the state of pipeline marketing report 2015
TRANSCRIPT
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THE
STATE OFPIPELINE MARKETINGREPORT 2015
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the reportsurveyed 370 respondents for answers to 40 questions
THESTATE OFPIPELINE
MARKETINGREPORT
2015
created by Andrew Nguyen and Lauren Frye at Bizible
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the reportevaluates the pipeline marketing and attribution sectors of the b2b marketing space
THESTATE OFPIPELINE
MARKETINGREPORT
2015
created by Andrew Nguyen and Lauren Frye at Bizible
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it’s your lucky day this SlideShare includes new, exclusive stats not included in the original
release of the report
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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the
SURVEYRESPONDENTS 1
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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JOB LEVEL
whotookthesurvey?
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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JOB FUNCTION
whotookthesurvey?
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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REVENUE LEVEL
whotookthesurvey?
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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INDUSTRY
whotookthesurvey?
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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MARKETINGSPENDand
SUCCESSMEASUREMENT
2THE
STATE OFPIPELINE
MARKETINGREPORT
2015
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respondents were asked to select
their top marketing channels
and then asked to identify the
channel that had the greatest revenue impact THE
STATE OFPIPELINE
MARKETINGREPORT
2015
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MARKETINGCHANNELSusedtogeneratedemand
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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MARKETINGCHANNELSusedtogeneratedemand
89%
of marketers use email as one of their primary channelsT
A K
E A
W A
Y S
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channelwiththe
GREATESTIMPACTon
REVENUE
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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channelwiththe
GREATESTIMPACTon
REVENUE
15.8%
of marketers say email is their best channel for revenue generationT
A K
E A
W A
Y S
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we also asked respondents to
identify the primary metric they use to measure their success
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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PRIMARYMETRICtomeasuremarketingsuccess
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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PRIMARYMETRICforsuccess 42.7%
of marketers primarily use BOFU metrics to measure their successT
A K
E A
W A
Y S
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then, we sorted these answers
by job level to see how
people in different positions answered the question
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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the results indicated that higher job levels more often
use BOFU metrics
lower job levels often rely on
TOFU metricsTHE
STATE OFPIPELINE
MARKETINGREPORT
2015
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PRIMARYMETRICto measuremarketingsuccessbyjoblevel
THESTATE OFPIPELINE MARKETINGREPORT 2015
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then, we sorted the responses by
annual company revenue to see how companies of different
sizes were measuring their marketing
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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exclusive stats
LESS THAN $250,000
PRIMARYMETRICbyannualbusinessrevenue
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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exclusive stats
$250,000 - $999,999
PRIMARYMETRICbyannualbusinessrevenue
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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exclusive stats
$1 MILLION - $9.9 MILLION
PRIMARYMETRICbyannualbusinessrevenue
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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$10 MILLION - $499 MILLION
PRIMARYMETRICbyannualbusinessrevenue
exclusive stats
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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exclusive stats
$500 MILLION OR MORE
PRIMARYMETRICbyannualbusinessrevenue
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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exclusive stats
$500 MILLION OR MORE
PRIMARYMETRICbyannualbusinessrevenue
1 out of 4 $500 million+ companies measure marketing based on revenue generation
T A
K E
A W
A Y
S
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WHAT PIPELINEMARKETERSdo
DIFFERENTLY
3THE
STATE OFPIPELINE
MARKETINGREPORT
2015
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respondents were asked to
rate their familiarity with pipeline marketing
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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FAMILIARITYwith pipelinemarketing
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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we compared levels of familiarity with other
success metrics, such as
marketing priorities
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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MARKETINGPRIORITIESbyfamiliaritywith pipelinemarketing
THESTATE OFPIPELINE MARKETINGREPORT 2015
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we also compared respondents’ levels of familiarity with their stated
primary marketing metrics
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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the results indicated that
pipeline marketers more often use bottom-of-funnel metrics
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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PRIMARYMETRICSbyfamiliaritywith pipelinemarketing
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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finally, we compared respondents’ levels of familiarity with their stated degrees of
marketing & sales alignment
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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THESTATE OFPIPELINE
MARKETINGREPORT
2015
the results indicated that
pipeline marketers are better aligned with their sales team
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SALES / MARKETINGALIGNMENTbyfamiliaritywith pipelinemarketing
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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MARKETINGTECHNOLOGYand
ROI4
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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we asked respondents to identify the
type of technology they use
to implement and measure their marketing strategies
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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THESTATE OFPIPELINE
MARKETINGREPORT
2015
TECHNOLOGY USE(1) marketing automation,(2) CRM,(3) attribution
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we found that the respondents who
use more marketing tech reported higher ROI figures
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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TECHNOLOGY USEandmarketingROI
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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TECHNOLOGY USEandmarketingROI
companies who use all three technologies see
more than 2 times the ROI of companies using none T
A K
E A
W A
Y S
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HOWMARKETERSdo
ATTRIBUTION5
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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we asked respondents to identify the
attribution model they use to
measure their marketing ROI
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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we found that approximately 1 out
of 4 marketers don’t have an attribution model
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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ATTRIBUTION MODELSmarketersuse
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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we asked respondents to identify the
primary reason they use their
chosen attribution model
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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PRIMARYREASONSwhymarketerschosetheir attributionmodel
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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PRIMARYREASONSwhymarketerschosetheir attributionmodel
THESTATE OFPIPELINE
MARKETINGREPORT
2015
28%
of marketers don’t know why they use their attribution model.T
A K
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W A
Y S
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we also asked respondents
whether they plan to change their attribution model
in the next six months
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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MARKETERSCHANGINGtheirattributionmodelinthenextsixmonths
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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MARKETERSCHANGINGtheirattributionmodelinthenextsixmonths
THESTATE OFPIPELINE
MARKETINGREPORT
2015
30%
of marketers know they need to solve their attribution challengesT
A K
E A
W A
Y S
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marketerswhothinktheyusethe
RIGHTATTRIBUTIONMODEL
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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marketerswhothinktheyusethe
RIGHTATTRIBUTIONMODEL
THESTATE OFPIPELINE
MARKETINGREPORT
2015
69%
of marketers are not confident they use the right attribution model.T
A K
E A
W A
Y S
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HOWCMOsdo
PIPELINE MARKETING
6THE
STATE OFPIPELINE
MARKETINGREPORT
2015
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we segmented the data by
job level and built stats based
on how CMOs view their
marketing environment.
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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CMOswhothinktheyusethe
RIGHTATTRIBUTIONMODEL
YE
S -
- 43
%N
O /
DO
N’T
KN
OW
THESTATE OFPIPELINE MARKETINGREPORT 2015
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CMOswhothinktheyusethe
RIGHTATTRIBUTIONMODEL
YE
S -
- 43
%N
O /
DO
N’T
KN
OW
THESTATE OFPIPELINE MARKETINGREPORT 2015
57%
of CMOs are not confident they use the right attribution model.T
A K
E A
W A
Y S
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we looked at what CMOs
reported as their primary reason for choosing their
attribution model.
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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PRIMARYREASONSwhyCMOschosetheir attributionmodel
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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PRIMARYREASONSwhyCMOschosetheir attributionmodel
THESTATE OFPIPELINE
MARKETINGREPORT
2015
1 out of 3 CMOs chose their attribution model because it gives credit where it’s due.
T A
K E
A W
A Y
S
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we also looked at whether
CMOS planned to change their attribution model
in the next six months
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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CMOsCHANGINGtheirattributionmodelinthenextsixmonths
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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THESTATE OFPIPELINE
MARKETINGREPORT
2015
CMOsCHANGINGtheirattributionmodelinthenextsixmonths
28%
of CMOs plan to address their attribution challenges within the next six months.T
A K
E A
W A
Y S
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STATISTICSabout
PIPELINEMARKETERS 7
[exclusive stats]THE
STATE OFPIPELINE
MARKETINGREPORT
2015
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we asked respondents to identify whether they
considered themselves to be a
pipeline marketer
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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marketers whoidentifythemselvesas
PIPELINEMARKETERS
YE
S -
- 6
0%
DO
N’T
KN
OW
/ N
O
THESTATE OFPIPELINE MARKETINGREPORT 2015
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then we ran some calculations to see
what characteristics were
unique to pipeline marketers
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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91%
of pipeline marketers say their marketing budget will increase or stay the same
exclusive stats
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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77%
of pipeline marketers say that their sales/marketing relationship is well aligned
exclusive stats
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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51%
of pipeline marketers have a $200,000 to $5 million annual marketing spend
exclusive stats
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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37%
of pipeline marketers chose their attribution model because it gives credit where it's due
exclusive stats
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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30%
of pipeline marketers use 'total opportunities' as their primary marketing metric
exclusive stats
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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81%
of non-pipeline marketers are not confident in their attribution model
exclusive stats
THESTATE OFPIPELINE
MARKETINGREPORT
2015
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after analyzing the data and
creating the report...
THESTATE OFPIPELINE
MARKETINGREPORT
2015
![Page 79: The State of Pipeline Marketing Report 2015](https://reader030.vdocuments.us/reader030/viewer/2022020108/587031771a28ab81258b6ddd/html5/thumbnails/79.jpg)
...we’re even more convinced
that we’re proud to be pipeline marketers
THESTATE OFPIPELINE
MARKETINGREPORT
2015
![Page 80: The State of Pipeline Marketing Report 2015](https://reader030.vdocuments.us/reader030/viewer/2022020108/587031771a28ab81258b6ddd/html5/thumbnails/80.jpg)
THESTATE OFPIPELINE
MARKETINGREPORT
2015
Download the official State of Pipeline Marketing 2015 report!
DOWNLOAD THE REPORT