The 3 keys to improving MPM capabilities:

3Improve datamanagement in orderto achieve betterinsight

2Assign rolesand responsibilitiesto embed MPMthroughout marketing

1Ensure that metricsand KPIs are alignedto strategic goals

Interested in the ROI of marketing?Download our ROI Kit at:

spotONvision is a B2B marketing agency with a strong and proven track record in helping marketing professionals drive strategy and pipeline growth. With a dedicated passion for B2B marketing, a vast knowledgeof the buying process, content marketing and technology, spotONvision believes in customer-based and holistic marketing. By bringing strategy, execution and technologies together, spotONvision helps customers increase the value of marketing in their organisation.  ©

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Knowledge

21%

Funding

21%

Technology

16%

Capacity

11%

The challenges that most marketers run into tend to be:

Culture

32%

Companies with a lower maturity lack insights into lead generation from:

37%Online 44%In-person Teleprospecting

Cold calling andqualifying opportunities

via telephone

Networking events, exhibitions and

round tables

50%

Online advertising, websites, social media,

webinars, SEO, email, etc.

Companies with higher maturity levels show:1. Clear budgeting structure to connect spending to results2. More focus on online marketing3. More experience in using marketing automation4. Top-level management involvement

4

1 2

3

The current state of B2B firms in The Netherlands by industry

5. Closed loop4. Pro-active3. Standardised2. Ad hoc1. Nonexistent

Framework

Processes and metricswhich connect marketingperformance to companyobjectives

Average

3TOPIT 4.2

Technology 4.0Utilities 3.8

1 2

5. Predictive4. Integrated3. Standardised2. Ad hoc1. Nonexistent

Reporting

Dashboards andreports marketersuse to showresults

IT 3.6Utilities 3.5Financial services 3.4

3.4 3.0

AverageAverage

MPM is top of mind today

B2B marketers now have more tools available than ever beforeto prove added value.

The challenge

B2B firms struggle with taking MPM to the next level and prove that marketing is a vital part of the enterprise.

Can B2B MarketersShow ROI?A study on the status of B2B MarketingPerformance Management (MPM) in The Netherlands