eloqua research: defining the modern marketer (webinar slides 6-28-13)

Defining the Modern Marketer—From Real to Ideal

2ND July 2013

• Digital marketing will play a more dominant role in all marketing.

• The persona of the modern marketer is three-fold: content, brand, and lead gen marketer.

• Measuring marketing ROI is the key to marketing success. However, marketers report only fair satisfaction with current tools.

• The ideal modern marketer is focused on targeting and engagement; in contrast actual modern marketers are deficient in analytics and marketing technology. Moreover, the actual modern marketer scores a weak grade (59%) in performance. This perhaps points to a need in the market.

• Overall UK marketers rate themselves lower than their American colleagues.

• UK marketers place a much higher value on marketing automation as an important change agent, versus US marketers.

2

Summary

3

Involvement of Organisation

Question: 1. In thinking about your organisation’s (i.e. your entire company’s) highest level of involvement with digital marketing technology (e.g. email marketing, social, content marketing, webinars, whitepapers, etc.) how would you classify its involvement? (Please check ONE only.)

N=205Source: Crain Communications, July 2013.

4

Length of time organisation has been using digital marketing technology

Question: 2. How long has your organisation been using digital marketing technology? (Please check ONE only.)


5

Stage of marketer competencies and methods to improve go-to-market effectiveness

Question: 3a. In thinking about 2011, with regards to marketer competencies and methods to improve your go-to-market effectiveness, (as described in introductory paragraph), which ONE of following stages best describes where your company was in 2011?

Question: 3b. Same as above with regards to 2012.

Question: 3c. Same as above with regards to 2013.


6

Most important marketing channels organisation uses

Question: 4. Which are the THREE most important marketing channels that your organization uses? (Please check at most THREE.)


7

Changes that have contributed the most to the formation of the Modern Marketer

Question: 5. In thinking about changes in technology, marketing strategy, and the role of marketing in the organization, which of the following THREE changes have contributed the most to the formation of the modern marketer? (Please check at most THREE.)


8

Most important types of digital marketing activities organisation used in the last year

Question: 6. Which are the THREE most important types of digital marketing activities that your organization has used in the last year? (Please check at most THREE.)


9

Modern Marketer role

Question: 7. Which of the following roles of the modern marketer do you take responsibility for in your organization? (Please check ALL that apply.)


10

Most important measures to gauge marketing success

Question: 8. Which of the following measures is most important to gauge marketing success? (Please check ONE only.)


11

Modern Marketer Scorecard

• Ideal Modern MarketerTargeting (29%) and Engagement

(24%) dominate. Analytics (15%) and Marketing Technology (13%) support this primary mission. Conversion (19%) enjoys neither a low nor high priority.

• Actual Modern MarketerIn contrast scores only 59% out of

100 points. This underscores the need to provides tools, training, and strategic vision to today’s modern marketer.

• Interestingly, the modern marketerperforms well in Targeting (19%) and

Engagement (15%). However, in the dimensions of Analytics (8%) and Marketing Technology (6%) the modern marketer is a laggard. Indeed, marketers report only a 6 out of 10 satisfaction with outside vendors. (Slide 14)

59%

100%


Question: 13. In evaluating the question “Is modern marketing more of a science or an art?” please rate each of the following dimensions on a scale of 1 to 10, where 1 is all science, 5 is equal mix of science and art, and 10 is all art.


12

Is Modern Marketing more of a science or an art?

13

How much the Modern Marketer is concerned with media and channel measurement vs. creative and creative storytelling

Question: 14. Considering the science vs. art question another way, how much would you say the modern marketer is concerned with media and channel measurement vs. creative and creative storytelling? Please rate on a scale of 1 to 10 where 1 is media and channel measurement, 5 is an equal mix, and 10 is creative and creative storytelling.


14

Satisfaction

Question: In thinking again about the tools and suppliers that support the modern marketer, how satisfied are you with the resources that you currently receive from outside vendors? Please rate on a scale of 1 to 10, where 1 is very unsatisfied and 10 is very satisfied.


15

Key drivers when evaluating the need for the Modern Marketer

Question: 16. Within your marketing department, which of the following are the key drivers when evaluating the need for the modern marketer? (Please check at most THREE.)


16

Obstacles

Question: What are the top three major obstacles preventing you from becoming a modern marketer in your organisation? (Please tick at most THREE)


17

UK vs. US Comparison- Dividing Line on Market Technology

N=205Source: Crain Communications,July 2013.

18

UK vs. US Comparison- Blogging Preferred Over Social


19

UK vs. US Comparison- Consensus on Engagement


Contributors to this webinar

www.b2bmarketing.net

Joel Harrison, editor-in-chief, B2B Marketing

John DiStefano, research director, Crain

Rachel Dennis, senior director of lead gen and retention, Getty Images

Sylvia Jenson, EMEA marketing director, Eloqua

eloqua research: defining the modern marketer (webinar slides 6-28-13)

Business

role of marketing

marketing success question

content marketing

email marketing

marketing automation

marketing strategy

marketing roi

modern marketer question