Marketers, what keeps you up ?

Copyright Theory Global 2015. All Rights Reserved. Copyright Theory Global 2015. All Rights Reserved.

Modern Marketers,What Keeps You Up ? MARKETING WORRIES & CHALLENGES DRIVING PATTERNS !!

Theoryglobal 2015 Q1 European Survey!

Goal of this survey and who responded

The main goal of this survey was to understand the key trends for marketers across Europe. We wanted a pulse check on what was ‘worrying’ European Marketers – what keeps them up at night ?. !!Our methodology was to invite marketers across Europe to complete a simple and easy questionnaire, designed for mobile devices, that they could quickly respond and complete in five minutes or less.!( 201 respondents, collected in April and May 2015 with an online survey ).!!

We then asked how worried* they were on a range of subjects, 12 in total being:!

!1.! How do you feel about"Measuring Success"?!

2.! What about your"Team Skills"?!3.! What about"The Right Content"?!

4.! What about"Integrated Strategy"?!

5.! Sales Alignment and Enablement ?!6.! What about"Globalization/Localization ?!

7.! What about"Brand & Design"?!

8.! What about"Working with Data"?!9.! What about"Using Technology"?!

10.! What about"Effecting Change"?!11.! What about"Innovation & Creativity"?!

12.! What about"Resource & Budget"?!

*The ‘worry’ scale was a choice of Not Worried, !

Somewhat Worried or Very Worried.!

Copyright Theory Global 2015. All Rights Reserved.

Who responded?

B2B MARKETING VISIONARYSenior Marketing Professionals including CMOs, Marketing Directors and Vice Presidents.

B2B MARKETING OPERATIONS LEADERMarketing Operations, Marketing/Campaign Managers, Digital, MAP and SFA Managers

Respondents by Company Size!

1001 to 10000 employees!

17%!

251 to 1000 employees!

18%!

less than 250 employees!

44%!

More than 10000

employees!21%!

B2B Agency /

Consultant!22%!

B2B Marketing

Ops!36%!

B2B Marketing Visionary!

42%!

Respondents typology!


Belgium!2%!

France!50%!

Germany!3%!

Italy!2%!

Netherlands!3%!

Other!12%!

United Kingdom!

25%!

USA!3%!

Automotive!3%!

Business Services!

16%!

Education!4%!

Energy!1%! Financial

services!7%!HR!

1%!Life

sciences!5%!

Manufacturing!

12%!News & Media!

5%!

Other!4%!

Retail!10%!

RH!1%!

Technology!27%!

Telecom!4%!

Respondents by Country! Respondents by Industry!

Who responded?


Modern Marketers, how worried are you ?

0%! 10%!20%!30%!40%!50%!60%!70%!80%!90%!100%!

How do you feel about"Measuring Success"?!What about your"team skills"?!

What about"The right content"?!What about"Integrated strategy"?!

Sales alignment and enablement ?!What about"Globalisation/Localisation ?!

What about"Brand & design"?!What about"Working with data"?!What about"Using technology"?!What about"Effecting change"?!

What about"Innovation & creativity"?!What about"Resource & budget"?!

Very Worried! Somewhat Worried! Not Worried!


MARKETERS ARE WORRIED ABOUT MARKETING.


IT’S NOT ABOUT ONE WORRY. IT’S A SET OF

WORRIES.


Marketers are worried about The Right Content!

86%!


Marketers worried about the Right Content!…Are also more concerned about specific capabilities !

+144 %more concerned

about

Innovation & Creativity

86%

worried about

The Right Content

+91 %more concerned

about

Globalisation & Localisation

+90 %more concerned

about

Working with Data

+87 %more concerned

about

Team Skills

The Right Content!!2014 was undoubtedly the year of ‘Content Marketing’ with budgets for ‘Content Creation’ doubling year on year. The trend goes on in 2015. When ‘quized’ on the topic, many marketers still felt they didn’t have the right content. The challenge of Content Strategy lays different intricate questions.!

!Marketers’ mindset about Content!1.! How can I innovate and leverage creativity to

increase the power of my Content ?!2.! How do I keep my Story arc consistent and

relevant both at global/local level?!3.! How do I leverage my data to input my Content

Strategy ?!4.! Which skills and expertise do I need internally,

externally ?!!!!!!!!!

Face the challenge!!Getting the basics right (profiles, buyers’ journeys and engagement plans) is the best way to build and focus on a content strategy. Companies often produce too much content (up to 75% goes wasted) or distribute the wrong type of Content and/or in the wrong stage in the buyer’s journey.!!

!! Follow a Content Strategy Assessment and fix your Roadmap!

!! Figure out your Content capabilities!!! Do your profiles and buyer’s journey analysis!!! Be ruthless when mapping existing content to

the buyer’s journey!!! Amplify your Content’ distribution by ‘exploding’

your themes in sub-themes, and multiply the formats for the same subject. !


82%!Marketers are worried about !

Resource & Budget!


Marketers worried about Resource & Budget!…Are surprisingly less concerned about specific capabilities !

82% worried about

Resource & Budget

-2 %less concerned

about

Integrated Strategy

-4 %less concerned

about

Measuring Success

Resource and Budget!!Resource and Budget remain a key concern in 2015 with many European respondents commenting on the ‘hangover’ effect of the economic and financial crisis. Marketers are not only been given much tougher and demanding revenue targets but expected to do more with less. Many marketers interviewed struggled daily developing key demand generation programmes with what appears impossibly small or shrinking budgets. !!

Facing the challenge: !the enabler !Unsurprisingly, Measuring Success helps to allocate the right budget to the right Marketing area. A consistent Integrated Strategy will obviously help as well in terms of productivity therefore budget.!"!!!! "!!

Face the challenge!!!! Plan your year out in advance as much as possible

– allowing budget for ‘agile’ ad-hoc plays and tactics in response to market conditions!

!! Assess your team skills and understand when to bring skills in-house and when to rely on partner support!

!! Assess your Marketing assets. They are often underused sometimes even ignored!!

!! Use reporting and dashboards to show what’s working and build a business case for more budget!

!! Develop a training plan for your team and make sure you are investing in the right skills that will enable new capabilities!

!! Use technology to ‘do more with less’ – marketing automation tools, when optimised properly can help you get much more utility out of content and messaging.!

#


78%!Marketers are worried about !

Integrated Strategy!


Marketers worried about Integrated Strategy!…Are also more concerned about specific capabilities !

+111 %more concerned

about

Using Technologies

78% worried about

Integrated Strategy

+87 %more concerned

about

Working with Data

+84 %more concerned

about

The Right Content

+54 %more concerned

about

Team Skills

Integrated Strategy!

Having a considered and holistic strategy that covers both digital and offline tactics is front of mind for most of the respondents. A common problem being the ability to see the wider picture and build a compelling story-arc with content touch points from the acquisition stage, through to nurture and sales enablement. Many respondents have the feeling that isolated tactical campaigns (such as batch-and-blast emails or one-off events) represent most of their marketing efforts.!This survey shows that Marketers struggle with technical implementation to bring their strategy live to its full potential. Mastering Data is an issue for them. "!

!!!!!!

“Your customers don’t care if your organisation is working in silos, they want a connected experience”

Face the challenge!Taking time out from the day-to-day, urgent to-do list can be difficult. Most of our marketers surveyed ‘wanted’ to build an integrated strategy but struggled to find the bandwidth and strategic support internally to do so. "!!!! Think in terms of story-arcs and journeys, try to

move away from point in time ‘product batch ‘n’ blasts’!

!! Get the fundamentals in place – complete profiles, personas and buyers’ journeys, finish your content audit and strategy – this will greatly help shape your integrated strategy!

!! Stop your team working in isolated silos – it’s tempting to let the ‘social guy look after social’ and the MAP gal to look after MAP, remember this is one inter-connected holistic journey.!

!! Enable the Geeks in your team to explore possibilities with your MAP, CMS!

!! Learn from those who innovate in term of Content and Distribution!

!


78%!Marketers worried about !

Measuring Success!


Marketers worried about Measuring Success!…Are showing more concern about capabilities !

+86 %more concerned

about


78% worried about

Measuring Success

+76 %more concerned

about

Brand & Design

+82 %more concerned

about

The Right Content

+54 %more concerned

about

Effecting Change

Measuring Success!!The pressure marketers are under to prove every euro spent drives leads and revenue. The need to report back on results and justify marketing spendings is now key and opens up further debates on tactic vs strategy, as well as the tools and technology you can use to measure programme or tactic performance. #!Unsurprisingly, Marketers say they are specially worried about key areas that require a more sophisticated approach to prove results. This specially is the case for Brand & Design, Content Strategy, Globalisation / Localisation and Effecting Change.!"!

!"!!!!!!!!!

Face the challenge!Measuring Success starts with knowing what success looks like, including Goal settings, KPQs, KPIs and Benchmarks. "!

!

!! Get the whole picture and understand which Marketing areas influence each other !

!! Define goals upfront and agree on them with sales, and the main stakeholders!

!! Work on Key Performance Questions and their indicators. This helps figure what’s doing the job and what doesn’t work.!

!! Read about the latest methodologies, frameworks and check-lists. It really helps !!

!! Ensure you have the right technology to help track performance – from CRM to MAP, Google Analytics and more. Ensure your implementation allows you to track and report progress.!

!! Build Dashboards and ‘socialise’ the results inside your organisation regularly – don’t be afraid to get feedback and always be honest and transparent with results.!


Patterns that reveal boundaries of ‘worrying’ territories!


Brand & Design



+184%

+215%

+191%Brand & Design, Innovation & Creativity and Brand deployment (Globalisation / Localisation) don’t look like the biggest worries. However, when you are worried about one of them you become very worried about the others!!


Innovation & Creativity, Sales Alignement & Enablement and Working with Data are linked together and echo like a motto for Business success.!


Working with Data

Sales Alignement & Enablement

+147%

+191%

+113%

Holistic Approach!

So Marketers are worried and several challenges keep them awake at night.!!In fact, behind each direct question we asked them to answer, lays a more complex reality. The results of this survey tell us that it’s not about one specific worry but a large sum of worries that are linked together.!!This is clearly underlining the complex and strategic role of Modern Marketing. !Boundaries are now blurred between all capabilities. Although many companies still work in silos, the challenges are interlocked with the Marketing Department. The notion of change management therefore appears as a prevailing topic that will need to be considered by companies to help Marketers do their job and “Make it happen”. !"!!!!!!!!!

!! Take a holistic approach!!! Understand how roles and missions are interlocked between departments!!! Spend time upfront to think your Strategy and figure out the Big Picture!


“ Facing our Marketing challenges requires a global approach of our problems ”.


“ We have social, MAP, CRM, a digital team, inside sales and about seven agencies. We’re not short of

talent, we just need to know how to piece it all together ”

Raw Data

How do you feel about Measuring

Success ? What about

your team skills ? What about The right content ?

What about Integrated

strategy ? Sales alignment

and enablement ?

What about Globalisation/

Localisation ? What about Brand

& design ?

What about Working with

data ? What about Using

technology ?

What about Effecting

change ?

What about Innovation &

creativity ?

What about Resource &

budget ? Very Worried 59 45 43 61 23 22 29 37 50 42 22 57

Somewhat Worried 97 110 125 95 120 106 87 111 99 103 97 108 Not Worried 45 46 33 45 58 73 85 53 52 56 82 36

How do you feel about Measuring

Success ? What about

your team skills ? What about The right content ?

What about Integrated

strategy ?

Sales alignment and

enablement ?

What about Globalisation/Localisation ?

What about Brand &

design ?

What about Working

with data ?

What about Using technology ?

What about Effecting

change ?

What about Innovation

& creativity ?

What about Resource

& budget ? What about Measuring Success ? 100% 25% 39% 39% 12% 20% 25% 24% 29% 32% 14% 27%

What about your team skills ? 33% 100% 40% 47% 16% 24% 20% 20% 33% 36% 27% 38% What about The right content ? 53% 42% 100% 56% 16% 21% 26% 35% 44% 37% 23% 40%

What about Integrated strategy ? 38% 34% 39% 100% 18% 16% 16% 34% 52% 30% 15% 28% Sales alignment and enablement ? 30% 30% 30% 48% 100% 30% 26% 39% 30% 35% 13% 48%

What about Globalisation/Localisation ? 55% 50% 41% 45% 32% 100% 45% 32% 36% 36% 32% 50% What about Brand & design ? 52% 31% 38% 34% 21% 34% 100% 24% 38% 38% 31% 34%

What about Working with data ? 38% 24% 41% 57% 24% 19% 19% 100% 46% 43% 27% 38% What about Using technology ? 34% 30% 38% 64% 14% 16% 22% 34% 100% 44% 18% 38% What about Effecting change ? 45% 38% 38% 43% 19% 19% 26% 38% 52% 100% 24% 38%

What about Innovation & creativity ? 36% 55% 45% 41% 14% 32% 41% 45% 41% 45% 100% 32% What about Resource & budget ? 28% 30% 30% 30% 19% 19% 18% 25% 33% 28% 12% 100%

Image credit!

Sebastian Boguszewicz !

Jens Mayer!Grégoire Hervé-Bazin!Joseph Barrientos!

Axel Antas-Bergkvist!Joshua Earle! Dominik Schröder!

Liane Metzler!

Garrett Carroll! Ahmadreza Sajadi!


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Visit us at www.theoryglobal.com!

Clément Hurstel!VP Demand [email protected]!

Tamara Grunebaum!VP Business [email protected]!