Marketers are faced with the challenge of keeping up with new, hopefully better, strategies that emerge at a rapid rate, while cutting ineffective practices waning in popularity. It’s very valuable for marketers to have benchmark data about how the current digital marketing landscape looks, what’s new, what’s working and what isn’t. Quite often, marketers can gain a competitive advantage simply by being quick to adopt new digital marketing strategies in advance of mass adoption that eventually dilutes the impact of new things. This study, presented by Jerry Rackley, Chief Analyst at Demand Metric & Jim Hopkins, Sr. Product Manager at Demandbase, took a close look at digital marketing to understand current practices, goals, strategies, metrics and effectiveness. Furthermore, the study investigated how well organizations understand their chosen markets, who in those markets they target as prospects and what their biggest challenges are in the pursuit of success.

4. For more information, visit:www.demandbase.com
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.

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7. Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Study Results

8. 2%
2%
5%
20%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Very unimportant
Unimportant
Neutral
Important
Very important

9. 11%
49%
59%
73%
84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Other goals
Growth of existing accounts
Lead nurturing
Branding
New customer acquisition

10. 12%
24%
24%
51%
55%
64%
68%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Other strategies
Mobile marketing
Content syndication
Display and/or banner ads
SEM/PPC
Inbound marketing/content creation/blogs
SEO/Organic search
Social media marketing

11. 50%
60%
61%
73%
85%
88%
88%
88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
A/B testing
Lead scoring
Marketing Automation
Business Intelligence
CRM
Analytics
Content Management
Email marketing solution

12. 30%
22%
21%
19%
17%
14%
12%
10%
53%
45%
50%
59%
58%
50%
58%
47%
17%
33%
29%
22%
25%
36%
30%
43%
0%
20%
40%
60%
80%
Ineffective
Moderate
Effective

13. 8%
9%
33%
36%
37%
41%
49%
54%
55%
64%
0%
10%
20%
30%
40%
50%
60%
70%
Other
None
Program ROI
Sales opportunities identified
Marketing Qualified Leads
Impressions
Revenue generated
Number of inquiries
Page views
Click-thrus

14. Low market understanding48%
High marketing understanding52%

16. 41%
59%
31%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Neutral to Ineffective
Effective/Very effective
Low understandinggroup
High understandinggroup

17. 14%
37%
49%
10%
20%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Ineffective
Neutral
Effective
Declining or Flat
Growth

19. 2%
3%
9%
11%
13%
24%
38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Other
SMB segment
Enterprise segment
Geographies
Named account lists/targets
Industries or vertical markets
Individual prospect types/buyer personas

20. 34%
41%
45%
46%
55%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Product-based
User profile or persona-based
Sales-driven
Industry or company-based
Business needs-based
Thought leadership

21. 32%
25%
16%
11%
9%
3%
4%
0%
10%
20%
30%
40%
Unaware
Aware, notusing
Aware, consideringusing
Piloting ABM
Runningsome ABMcampaigns
Runningmany ABMcampaigns
ABM isprimarydigitalapproach

22. 3.37
3.58
3.82
3.1
3.2
3.3
3.4
3.5
3.6
3.7
3.8
3.9
Unaware
Aware, not using
Using ABM

23. 4%
14%
19%
25%
25%
28%
32%
35%
37%
39%
42%
0%
10%
20%
30%
40%
50%
Other challenges
Difficulty integrating with key systems
Difficulty selecting optimal channel mix
Ability to market to prospects in real-time
Difficulty measuring ROI
Cost
Conversion rates
Developing effective content or creative
Ability to precisely target prospects
Ability to better track & measure results
Lack of staff, technology, resources

25. Specific goals
Revisit regularly
Avoid “one size fits all goals”

26. Match channels to targeting criteria
Optimize channel mix
See the forest –and the trees

27. Not too narrow
For B2B, think “Buying Center”
Know the customer journey
Lead score at the company level

28. Data is not hard to capture
Some metrics are better than others
Any metrics are better than none at all

29. The digital marketing space moves quickly
Advantages go to the early adopters
Retire what’s losing effectiveness
Keep your eye on the digital marketing horizon

31. Sales and Marketing are divided
MARKETING
SALES
Leads
Personas
Quantity
Individuals
Opportunities
Buyers/Influencers
Quality
Accounts

32. The result…
MARKETING
“We delivered
1,238 MQLs this quarter.
+27% above goal!”
SALES
“We didn’t hit our number. Marketing isn’t supporting us”

33. Leads aren’t wasted
of marketing generated leads are never followed up by sales.
50%
-Miller Pierce, 2014 VOC Study

34. B2C tactics aren’t ideal for B2B
Spray and Pray
•Quantity ≠ quality
•Wasted resources
Persona Marketing
•Targeting based on behaviors
•Right person, wrong company
Targeting Accounts
•B2B buys & sells by account
•Aligns marketing with sales/revenue
✔

35. 3 Easy Steps to Account-Based Marketing
Identify the right accounts
Market to those accounts
Measure by accounts

36. The DB 1500

37. Personalize the experience

38. Targeting Accounts produces results
MQL TO
CLOSED/WON
DB 1500
+134%

39. The result…
MARKETING
“We reached 50% of our target accounts and contributed $12.6M in pipeline!”
SALES
“We love you!”