Deloitte CMO Survey: Analytics Holding Marketers Back?

The Point

Results from Deloitte’s 2017 CMO Survey are out, providing insights into key trends, plans, and opinions from more than 2,800 top marketers. You can download an executive summary of the survey results here. Download an executive summary of the Deloitte CMO Survey here.

Survey 225

Report: Marketers Continue to Struggle to Measure Social Media ROI

KoMarketing Associates

New research suggests that marketers are continuing to utilize social media as a tactic, but they remain unsure of how to measure its overall effectiveness. Buffer recently published its “State of Social” report, which found that the overwhelming majority of marketers (58.8

Survey: Documented Strategies Increase Marketers’ Odds of Finding Success

KoMarketing Associates

Coschedule recently surveyed 1,597 marketers to determine how their marketing strategies are shaping up in the digital age. About 43 percent report lackluster results. However, marketers who have a documented strategy are 538 percent more likely to report success than those who do not.

Survey 246

Survey: 81% of Marketers Believe it is “Very Important” to Measure Marketing Attribution

KoMarketing Associates

Ascend2 recently conducted the “Measuring Marketing Attribution Survey Summary Report” and discovered that 81 percent of marketers and managers believe it is “very important” to measure marketing attribution.

The Sales Enablement Handbook

reports which are presented to different. this impact measured and defined? Quite typically, measuring the coaching aspect. the effectiveness of these specific insights or techniques can be measured and. So, you can measure how long it is taking each sales rep.

Survey: More Marketers Turning In-House for Data and Analytics

KoMarketing Associates

Sizmek recently conducted the “Marketers Survey Results 2018: An Insider’s Look at Data, Walled Gardens, and Collaboration” survey and found that 84 percent of marketers are prioritizing “being data self-sufficient/working toward becoming data self-sufficient” within the next 12 months.

Survey 239

Report: Efficiency in Marketing Remains a Top Priority for CMOs

KoMarketing Associates

Forbes Insights and The Trade Desk recently came together to conduct “The Modern CMO” report, and statistics showed that efficiency in marketing (46 percent) is the leading topic at the front of marketers’ minds heading into the next 12 months.

Survey: 87% of B2B Marketers Are Prioritizing Marketing Measurement

KoMarketing Associates

Marketing measurement remains a priority among B2B marketers, but new research shows there is room for improvement. Recently, Demand Gen Report conducted the “2018 Marketing Measurement and Attribution Benchmark Survey” to gauge how B2B marketers, in particular, are measuring their marketing tactics. The research showed that 87 percent believe marketing measurement and reporting continue to be a growing priority.

Survey 131

Survey: 97% of Marketers Seeing an Improvement in Performance with Data Use

KoMarketing Associates

YouAppi recently conducted a survey of more than 540 marketers to determine how their use of data is impacting their overall success. The “Digital Data Exhaust Report” from Digital Element recently found that 39 percent of marketers are “very concerned” with data exhaust.

Survey 238

Measuring the Maturity of Marketing Operations

B2B Marketing Directions

A recent survey conducted by Econsultancy in partnership with Sojourn Solutions provides several valuable insights regarding the state of marketing operations (MOPS) at large and mid-size B2B companies. Thirty-eight percent of the respondents reported 2018 revenues of more than $1 billion.

How B2B Marketing is Changing in 2018

in nearly every survey of B2B marketers, so. a measurable contribution to the bottom. and measurement. their objectives; and measurement practices. and tools to accurately assess and report on. opportunity, and our favorite: “anything we can measure.”

Survey: Delivering Business Growth is Top Objective for Marketers

KoMarketing Associates

Dentsu Aegis Network recently conducted the “CMO Survey 2018” and surveyed marketers from 10 countries to gauge their attitudes toward marketing contribution. Industry News Performance Measurement business growth digital marketing marketing performance

Survey 244

Consumers Aren't As Into Personalization As You Think, and Other Survey Results

Customer Experience Matrix

I review a lot of surveys -- easily a dozen each week. The differences are relatively small with the significant exception that Europeans report using personalization in 20% fewer channels (4.1 But European marketers rank lower on other measures that indicate maturity.

Survey 162

Survey: Generational Differences Play a Role in Video Marketing Measurement

KoMarketing Associates

Most marketers agree that video is an important component of content marketing, but a new survey suggests that their opinions on advertising slightly differ by age group. In the “Different Generations, Different Standards” report from Amobee and Turn, researchers surveyed agency executives and split them into two groups – under 30 years-old and over 30 years-old. Industry News Performance Measurement content marketing digital marketing video marketing

Report: Marketers Struggle to Improve their Access to Useful Data

KoMarketing Associates

MIT SMR and SAS recently conducted the “2019 Data Analytics Report” and statistics showed that in 2017, nearly 78 percent of marketers “somewhat” or “significantly” improved their access to useful data over the past 12 months. About 30 percent of respondents report at least proactive efforts.

Report 233

Survey: Hyper-Personalization is Becoming a Top Priority for More Marketers

KoMarketing Associates

Ascend2 recently conducted the “Hyper-Personalization Strategies Survey” to look into how marketers are using hyper-personalization to take their marketing tactics to the next level. Industry News Performance Measurement content marketing content personalization digital marketing

Report: One-Third of Marketers Say Lead Nurturing Has No Impact

The Point

The analysts at Demand Gen Report just published their “ 2018 Lead Nurturing & Acceleration Survey Report ” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing.

The 2018 State of Revenue Marketing Report

Heinz Marketing

Heinz Marketing and CaliberMind have partnered to deliver the “2018 State of Revenue Marketing” report. We surveyed over 200 B2B marketing leaders in the United States to explore how the best marketers think about, measure, report on, and operationalize revenue marketing using data, analytics, and automation to meet their company revenue goals. Our report has 5 big takeaways. more likely to measure sales pipeline velocity than Lead Marketers.

Report: Lead Gen Results Are Helping Content Marketers Measure Success

KoMarketing Associates

The “Content Marketing and Distribution: From a Leadership Perspective” report from Publicity.ai The most effective content marketing and distribution strategies not only consider the importance of objectives, but also the usefulness of measuring them,” wrote the authors of the report. From a practical standpoint, if achieving an objective can not be measured, it is less useful than objectives that can be measured.”.

Survey: Marketers Still Struggle with Barriers to Marketing Automation

KoMarketing Associates

Ascend2 recently conducted the “Optimizing Marketing Automation” survey to determine how marketers are faring in terms of marketing automation. Other barriers to marketing automation success include achieving data unification (38 percent), improving the user experience (37 percent), streamlining marketing processes (30 percent) and enhancing measurement and reporting (30 percent).

Survey: 60% of B2B Marketers Lack Confidence in their Data Coverage

KoMarketing Associates

However, a new report suggests that they are still behind in terms of the information they have on hand. The “Audience and Demand Planning Benchmark Survey” from DealSignal recently took a look at the type of data B2B marketers have at their fingertips. Netbase recently published the “2018 Consumer Experience Analytics Report,” and research showed that marketers are getting their data from several places, including social media (68.2 percent), surveys (74.3

Survey 190

Report: Marketing Orgs that Plan Based on Revenue Are More Successful

KoMarketing Associates

Bizible’s “State of Pipeline Marketing 2018” report discovered that B2B marketers who build plans based on revenue are 31 percent more likely to be confident that they will hit their revenue goal, compared to those who build plans based on leads.

Report 245

Survey: Usefulness is Top Attribute for Marketing Content

KoMarketing Associates

According to a new report, usefulness and timeliness may be the factors that rise above the rest. Zeughauser Group recently published the “State of Digital and Content Marketing Survey” in partnership with Greentarget, and revealed that most people (77 percent) turn to marketing content frequently for its utility/usefulness above all else. To gauge customer expectations, Meyocks surveyed a group of customers for their “The Case for Mentor Branding” white paper.

Survey 188

Survey: Improving Lead Quality is Top Objective for Marketers

KoMarketing Associates

While upper management may have access to the tools and data needed to transform their operations, this is typically not shared across all levels of the enterprise,” note the researchers of the report. Industry News Performance Measurement content marketing digital marketing lead generation

Survey 170

Survey: Account-Based Marketing Is a Growing Focus for Agencies

KoMarketing Associates

Recently, Demandbase surveyed 400 agency-based professionals to gauge how their companies are using ABM. In terms of their customers, 100 percent of marketers who responded to the survey said they work with businesses that use ABM. Additionally, agency marketers reported 38 percent of clients are not utilizing the tools they have to monitor and improve ROI. Industry News Performance Measurement abm account-based marketing digital marketing

Survey: 37 Percent of Marketers Integrating Agile Approach

KoMarketing Associates

This is not the first report to suggest that marketers are taking a more agile approach to their strategy. Last year, the “Future of Marketing” report from Forbes Insights and Aprimo found that 29 percent of respondents “strongly agree” that their companies fully embrace marketing agility. Industry News Performance Measurement agile marketing digital marketing marketing

Survey 198

Survey: 45% of Marketers “Just Started” to Deploy Account-Based Marketing

KoMarketing Associates

Engagio recently conducted the “ABM Outlook Survey 2018: An Overview of the State of Account Based Marketing” report and found that about half of respondents (44.95 Industry News Search Engine Marketing abm account-based marketing marketing measurement

Moving Marketing from Cost Center to Revenue Center (Survey Data)

bizible

One of my favorite times of the year is being able to dig into the raw results of the State of Pipeline Marketing report. Now in its 4th year, the report is based on survey responses from over 400 B2B marketers and provides a wealth of insights.

Cost 214

Report: Poor Data is Stopping Marketers from Providing an Optimal Customer Experience

KoMarketing Associates

Experian recently published the “2019 Global Data Management Research: Taking Control in the Digital Age” report and found that 30 percent of respondents claim that poor data quality is holding them back from delivering excellent customer experience.

Modern Marketing Benchmark Survey: 6 Surprising Findings

Modern Marketing

That’s one clear finding of the recent Chief Marketer and Oracle Modern Marketing Benchmark Survey. The survey also helped us get to know what today’s modern marketer is like and how his or her day-to-day landscape is changing. Here are six of the most surprising insights we gleaned from the survey. This may still hold true—but according to our survey, more and more marketers are being held accountable for sales generation, not just lead generation.

Survey: Customer Acquisition Top Priority for Manufacturing Marketers in 2017

KoMarketing Associates

IEEE GlobalSpec teamed up with Marketing Profs to conduct the “Manufacturing Content Marketing: 2018 Benchmarks, Budgets and Trends – North America” report and discovered that the vast majority of marketers (86 percent) utilize content marketing. Industry News Performance Measurement content marketing digital marketing manufacturingAs manufacturing marketers shift their objectives in the new year, research now shows that they were heavily focused on customer acquisition in 2017.

Survey: B2B Marketers Expect Budgets to Rise within the Next 12 Months

KoMarketing Associates

The CMO Survey conducted in February 2019 recently discovered that the budgets of B2B product marketers are expected to increase 8.5 As B2B marketers look into new tactics to reel in prospects and customers, new research suggests that they are expanding their marketing budgets accordingly.

Survey 247

How Customer Data Platforms Help with Marketing Performance Measurement

Customer Experience Matrix

John Wanamaker, patron saint of marketing measurement. Attribution also seemed like a specific enough feature that it could be meaningfully distinguished from marketing measurement in general, which nearly any CDP could support to some degree.

Survey: Marketers Remain Challenged to Prove the ROI of Efforts

KoMarketing Associates

According to the 2017 Marketing Leadership Survey from TrackMaven, just 27.6 Most survey respondents (90.6 CEOs and CFOs want to know how marketing is moving the business forward, and how it contributes to revenue,” wrote the authors of the report. Shift your focus away from easy-to-measure vanity metrics like consumption, to those focused on revenue so you can be ready with the numbers those executives really want to see.”.

Survey 157

Marketing Automation 2014 Industry Overview: What the Surveys Tell Us

Customer Experience Matrix

Other than Raab Associates’ own VEST report , we’ve seen surveys of active buyers from Software Advice , usage figures based on direct observation from Mintigo and Venture Beat (using Datanyze) , and another broad-based survey from Pepper Global and Holger Shulze.

You Have No Metrics for B2B Social Media Measurement? (Survey Sneak Peek)

Everything Technology Marketing

Here is another interesting result from the B2B social media survey. I was surprised to learn that a plurality of B2B marketers (45%) say they don't have ANY metrics in place for measuring social media effectiveness.

Survey 213

PR Measurement: 10 Important Metrics That You Need to Monitor

B2B PR Sense

PR measurement has been a bugaboo of the PR industry for years. Why do PR professionals need to show measurable results now? But when surveyed, 82% of marketers report that they have no way to evaluate the return they receive on PR. How to Measure PR.

PR 238