Optify's 2012 Marketing Athlete Report

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

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WHO  ARE  THE  MARKETING  ATHLETES?  

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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

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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

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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

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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

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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

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Sorting out the star performers

Less successful 53%

Star performers 47%

N = 252

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HOW  MARKETING  ATHLETES  SPEND  THEIR  TIME  

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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

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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

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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

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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

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LEAD  GENERATION  

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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

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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

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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

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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

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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

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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

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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

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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.

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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  

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What sets the star performers apart?

APtude   Exper/ze   Focus  Planning  

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About Optify

Slide 33 Marketing Athlete Study – #mktgathlete

www.op/fy.net  1  (206)  388-­‐4234  (phone)  1  (877)  2-­‐OPTIFY  (toll-­‐free)  

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