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- Feed Preview Return on Investment | Marketing Charts
How Are Marketers Using Salesforce?
Among the many tools that businesses use, CRM platforms are among the most frequently leveraged technology solutions. One of the key benefits is the potential of CRM to assist in creating a singl...
Are Marketers Actually Measuring ROI?
Historically, marketers have found it difficult to measure their return on investment. Even so, its importance means that 7 in 10 digital marketers say they are currently measuring ROI. But is th...
https://www.marketingcharts.com/business-of-marketing/roi-111283
Marketers Consider These to Be the Most Effective ABM Targeting Criteria
With three-quarters of B2B organizations using some form of ABM and more than two-thirds (69%) of those organizations reporting that their efforts have met or exceeded expectations, it’s worth ...
https://www.marketingcharts.com/customer-centric/lead-generation-and-management-111115
What Types of Messaging Are B2B Marketers Using in Their ABM Outreach?
If the 2019 ABM Benchmark Survey Report from Demand Gen Report is any indication, the majority of B2B organizations (75%) have been using account-based marketing (ABM) in some form for at least ...
https://www.marketingcharts.com/customer-centric/lead-generation-and-management-110985
Here’s How Global Marketing Leaders’ Budgets Are Trending Across Channels
Looking ahead, forecasts indicate that the decline in traditional advertising spend is expected to continue as more marketers turn to digital channels, with the US media market size for online ad...
Marketing Leaders Identify Their Top Brand Challenges
CMOs have been upping their brand investments of late – and seeing payoffs from their increasing spending and efforts. But it’s not all smooth sailing for marketing leaders at enterprise orga...
How Are Marketers Deciding Where to Allocate Their Budgets This Year?
The majority of senior marketers believe that their organizations have successfully established integrated marketing communications. And three-quarters (76%) of these same marketers say that rese...
https://www.marketingcharts.com/business-of-marketing/marketing-budgets-110560
Top 15 B2B Marketing Charts of H1 2019
Want to get up to speed on the latest trends in B2B marketing? Check out the most popular charts with our B2B audience during the first half of this year, with valuable data covering a range of t...
https://www.marketingcharts.com/industries/business-to-business-110517
Four Points About Direct Mail’s Usage and Effectiveness
Although many marketers are either decreasing their investment in direct mail or have never budgeted for it at all, others are still finding value in the channel. So, while email and social media...
https://www.marketingcharts.com/cross-media-and-traditional/direct-mail-110178
Which Tactics Do Marketers Consider Effective At Different Stages of the Funnel?
Many marketers could be suffering from leaky funnels, as the majority (82%) of businesses have zero to moderate integration of funnel sections, while only 2% say they have complete integration of...
https://www.marketingcharts.com/customer-centric/lead-generation-and-management-109657
How Do Larger and Smaller Companies Approach Marketing Differently?
No matter what the size of the business, marketers across the globe are under constant pressure to lead the charge in bringing in new customers as well as retaining their existing customers. That...
https://www.marketingcharts.com/business-of-marketing-109477
B2B Tech Marketers Get Results With In-Person Events
In-person events have been found to be an effective B2B marketing channel across all stages of the buyer’s journey. B2B tech organizations, especially, are seeing the benefits that in-person ev...
Here’s A Look At B2B Marketers’ Most Desired Metrics
Just over a year ago, B2B marketers reported that one of their biggest challenges was not being able to measure impact across channels – and that the top metric they wanted to use in the next 1...
https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-108941
Enterprise Companies Need Improvement Making Changes From VoC Programs
With three-quarters of US consumers saying that customer experience factors into their purchase decision-making, voice of the customer (V0C) programs can play a vital role in improving customer e...
How Are Organizations Measuring the Success of Their Voice-Enabled Experiences?
The overwhelming majority of organizations see voice-enabled experiences as important (67% “very important”, 27% “somewhat important”) for their customers, according to a study by Adobe a...
https://www.marketingcharts.com/digital/non-mobile-connected-devices-108527
B2B Marketers Expect to Quickly See Results From AI Solutions
The majority (84%) of B2B organizations are in some stage of AI adoption, whether it be planning, evaluating, implementing or currently using AI-powered tools. And half as many (42%) are aware of...
https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-108523
Marketers Gain Benefits From Personalization, but Rate Performance Poorly
Roughly three-quarters (74%) of marketers think that personalization should be a bigger priority in their organization, according to a study published by Evergage. But given the fact that two-th...
https://www.marketingcharts.com/customer-centric/personalization-customer-centric-108279
When Will Advertisers Reach Their First-Party Data Goals?
Almost all (96%) marketers are at least somewhat confident that their first-party data delivers a strong ROI, according to a recent report from MightyHive. But the majority of marketers anticipa...
https://www.marketingcharts.com/customer-centric/datadriven-108065
Two-Thirds of Marketers Say They’re Adding to Their MarTech Stack At Least Quarterly
CMOs are allocating a significant proportion of their budgets to marketing technology. In line with this spend, they are also appear to be adding new types of technologies to their marketing sta...
https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-108013
Should B2B Marketers Gate Their Content?
Some 44% of B2B companies gate content, but why is that the case? While it’s a safe assumption that it’s about acquiring more leads, there are also other benefits, according to a recent repo...
https://www.marketingcharts.com/industries/business-to-business-108001
PR Pros Lean on Employees For Influencer Marketing Efforts
Around half (49.2%) of US PR professionals say they use influencers to get brand stories and key messages out, while close to one-third (32.5%) are considering doing so, according to the results ...
https://www.marketingcharts.com/cross-media-and-traditional/pr-traditional-and-cross-channel-107897
Driving Growth Is The Biggest Challenge For US CMOs
A majority (64%) of CMOs believe that one of their primary roles is delivering business growth. One of the ways that more than half (55%) of CMOs are boosting this growth is by investing in marke...
https://www.marketingcharts.com/business-of-marketing-107796
Marketers’ Single Biggest Opportunity? Look to Customer Experience and Data
Customer experience continues to stay front of mind for many marketers, according to the latest Digital Trends report by Econsultancy and Adobe. Out of the more than 12,500 B2B and B2C professi...
https://www.marketingcharts.com/customer-centric/datadriven-107772
CMOs’ Top Uses For AI: Personalization and Predictive Analytics
Implementation of artificial intelligence (AI) or machine learning is currently relatively low – but in the next three years, top marketers expect to integrate these technologies to a greater d...
https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-107714
In Hindsight, What Would Retail Marketers Do Differently to Maximize Their MarTech Investments?
If given the opportunity to do it all over again with marketing technology, there are at least a few things marketers would do differently to make it more effective. Coming top of that list, acco...
https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-107695
Five Notes About Influencer Marketing
Four in 5 marketers believe that influencer marketing is effective. The likely reason, according to a report from Mediakix, is that a majority (89%) say that the ROI they generate from influencer...
Retail Marketers Look Favorably on Amazon Ads
Amazon is giving the duopoly that is Google and Facebook a run for its money when it comes to digital ad spend, though it has plenty of catching up to do. Yet retail advertisers are starting to a...
https://www.marketingcharts.com/industries/retail-and-e-commerce-107410
Agencies’ New Business Worries Spike
More than half (52%) of both marketers and marketing agencies are expecting to see marketing spend increase somewhat or significantly in 2019. But for marketers, this percentage is lower than las...
https://www.marketingcharts.com/business-of-marketing/agency-business-107408
Inc. 500 Executives Brim With Enthusiasm for Social Media
When it comes to social media and brand awareness, the Inc. 500 are glowing in their approval: almost all (96%) agree that social media is effective in building brand awareness, with 92% also agr...
New Deck: Top 20 B2B Marketing Charts of 2018
From buyer-vendor relationships to demand generation and events, our collection of 2018’s top B2B marketing charts reveals some of the most important trends in buyers’ path to engagement, whi...
B2B Tech Marketers Putting Their Budgets, Efforts Behind Demand Gen
B2B tech marketers are laser-focused on winning new business, putting this significantly ahead of other priorities and making sure it gets the largest slice of their marketing budgets, per result...
https://www.marketingcharts.com/customer-centric/lead-generation-and-management-107121
Marketing Automation Use Linked to Better Ability to Prove ROI
Marketing automation has seen heavy adoption by companies worldwide. In a global CleverTouch survey of some 200 respondents, 8 in 10 report already having marketing automation in place, while th...
https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-107119
What Issues Are Keeping CMOs Up At Night?
Marketers are faced with increasing pressure as their role expands and grows. But which issues are keeping the most CMOs and brand managers up at night? As it turns out ROI, big data and the need...
https://www.marketingcharts.com/business-of-marketing-107061
Event Marketers See Increasing Importance for MarTech in Year Ahead
Virtually all event marketers use technology to enhance their marketing efforts, with some 84% using tech inside their tradeshow exhibits and 54% incorporating it into their companies’ corporat...
For Box Office Revenues, Digital Channels Seen More Efficient Than TV
Headline figures for movie budgets typically center around production costs, but film studios spend substantially on marketing, with an average of $27.4 million to market a release. The majority ...
https://www.marketingcharts.com/industries/media-and-entertainment-106948
B2C Content Marketers Succeed in Generating Awareness More Than Sales
The New Year provides the opportunity to reflect on achievements, and for nearly 8 in 10 B2C content marketers (78%), creating brand awareness is a goal they succeeded with over the past 12 month...
https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-106885
Where B2B Marketers Need Help With ABM
Two-thirds of account-based marketers report that their ABM accounts have achieved greater customer success with their solutions than other accounts, and two-thirds likewise say that their ABM ac...
https://www.marketingcharts.com/customer-centric/lead-generation-and-management-106667
How Marketers Are Using Video In 2018
Video marketers continues to be viewed enthusiastically by marketers, with 83% reporting that video content is becoming more important to them, according to the latest “State of Video Marketing...
Are CMOs and Management In Alignment on Marketing’s Goals and Expectations?
More than one-third (36%) of CMOs around the world believe that their role has changed in the past few years to drive more overall business growth, with one-third likewise feeling that their role...
https://www.marketingcharts.com/business-of-marketing-106539
MarTech Is Now CMOs’ Biggest Resource Spend, Plus 4 Other Budget Highlights
CMOs in North America and the UK now spend more on marketing technology than on any other resource area, declares Gartner in its latest annual CMO Spend Survey. This year, the more than 600 senio...
https://www.marketingcharts.com/business-of-marketing/marketing-budgets-106531
How Corporate Marketers Use Event Data
Corporate marketers use event data to improve event portfolios and experiences in a variety ways, according to a study from Freeman and Chief Marketer. But as the Freeman Data Benchmark Study il...
Digital Marketers Forecast Increased Spend on Amazon Ads, But Challenges Remain
Amazon is poised to become the third-largest advertising platform in the US this year, and new survey results from Third Door Media indicate that marketers have plans to dedicate more of their ...
B2B Marketers Increasingly Integrate Traditional Demand Gen and ABM Processes
B2B marketers continue to largely prioritize traditional demand generation over account-based marketing (ABM) efforts, although the trend seems to be towards greater integration of the two, accor...
https://www.marketingcharts.com/customer-centric/lead-generation-and-management-106324
Here Are Some Characteristics of Top-Performing B2B Content Marketers
Some 27% of B2B content marketers in North America rate their organization’s overall level of content marketing success as “extremely” (4%) or “very” (23%) successful, while 22% rate it...
https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-106202
How Sophisticated Are Digital Content Strategies and Efforts?
Content and digital marketers have buy-in for their efforts, that much can be said. Fully 86% either agree (50%) or somewhat agree (36%) that executive leadership fully supports and invests in us...
https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-106193
Improving Measurability is Proving Difficult for Digital Marketers
Marketers can tend to feel that they have an easier time measuring ROI for digital than offline channels. After all, measurability is one of the key attractions of digital marketing. Yet that doe...
Which Factors Are Most Important In the Media Mix Decision?
Some marketing channels are more easily measured than others, but that may not be a strong factor in media mix decisions, according to the latest annual Getting Media Right report from Kantar Mi...
https://www.marketingcharts.com/business-of-marketing/marketing-budgets-106116
Marketers Think They’re Marrying Short- and Long-Term Goals, but Measurement Is Out of Whack
Some three-quarters of advertisers, agencies and media companies are confident that their organization has achieved the optimal media mix, representing an uptick in confidence from last year, acc...
https://www.marketingcharts.com/business-of-marketing/roi-106099
B2B Marketers Struggle to Engage Targeted Prospects
B2B marketers are still struggling to get targeted prospects to engage, according to Chief Marketers’ 2019 B2B Marketing Outlook . Almost 6 in 10 respondents said this is a challenge for them i...
https://www.marketingcharts.com/customer-centric/lead-generation-and-management-106075
These Are the Types of Events That B2B and B2C Firms Splurge On
Events hog a large portion of marketing budgets for B2B exhibitors, and a new Splash-sponsored survey from Harvard Business Review (HBR) Analytics Services confirms their budget influence, with ...