Marketing Resources/Expert Groups/B2B/Poll/B2B Poll Results Opinion Piece ADMA B2B Expert Group 10JUL13
B2B Poll Results ADMA ADMA B2B ExpertAgency Group Expert Group ADMA B2B Expert Group is an essential, dedicated resource for B2B marketers, focusing on key areas of interest. The group has produced this survey to understand current trends and help B2B marketers better meet their objectives.
Poll Results
1. What is your main KPI for acquisition?
Number of Leads Generated Quality of Leads 0% Generated - 12% Quality of Leads Generated 12% Total orconverted Percentage of leads incremental to opportunities/sales - 62% revenue - 50 % Total or incremental revenue 25%
Number of products per customer - 25%
2. What is your main KPI for retention?
Length of tenure - 0% Percentage of retained customers - 63% Average revenue per customer - 12%
Every year - 38%
3. How often do your KPIs change?
Every campaign - 0% Every six months - 50% Every campaign - 12%
4. What areas can your prospects and customers self-manage their communication preferences?
Channel
63%
Frequency of contact
38%
Content
38%
Update their own details
12% 0%
20%
40%
60%
80%
5. Is your email marketing database connected to your CRM database to manage communication preferences including opt-ins and optouts?
No, the CRM system & Email Marketing systems aren’t integrated
50%
Yes, everything is integrated
38%
No, as we don’t have a CRM system
12%
No, as we don’t use Email marketing
0% 0%
20%
40%
60%
80%
100%
100%
Yes, but not as much as we would like - 0%
6. Are you using 3rd party cookie tracking technology to track your prospect & customers online behaviour?
Yes, but we can’t/don’t use the information - 0% No - 38% Yes - 50%
7. Do you have a formal privacy policy in place?
Yes
75%
No
13%
Yes, but I think it’s not being followed as well as it should
12%
Yes, but I think it is out of date
0%
I don’t know
0% 0%
20%
40%
60%
20%
40%
60%
80%
100%
8. What are you outsourcing to agencies and external suppliers? Contact Centre
12%
Response and return capture
0%
Database management
0%
Email marketing
0% 0%
80%
100%
9. What percentage of your total company revenue is spent on marketing? 5%
38%
25%
25%
20%
13%
35%
12%
10%
0% 0%
20%
40%
60%
80%
100%
40%
60%
80%
100%
40%
60%
80%
100%
10. What percentage of revenue is your marketing responsible for generating? 25%
25%
20%
25%
15%
25%
40%
13%
45%
12% 0%
20%
11. What percentage of opportunities created by sales converts into revenue? 20%
62%
35%
13%
15%
13%
50%
12% 0%
20%
ADMA B2B Experts’ Opinions While there are many interesting data points coming out of this survey, the one that struck me most was the use of technology and more importantly the integration (or at times the lack of integration) of those technologies.
Jarther Taylor Telstra
While 38% of respondents stated that their CRM and Email Marketing systems were integrated, 50% said they were not. The data points are reversed when it comes to tracking online behaviour (50% do, 38% don’t). This suggests that marketing organisations still have work to do in becoming part of the core business systems. Better integrating marketing into business systems like CRM, ERP or Business Intelligence Business, will drive customer centricity across a company. This will transform these systems from systems of record to systems of engagement. These systems will be geared towards not only capturing business data but also capturing customer behaviour, preferences and needs and integrate them into the way companies engage with their customers.
Whilst as marketers we can never have enough resources, 50% of respondents record budgets of 25% to 35% of revenue leading to a conclusion that sales and retail expenses may be included for some. The most common response was a more conservative 5% which is often listed as closer to the norm, though in order to gain market share pundits point to a 10% requirement.
Neil Jorgensen Signet
Interestingly half the respondents specified a change of KPI every 6 months. With the goal posts moving this often it must create some planning challenges, particularly as B2B often has much longer decision cycles. In the B2B environment quality of leads can be extremely variable leading to a strong need for targeting. A measurement based solely on lead numbers would need to be supported by some measurement of that returns expected from those leads. Providing customers with the ability to self manage their communications seems to be quite advanced for the areas of frequency and content, leading to a much better relevance of communication. This appears to combine well with a strong direction towards integration for many companies. Privacy compliance is an important issue for the future due to legislation and the number of messages that today’s business decision-maker is receiving. Encouragingly, 87% of companies appear to have a formal privacy policy in place with the vast majority following it. It appears that most businesses are choosing to manage the response capture and updating, themselves, allowing a much better control over their own data.
Continued …
This is really interesting research, but to a certain extent predictable.
Kerim El Gabaili Prografica Group
Some of the real debate and discussion would be if we had run this survey 2 years ago or if we run it again in 2 years and then compare trends to see where are we trending towards or away from otherwise. To me it’s a good snap shot of the status quo.
75% of marketers say they have are responsible for 20%+ of company revenue (seems high) whilst revenue is not a key KPI for acquisition or retention marketing.
Andrew Haussegger Green Hat
KPIs are variable – changing every year or even every six months for 50% of the respondents. So … how serious are businesses about marketing measurement?
The B2B Expert Group provides marketers with an opportunity to
join a B2B marketing community that shares information, news and insight about issues that are specific within the realm of B2B marketing. http://www.adma.com.au/members-hub/expert-groups/b2b/ http://linkd.in/VRJxg4
Poll Results
1. What is your main KPI for acquisition?
Number of Leads Generated Quality of Leads 0% Generated - 12% Quality of Leads Generated 12% Total orconverted Percentage of leads incremental to opportunities/sales - 62% revenue - 50 % Total or incremental revenue 25%
Number of products per customer - 25%
2. What is your main KPI for retention?
Length of tenure - 0% Percentage of retained customers - 63% Average revenue per customer - 12%
Every year - 38%
3. How often do your KPIs change?
Every campaign - 0% Every six months - 50% Every campaign - 12%
4. What areas can your prospects and customers self-manage their communication preferences?
Channel
63%
Frequency of contact
38%
Content
38%
Update their own details
12% 0%
20%
40%
60%
80%
5. Is your email marketing database connected to your CRM database to manage communication preferences including opt-ins and optouts?
No, the CRM system & Email Marketing systems aren’t integrated
50%
Yes, everything is integrated
38%
No, as we don’t have a CRM system
12%
No, as we don’t use Email marketing
0% 0%
20%
40%
60%
80%
100%
100%
Yes, but not as much as we would like - 0%
6. Are you using 3rd party cookie tracking technology to track your prospect & customers online behaviour?
Yes, but we can’t/don’t use the information - 0% No - 38% Yes - 50%
7. Do you have a formal privacy policy in place?
Yes
75%
No
13%
Yes, but I think it’s not being followed as well as it should
12%
Yes, but I think it is out of date
0%
I don’t know
0% 0%
20%
40%
60%
20%
40%
60%
80%
100%
8. What are you outsourcing to agencies and external suppliers? Contact Centre
12%
Response and return capture
0%
Database management
0%
Email marketing
0% 0%
80%
100%
9. What percentage of your total company revenue is spent on marketing? 5%
38%
25%
25%
20%
13%
35%
12%
10%
0% 0%
20%
40%
60%
80%
100%
40%
60%
80%
100%
40%
60%
80%
100%
10. What percentage of revenue is your marketing responsible for generating? 25%
25%
20%
25%
15%
25%
40%
13%
45%
12% 0%
20%
11. What percentage of opportunities created by sales converts into revenue? 20%
62%
35%
13%
15%
13%
50%
12% 0%
20%
ADMA B2B Experts’ Opinions While there are many interesting data points coming out of this survey, the one that struck me most was the use of technology and more importantly the integration (or at times the lack of integration) of those technologies.
Jarther Taylor Telstra
While 38% of respondents stated that their CRM and Email Marketing systems were integrated, 50% said they were not. The data points are reversed when it comes to tracking online behaviour (50% do, 38% don’t). This suggests that marketing organisations still have work to do in becoming part of the core business systems. Better integrating marketing into business systems like CRM, ERP or Business Intelligence Business, will drive customer centricity across a company. This will transform these systems from systems of record to systems of engagement. These systems will be geared towards not only capturing business data but also capturing customer behaviour, preferences and needs and integrate them into the way companies engage with their customers.
Whilst as marketers we can never have enough resources, 50% of respondents record budgets of 25% to 35% of revenue leading to a conclusion that sales and retail expenses may be included for some. The most common response was a more conservative 5% which is often listed as closer to the norm, though in order to gain market share pundits point to a 10% requirement.
Neil Jorgensen Signet
Interestingly half the respondents specified a change of KPI every 6 months. With the goal posts moving this often it must create some planning challenges, particularly as B2B often has much longer decision cycles. In the B2B environment quality of leads can be extremely variable leading to a strong need for targeting. A measurement based solely on lead numbers would need to be supported by some measurement of that returns expected from those leads. Providing customers with the ability to self manage their communications seems to be quite advanced for the areas of frequency and content, leading to a much better relevance of communication. This appears to combine well with a strong direction towards integration for many companies. Privacy compliance is an important issue for the future due to legislation and the number of messages that today’s business decision-maker is receiving. Encouragingly, 87% of companies appear to have a formal privacy policy in place with the vast majority following it. It appears that most businesses are choosing to manage the response capture and updating, themselves, allowing a much better control over their own data.
Continued …
This is really interesting research, but to a certain extent predictable.
Kerim El Gabaili Prografica Group
Some of the real debate and discussion would be if we had run this survey 2 years ago or if we run it again in 2 years and then compare trends to see where are we trending towards or away from otherwise. To me it’s a good snap shot of the status quo.
75% of marketers say they have are responsible for 20%+ of company revenue (seems high) whilst revenue is not a key KPI for acquisition or retention marketing.
Andrew Haussegger Green Hat
KPIs are variable – changing every year or even every six months for 50% of the respondents. So … how serious are businesses about marketing measurement?
The B2B Expert Group provides marketers with an opportunity to
join a B2B marketing community that shares information, news and insight about issues that are specific within the realm of B2B marketing. http://www.adma.com.au/members-hub/expert-groups/b2b/ http://linkd.in/VRJxg4
