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image:	
  Xurxo	
  Mar.nez
FILL
Inbound	
  2013
Aug.	
  20,	
  2013
what	
  marketers	
  really	
  need	
  from	
  agencies
Presented	
  by:	
  Paul	
  Roetzer,	
  CEO,	
  PR	
  20/20	
  (@PaulRoetzer)
poten>al	
  &	
  expecta>ons
founda>on
plaAorm
expecta>ons
poten>al
strategy
source:	
  Jayneandd
Define	
  FoundaNon	
  Projectsmarke>ng	
  assessment	
  
subjecNve	
  analysis
internal	
  stakeholders
10	
  secNons
27	
  profile	
  fields
132	
  factors
0-­‐5	
  =	
  escalators
6-­‐7	
  =	
  neutrals
8-­‐10	
  =	
  assets
www.TheMarkeNngScore.com	
  
goals	
  +	
  budgets	
  +	
  expecta>ons
@PaulRoetzer
generate	
  leads
81%
77% convert	
  sales
build	
  brand
44%
48% increase	
  loyalty
brand
leads
sales
loyalty
high-­‐priority	
  goals
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
of	
  organizaNons	
  have	
  aggressive	
  
(>20%)	
  or	
  moderately	
  aggressive	
  
(15-­‐20%)	
  growth	
  goals.
59%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
of	
  organizaNons	
  have	
  conservaNve	
  
(<5%	
  of	
  revenue)	
  or	
  moderately	
  
conservaNve	
  (5-­‐10%	
  of	
  revenue)	
  
marke>ng	
  budgets.51%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
0%
10%
20%
30%
40%
50%
Aggressive	
  (>20%)
Moderately	
  Aggressive	
  (15-­‐20%)
Moderate	
  (10-­‐15%)
Moderately	
  Conservative	
  (5-­‐10%)
Conservative	
  (<5%)
5%
8%
14%
19%
32%38%
21%
12% 12%
6%
Growth	
  Goals	
  vs	
  Marketing	
  Budgets
misaligned	
  expecta>ons?
Growth	
  Goals Budgets
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business	
  Cores Mkt	
  Cores Audiences Mkt	
  Team Mkt	
  Tech Mkt	
  Performance Social Lead	
  Sources PR Content
61%
53%
47%
43%
39%
37%
31%
28%
24%
20%
68%
65%
55%
57% 58%
51%
58%
40%
35%
37%
Moderately	
  Aggressive	
  (15-­‐20%	
  of	
  Reveune)	
  vs	
  Conservative	
  (<5%	
  of	
  Revenue)
marke>ng	
  budget:	
  spotlight
Average	
  (All	
  Members) Moderately	
  aggressive ConservaNve
+49% +87%
+85%
+33%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
of	
  organizaNons	
  with	
  agency	
  budgets	
  of	
  
$5,000	
  or	
  less	
  per	
  month	
  have	
  aggressive	
  
(>20%)	
  or	
  moderately	
  aggressive	
  (15-­‐20%)	
  
growth	
  goals.40%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
the	
  reality
@PaulRoetzer
the	
  average	
  overall	
  Marke>ng	
  Score
42%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Business	
  Cores
Marketing	
  Cores
Audiences
Marketing	
  Team	
  Strength
Marketing	
  Technology	
  Utilization
Marketing	
  Performance
Social	
  Media	
  Marketing
Lead	
  Sources
Public	
  Relations
Content	
  Marketing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25%
29%
32%
39%
41%
44%
47%
50%
56%
63%
Avg.	
  Scores	
  by	
  Section
assessment	
  sec>ons
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
2%
16%
82%
All	
  Members:	
  Avg.	
  %	
  of	
  Escalators/Neutrals/Assets	
  (132	
  Factors)
Escalators	
  (0-­‐5) Neutrals	
  (6-­‐7) Assets	
  (8-­‐10)
factors:	
  escalators/neutrals/assets
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Product/service	
  quality	
  (Business	
  Cores)
Competitive	
  advantage	
  (Business	
  Cores)
Corporate	
  culture	
  (Business	
  Cores)
Financial	
  stability	
  (Business	
  Cores)
Internal	
  communications	
  (Business	
  Cores)
Pricing	
  strategy	
  (Business	
  Cores)
Website	
  (Marketing	
  Cores)
External	
  communications	
  (Business	
  Cores)
Revenue	
  growth	
  (Marketing	
  Performance)
Employee	
  retention	
  rates	
  (Marketing	
  Performance)
CMS	
  (Marketing	
  Tech)
Marketing	
  team	
  (Business	
  Cores)
Brand	
  positioning	
  (Marketing	
  Cores)
CRM	
  (Marketing	
  Tech)
Email	
  marketing	
  (Marketing	
  Tech)
Marketing	
  analytics	
  (Marketing	
  Tech)
0 1 2 3 4 5 6 7 8 9 10
4.5
4.7
4.8
5.3
5.3
5.4
5.4
5.6
5.7
5.8
6.1
6.2
6.5
6.5
7.1
7.7
cri>cal	
  founda>on	
  factors
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Asset
Neutral
Escalator	
  	
  	
  	
  
ra>ng e/n/a factor
4.6 website	
  traffic
4.3 social	
  reach
3.8 subscribers
brand
leads
sales
loyalty
3.7 lead	
  volume
3.1 lead	
  quality	
  scores
3.9 lead-­‐to-­‐sale	
  conversion	
  rates
3.4 COCA
5.2 customer	
  retenNon	
  rates
3.9 CLV
funnel	
  view:	
  cri>cal	
  performance	
  factors
All	
  Members:	
  Avg.	
  Factor	
  Ra>ng
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Asset
Neutral
Escalator	
  	
  	
  	
  
organizaNons	
  with	
  11-­‐15	
  marke>ng	
  
employees	
  overall	
  MarkeNng	
  Score	
  
is	
  33%	
  above	
  average.
33%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business	
  Cores Mkt	
  Cores Audiences Mkt	
  Team Mkt	
  Tech Mkt	
  Performance Social Lead	
  Sources PR Content
59%
51%
41%
28%
31% 31%
27%
25%
19%
15%
69% 68%
62% 61%
58%
50%
61%
44%
51%
43%
#	
  of	
  Marketing	
  Employees:	
  11-­‐15	
  vs	
  None
marke>ng	
  employees:	
  comparison
Average	
  (All	
  Members) 11-­‐15 None
+126%
+168%
+187%
+87%+118%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
organizaNons	
  with	
  revenue	
  growth	
  of	
  
20%	
  or	
  more	
  score	
  36%	
  higher	
  overall	
  
than	
  organizaNons	
  with	
  revenue	
  
down	
  more	
  than	
  10%.36%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business	
  Cores Mkt	
  Cores Audiences Mkt	
  Team Mkt	
  Tech Mkt	
  Performance Social Lead	
  Sources PR Content
58%
47%
42%
35%
30%
28%
34%
21% 20% 20%
64%
57%
52%
50% 49%
46%
44%
34%
29% 28%
Up	
  20%	
  or	
  More	
  vs	
  Down	
  More	
  Than	
  10%	
  (last	
  12	
  months)
revenue	
  growth	
  comparison
Average	
  (All	
  Members) Up	
  more	
  than	
  20% Down	
  more	
  than	
  10%
+63%
+64%
+62%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
HubSpot	
  customers’	
  average	
  overall	
  
MarkeNng	
  Score	
  is	
  18%	
  higher	
  than	
  
non-­‐HubSpot	
  customers.	
  
18%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Business	
  Cores Mkt	
  Cores Audiences Mkt	
  Team Mkt	
  Tech Mkt	
  Performance Social Lead	
  Sources PR Content
62%
54%
47%
44%
38% 38%
35%
30%
27%
21%
65%
58%
52% 51% 52%
45% 45%
34%
31% 31%
HubSpot	
  Customers	
  vs	
  Non-­‐HubSpot	
  Customers
HubSpot	
  customers
Average	
  (All	
  Members) Yes No
+37%
+29%
+48%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
lead-­‐to-­‐sale	
  conversion	
  rates	
  for	
  
organizaNons	
  with	
  sales	
  cycles	
  >12	
  
weeks	
  are	
  23%	
  below	
  average.
-­‐23%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Lead-­‐to-­‐sale	
  rate	
  (Marketing	
  Performance)
Lead	
  Quality	
  (Marketing	
  Performance)
Lead	
  Nurturing	
  (Marketing	
  Team)
CRM	
  (Marketing	
  Tech)
Mkt	
  Automation/Lead	
  Nurturing	
  (Marketing	
  Tech)
Blogging	
  (Content	
  Marketing)
eBooks	
  (Content	
  Marketing)
Email	
  Mkt	
  (Marketing	
  Team)
Email	
  Mkt	
  (Marketing	
  Tech)
0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0
4.7
5.2
2.4
4.4
3.7
4.8
4.7
3.1
3.9
3.9
4.5
1.5
3.3
2.7
4.3
4.4
2.7
3.0
>12	
  weeks	
  vs	
  Average	
  (All	
  Members)
sales	
  cycle	
  length:	
  spotlight
>12	
  weeks Average	
  (All	
  Members)
-­‐23%
-­‐27%
-­‐25%
-­‐38%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
do	
  NOT	
  have	
  marke>ng	
  automa>on/
lead	
  nurturing	
  sonware
35%
are	
  NOT	
  blogging
33%
do	
  NOT	
  have	
  CRM	
  sonware
18% Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
image:	
  Xurxo	
  Mar.nez
FILL
talent technology ac>on
nearly	
  four	
  in	
  10	
  CMOs	
  say	
  they	
  do	
  not	
  have	
  the	
  
right	
  people,	
  tools	
  and	
  resources	
  to	
  meet	
  their	
  
markeNng	
  objecNves.	
  
Source:	
  Accenture’s	
  Turbulence	
  for	
  the	
  CMO
39%
marke>ng	
  agencies	
  average	
  overall	
  
MarkeNng	
  Score	
  is	
  27%	
  higher	
  than	
  
non-­‐agencies.
27%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
higher	
  in	
  Content	
  Marke>ng
68%
higher	
  in	
  Marke>ng	
  Team
61%
higher	
  in	
  Social	
  Media	
  Marke>ng
60% Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Revenue	
  growth
Profitability
Employee	
  retention	
  rates
Customer	
  retention	
  rates
Referrals
Social	
  media	
  engagement
Website	
  traffic
Social	
  media	
  reach
Customer	
  lifetime	
  value	
  (CLV)
Lead-­‐to-­‐sale	
  conversion	
  rates
Subscribers	
  (blog,	
  email,	
  etc)
Lead	
  volume
Inbound	
  links
Cost	
  of	
  customer	
  acquisition	
  (COCA)
Content	
  downloads
Lead	
  quality	
  scores
Inbound	
  job	
  candidates
Net	
  Promoter	
  Score	
  (NPS)
0 1 2 3 4 5 6 7 8 9 10
1.6
2.9
3.1
3.1
3.4
3.6
3.7
3.8
3.9
3.9
4.3
4.6
4.6
5.2
5.2
5.4
5.5
5.6
marke>ng	
  performance
How	
  would	
  you	
  rate	
  your	
  organiza3on’s	
  historical	
  performance	
  in	
  these	
  key	
  areas	
  used	
  to	
  measure	
  
marke3ng	
  success?
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Asset
Neutral
Escalator	
  	
  	
  	
  
Strategic	
  planning
Website	
  management
Graphic	
  design
Search	
  engine	
  optimization	
  (SEO)
Copywriting/publishing
Email	
  marketing
Social	
  media
Data	
  analysis
Lead	
  management/nurturing
Event	
  planning/production
Coding/programming
Paid	
  search	
  management
Public	
  relations
Video	
  production/editing
Mobile	
  strategy
0 1 2 3 4 5 6 7 8 9 10
2.8
3.6
3.7
3.7
3.8
4.2
4.7
4.9
5.2
5.2
5.2
5.3
5.4
6.1
6.2
marke>ng	
  team	
  strength
How	
  would	
  you	
  rate	
  your	
  internal	
  marke3ng	
  team’s	
  competencies	
  in	
  these	
  core	
  areas?
Asset
Neutral
Escalator	
  	
  	
  	
   Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Referrals
Website
Organic	
  search
Traditional/offline	
  networking
Inbound	
  phone	
  calls
Social	
  media
Outbound	
  sales
Email	
  marketing
Events/shows
Blogging
Speaking	
  engagements
Affiliate/partner	
  programs
Premium	
  content	
  (ebooks,	
  podcasts,	
  webinars)
Direct	
  marketing
Media	
  coverage
Digital	
  ads	
  (banners,	
  search,	
  retargeting,	
  social)
Sponsorships
Traditional	
  advertising	
  (print,	
  radio,	
  TV)
0 1 2 3 4 5 6 7 8 9 10
1.1
2.0
2.2
2.3
2.4
2.5
2.6
2.8
3.0
3.2
3.3
3.3
3.7
3.8
4.2
4.3
4.8
5.3
lead	
  sources
How	
  would	
  you	
  rate	
  your	
  organiza3on’s	
  performance	
  over	
  the	
  last	
  12	
  months	
  at	
  producing	
  leads	
  and	
  
sales	
  through	
  these	
  channels?
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Asset
Neutral
Escalator	
  	
  	
  	
  
Content	
  management	
  system	
  (CMS)
Project	
  management
Search	
  engine	
  optimization	
  (SEO)
Customer	
  relationship	
  management	
  (CRM)
Social	
  media	
  monitoring/management
Email	
  marketing
Marketing	
  analytics
Marketing	
  automation/lead	
  nurturing
Internal	
  social	
  network
Call	
  tracking
0 1 2 3 4 5 6 7 8 9 10
2.2
2.9
3.7
4.5
4.7
4.8
4.8
5.3
5.3
5.4
marke>ng	
  technology	
  u>liza>on
How	
  would	
  you	
  rate	
  your	
  organiza3on’s	
  u3liza3on	
  of	
  these	
  marke3ng	
  and	
  sales	
  technology	
  solu3ons?
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Asset
Neutral
Escalator	
  	
  	
  	
  
do	
  NOT	
  uNlize	
  call	
  tracking
53%
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Call	
  tracking
Internal	
  social	
  network
Marketing	
  automation/lead	
  nurturing
Content	
  management	
  system	
  (CMS)
Marketing	
  analytics
Customer	
  relationship	
  management	
  (CRM)
Email	
  marketing
Social	
  media	
  monitoring/management
Project	
  management
Search	
  engine	
  optimization	
  (SEO)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10%
13%
15%
16%
18%
20%
21%
26%
41%
53%
marke>ng	
  technology	
  u>liza>on
Percentage	
  of	
  organiza3ons	
  that	
  do	
  not	
  have	
  or	
  u3lize	
  each	
  technology
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
2.4
3.4
3.8 3.9
4.8
4.2
5.1
4.1
5.4
7.2
5.6
Impact	
  of	
  Marketing	
  Automation	
  on	
  Lead-­‐to-­‐Sale	
  Conversion	
  Rates
Lead-­‐to-­‐Sale	
  Conversion	
  Rate	
  Score
Marketing	
  Automation	
  Factor	
  Score	
  (Marketing	
  Technology	
  Utilization	
  Section)
marke>ng	
  automa>on:	
  spotlight
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Asset
Neutral
Escalator	
  	
  	
  	
  
Blogging
Landing	
  pages
Email	
  newsletters
Videos
Case	
  studies
Press	
  releases
eBooks
White	
  papers
Infographics
Webinars
Original	
  research/reports
Mobile	
  apps
Podcasts
0 1 2 3 4 5 6 7 8 9 10
0.8
1.2
1.6
1.8
1.8
2.0
2.4
2.7
2.8
2.9
3.5
4.1
4.4
content	
  marke>ng
How	
  would	
  you	
  rate	
  your	
  organiza3on’s	
  crea3on	
  and	
  distribu3on	
  of	
  content	
  in	
  the	
  following	
  digital	
  
formats?
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Asset
Neutral
Escalator	
  	
  	
  	
  
of	
  B2B	
  companies	
  do	
  NOT	
  use	
  webinars
51%
of	
  B2B	
  companies	
  do	
  NOT	
  publish	
  ebooks
43%
of	
  B2B	
  companies	
  do	
  NOT	
  blog
17% Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
3.5
3.0
3.9
4.8
5.2
5.7
6.3
7.2
6.7
7.1
7.8
Impact	
  of	
  Blogging	
  Strength	
  on	
  Website	
  Traffic
Website	
  Traffic	
  Score
Blogging	
  Factor	
  Score	
  (Content	
  Marketing	
  Section)
blogging:	
  spotlight
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Asset
Neutral
Escalator	
  	
  	
  	
  
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
2.3
3.7
2.6
2.9 3.1
4.0
3.7 3.9
5.4
6.0 5.8
Impact	
  of	
  Blogging	
  Strength	
  on	
  Lead	
  Volume
Lead	
  Volume	
  Factor	
  Score
Blogging	
  Factor	
  Score	
  (Content	
  Marketing	
  Section)
blogging:	
  spotlight
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Asset
Neutral
Escalator	
  	
  	
  	
  
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
2.9
3.7
4.3
3.9
2.4
4.3
4.0
5.4
5.8
7.5
6.5
Impact	
  of	
  Ebooks	
  on	
  Lead	
  Volume
Lead	
  Volume	
  Factor	
  Score
Ebooks	
  Factor	
  Score	
  (Content	
  Marketing	
  Section)
ebooks:	
  spotlight
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Asset
Neutral
Escalator	
  	
  	
  	
  
generate	
  leads
81%
77% convert	
  sales
build	
  brand
44%
48% increase	
  loyalty
brand
leads
sales
loyalty
high-­‐priority	
  goals
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
Business	
  Cores
Marketing	
  Cores
Audiences
Marketing	
  Team	
  Strength
Marketing	
  Technology	
  Utilization
Marketing	
  Performance
Social	
  Media	
  Marketing
Lead	
  Sources
Public	
  Relations
Content	
  Marketing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
25%
29%
32%
39%
41%
44%
47%
50%
56%
63%
Avg.	
  Scores	
  by	
  Section
assessment	
  sec>ons
Source:	
  PR	
  20/20’s	
  Marke3ng	
  Score	
  Report	
  (fall	
  2013)
image:	
  Xurxo	
  Mar.nez
FILL
1)	
  develop	
  versaNle	
  talent	
  trained	
  in	
  high-­‐demand	
  services.
2)	
  become	
  adept	
  at	
  marke>ng	
  technology	
  integraNon.
3)	
  execute	
  ac>ons	
  that	
  produce	
  results.
bit.ly/mscore-­‐report-­‐13

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Fill the Gap: What Marketers Really Need from Agencies

  • 1. image:  Xurxo  Mar.nez FILL Inbound  2013 Aug.  20,  2013 what  marketers  really  need  from  agencies Presented  by:  Paul  Roetzer,  CEO,  PR  20/20  (@PaulRoetzer)
  • 3. Define  FoundaNon  Projectsmarke>ng  assessment   subjecNve  analysis internal  stakeholders 10  secNons 27  profile  fields 132  factors 0-­‐5  =  escalators 6-­‐7  =  neutrals 8-­‐10  =  assets www.TheMarkeNngScore.com  
  • 4. goals  +  budgets  +  expecta>ons @PaulRoetzer
  • 5. generate  leads 81% 77% convert  sales build  brand 44% 48% increase  loyalty brand leads sales loyalty high-­‐priority  goals Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 6. of  organizaNons  have  aggressive   (>20%)  or  moderately  aggressive   (15-­‐20%)  growth  goals. 59% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 7. of  organizaNons  have  conservaNve   (<5%  of  revenue)  or  moderately   conservaNve  (5-­‐10%  of  revenue)   marke>ng  budgets.51% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 8. 0% 10% 20% 30% 40% 50% Aggressive  (>20%) Moderately  Aggressive  (15-­‐20%) Moderate  (10-­‐15%) Moderately  Conservative  (5-­‐10%) Conservative  (<5%) 5% 8% 14% 19% 32%38% 21% 12% 12% 6% Growth  Goals  vs  Marketing  Budgets misaligned  expecta>ons? Growth  Goals Budgets Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 9. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Business  Cores Mkt  Cores Audiences Mkt  Team Mkt  Tech Mkt  Performance Social Lead  Sources PR Content 61% 53% 47% 43% 39% 37% 31% 28% 24% 20% 68% 65% 55% 57% 58% 51% 58% 40% 35% 37% Moderately  Aggressive  (15-­‐20%  of  Reveune)  vs  Conservative  (<5%  of  Revenue) marke>ng  budget:  spotlight Average  (All  Members) Moderately  aggressive ConservaNve +49% +87% +85% +33% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 10. of  organizaNons  with  agency  budgets  of   $5,000  or  less  per  month  have  aggressive   (>20%)  or  moderately  aggressive  (15-­‐20%)   growth  goals.40% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 12. the  average  overall  Marke>ng  Score 42% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 13. Business  Cores Marketing  Cores Audiences Marketing  Team  Strength Marketing  Technology  Utilization Marketing  Performance Social  Media  Marketing Lead  Sources Public  Relations Content  Marketing 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 25% 29% 32% 39% 41% 44% 47% 50% 56% 63% Avg.  Scores  by  Section assessment  sec>ons Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 14. 2% 16% 82% All  Members:  Avg.  %  of  Escalators/Neutrals/Assets  (132  Factors) Escalators  (0-­‐5) Neutrals  (6-­‐7) Assets  (8-­‐10) factors:  escalators/neutrals/assets Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 15. Product/service  quality  (Business  Cores) Competitive  advantage  (Business  Cores) Corporate  culture  (Business  Cores) Financial  stability  (Business  Cores) Internal  communications  (Business  Cores) Pricing  strategy  (Business  Cores) Website  (Marketing  Cores) External  communications  (Business  Cores) Revenue  growth  (Marketing  Performance) Employee  retention  rates  (Marketing  Performance) CMS  (Marketing  Tech) Marketing  team  (Business  Cores) Brand  positioning  (Marketing  Cores) CRM  (Marketing  Tech) Email  marketing  (Marketing  Tech) Marketing  analytics  (Marketing  Tech) 0 1 2 3 4 5 6 7 8 9 10 4.5 4.7 4.8 5.3 5.3 5.4 5.4 5.6 5.7 5.8 6.1 6.2 6.5 6.5 7.1 7.7 cri>cal  founda>on  factors Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  • 16. ra>ng e/n/a factor 4.6 website  traffic 4.3 social  reach 3.8 subscribers brand leads sales loyalty 3.7 lead  volume 3.1 lead  quality  scores 3.9 lead-­‐to-­‐sale  conversion  rates 3.4 COCA 5.2 customer  retenNon  rates 3.9 CLV funnel  view:  cri>cal  performance  factors All  Members:  Avg.  Factor  Ra>ng Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  • 17. organizaNons  with  11-­‐15  marke>ng   employees  overall  MarkeNng  Score   is  33%  above  average. 33% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 18. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Business  Cores Mkt  Cores Audiences Mkt  Team Mkt  Tech Mkt  Performance Social Lead  Sources PR Content 59% 51% 41% 28% 31% 31% 27% 25% 19% 15% 69% 68% 62% 61% 58% 50% 61% 44% 51% 43% #  of  Marketing  Employees:  11-­‐15  vs  None marke>ng  employees:  comparison Average  (All  Members) 11-­‐15 None +126% +168% +187% +87%+118% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 19. organizaNons  with  revenue  growth  of   20%  or  more  score  36%  higher  overall   than  organizaNons  with  revenue   down  more  than  10%.36% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 20. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Business  Cores Mkt  Cores Audiences Mkt  Team Mkt  Tech Mkt  Performance Social Lead  Sources PR Content 58% 47% 42% 35% 30% 28% 34% 21% 20% 20% 64% 57% 52% 50% 49% 46% 44% 34% 29% 28% Up  20%  or  More  vs  Down  More  Than  10%  (last  12  months) revenue  growth  comparison Average  (All  Members) Up  more  than  20% Down  more  than  10% +63% +64% +62% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 21. HubSpot  customers’  average  overall   MarkeNng  Score  is  18%  higher  than   non-­‐HubSpot  customers.   18% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 22. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Business  Cores Mkt  Cores Audiences Mkt  Team Mkt  Tech Mkt  Performance Social Lead  Sources PR Content 62% 54% 47% 44% 38% 38% 35% 30% 27% 21% 65% 58% 52% 51% 52% 45% 45% 34% 31% 31% HubSpot  Customers  vs  Non-­‐HubSpot  Customers HubSpot  customers Average  (All  Members) Yes No +37% +29% +48% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 23. lead-­‐to-­‐sale  conversion  rates  for   organizaNons  with  sales  cycles  >12   weeks  are  23%  below  average. -­‐23% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 24. Lead-­‐to-­‐sale  rate  (Marketing  Performance) Lead  Quality  (Marketing  Performance) Lead  Nurturing  (Marketing  Team) CRM  (Marketing  Tech) Mkt  Automation/Lead  Nurturing  (Marketing  Tech) Blogging  (Content  Marketing) eBooks  (Content  Marketing) Email  Mkt  (Marketing  Team) Email  Mkt  (Marketing  Tech) 0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0 4.7 5.2 2.4 4.4 3.7 4.8 4.7 3.1 3.9 3.9 4.5 1.5 3.3 2.7 4.3 4.4 2.7 3.0 >12  weeks  vs  Average  (All  Members) sales  cycle  length:  spotlight >12  weeks Average  (All  Members) -­‐23% -­‐27% -­‐25% -­‐38% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 25. do  NOT  have  marke>ng  automa>on/ lead  nurturing  sonware 35% are  NOT  blogging 33% do  NOT  have  CRM  sonware 18% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 27. nearly  four  in  10  CMOs  say  they  do  not  have  the   right  people,  tools  and  resources  to  meet  their   markeNng  objecNves.   Source:  Accenture’s  Turbulence  for  the  CMO 39%
  • 28. marke>ng  agencies  average  overall   MarkeNng  Score  is  27%  higher  than   non-­‐agencies. 27% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 29. higher  in  Content  Marke>ng 68% higher  in  Marke>ng  Team 61% higher  in  Social  Media  Marke>ng 60% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 30. Revenue  growth Profitability Employee  retention  rates Customer  retention  rates Referrals Social  media  engagement Website  traffic Social  media  reach Customer  lifetime  value  (CLV) Lead-­‐to-­‐sale  conversion  rates Subscribers  (blog,  email,  etc) Lead  volume Inbound  links Cost  of  customer  acquisition  (COCA) Content  downloads Lead  quality  scores Inbound  job  candidates Net  Promoter  Score  (NPS) 0 1 2 3 4 5 6 7 8 9 10 1.6 2.9 3.1 3.1 3.4 3.6 3.7 3.8 3.9 3.9 4.3 4.6 4.6 5.2 5.2 5.4 5.5 5.6 marke>ng  performance How  would  you  rate  your  organiza3on’s  historical  performance  in  these  key  areas  used  to  measure   marke3ng  success? Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  • 31. Strategic  planning Website  management Graphic  design Search  engine  optimization  (SEO) Copywriting/publishing Email  marketing Social  media Data  analysis Lead  management/nurturing Event  planning/production Coding/programming Paid  search  management Public  relations Video  production/editing Mobile  strategy 0 1 2 3 4 5 6 7 8 9 10 2.8 3.6 3.7 3.7 3.8 4.2 4.7 4.9 5.2 5.2 5.2 5.3 5.4 6.1 6.2 marke>ng  team  strength How  would  you  rate  your  internal  marke3ng  team’s  competencies  in  these  core  areas? Asset Neutral Escalator         Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 32. Referrals Website Organic  search Traditional/offline  networking Inbound  phone  calls Social  media Outbound  sales Email  marketing Events/shows Blogging Speaking  engagements Affiliate/partner  programs Premium  content  (ebooks,  podcasts,  webinars) Direct  marketing Media  coverage Digital  ads  (banners,  search,  retargeting,  social) Sponsorships Traditional  advertising  (print,  radio,  TV) 0 1 2 3 4 5 6 7 8 9 10 1.1 2.0 2.2 2.3 2.4 2.5 2.6 2.8 3.0 3.2 3.3 3.3 3.7 3.8 4.2 4.3 4.8 5.3 lead  sources How  would  you  rate  your  organiza3on’s  performance  over  the  last  12  months  at  producing  leads  and   sales  through  these  channels? Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  • 33. Content  management  system  (CMS) Project  management Search  engine  optimization  (SEO) Customer  relationship  management  (CRM) Social  media  monitoring/management Email  marketing Marketing  analytics Marketing  automation/lead  nurturing Internal  social  network Call  tracking 0 1 2 3 4 5 6 7 8 9 10 2.2 2.9 3.7 4.5 4.7 4.8 4.8 5.3 5.3 5.4 marke>ng  technology  u>liza>on How  would  you  rate  your  organiza3on’s  u3liza3on  of  these  marke3ng  and  sales  technology  solu3ons? Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  • 34. do  NOT  uNlize  call  tracking 53% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 35. Call  tracking Internal  social  network Marketing  automation/lead  nurturing Content  management  system  (CMS) Marketing  analytics Customer  relationship  management  (CRM) Email  marketing Social  media  monitoring/management Project  management Search  engine  optimization  (SEO) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 10% 13% 15% 16% 18% 20% 21% 26% 41% 53% marke>ng  technology  u>liza>on Percentage  of  organiza3ons  that  do  not  have  or  u3lize  each  technology Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 36. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 2.4 3.4 3.8 3.9 4.8 4.2 5.1 4.1 5.4 7.2 5.6 Impact  of  Marketing  Automation  on  Lead-­‐to-­‐Sale  Conversion  Rates Lead-­‐to-­‐Sale  Conversion  Rate  Score Marketing  Automation  Factor  Score  (Marketing  Technology  Utilization  Section) marke>ng  automa>on:  spotlight Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  • 37. Blogging Landing  pages Email  newsletters Videos Case  studies Press  releases eBooks White  papers Infographics Webinars Original  research/reports Mobile  apps Podcasts 0 1 2 3 4 5 6 7 8 9 10 0.8 1.2 1.6 1.8 1.8 2.0 2.4 2.7 2.8 2.9 3.5 4.1 4.4 content  marke>ng How  would  you  rate  your  organiza3on’s  crea3on  and  distribu3on  of  content  in  the  following  digital   formats? Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  • 38. of  B2B  companies  do  NOT  use  webinars 51% of  B2B  companies  do  NOT  publish  ebooks 43% of  B2B  companies  do  NOT  blog 17% Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 39. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 3.5 3.0 3.9 4.8 5.2 5.7 6.3 7.2 6.7 7.1 7.8 Impact  of  Blogging  Strength  on  Website  Traffic Website  Traffic  Score Blogging  Factor  Score  (Content  Marketing  Section) blogging:  spotlight Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  • 40. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 2.3 3.7 2.6 2.9 3.1 4.0 3.7 3.9 5.4 6.0 5.8 Impact  of  Blogging  Strength  on  Lead  Volume Lead  Volume  Factor  Score Blogging  Factor  Score  (Content  Marketing  Section) blogging:  spotlight Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  • 41. 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 2.9 3.7 4.3 3.9 2.4 4.3 4.0 5.4 5.8 7.5 6.5 Impact  of  Ebooks  on  Lead  Volume Lead  Volume  Factor  Score Ebooks  Factor  Score  (Content  Marketing  Section) ebooks:  spotlight Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013) Asset Neutral Escalator        
  • 42. generate  leads 81% 77% convert  sales build  brand 44% 48% increase  loyalty brand leads sales loyalty high-­‐priority  goals Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 43. Business  Cores Marketing  Cores Audiences Marketing  Team  Strength Marketing  Technology  Utilization Marketing  Performance Social  Media  Marketing Lead  Sources Public  Relations Content  Marketing 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 25% 29% 32% 39% 41% 44% 47% 50% 56% 63% Avg.  Scores  by  Section assessment  sec>ons Source:  PR  20/20’s  Marke3ng  Score  Report  (fall  2013)
  • 44. image:  Xurxo  Mar.nez FILL 1)  develop  versaNle  talent  trained  in  high-­‐demand  services. 2)  become  adept  at  marke>ng  technology  integraNon. 3)  execute  ac>ons  that  produce  results. bit.ly/mscore-­‐report-­‐13