Two thirds of companies with integrated marketing automation are outgrowing their competitors compared to only 50% of those companies without marketing automation, according to the 2012 B2B Lead Gen Marketing Effectiveness Study from Lenskold Group and The Pedowitz Group.
A significant increase in total marketing revenue contribution was reported by 69% of marketing automation users who were also using ROI metrics to assess their marketing effectiveness. This compares very favourably to the 19% of marketing automation users who were using purely traditional, non-financial metrics.
The study found that 'highly effective and efficient' companies are far more likely to report a strength in marketing's ability to drive repeatable and predictable lead-to-sale conversion rates. The 'best practice segment' of marketers reporting 'highly effective and efficient marketing' were analysed in comparison to all other marketers. This segment reported high ratings of strength in all marketing practices examined.
The most significant gap was found in their ability to drive repeatable and predictable lead-to-sale conversion rates. This highly and efficient group is also strong at proactively managing the marketing funnel, measuring incremental sales and being accountable for revenue goals.
Organisational structure and process strengths are also key differentiators for highly effective and efficient companies. Compared to all other companies, highly effective and efficient marketers benefit from the organisational structure (78% vs. 33%) and established processes (78% vs. 38%) to manage lead gen effectiveness.
At the same time, highly effective and efficient companies are attaining a strategic level of marketing support from their marketing automation - a level that includes CMO support and integration with sales. Among the highly effective and efficient marketers, almost half (46%) report that their marketing automation provides a 'strategic' level of support - the highest and most advanced of the four levels presented. This compares to only 18% among all other companies where the greatest portion (41%) have automation that provides 'process' level of support for campaign planning and reporting.
Overall, highly effective and efficient companies were found to be:
Similarly, companies that are currently outgrowing their competitors were found to be:
And companies using ROI metrics to assess their effectiveness were found to be:
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