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image: Xurxo Mar.nez
FILL
Inbound 2013Aug. 20, 2013
what marketers really need from agencies
Presented by: Paul Roetzer, CEO, PR 20/20 (@PaulRoetzer)
poten>al & expecta>ons
founda>on
plaAorm
expecta>ons
poten>al
strategy
source: Jayneandd
Define FoundaNon Projectsmarke>ng assessment subjecNve analysis
internal stakeholders
10 secNons
27 profile fields
132 factors
0-‐5 = escalators
6-‐7 = neutrals
8-‐10 = assets
www.TheMarkeNngScore.com
goals + budgets + expecta>ons
@PaulRoetzer
generate leads81%
77% convert sales
build brand44%
48% increase loyalty
brand
leads
sales
loyalty
high-‐priority goals
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
of organizaNons have aggressive (>20%) or moderately aggressive (15-‐20%) growth goals.59%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
of organizaNons have conservaNve (<5% of revenue) or moderately conservaNve (5-‐10% of revenue) marke>ng budgets.51%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
0%
10%
20%
30%
40%
50%
Aggre
ssive (>2
0%)
Moderately Ag
gressive (15
-‐20%)
Moderate (10-‐15
%)
Moderately Co
nserva
tive (5-‐1
0%)
Conse
rvative (<5%)
5%8%
14%
19%
32%38%
21%
12% 12%
6%
Growth Goals vs Marketing Budgets
misaligned expecta>ons?
Growth Goals Budgets
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business Cores Mkt Cores Audiences Mkt Team Mkt Tech Mkt Performance Social Lead Sources PR Content
61%
53%
47%43%
39%37%
31%28%
24%20%
68%65%
55%57% 58%
51%
58%
40%
35%37%
Moderately Aggressive (15-‐20% of Reveune) vs Conservative (<5% of Revenue)
marke>ng budget: spotlight
Average (All Members) Moderately aggressive ConservaNve
+49% +87%
+85%
+33%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
of organizaNons with agency budgets of $5,000 or less per month have aggressive (>20%) or moderately aggressive (15-‐20%) growth goals.40%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
the reality
@PaulRoetzer
the average overall Marke>ng Score
42%Source: PR 20/20’s Marke3ng Score Report (fall 2013)
Business Cores
Marketing Cores
Audiences
Marketing Team Strength
Marketing Technology Utilization
Marketing Performance
Social Media Marketing
Lead Sources
Public Relations
Content Marketing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25%
29%
32%
39%
41%
44%
47%
50%
56%
63%
Avg. Scores by Section
assessment sec>ons
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
2%
16%
82%
All Members: Avg. % of Escalators/Neutrals/Assets (132 Factors)
Escalators (0-‐5) Neutrals (6-‐7) Assets (8-‐10)
factors: escalators/neutrals/assets
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
Product/service quality (Business Cores)
Competitive advantage (Business Cores)
Corporate culture (Business Cores)
Financial stability (Business Cores)
Internal communications (Business Cores)
Pricing strategy (Business Cores)
Website (Marketing Cores)
External communications (Business Cores)
Revenue growth (Marketing Performance)
Employee retention rates (Marketing Performance)
CMS (Marketing Tech)
Marketing team (Business Cores)
Brand positioning (Marketing Cores)
CRM (Marketing Tech)
Email marketing (Marketing Tech)
Marketing analytics (Marketing Tech)
0 1 2 3 4 5 6 7 8 9 10
4.5
4.7
4.8
5.3
5.3
5.4
5.4
5.6
5.7
5.8
6.1
6.2
6.5
6.5
7.1
7.7
cri>cal founda>on factors
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
AssetNeutralEscalator
ra>ng e/n/a factor
4.6 website traffic
4.3 social reach
3.8 subscribers
brand
leads
sales
loyalty
3.7 lead volume
3.1 lead quality scores
3.9 lead-‐to-‐sale conversion rates
3.4 COCA
5.2 customer retenNon rates
3.9 CLV
funnel view: cri>cal performance factorsAll Members: Avg. Factor Ra>ng
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
AssetNeutralEscalator
organizaNons with 11-‐15 marke>ng employees overall MarkeNng Score is 33% above average.33%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business Cores Mkt Cores Audiences Mkt Team Mkt Tech Mkt Performance Social Lead Sources PR Content
59%
51%
41%
28%31% 31%
27%25%
19%15%
69% 68%
62% 61%58%
50%
61%
44%
51%
43%
# of Marketing Employees: 11-‐15 vs None
marke>ng employees: comparison
Average (All Members) 11-‐15 None
+126%
+168%
+187%
+87%+118%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
organizaNons with revenue growth of 20% or more score 36% higher overall than organizaNons with revenue down more than 10%.36%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business Cores Mkt Cores Audiences Mkt Team Mkt Tech Mkt Performance Social Lead Sources PR Content
58%
47%
42%
35%
30%28%
34%
21% 20% 20%
64%
57%
52%50% 49%
46%44%
34%
29% 28%
Up 20% or More vs Down More Than 10% (last 12 months)
revenue growth comparison
Average (All Members) Up more than 20% Down more than 10%
+63%+64%
+62%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
HubSpot customers’ average overall MarkeNng Score is 18% higher than non-‐HubSpot customers. 18%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business Cores Mkt Cores Audiences Mkt Team Mkt Tech Mkt Performance Social Lead Sources PR Content
62%
54%
47%44%
38% 38%35%
30%27%
21%
65%
58%
52% 51% 52%
45% 45%
34%31% 31%
HubSpot Customers vs Non-‐HubSpot Customers
HubSpot customers
Average (All Members) Yes No
+37%+29%
+48%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
lead-‐to-‐sale conversion rates for organizaNons with sales cycles >12 weeks are 23% below average.-‐23%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
Lead-‐to-‐sale rate (Marketing Performance)
Lead Quality (Marketing Performance)
Lead Nurturing (Marketing Team)
CRM (Marketing Tech)
Mkt Automation/Lead Nurturing (Marketing Tech)
Blogging (Content Marketing)
eBooks (Content Marketing)
Email Mkt (Marketing Team)
Email Mkt (Marketing Tech)
0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0
4.7
5.2
2.4
4.4
3.7
4.8
4.7
3.1
3.9
3.9
4.5
1.5
3.3
2.7
4.3
4.4
2.7
3.0
>12 weeks vs Average (All Members)
sales cycle length: spotlight
>12 weeks Average (All Members)
-‐23%
-‐27%
-‐25%
-‐38%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
do NOT have marke>ng automa>on/lead nurturing sonware35%are NOT blogging33%do NOT have CRM sonware18%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
image: Xurxo Mar.nez
FILL
talent technology ac>on
nearly four in 10 CMOs say they do not have the right people, tools and resources to meet their markeNng objecNves.
Source: Accenture’s Turbulence for the CMO
39%
marke>ng agencies average overall MarkeNng Score is 27% higher than non-‐agencies.27%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
higher in Content Marke>ng68%higher in Marke>ng Team61%higher in Social Media Marke>ng60%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
Revenue growthProfitability
Employee retention ratesCustomer retention rates
ReferralsSocial media engagement
Website trafficSocial media reach
Customer lifetime value (CLV)Lead-‐to-‐sale conversion ratesSubscribers (blog, email, etc)
Lead volumeInbound links
Cost of customer acquisition (COCA)Content downloadsLead quality scores
Inbound job candidatesNet Promoter Score (NPS)
0 1 2 3 4 5 6 7 8 9 10
1.6
2.9
3.1
3.1
3.4
3.6
3.7
3.8
3.9
3.9
4.3
4.6
4.6
5.2
5.2
5.4
5.5
5.6
marke>ng performanceHow would you rate your organiza3on’s historical performance in these key areas used to measure marke3ng success?
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
AssetNeutralEscalator
Strategic planning
Website management
Graphic design
Search engine optimization (SEO)
Copywriting/publishing
Email marketing
Social media
Data analysis
Lead management/nurturing
Event planning/production
Coding/programming
Paid search management
Public relations
Video production/editing
Mobile strategy
0 1 2 3 4 5 6 7 8 9 10
2.8
3.6
3.7
3.7
3.8
4.2
4.7
4.9
5.2
5.2
5.2
5.3
5.4
6.1
6.2
marke>ng team strengthHow would you rate your internal marke3ng team’s competencies in these core areas?
AssetNeutralEscalator Source: PR 20/20’s Marke3ng Score Report (fall 2013)
ReferralsWebsite
Organic searchTraditional/offline networking
Inbound phone callsSocial media
Outbound salesEmail marketingEvents/shows
BloggingSpeaking engagements
Affiliate/partner programsPremium content (ebooks, podcasts, webinars)
Direct marketingMedia coverage
Digital ads (banners, search, retargeting, social)Sponsorships
Traditional advertising (print, radio, TV)
0 1 2 3 4 5 6 7 8 9 10
1.1
2.0
2.2
2.3
2.4
2.5
2.6
2.8
3.0
3.2
3.3
3.3
3.7
3.8
4.2
4.3
4.8
5.3
lead sourcesHow would you rate your organiza3on’s performance over the last 12 months at producing leads and sales through these channels?
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
AssetNeutralEscalator
Content management system (CMS)
Project management
Search engine optimization (SEO)
Customer relationship management (CRM)
Social media monitoring/management
Email marketing
Marketing analytics
Marketing automation/lead nurturing
Internal social network
Call tracking
0 1 2 3 4 5 6 7 8 9 10
2.2
2.9
3.7
4.5
4.7
4.8
4.8
5.3
5.3
5.4
marke>ng technology u>liza>onHow would you rate your organiza3on’s u3liza3on of these marke3ng and sales technology solu3ons?
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
AssetNeutralEscalator
do NOT uNlize call tracking53%Source: PR 20/20’s Marke3ng Score Report (fall 2013)
Call tracking
Internal social network
Marketing automation/lead nurturing
Content management system (CMS)
Marketing analytics
Customer relationship management (CRM)
Email marketing
Social media monitoring/management
Project management
Search engine optimization (SEO)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10%
13%
15%
16%
18%
20%
21%
26%
41%
53%
marke>ng technology u>liza>onPercentage of organiza3ons that do not have or u3lize each technology
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
2.4
3.43.8 3.9
4.84.2
5.1
4.1
5.4
7.2
5.6
Impact of Marketing Automation on Lead-‐to-‐Sale Conversion Rates
Lead-‐to-‐Sale Con
version Rate Score
Marketing Automation Factor Score (Marketing Technology Utilization Section)
marke>ng automa>on: spotlight
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
AssetNeutralEscalator
Blogging
Landing pages
Email newsletters
Videos
Case studies
Press releases
eBooks
White papers
Infographics
Webinars
Original research/reports
Mobile apps
Podcasts
0 1 2 3 4 5 6 7 8 9 10
0.8
1.2
1.6
1.8
1.8
2.0
2.4
2.7
2.8
2.9
3.5
4.1
4.4
content marke>ngHow would you rate your organiza3on’s crea3on and distribu3on of content in the following digital formats?
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
AssetNeutralEscalator
of B2B companies do NOT use webinars51%of B2B companies do NOT publish ebooks43%of B2B companies do NOT blog17%
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
3.53.0
3.9
4.85.2
5.76.3
7.26.7
7.17.8
Impact of Blogging Strength on Website Traffic
Web
site Traffic Score
Blogging Factor Score (Content Marketing Section)
blogging: spotlight
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
AssetNeutralEscalator
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
2.3
3.7
2.6 2.9 3.1
4.0 3.7 3.9
5.46.0 5.8
Impact of Blogging Strength on Lead Volume
Lead Volum
e Factor Score
Blogging Factor Score (Content Marketing Section)
blogging: spotlight
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
AssetNeutralEscalator
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
2.93.7
4.33.9
2.4
4.3 4.0
5.45.8
7.5
6.5
Impact of Ebooks on Lead Volume
Lead Volum
e Factor Score
Ebooks Factor Score (Content Marketing Section)
ebooks: spotlight
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
AssetNeutralEscalator
generate leads81%
77% convert sales
build brand44%
48% increase loyalty
brand
leads
sales
loyalty
high-‐priority goals
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
Business Cores
Marketing Cores
Audiences
Marketing Team Strength
Marketing Technology Utilization
Marketing Performance
Social Media Marketing
Lead Sources
Public Relations
Content Marketing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25%
29%
32%
39%
41%
44%
47%
50%
56%
63%
Avg. Scores by Section
assessment sec>ons
Source: PR 20/20’s Marke3ng Score Report (fall 2013)
image: Xurxo Mar.nez
FILL
1) develop versaNle talent trained in high-‐demand services.
2) become adept at marke>ng technology integraNon.
3) execute ac>ons that produce results.
bit.ly/mscore-‐report-‐13