Presentation deck from InsightSquared RAMP conference June 14, 2019 in Boston

1. Mile Wide and an Inch Deep:
Marketing Automation Perceptions
Matt Heinz • Heinz Marketing

2. Housekeeping
• The deck is yours
• If it looks like a spreadsheet….
• Want the full research report? Let me know…
• Also, bacon…
Bring me a business card or email me
(matt@heinzmarketing.com) for any and all of this

3. I am serious about the bacon

4. Here we go again…

6. Key Findings in 2019 Report
1. Fewer than 1 in 4 respondents report that their marketing automation
platform has met most or all of their expectations
2. Only 1 in 5 respondents are satisfied with the quality of their data
3. The most important features have also been the most disappointing
4. Key features are also the most challenging to use
5. 75 percent of respondents report that measuring marketing’s impact is
very important, but less than 19 percent of respondents are confident
that they’re able to do so accurately

7. Setting the stage
Question 1: What marketing automation platform do you use?
Platform Total
(179)
<1 year
experience
1 – 3 years
experience
3 – 7 years
experience
7+ years
experience
Marketo 39.7% 39.1% 35.6% 44.6% 40.7%
Hubspot 22.3 17.4 23.3 23.2 22.2
Pardot 11.7 4.3 13.7 16.1 3.7
Oracle Marketing Cloud/Eloqua 10.1 21.7 6.8 3.6 22.2
Act-on 3.4 4.3 6.8 - -
IBM 1.7 - - 3.6 3.7
Mailchimp 1.1 - 1.4 - 3.7
Salesforce 1.1 - 1.4 1.8 -
Sharespring 1.1 4.3 1.4 - -
Other 7.8 8.7 9.6 7.1 3.7

8. Setting the stage
Question 2: How many years of experience do you personally have with your marketing automation
platform?
Years of experience Total
(179)
Less than 1 year 12.8%
1 - 3 years 40.8
3 – 7 years 31.3
7+ years 15.1

9. Setting the stage
Question 3: What are the primary KPIs you are personally measured on?
KPIs personally measured on Total
(179)
<1 year
experience
1 – 3 years
experience
3 – 7 years
experience
7+ years
experience
Opportunities created 58.1% 56.5% 50.7% 64.3% 66.7%
Number of MQLS 53.1 30.4 53.4 64.3 48.1
Campaign channel attribution
marketing attribution
46.9 43.5 39.7 53.6 55.6
Influenced revenue 45.3 34.8 41.1 50.0 55.6
Sourced revenue 43.6 34.8 39.7 42.9 63.0
Number of SQLS 35.2 17.4 37.0 35.7 44.4
Renewals or revenue from existing
customers
29.1 39.1 20.5 30.4 40.7
Other 11.2 - 12.3 14.3 11.1

10. 2019 vs. 2018
Setting the stage
Question 3: What are the primary KPIs you are personally measured on?
KPIs personally measured
on
2019 2018 % Diff.
Opportunities created 58.1% 64.80% -10.3
Number of MQLS 53.1 56.15 -5.4
Campaign channel attribution
marketing attribution
46.9 40.78 15.0
Influenced revenue 45.3 44.97 0.7
Sourced revenue 43.6 42.18 3.4
Number of SQLS 35.2 42.18 -16.5
Renewals or revenue from
existing customers
29.1 22.63 28.6
Other 11.2 5.87 90.8
Marketers are expected to be tracking
what’s closest to revenue as seen in growth
from 2018 to 2019:
• Campaign channel attribution marketing
attribution
• Influenced revenue
• Sourced revenue
• Renewals or revenue from existing
customers

11. Great expectations...
Question 5: Overall, has your marketing automation platform met your expectations?
• Less than 25% of respondents reported that their company’s marketing automation platform met all or most
expectations.
Total
(179)
<1 year
experience
1 – 3 years
experience
3 – 7 years
experience
7+ years
experience
Yes, it has met most or all of
expectations
24.0% 13.0% 23.3% 23.2% 37.0%
Yes, it has met more
expectations than it has failed
62.0 69.6 57.5 67.9 55.6
No, it has failed to meet more of
our expectations than is has met
12.8 17.4 16.4 8.9 7.4
No, it has failed to meet most or
any of our expectations
1.1 - 2.7 - -

12. 2019 vs. 2018
Great expectations...
Question 5: Overall, has your marketing automation platform met your expectations?
2019 2018 % Diff.
Yes, it has met most or all of
expectations
24.0% 30.17% -20.5%
Yes, it has met more
expectations than it has failed
62.0 54.75 13.2
No, it has failed to meet more of
our expectations than is has met
12.8 13.69 -6.5
No, it has failed to meet most or
any of our expectations
1.1 1.40 -21.4
● Overall satisfaction from MAPs has evened out
since 2018, but show a slightly downward
trend:
○ While more respondents this year report
their MAP has met more expectations
than it has failed…
■ Fewer respondents this year report
that their MAP has met most or all
of expectations
○ With little to no changes amongst those
who reported their MAPs failing to meet
their expectations

13. ...Disappointing results
Question 4: On a scale of 1 – 7, how satisfied are you with the quality of your data, where 7 is very
satisfied and 1 is not satisfied at all?
• Just over 20% of respondents reported being very satisfied with quality of data.
Level of satisfaction Total
(179)
<1 year
experience
1 – 3 years
experience
3 – 7 years
experience
7+ years
experience
Satisfied (6 - 7) 20.7% 30.4% 15.1% 19.6% 29.6%
4 – 5 53.6 43.5 47.9 66.1 51.9
Not satisfied (1 – 3) 24.6 17.4 37.0 14.3 18.5
Don’t know 1.1 8.7 - - -

14. Promised features
Question 6: What features or capabilities were most important to your organization when you chose
your marketing automation platform?
Most important features & capabilities Total
(179)
<1 year
experience
1 – 3 years
experience
3 – 7 years
experience
7+ years
experience
Actionable analytics and reporting 50.3% 56.5% 46.6% 53.6% 48.1%
Ease of landing page and email design 49.2 43.5 61.6 33.9 51.9
Database and list management 45.3 65.2 46.6 33.9 48.1
Number of third-party integrations (including
CRM)
41.9 26.1 43.8 44.6 44.4
Sophisticated, multi-channel campaign
capabilities
35.8 26.1 27.4 53.6 29.6
Overall usability 31.8 34.8 30.1 33.9 29.6
Lead & account scoring 31.3 34.8 30.1 28.6 37.0
Vender’s sender score reputation 5.0 8.7 2.7 5.4 7.4

15. 2019 vs. 2018
Lackluster outcomes
Question 7: How satisfied are you currently with your marketing automation platform’s (insert) on a
five point scale (1=very satisfied, 2=somewhat satisfied, etc.?
• Following are the percentages of just those who are very satisfied with their platform’s capabilities (%
reporting being very satisfied)
Marketing automation platform capabilities 2019 2018 % Diff.
Number of third-party integrations (including CRM) 40.0% 30.00% 33.3
Overall usability 38.6 23.04 67.5
Sophisticated, multi-channel campaign capabilities 23.4 19.73 18.6
Ease of landing page and email design 26.1 23.24 12.3
Lead and account scoring 28.6 19.51 46.6
Database and list management 25.9 26.22 -1.2
Actionable analytics and reporting 13.3 13.98 -4.9
Vendor’s sender score reputation 22.2 21.15 5.0
● Overall, satisfaction levels with
MAP features have increased
since 2018 amongst those who
are very satisfied with these
features

16. Expectations vs. Reality
Questions 6 and 7
Most important
feature
% very
satisfied
Actionable analytics and reporting 50.3 13.3
Ease of landing page and email design 49.2 26.1
Database and list management 45.3 25.9
Number of third-party integrations (including
CRM)
41.9 40.0
Sophisticated, multi-channel campaign
capabilities
35.8 23.4
Overall usability 31.8 38.6
Lead & account scoring 31.3 28.6
Vender’s sender score reputation 5.0 22.2

17. 2019 vs. 2018
So, what’s missing?
Question 10: Today, what features or capabilities are the most deficient or lacking in your current
marketing automation platform (select three)?
Most deficient features or capabilities 2019 2018 % Diff.
Actionable analytics and reporting 48.6% 57.85% -16.0%
Sophisticated, multi-channel campaign
capabilities
34.1 28.92 17.9
Ease of landing page and email design 27.9 20.62 35.3
Database and list management 23.5 21.23 10.7
Number of 3rd party integrations (including
CRM)
18.4 22.77 -19.2
Lead and account scoring 15.6 16.31 -4.4
Overall usability 8.9 16.62 -46.5
Vendor’s sender score reputation 7.8 9.85 -20.8
● Deficiencies since 2018 are also
finding improvements, with the
exceptions of:
○ Sophisticated, multi-channel
campaign capabilities
○ Ease of landing page and
email design
○ Database and list
management
● These features have seen an
increased trend in deficiency
rankings

18. What could be improved?
Question 8: Today, if you could improve any feature/capability in your marketing automation platform, what would
it be? (select all that apply)
Most important feature & capability
improvements
Total
(179)
<1 year
experience
1 – 3 years
experience
3 – 7 years
experience
7+ years
experience
Deeper analytics and polished
reporting
66.5% 65.2% 63.0% 71.4% 66.7%
Account-based marketing capabilities 46.9 43.5 49.3 39.3 59.3
Database health and management 38.0 17.4 42.5 39.3 40.7
Deeper personalization capabilities 30.7 21.7 32.9 30.4 33.3
Integration with a specific third-party
application
26.3 26.1 23.3 30.4 25.9
Other 7.8 13.0 6.8 8.9 3.7

19. What could be added?
Question 9: If you could add any new feature/capability to your marketing automation platform today,
what would it be? (select all that apply)
Most important feature & capability
additions
Total
(179)
<1 year
experience
1 – 3 years
experience
3 – 7 years
experience
7+ years
experience
Deeper analytics and polished
reporting
51.4% 52.2% 47.9% 55.4% 51.9%
Machine learning, predictive or
prescriptive capabilities
49.2 56.5 43.8 55.4 44.4
Account-based marketing capabilities 43.0 43.5 38.4 42.9 55.6
Database health and management 35.2 17.4 37.0 33.9 48.1
Deeper personalization capabilities 30.7 26.1 35.6 23.2 37.0
Integration with a specific third-party
application
22.3 21.7 23.3 23.2 18.5
Other 5.0 - 4.1 8.9 3.7

20. 2019 vs. 2018
Key analytics
Question 11: Which reporting and analytics capabilities are most important to your organization?
(select all that apply)
Most important reporting &
analytics capabilities
2019 2018 % Diff.
Multi-touch attribution 62.0% 60.37 2.7
Marketing-influenced revenue 60.9 62.54 -2.6
Marketing-sourced revenue 58.7 55.42 5.9
Account-level ABM reporting 45.3 35.60 27.2
Sales cycle velocity 44.1 37.15 18.7
● Importance amongst key analytics
capabilities have, overall, increased
since 2018
● We see the greatest increases in the
capabilities that are closest to revenue:
○ ABM reporting
○ Sales cycle velocity
● Marketing influenced revenue
decreased slightly from 2018, with a
greater emphasis being placed on
marketing sourced revenue instead

21. Important, yet challenging
Question 11 and 12: Importance vs. Ease
Most
important
Most
challenging
Multi-touch attribution 62.0% 55.9%
Marketing-influenced revenue 60.9 41.9
Marketing-sourced revenue 58.7 26.8
Account-level ABM reporting 45.3 41.3
Sales cycle velocity 44.1 35.2

22. Measuring marketing’s impact is very
important
Question 19: On a scale of 1 – 7, how important is it that you’re accurately measuring marketing’s
impact on sales and revenue, where 7 is very important and 1 is not important at all?
• Over 75% of respondents reported that it was very important to accurately measure marketing’s impact and
sales and revenue.
Importance of accurately
measuring marketing’s impact
Total
(179)
<1 year
experience
1 – 3 years
experience
3 – 7 years
experience
7+ years
experience
Important (6 – 7) 75.4% 65.2% 72.65 78.6% 85.2%
(4 – 5) 19.0 17.4 23.3 17.9 11.1
Not important (1 – 3) 5.0 13.0 4.1 3.6 3.7
Don’t know 0.6 4.3 - - -

23. But confidence is low that it’s being
done accurately
Question 20: On a scale of 1 – 7, how confident are you that you are accurately measuring
marketing’s impact on sales and revenue where 7 is very confident and 1 is not confident at all?
• Less than 20% of respondents reported being very confident that marketing’s impact on sales was being
accurately measured.
Level of confidence that
marketing’s impact is accurately
measured
Total
(179)
<1 year
experience
1 – 3 years
experience
3 – 7 years
experience
7+ years
experience
Confident (6 – 7) 18.4% 17.4% 8.2% 21.4% 40.7%
(4 – 5) 49.2 34.8 54.8 50.0 44.4
Not confident (1 – 3) 30.2 34.8 35.6 28.6 14.8
Don’t know 2.2 13.0 1.4 - -

24. 2019 vs. 2018
Marketing isn’t looking to replace
their MAP vendor
Question 13: How likely are you to replace your marketing automation vendor in the next 18 months?
Likelihood of replacing
marketing automation vendor
2019 2018 % Diff.
Very likely to replace 5.0% 7.76% -35.6%
Somewhat likely to replace 27.4 21.74 26.0
Unlikely to replace 48.6 43.79 11.0
Definitely will not replace 19.0 26.71 -28.9
● The idea of replacing a MAP vendor has
decreased since 2018
● Putting a greater emphasis on the need for
marketers to find third-party solutions to
their challenges

25. Instead, we hope technology will
improve
Recap from Slides 18-20
Be improved Be added
Deeper analytics and polished reporting 66.5% 51.4%
Account-based marketing capabilities 46.9 43.0
Database health and management 38.0 35.2
Deeper personalization capabilities 30.7 30.7
Integration with a specific third-party application 26.3 22.3
Machine learning, predictive or prescriptive
capabilities
- 49.2
Other 7.8 5.0

26. What does that mean for
marketing today?
• MAPs out-of-box aren’t designed to meet the growing needs of the
modern marketer
• Marketing can’t track what they want to track or report on what they need
to
• Which means they can’t justify their actions, strategies, or costs
effectively
• And while features from years ago may have been touted as cutting-
edge, B2B marketing has moved far beyond those capabilities and now
need more

27. Want the full report?
• Be the first to get it!
• https://offers.insightsquared.com/map-survey-19.html

28. Housekeeping
• The deck is yours
• If it looks like a spreadsheet….
• Want the full research report? Let me know…
• Email me at matt@heinzmarketing.com

30. Questions?

31. THANK YOU!
Matt Heinz
President, Heinz Marketing
@heinzmarketing
matt@heinzmarketing.com