FILL. Inbound what marketers really need from agencies. Presented by: Paul Roetzer, CEO, PR 20/20 Aug.

Transcription

1 Inbound 2013 Aug. 20, 2013 FILL what marketers really need from agencies Presented by: Paul Roetzer, CEO, PR 20/20 image: Xurxo Mar4nez

2 potenqal & expectaqons foundaqon plasorm expectaqons potenqal strategy source: Jayneandd

3 markeqng assessment Define FoundaQon Projects subjecqve analysis internal stakeholders 10 secqons 27 profile fields 132 factors 0-5 = escalators 6-7 = neutrals 8-10 = assets

4 goals + budgets +

5 44% build brand high- priority goals 81% generate leads 77% convert sales 48% increase loyalty

6 59% of organizaqons have aggressive (>20%) or moderately aggressive (15-20%) growth goals. Source: PR 20/20 s MarkeQng Score Report (fall 2013)

7 51% of organizaqons have conservaqve (<5% of revenue) or moderately conservaqve (5-10% of revenue) marke2ng budgets.

8 misaligned expectaqons?

9 markeqng budget: spotlight +33% +49% +55% +85%

10 40% of organizaqons with agency budgets of $5,000 or less per month have aggressive (>20%) or moderately aggressive (15-20%) growth goals.

11 the

12 42% the average overall Marke2ng Score

13 assessment secqons

14 factors: escalators/neutrals/assets

15 criqcal foundaqon factors

16 All Members: Avg. Factor RaQng funnel view: criqcal performance factors

17 33% organizaqons with marke2ng employees overall MarkeQng Score is 33% above average.

18 markeqng employees: comparison +118% +87% +126% +168% +187%

19 36% organizaqons with revenue growth of 20% or more score 36% higher overall than organizaqons with revenue down more than 10%.

20 revenue growth comparison +63% +64% +62%

21 18% HubSpot customers average overall MarkeQng Score is 18% higher than non- HubSpot customers.

22 HubSpot customers +37% +29% +48%

23 - 23% lead- to- sale conversion rates for organizaqons with sales cycles >12 weeks are 23% below average.

24 sales cycle length: spotlight - 23% - 38% - 27% - 25%

25 35% do NOT have marke2ng automa2on/ lead nurturing sojware 33% are NOT blogging 18% do NOT have CRM sojware Source: PR 20/20 s Marke6ng Score Report (fall 2013)

26 talent technology acqon FILL image: Xurxo Mar4nez

27 39% nearly four in 10 CMOs say they do not have the right people, tools and resources to meet their markeqng objecqves. Source: Accenture s Turbulence for the CMO

28 27% marke2ng agencies average overall MarkeQng Score is 27% higher than non- agencies.

29 68% higher in Content Marke2ng 61% higher in Marke2ng Team 60% higher in Social Media Marke2ng Source: PR 20/20 s Marke6ng Score Report (fall 2013)

30 markeqng performance How would you rate your organizaqon s historical performance in these key areas used to measure markeqng success?

31 markeqng team strength How would you rate your internal markeqng team s competencies in these core areas?

32 lead sources How would you rate your organizaqon s performance over the last 12 months at producing leads and sales through these channels?

33 markeqng technology uqlizaqon How would you rate your organizaqon s uqlizaqon of these markeqng and sales technology soluqons?

34 53% do NOT uqlize call tracking

35 markeqng technology uqlizaqon Percentage of organizaqons that do not have or uqlize each technology

36 markeqng automaqon: spotlight

37 content markeqng How would you rate your organizaqon s creaqon and distribuqon of content in the following digital formats?

38 51% of B2B companies do NOT use webinars 43% of B2B companies do NOT publish ebooks 17% of B2B companies do NOT blog Source: PR 20/20 s Marke6ng Score Report (fall 2013)

39 blogging: spotlight

40 blogging: spotlight

41 ebooks: spotlight

42 44% build brand high- priority goals 81% generate leads 77% convert sales 48% increase loyalty

43 assessment secqons

44 1) develop versaqle talent trained in high- demand services. 2) become adept at marke2ng technology integraqon. 3) execute ac2ons that produce results. FILL bit.ly/mscore- report- 13 image: Xurxo Mar4nez