LEVEL UP ON THE FUTURE OF MARKETING

Marketing Insights From Marketing Nation Online

The growing popularity of virtual events has resulted in a melting pot of knowledge and expertise, accessible from a wide range of professions across

the globe. This diverse and comprehensive information can uncover new trends and insights about marketing, opening us up to a world of knowledge

and helping us better prepare for the future.

Insights from more than 25,000 attendees at Marketing Nation Online 2015 reveal exciting developments in store for the industry.

Let’s Explore

Marketers at Every Level Want to Help Shape the Future

67% of the event’s virtual attendees are marketers, with many in managerial or director roles. Many attended from small-business backgrounds, and are in the business services and so�ware/internet industries.

Where They Work98 different industries were represented, including:

Who They Are

Size of Companies Represented

Small Business

59%

Enterprise

17%

Mid Market

12%

Legend:SB = Up to 500 employees

MM = 501–3,499 employeesENT = 3,500+ employees

Business Services

19%

Software & Internet

18%

Computers & Electronics

9%

Retail

7%

Media & Entertainment

6%

Financial Services

5%

Manufac-turing

4%

Telecommu-nications

3%

24%

7%4% 4% 3%

Marketing Professional

Marketing Manager or

Director

President or CEO Sales Marketing

VP/CMO Agency

27%

Marketers are Diverse

The event drew a crowd from 68 countries, mainly hailing from:

Because of the flexible nature of virtual events, they attract a more diverse attendance base and reveal broader, global industry insights.

AUSTRALIA

INDIA

IRELAND &UNITED KINGDOMCANADA &

UNITED STATES

Let’s Dig In!

The future of marketing will hinge on:

Sales and Marketing Alignment

Mobile Marketing

Marketing Platform Integration

Multi-Channel Marketing

Customer Engagement

Join ForcesSales and marketing need to partner up. According to SiriusDecisions, B2B organizations

with tightly aligned marketing and sales organizations achieved, over a three-year period, 24% faster revenue growth and 27% faster profit growth.

Our data reveals a broad need for better marketing and sales alignment. Nearly half of respondents recognize the need to better align their sales and marketing teams.

How advanced do you consider your sales and marketing alignment?*Numbers are rounded.

Very advanced, we’re tightly knit

Non-existent, we have our work cut out for us

Moderate, we're on the same page

most of the time

Needs improvement, we have work to do

7%

14%

31%

49%

Stronger TogetherFriction between departments often arises from role- and goal-related misunderstandings. But when these are aligned, sales and marketing can determine:

Opposites AttractAlthough sales and marketing departments maintain important separate operations,

combined efforts have a complementary effect. Companies with blended sales and marketing ownership of lead-nurturing and incubation processes report better conversion rates.

Who their ideal customers are

Their customers’ pain points

How to reach out with the right offer,

product, or service specific to them

Neither team can do this alone. But together, they can create an environment that increases the buyer’s propensity to purchase. And when these buyers become customers, everyone wins.

A 10% lead quality improvement can result in a 40% improvement

in sales productivity.

SMS is a great way for marketers

to build an ongoing dialogue with

buyers, who are attached to their

mobile devices.

Here’s the 411: More Mobile, PleaseMore than half of attendees think that SMS and MMS messaging would benefit their organizations.

46% of smartphone owners say

it’s something “they couldn’t live

without.”

Through SMS, marketers can

build a strong brand–buyer

relationship of mutual interest

and continue the conversation

across all their channels.

Brands including Google Adwords,

Target, Macy’s, and Starbucks are

continually looking at new ways to

build their SMS databases.

Why should mobile marketers be thinking about this? And what impact will it have?

Source: “6 Facts About Americans and Their Smartphone” 2015, Pew Research Center

Don’t Fit a Square Peg in a Round HoleMore than 3/4 of our event attendees believe seamless integration across multiple platforms is important.

Your ecosystem needs to be better connected in order to run the marketing organization of tomorrow. Technology and systems that talk to each other don’t just ease ongoing

marketing activities, they also enable marketers to leverage the vast amounts of data available for next-level strategies and results.

Extremely important, must have a strong

ecosystem

Important, but not a deal breaker

I don't think about it

Not a priority, just a value-add

When you are choosing a marketing technology or marketing platform, how important are the partner ecosystem and integrations?

45%

37%

10% 8%

Beyond AcquisitionIt’s time for marketers to think beyond customer acquisition. Now, marketing strategies should focus on nurturing relationships to build an ongoing connection and earn customers’ loyalty.

Typically, marketing hones in on new acquisition, while customer success and sales may focus on retention. But getting on the same page ensures marketers and account managers can work

toward acquiring new customers, keeping them, and earning their loyalty. “THE B2B LOYALTY CHALLENGE,” 2015, CHIEF MARKETER

Acquiring new customers costs 5x more than keeping the ones you already have. “THE COST OF EBUSINESS OPERATIONS AND CUSTOMER ACQUISITION,” 2008, FORRESTER RESEARCH

Why think beyond acquisition?

Engage Throughout the LifecycleNearly half of marketers agree they need to boost their efforts to keep

customers engaged throughout their entire lifecycle.

Do you currently have a marketing strategy to engage buyers across channels and throughout their lifecycle?

*Numbers are rounded.

Yes, it's deployed28%

No, but we need one49%

No, it's not important6%Yes, we need to deploy17%

Are you able to “listen” to customer behavior and respond with relevant content?

Become the Customer WhispererOnly 1/5 of marketers actively observe and react to customer behavior.

If you want to build and nurture customer relationships, you need to be proactive.

Yes, across channels

22%

On some channels, but not all

55%

No

23%

All for One, One for AllDelivering a seamless customer experience is now a business must, and marketers are prioritizing omni-channel marketing as a result.

What does a seamless experience provide the marketer?

Source: “Omni-Channel Customer Care: Empowered Customers Demand a Seamless Experience,” 2013, Aberdeen Group

Companies with strong omni-channel customer engagement retain on average 89% of their customers, compared to 33% for companies with weak omni-channel customer engagement.

It means you’ll be able to hone in on specific customers and communicate to them on a whole new level. You’ll be able to weave yourself into your customers’ lives—becoming a part of their identities.

68% of marketers say it’s a priority for all marketing to be integrated across channels.

By personalizing your content, your customers

will feel more inclined to engage with you.

70% of buying experiences are based on how the customer feels they are being treated.

No Room for the WeakMost marketers agree they need to step up their content marketing efforts and

personalize their messages in order to grow. It’s time to prioritize and specialize.

What skill do you think your team must develop in the next year, if you’re going to successfully elevate your marketing?

Source: “The Moment of Truth in Customer Service,” McKinsey & Company

Branding17%

Personalization35%

14%

Reporting

Content34%

Survival of the Most AdeptThe evolution of marketing is all relative—a couple decades ago, digital marketing didn’t even exist. Today’s ever-changing

digital landscape requires marketers to adapt to new technology to stay relevant. Don’t, and you’ll be left in the dust.

Looking forward, here’s what marketers think will have the greatest commercial impact:

MarketingAutomation

Content Marketing

Big Data MobileMarketing

ConversionRate

Optimization(CRO)

SocialMedia

Marketing

SearchEngine

Optimization(SEO)

Wearables Online PR Paid Search

Marketing

Communities Internetof Things

(IoT)

PartnershipsIncludingAffiliate &

Co-Marketing

Display Including

Retargeting & Programmatic

Source: “Marketing Trends for 2016: Will We Be in a Post-Digital Era?” 2016, Smart Insights

20%

18%

12%

9% 9%

5% 5% 5%

3% 3% 3% 3%

1% 1%

Marketers are gearing up for big things to come. Don’t miss out on the latest marketing trends, topics, and even more insider insights; join us at The Marketing Nation Summit.

Sources“6 Facts About Americans and Their Smartphone” 2015, Pew Research Center

“Are SMS campaigns too intrusive, or not invasive enough?” 2013, Mobile Marketer

“Improving Lead Quality Can Improve Sales Quality,” 2007, Marketo

“Marketo’s 2015 Marketing Nation Online: The New Era,” Marketo

“Marketing Trends for 2016 – Will we be in a post-digital era?” 2016, Smart Insights

“Omni-Channel Customer Care: Empowered Customers Demand a Seamless Experience,” 2013, Aberdeen Group

“The B2B Loyalty Challenge,” 2015, Chief Marketer

“The Cost of eBusiness Operations and Customer Acquisition,” 2008, Forrester

“The Moment of Truth in Customer Service,” McKinsey & Company