pepper 2014 marketing automation report
DESCRIPTION
What are the biggest challenges for marketing automation in 2014? Find out how you measure up and what you can expect this year.TRANSCRIPT
B2B Marketing Automation Report 2014
Marketing automation is a hot topic in 2014 as more B2B marketers are adopting the technology to generate more and better leads, improve marketing productivity, and increase conversion rates.
We conducted a comprehensive survey, leveraging the combined wisdom of over 50,000 B2B marketers in the B2B Technology Marketing Community on LinkedIn.
SURVEY HIGHLIGHTS
Audience: 50,000 B2B marketers Participants: 735 responded Time period: September 2013 Countries: Worldwide Survey channel: Online platform—LinkedIn
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The key benefits marketers receive from marketing automation: more and better leads, improved marketing productivity, and improved conversion rates.
The most important marketing automation features are lead nurturing, integration with CRM, social media and mobile platforms, and analytics and reporting capabilities.
The most popular marketing automation platforms are: Marketo, Oracle Eloqua, and Hubspot.
Budget constraints, lack of skilled employees, and poor contact database quality are the three biggest obstacles to more effective use of marketing automation.
The most frequently used ROI performance metrics are response metrics, including open rate, click through rate, and unsubscribes.
Top 5 findings from marketing automation survey
Survey results
SURVEY RESULTS
“What is your company’s overall level of marketing automation adoption?”
17% Currently evaluating or considering marketing automation
13% Aware of the application and benefits of marketing automation, but not using it yet
7% Not actively looking to implement marketing automation
6% Not aware of the applications and benefits of marketing automation
2% Not sure1% Other
53%Currently using or applying marketing automation
1% Abandoned marketing automation
Overall responses
Overall53% of all respondents are currently using or applying marketing automation.
Another 17% are currently evaluating or considering marketing automation
SURVEY RESULTS
“What is your company’s overall level of marketing automation adoption?”
AMSresponses
APJresponses
EMEAresponses
Regional differencesIn AMS there are significantly more MA users. In EMEA only 39% and in APJ only 36% are currently using or applying marketing automation.
AMS APJ EMEACurrently using marketing automation 63% 36% 39%
Evaluating or considering marketing automation 12% 23% 20%
Aware of marketing automation, but not using it yet 12% 14% 19%
Not actively looking to implement marketing automation 7% 4% 7%
Not aware of the applications and benefits of marketing automation 4% 14% 10%
Abandoned marketing automation 1% 1% 1%
Other 2% 7% 4%
SURVEY RESULTS
“What marketing automation benefits are most important to you?”
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10
Generating more and better leads
Improved marketing productivity
Improved conversion rates
Improved response and engagement rates
Improved segment targeting
Shortened sales cycles
Increased web traffic
Reduced marketing cost
Increased customer retention
Increased email click through rate
Top 10 benefits as rated by respondents
SURVEY RESULTS
“How long did it take from purchase to implementation of your marketing automation platform?”
75%
16%
59%
17%
7%
Less than 1 month
1–6 months
7–12 months
More than 12 months
Overall75% of the companies using Marketing Automation implemented their platform in less than 6 months.
SURVEY RESULTS
“How long did it take from purchase to implementation of your marketing automation platform?”
Industry and company perspective45% of manufacturing industries and 60% of large companies need more than 7 months for MA implementation
16%
26%
4%
59%
26%
26%
17%
36%
39%
21%
7%
9%
Less than 1 month
Overall
Manufacturing
Large companies
1–6 months
7–12 months
More than 12 months
SURVEY RESULTS
“What criteria do you use to evaluate marketing automation platforms and vendors?”
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10
Price/cost of ownership
Product integration (CRM, social, mobile, etc.)
Ease of use/learning curve
Analytics and reporting features
Ability to customize
Technical support/customer service
Scalability
Vendor size and longevity
Not sure
On-premise deployment vs. SaaS/cloud delivery
Top 10 evaluation criteria as rated by respondents
SURVEY RESULTS
“What marketing automation features are most important to you?”
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10
Lead nurturing
Integration with CRM, social, mobile, etc.
Analytics and reporting
Lead scoring and qualification
Campaign management
Email marketing
Lead activity tracking
Lead capture
Website visitor tracking
List segmentation
Top 10 features as rated by respondents
SURVEY RESULTS
“What marketing automation areas do you outsource?”
OverallOf the 382 respondents who use marketing automation, 135 (35%) outsource one or more associated responsibilities/tasks. For the respondents who outsource MA, most of them outsource creative and content creation.
Small and mid-sized companies outsource content creation more often while large businesses outsource creative and campaign execution.
Creative/design
Content creation
Campaign execution
Technical implementation
Strategy/GTM planning
CRM integration
Reporting
22%
20%
19%
14%
9%
8%
8%
SURVEY RESULTS
“What are the biggest obstacles to more effective use of marketing automation? ”
1234
5
6
7
89
10
Budget constraints
Lack of skilled employees to manage marketing automation
Poor contact database quality
Lack of content to utilize marketing automation capabilities
Complexity of marketing automation software
Lack of feedback from sales on evaluating leads
Poor integration with sales and marketing initiatives
Poor infrastructure to collect and analyze data
Compatibility and interoperability issues
Lack of performance standards for marketing automation
Top 10 obstacles as rated by respondents
SURVEY RESULTS
“What marketing automation metrics do you use to measure ROI?”
OverallThe most frequently used performance metrics to measure ROI are response metrics. There are no differences between regions, industries or companies.
57%
54%
49%
25%
14%
8%
3%
Response metrics (e.g. open rate, click through rate, unsubscribe rate, etc.)
Value metrics (e.g. revenue generated, pipeline value generated, etc.)
Efficiency metrics (e.g. cost per lead, close rates, conversion rates, etc.)
Activity metrics (e.g. number of emails sent, etc.)
We don’t measure ROI
Not sure
Other
SURVEY RESULTS
“How is your marketing automation budget going to change over the next 12 months?”
OverallFor a majority of B2B marketers, marketing automation budgets in 2014 stay flat or increase.
48%Stays flat
3% Decreases
7% Increasessignificantly
1% Decreases significantly
41% Increases$
SURVEY RESULTS
“Of respondents using marketing automation, what percentage of your marketing budget is allocated to marketing automation?”
Overall63% of respondents allocate 10–29% of their marketing budget to marketing automation.
Percentage of budget
0%
2%1%2%2%3%4%5%
10% 20% 30% 40% 50% 60% 70% 80% 90%
42%
21%
18%
SURVEY RESULTS
“Of respondents using marketing automation, what percentage of your marketing budget is allocated to marketing automation?”
Industry perspectiveAdvertising industry has the highest average percentage of budget allocated to MA.
Manufacturing industry has the lowest average percentage.
Advertising/Marketing/Media
Telecommunication
Internet/Online services
Business services
High tech
Manufacturing
23%
21%
20%
18%
15%
9%
SURVEY RESULTS
“What marketing automation platform(s) do you actively use?”
29%
Marketo Eloqua (Oracle)
Hubspot Pardot (SFDC)
Act-On
21% 11% 11% 6%
OverallMarketo is the leading platform used by respondents.
Regional perspectiveThe market leader in AMS is Marketo. In EMEA Eloqua is as strong as Marketo. APJ prefers customized solutions.
AMS
1 Marketo 2 Eloqua (Oracle)3 Hubspot4 Pardot (SFDC)5 Act-On
EMEA
1 Marketo 2 Eloqua (Oracle)3 Hubspot4 Act-On5 Silverpop
APJ
1 Custom platform2 Marketo3 Hubspot 4 Act-On5 Eloqua (Oracle)
SURVEY RESULTS
“What marketing automation platform(s) do you actively use?”
Very small (<10 employees)
1 Hubspot 2 Marketo3 Eloqua (Oracle)4 Custom platform5 Act-On
Enterprise (1,000–10,000 employees)
1 Eloqua (Oracle) 2 Marketo3 Teradata4 Aprimo5 Pardot (SFDC)
Mid-sized (100–999 employees)
1 Marketo 2 Eloqua (Oracle)3 Pardot (SFDC)4 Silverpop5 Hubspot
Small (10–99 employees)
1 Marketo 2 Hubspot3 Pardot (SFDC) 4 Eloqua (Oracle)5 Act-On
Large enterprise (>10,000 employees)
1 Eloqua (Oracle) 2 Marketo3 Aprimo 4 Pardot (SFDC)5 Act-On
Company size perspectiveHubspot is the most used platform by small companies. Marketo is the most used by mid-sized companies. Eloqua is the most used by large companies.
The survey was completed by 735 B2B marketers in September 2013.
SURVEY DEMOGRAPHICS
60%
AMS
18%
Fewer than 10
21%
10–99
7%
More than10,000
17%
100–9999%
1,000–10,000
29%
Undisclosed
30%
EMEA
10%
APJ
Region
Company size(# of employees)
45%
14%
5%
3%
2%
2%
1%
29%
Marketing/Advertising/PR/
Communications
President/CEO/Owner
Sales
Other
Product management
Operations
IT
Undisclosed
Contact Pepper to learn more about marketing automation and the survey results.
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