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 223

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

KoMarketing Associates

The “Audience and Demand Planning Benchmark Survey” from DealSignal recently took a look at the type of data B2B marketers have at their fingertips. percent), surveys (74.3 Industry News Performance Measurement data and analytics marketing measurement Search Engine MarketingWhen it comes to reaching target audiences, it’s important for B2B marketers to have fresh data on their customers and prospects.

Survey 175

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.

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. But European marketers rank lower on other measures that indicate maturity. I also have several surveys that asked about CDP deployment. Different surveys included different countries. 990 survey responses.

Survey 167

The Sales Enablement Handbook

this impact measured and defined? Quite typically, measuring the coaching aspect. the effectiveness of these specific insights or techniques can be measured and. enablement teams are no different - in fact, you might argue that there are more metrics involved in measuring the.

The Four Best Online Survey Tools

Webbiquity

Create various types of surveys; schedule them, email them, or have them appear based on triggering actions (e.g. Measure customer satisfaction, loyalty, and advocacy. Website survey software that lets you lets you target questions to visitors anywhere on your website.

Survey 213

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 221

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

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). Industry News Performance Measurement digital marketing marketing automation marketing measurement

CMO Survey: Measurement Isn't Our Top Priority

Customer Experience Matrix

I’ve spent a lot of time looking at surveys to understand marketers’ priorities. The survey seems nice and simple: three questions with five answers each, and the answers contain similar categories. Customer experience, channel integration or marketing measurement? You could argue this supports the case I made in my last two posts that marketers haven't invested in measurement because they have other priorities.

Survey 153

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. responses (not shown in the table below) included buying guides, podcasts, surveys, and tip sheets.

Survey: Usefulness is Top Attribute for Marketing Content

KoMarketing Associates

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. Industry News Performance Measurement content marketing digital marketing

Survey 170

Survey: Improving Lead Quality is Top Objective for Marketers

KoMarketing Associates

Industry News Performance Measurement content marketing digital marketing lead generationAlthough many marketers have already established lead generation strategies, new research suggests that there is still work to be done in terms of achieving top objectives.

Survey 158

Survey: CMOs Struggle to Connect Marketing Efforts with Company Success

KoMarketing Associates

Korn Ferry recently conducted the “2018 CMO Pulse Survey” to determine how many marketing initiatives can be tied back to company success. Unfortunately, many measure the effectiveness of initiatives only in terms of marketing metrics and miss the opportunity to connect it to overall business performance as measured in terms of sales and profit, among other factors.”. Industry News Performance Measurement digital marketing marketing performance

Survey 182

Survey: Marketers Predicting Budget Increases in the Coming Months

KoMarketing Associates

Recently, the American Marketing Association surveyed marketers from businesses of various sizes to gauge their confidence in the industry. They also compared the 2018 responses to results they gathered from a similar survey conducted in 2016. The CMO Survey” from Deloitte, The Fuqua School of Business at Duke, and the American Marketing Association found that B2B product marketers expected to see a 9.3

Budget 180

Survey: Marketers Increasing Investment in Online Reputation Management

KoMarketing Associates

Clutch recently surveyed 224 digital marketers in the U.S. Industry News Performance Measurement branding marketing reputation managementTo maintain good standing within a particular industry, it’s important for marketers to invest in online reputation management (ORM), but how many of their resources are going toward this initiative? to gauge their approach to ORM.

Survey 184

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. Developing ABM tools that are easy-to-use and address team alignment and measurement will be an important part of advancing ABM even further in the years to come,” said Kent Ragen, vice president of Channel Sales at Demandbase.

Survey: 37 Percent of Marketers Integrating Agile Approach

KoMarketing Associates

Industry News Performance Measurement agile marketing digital marketing marketingResearch shows that the majority of marketers are still taking a traditional approach when it comes to their strategies. However, a growing number of them are leaning toward a more agile approach as time goes on. Agile Sherpas and Kapost recently conducted the “State of Agile Marketing 2018” to determine how many marketers have adopted agile principles and what it looks like for them.

Survey 179

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 Measurement

PR 263

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

Survey: Customer Acquisition Top Priority for Manufacturing Marketers in 2017

KoMarketing Associates

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. The “2017 Trends in Industrial Marketing: How Manufacturers are Marketing Today” from IEEE GlobalSpec recently took a look at which objectives marketing executives in the manufacturing industry focused on last year.

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

bizible

Now in its 4th year, the report is based on survey responses from over 400 B2B marketers and provides a wealth of insights. The Importance of Measuring Marketing Performance. We also find, effectively measuring marketing performance increases the likelihood of being a revenue center.

Cost 173

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 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.”. Industry News Performance Measurement content marketing marketing marketing measurement

Survey 136

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: Marketing Leaders and Innovators Use Data to Prove ROI

KoMarketing Associates

The “Mastering Marketing Measurement” report showed that 88 percent of “leaders” find it essential to track the performance of specific channels, such as web and social, and 92 percent of “innovators” agreed. The survey bucketed marketers into groups who said they were on par (average for the industry), basic (doing the bare minimum), leaders (above average), or innovators (ahead of their time) in terms of managing their data.

Survey 132

Survey: Content Marketing Tops List of Marketing Priorities in 2018

KoMarketing Associates

Recently, SmallBizTrends conducted a survey to gauge what objectives marketers are focused on in 2018. Content is King and it’s no surprise to see content marketing at the top of the pile,” says Tom Demers, co-founder and managing partner with Measured SEM and Cornerstone Content. ClearVoice recently surveyed 1,000 content marketers from around the globe to gauge their biggest challenges when it comes to content marketing.

Survey 196

13 Diverse Ways B2B Marketers Do Marketing Measurement [DATA]

bizible

According to Bizible’s survey of over 300 B2B marketers There were roughly 12 different metrics submitted by survey takers when asked, “What’ do you use as the primary metric to judge success?”. A List Of Metrics Use For Marketing Measurement In Today's B2B Marketing Teams.

Survey: Marketing Is a Balanced Blend of Art and Science

KoMarketing Associates

Marketing has several components, and one survey recently shed light on how much of it is an art compared to a science. Chiefmartec and Third Door Media surveyed 637 industry professionals to gauge where marketing falls in terms of science and the arts. Survey participants were asked about the marketing terms they associate with art and science as well. Industry News Performance Measurement analytics content marketing data

Survey 149

Survey: Marketers Want More Video. What Else Is New?

Contently

A recent Contently survey showed that, in the next five years, senior marketers plan to invest in video more than any other type of content. And emerging technology platforms like brightcove and Vidyard are trying to make the creation, management, and measurement of video more cost-effective.

Survey 126

Survey: 69 Percent of Businesses Spend Time and Money on Email Marketing

KoMarketing Associates

The Manifest recently conducted the “State of Email Marketing in 2018” survey to determine how frequently marketers are turning to email to reach out to their target audiences. Ascend2 conducted a survey titled “Email Marketing Engagement” and discovered that for most marketers (55 percent), their top goal is to improve email engagement. Email Marketing Industry News digital marketing email marketing marketing measurement

Survey: 55% of Small Businesses Invest in SEO

KoMarketing Associates

Clutch recently surveyed 351 small businesses to learn how they invest in SEO, as well as how they benefit from this tactic. About half of those surveyed (56 percent) invest in social media marketing, 46 percent are optimizing for local search, and 37 percent are conducting on-site optimization. The main metrics marketers have been using to measure their SEO success are number of quality backlinks (21 percent), web traffic (19 percent) and leads/conversions (19 percent).

Survey: Marketers Still Struggle with Marketing Automation Challenges

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 157

Survey: Social Media Marketing Prioritized in SEO Efforts

KoMarketing Associates

Clutch and Ignite Visibility recently conducted the “How Organic and Paid Search Inform SEO Strategy” survey to gauge how marketers are targeting their SEO efforts. The “2017 State of Social Marketing” report from Simply Measured discovered that 61 percent of brand and agency marketers struggle to determine the ROI of their social media initiatives.

Survey: Lead Nurturing Efforts Need Improvement for Most B2B Marketers

KoMarketing Associates

The “2017 Lead Nurturing and Acceleration Survey Report” from DemandGen recently shed light on how lead nurturing strategies are helping marketers achieve their objectives. To measure their lead nurturing efforts, most marketers (70 percent) said they look at email click-through rates. The survey showed that there is still room for growth in what metrics are being leveraged,” wrote the authors of the report.

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: 62% of B2B Marketing and Sales Teams Aligned on Common Goals

KoMarketing Associates

Sales and marketing professionals believe they are becoming more closely aligned, but there are still gaps in the way they communicate and measure success. However, the survey, which included more than 200 B2B sales professionals, revealed there is still more work to do in this area. Thirty-three percent stated that there are differences in the way sales and marketing successes are measured, and 30 percent said their lead qualification processes vary.

Survey 170

Survey of Surveys: Budgets and Process are Main Barriers to Marketing Technology Success

Customer Experience Matrix

I recently gave a Web presentation comprised almost entirely of slides from different surveys. Still, preparing the slides gave me a chance to scan the surveys in my archives, which was entertaining in its own little way. Of course, each survey uses different terms.

How to Skyrocket Your B2B Thought Leadership with Quality Surveys

B2B PR Sense

As B2B marketing strategies continue to evolve, surveys become a valuable and persuasive resource. The Relationship Between B2B Thought Leadership and Surveys. What happens when you offer up surveys in your content? At the same time, surveys create news and help define a field.

Survey 213

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

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.