The CMO Council asked top marketers what percentage of their marketing budget is allocated to customer acquisition.
The CMO Council asked top marketers to best describe collaboration and data sharing among marketing, sales, IT and other departments and functions.
0-10%
11-20%
21-30%
31-40%
41-50%
51-60%
61-70%
71-80%
81-90%
91-100%
28.3%
8.0%
16.7%
14.1%
12.5%
9.6%
9.3%
18.4%
26.9%
4.5%
5.8%
5.8%
37.5%
1.2%
■ Close sharing and integration of information, with some or all departments/functions using highly compatible systems
■ Good sharing or integration, with some departments/ functions using somewhat compatible systems
■ Some sharing but no integration, with some departments/functions using incompatible systems
■ Inadequate sharing of information, with siloed information and incompatible systems
■ No systems for information sharing, with data scattered across systems and locations
9%
Source: “Business Gain From How You Retain: Addressing the Challenge of Customer Churn & Marketing Burn,” CMO Council, 2008
Forrester Research recently asked b-to-b marketers about their lead-generation programs. The data show that the use of certain tactics does not often correspond with their perceived effectiveness.
90%
80%
70%
■ % of firms that use each tactic
■ % of firms that say each tactic is highly effective
60%
50%
40%
30%
20%
10%
0%
PR
Trade shows
Direct mail
Source: Q2 2008 B2B Marketing Effectiveness Online Survey, Forrester Research
Search marketing
Executive seminars
Sponsorships
Inside sales
Webinars
Online video,
podcasts, rich media
Online ads
Other Web 2.0
Blogs
Radio
Outdoor
TV advertising
Aberdeen Group surveyed 200 companies about their lead-management usage and divided the respondents into three categories: best-in-class, industry average and laggard. (Best-in-class companies were defined as having increased lead conversion rates and annual revenue, and reduced cost-per-lead year over year.)
Do you use lead management?
Best-in-class
91%
Industry average
67%
Laggard
44%
0%
20%
40%
60%
80% 100%
If you do use lead management, do you also use lead scoring and prioritization?
Best-in-class
88%
Industry average
61%
Laggard
33%
0% 20% 40% 60% 80% 100%
Source: “Lead Scoring and Prioritization: The Path to Higher Conversion” Benchmark Report, Aberdeen Group, 2008
IDC asked technology maketers to rate how important each of the following is to their companywide marketing activities during the 2008 calendar year (using a scale of 1-5, with 1=not important and 5=very important).
Lead generation
Brand awareness
Online and interactive marketing
Alignment with sales
MPM/ROI
Customer knowledge
Channel/Partner Marketing
4. 3
4.0
4.0
3. 9
3. 9
3. 6
3. 4
Source: IDC's CMO Tech Marketing Barometer, 2008
Rain Today.com asked professional services companies about their expected lead-generation efforts in the next two years. The companies are categorized by how they identified themselves as generating new business.
51 50% 50
44 42
Respondents
40% 36
30%
30
20% 15
10
10%
4 31
0%
11
2
Half lead gen, half referrals
■ Significant increase
■ Moderate increase
■ No change
■ Moderate decrease
■ Significant decrease
Mostly lead gen
Mostly referrals
Source: “What’s Working in Lead Generation,” Rain Today.com, 2007
References:
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