About the survey Who? In total, we gathered 56 completed surveys and the responses comprised of: 30 B2b 10 B2C 13 Agency 3 Other
  4. 4. Summary…. The majority of respondents strive to be more 66% of respondents admit that email marketing is effective with their time, although happy with the not being used to it’s full potential in their people they have. organisation. Efficiency. Nearly 2 in 3 respondents believe Supporting the fact that marketing automation they could be more effective in their digital is still in it’s early adoption phase – just under half agreed that marketing automation could marketing strategy, acquisition and execution . boost efficiency.
  5. 5. What’s your biggest challenge? Q. For your company (or your client), which do you believe are the biggest challenges you face? Getting a CRM system Please rank in order of biggest challenge. (With 1 5.07 being the biggest challenge to 6 being the to support the sales… smallest)…………. Measuring and 3.91 evaluating marketing… This clearly illustrates the biggest challenge facing marketers; time. Nurturing prospects 3.32 along the sales… Marketing automation is the biggest time saving enabler available in Measuring todays software market. 3.32 Engagement of… Ensuring Sales and 2.77 Marketing are… Insufficient time to do 2.61 everything 1 being the biggest business challenge 0 2 4 6
  6. 6. Could you be more effective with you digital marketing? 7.1% Agree Q. To what extent do you agree with this Neutral statement: Our customer acquisition could be improved with more effective digital marketing. Disagree 26.8% 66.1% These results speak for themselves – the majority agree that marketing could be more effective. Measurement is the key to efficiency & pin-pointing where ROI is coming from can supercharge marketing in 2013
  7. 7. Could email marketing be used more effectively? 3.6% Q. To what extent do you agree with this 12.5% statement: 66.1% We could use email marketing to nurture our prospects more effectively. 17.9% Agree Email. The original digital marketing Neutral communication channel is still overwhelmingly underutilized as a lead nurture tool, especially now Disagree when dynamic content is so easily included and personalised. Marketing automation can give businesses the traction they need to execute nurture programs with high precision.
  8. 8. Q. To what extent do you agree with this statement: We could be better at measuring the impact of Could your sales journey be measured more marketing on the sales journey effectively? The impact of marketing and nurture 1.8% material throughout the sales journey is a highly sought after metric. 17.9% More could be done to effectively measure this by employing and ROI model. 80.4% Agree Neutral Disagree
  9. 9. Can marketing automation improve marketing effectiveness? Q. To what extent do you agree with this 1.8% statement: Marketing Automation could improve the effectiveness of our marketing considerably. 10.9% Only 1 in 10 disagree with the above statement……..this implies that marketing automation could, across 49.1% the board, improve effectiveness. 38.2% The neutral feedback suggests a Agree lack of understanding in the field, as marketing automation is at the cutting edge of digital sales and Neutral marketing software. Disagree Not Applicable
  10. 10. Could content marketing be used more effectively in nurture programs? 1.8% 5.4% 21.4% Q. To what extent do you agree with this 71.4% statement: We could make better use of content marketing to nurture our prospects. Agree There has been an overwhelming Neutral majority response here, only 1.8% of marketers believe that Disagree no more could be done to better nurture prospects with content. Not Applicable
  11. 11. Can sales and marketing work better together? Q. To what extent do you agree with this statement: Sales and marketing could work together much more effectively with the right tools and processes. 1.8% There has been an overwhelming majority response here, only 9% of 9.1% respondents believe that no more could be done to kill the silos within 18.2% organisational structure and work more effectively to meet acquisition. 70.9% Agree Neutral Disagree Not Applicable
  12. 12. Has the role of marketing manager changed in the new challenging digital environment? 1.8% Q. To what extent do you agree with this statement: The role of Marketing Manager has got more complex and challenging with the increasing 16.4% use of digital marketing. The majority agree, however we 23.6% 58.2% found the number of neutral and disagreement responses interesting – over 16% did not think marketing Agree managers roles were more Neutral challenging. We are looking forward Disagree to conducting more research into our community to find out why this might Not Applicable be.
  13. 13. More budget? Where would companies invest? (Other) 17.9% Q. What would you be most likely to invest in if you had a greater budget? More sales and Marketing Tools 33.9% & Software This was really interesting for us, we expected more respondents to invest More Marketing in more marketing people. However, 28.6% People this is encouraging because it indicates that people are open to the thought of being more effective with More Sales 19.6% the resource they have. People *Other = More marketing 0% 20% 40% activities/campaigns to engage, product development, more content and better sales engagement
  14. 14. We hope you found our survey target360 useful………… Save time and resource. Automated lead management makes your life easy. Through our marketing automation and CRM toolkit, we help companies deliver on their potential. target360 is an enabler to supercharge sales and marketing. It enhances your business and marketing practices and informs your business decisions. Our marketing automation suite provides solutions to 5 Ensure efficiency and kill silos. Fully common challenges outlined in this survey. integrated sales and marketing software delivers 360° collaboration. 1) Time, lack of 2) Insufficient marketing to drive true engagement 3) Weak processes inhibiting the sales journey 4) “Tool challenged” minimizing ability to measure effectiveness Engage and communicate in the right way, 5) Uncomfortable with current data management system to the right people at the right time. Email Marketing anywhere, anytime. UK owned and based, our team’s ambition is to help customers deploy a cost effective solution and realise the benefits now, and support you in the future. On demand digital marketing and sales ROI reporting. Be effective, save time & Be smart and start 2013 with the tools to reach your resource, know what’s working. business potential. For more information…………
  15. 15. Get in touch or get social. www.target360.com linkedin/company/target360 @target360 info@target360.com Facebook.com/target360 0845 519 6244

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