Optify's 2012 Marketing Athlete Report
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Hail to the B2B Marke/ng Athlete!
Speakers:
Uri Bar-‐Joseph, Op0fy Ariella Robison, Varolii
Wednesday September 12, 1 pm ET (10 am PT)
Marketing athlete survey results
• We’ll learn about B2B marketing’s most dynamic persona: – Who they are and what makes them tick – How they spend their time – What tools they use – Their biggest challenges – What makes them successful – Key takeaways that you can apply to drive more
business
Marketing Athlete Study – #mktgathlete Slide 2
Uri Bar-Joseph
Uri Bar-Joseph heads up Optify's lead generation efforts and can best be described as a marketing decathlete. Adept at all marketing disciplines, Uri is undaunted by tough marketing goals and always strives to win. He exemplifies what it is to be a marketing athlete and pushes tools and programs to their limits to achieve outstanding results. Follow Uri @uribarjoseph www.linkedin.com/in/uribarjoseph
Marketing Athlete Study – #mktgathlete Slide 3
Ariella Robison
Ariella Robison is the Web and community marketing manager at Varolii, developer of customer interaction management software. With over 10 years of experience in online marketing, she manages all things digital for Varolii. From web content and social media to analytics, lead gen email and sales enablement, Ariella wears multiple hats in order to achieve her aggressive marketing goals. Prior to Varolii, she worked for companies like Intelligent Results, Attachmate (WRQ) and Getty Images.
Marketing Athlete Study – #mktgathlete Slide 4
Jeanette Mifsud
Jeanette Mifsud is a B2B marketing veteran with over 18 years experience helping technology companies grow their business. Jeanette specializes in lead generation and content development, and currently helps Optify in both of those areas. She has Fortune 500 and startup experience gained in both in the US and Europe for companies such as Avaya, Wall Data, Autodesk and TeleNav. www.linkedin.com/in/jeanettemifsud
Marketing Athlete Study – #mktgathlete Slide 5
WHO ARE THE MARKETING ATHLETES?
Marketing Athlete Study – #mktgathlete Slide 6
Most athletes are over 30, gender split is even
Key findings: • Almost 70% are over thirty, with 11%
at each end of the age distribution curve
• This 30+ crowd are seasoned marketers with 83% of them reporting 5+ years in a marketing role.
• The under thirties are less confident in offline marketing tactics and PR.
• Gender is a pretty even split
N = 230
Marketing Athlete Study – #mktgathlete Slide 7
Most marketing athletes have 5+ years on the job
Key findings: • Over 65% of respondents have
over 5 years marketing experience
• The knowledge gap between the most experienced (5 + years) and least experienced (< 5 years) most apparent in:
• PPC • Email marketing • PR • Offline tactics
N = 230
Marketing Athlete Study – #mktgathlete Slide 8
Athletes are managers and individual contributors
Key findings: • 57% of the marketing athletes
managed at least one FTE. • The remaining 43% were
individual contributors. • The more experienced
marketers manage more people.
Manage FTEs Individual contributors Manage contractors
> 5 years marketing experience
69% 31% 75%
1-5 years experience 39% 61% 57%
N = 250
Marketing Athlete Study – #mktgathlete Slide 9
Taglines from the athletes
The opposable thumb of the organization
Minister of Marketing
Inbound Marketing Gold medalist marketing expert - just do it
Gold medalist in 400m content and IT Dev hurdles
Phelps Marketing Olympiad
Gold medalist in synchronized marketing strategies
You Know, That One Guy That Sits Next to Scot That Does the... He, Uh... What Does He Do?
Doer of all things with an acronym
marketingchickenwithhisheadcutoff.com
The man with the biz dev fist
Champion hat wearer The generator!
Yes we can! Chief Revenue Enabler
Octomom
Chief Juggling Officer
Marketing Athlete Study – #mktgathlete Slide 10
RESOURCES USED
Marketing Athlete Study – #mktgathlete Slide 11
Most athletes manage outside contractors
Key findings: • Not surprisingly more marketing
athletes manage contractors (67%) than FTEs (57%)
• Out of those that do manage contractors, the majority (52%) manage a small number - 1-5
N = 250
Marketing Athlete Study – #mktgathlete Slide 12
But, athletes do a lot in house
Key findings: • Majority of athletes keep the work in
house across all lead gen. areas • The most commonly outsourced activities
require high level of specialist knowledge: • Web design / maintenance (45%) • SEO (35%) • PR (33%)
• Activities most often kept in house are: • Social media (79%) • Email marketing (76%) • Lead generation (72%)
• The majority of marketers did not plan to outsource more in the coming year.
N = 250
Marketing Athlete Study – #mktgathlete Slide 13
The majority work in small marketing teams
Key findings: • The bulk of the respondents work in
small teams. • As expected there is a strong
correlation between company and marketing team size:
• 71% of enterprise companies (500+ employees) have marketing teams of > 10 FTEs.
• 71 % of small business (<25 employees) have marketing teams with 1-5 full-time marketing employees.
N = 250
Marketing Athlete Study – #mktgathlete Slide 14
Athletes use lots of tools to get the job done
Key findings: • Social media was the category where most
athletes reported using more than one tool, followed by web analytics and SEO
• SEO stood out as the leading category where no tools were being used (24%)
• In contrast only 3% of athletes are not using an email tool
N = 250
Marketing Athlete Study – #mktgathlete Slide 15
Sorting out the star performers
Less successful 53%
Star performers 47%
N = 252
Marketing Athlete Study – #mktgathlete Slide 16
HOW MARKETING ATHLETES SPEND THEIR TIME
Marketing Athlete Study – #mktgathlete Slide 17
Marketing athletes are busy executing
Key findings: • It was great to see that the more
athletes spent the bulk of their time (15+ hours) in marketing execution.
• The next area were they spent the most time was marketing operations – 14% reported spending 15+ hours
N = 267
Marketing Athlete Study – #mktgathlete Slide 18
Star performers plan and execute more
Key findings: • A higher percentage of star
performers spend significantly more time in:
• Marketing planning • Marketing execution
• Much less time is spent in non-productive activities like admin.
%age respondents that spend 15+ hours spent / week on the activities below
N = 267
Marketing Athlete Study – #mktgathlete Slide 19
Athletes spend more time on content than lead gen
Key findings: • Areas taking up more than 15 hours / week
are: • Content (30%) • Lead generation (17%) • Website management (16%)
• Almost one third are spending no time on lead nurturing
• 57% are spending a little time each week on brand monitoring
N = 267
Marketing Athlete Study – #mktgathlete Slide 20
Key findings: • More star performers focus larger
blocks of time on all compared to their less successful peers.
• This difference in focus is especially apparent in lead generation and content – two key success factors for today’s B2B marketers.
%age respondents that spend 15+ hours spent / week on these activities
Star performers are more focused
N = 267
Marketing Athlete Study – #mktgathlete Slide 21
LEAD GENERATION
Marketing Athlete Study – #mktgathlete Slide 22
Social media is in, PPC is out
Key findings: • Social media is the most popular tactic:
• More marketers spend 15+ hours on social media than on any other tactic (13%)
• The lowest percentage of respondents (16%) reporting that they spend no time on social media.
• PPC is the least popular tactic: • The lowest number of marketers spend 15+
hours (4%) on PPC • The highest percentage of respondents (57%)
are spending no time on PPC.
N = 267
Marketing Athlete Study – #mktgathlete Slide 23
Star performers focus more on all lead generation tactics except PPC
Key findings: • As was the case for the broader
marketing activities, the star performers focused more of their time on all specific lead generation activities with one exception - PPC, which as previously stated seems out of favor with these B2B marketers.
• The biggest gap in focus between the two groups was in offline tactics.
N = 267 %age respondents that spend 15+ hours spent / week on these activities
Marketing Athlete Study – #mktgathlete Slide 24
Athletes know a lot about multiple lead gen tactics
Key findings: • The vast majority of athletes felt they had sufficient
or expert knowledge about the lead gen tactics they were engaged with.
• The areas where most athletes have the greatest expertize are:
• Social media (42%) • Offline tactics (34%) • Email marketing & SEO (28%)
• Weak areas most cited were: • PPC (25%) • Online advertising (18%) • SEO (17%)
N = 264
Marketing Athlete Study – #mktgathlete Slide 25
The expertize gap between star performers and less successful athletes
%age of respondents who rated themselves with expert knowledge of these lead gen tactics
Key findings: • Star performers have greater
expertize than their less successful peers across the board
• The biggest expertize gaps showed up in:
• PPC (37%) • Email marketing (25%) • Offline tactics (23%)
N = 264
Marketing Athlete Study – #mktgathlete Slide 26
Athletes feel productive and like to juggle multiple channels
Key findings: • 82% of athletes feel like they are
spending their time on important activities.
• Admin was the only area where the majority felt they spent too much time.
• Athletes like working with multiple channel (62%)
N = 252
Marketing Athlete Study – #mktgathlete Slide 27
Budget and time are the biggest lead gen challenges
Key findings: • Budget (54%) and time (47%) were the
most common lead gen challenges cited by the athletes
• 71% felt that their goals are realistic • 27% felt that they had too many lead
gen channels and tools to manage
N = 252
Marketing Athlete Study – #mktgathlete Slide 28
Star performers have a positive outlook
Key findings: • Star performers felt like they had
less challenges across the board • The most noticeable gap between
the groups was for the statement: • My goals are unrealistic
percentage of respondents who agreed with the statements above
N = 252
Marketing Athlete Study – #mktgathlete Slide 29
Star performers biggest challenges
ROI!! Massive amounts of data to monitor.
Staying focused. Evaluating resource tradeoffs
Getting sales to pay attention to the information we provide and following up on leads
Being a one-stop shop for all things marketing and communications. Balancing time.
Not enough hours in the day! Tying marketing programs to business results
generating organic, inbound leads at a much larger scale
Pitching big ideas to execs and getting a lukewarm response
Keeping all the plates spinning!
Time to create quality content. Keeping up with new online marketing tactics
Juggling changing priorities and managing the reactive nature of the sales force.
Marketing Athlete Study – #mktgathlete Slide 30
What we’ve learned about the marketing athlete
• 30+ in age, even gender split, 5+ years in marke0ng
• They are confident in their skills and use lots of tool to get the job done
• They are ‘doers’ and feel good about their produc0vity
• They are great at mul0 tasking and like juggling lots of lead gen channels
• Time and budget are their biggest challenges
• Social media is a big area of focus – Time spent – Exper0ze level
Marketing Athlete Study – #mktgathlete Slide 31
What sets the star performers apart?
APtude Exper/ze Focus Planning
Marketing Athlete Study – #mktgathlete Slide 32
About Optify
Slide 33 Marketing Athlete Study – #mktgathlete
www.op/fy.net 1 (206) 388-‐4234 (phone) 1 (877) 2-‐OPTIFY (toll-‐free)
Marketing Athlete Study – #mktgathlete Slide 34
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