Marketing Charts » Return on Investment

Since the events of 2020, more than 4 in 10 marketers are having to justify expenses that were never questioned before. This is according to a recent report from The Trade Desk. The pandemic has...

https://www.marketingcharts.com/advertising-trends/spending-and-spenders-115990

About half (51%) of marketers and sales professionals (largely in B2B or B2B and B2C firms) have expressed satisfaction with their video efforts in 2020. Perhaps guided by this satisfaction as we...

https://www.marketingcharts.com/digital/video-115950

Companies are continuing to invest in ABM with on average more than one-quarter (27%) of marketing budgets being dedicated to the tactic, according to a study of B2B marketers from ITSMA and ABM...

https://www.marketingcharts.com/customer-centric/lead-generation-and-management-115901

Organizations continue to see video as a viable form of content. The latest State of Video report from Demand Metric and Vidyard finds that even more organizations are seeing its value, with 76%...

https://www.marketingcharts.com/digital/video-115756

It looks as though the havoc caused by the pandemic this year has not discouraged investment in marketing technology in 2021. A report from Ascend2 found that 7 in 10 marketing professionals anti...

https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-115702

Half (51%) of B2B marketers employing account-based marketing (ABM) have seen better sales and marketing alignment as a result of their organization’s ABM initiatives, according to Demand Gen R...

https://www.marketingcharts.com/customer-centric/lead-generation-and-management-115479

More than 2 in 5 (44%) marketing and sales professionals say they currently have a revenue attribution strategy in place, while a similar share either are currently rolling out such a strategy (1...

https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-115472

Some 75% of marketers experience a reduction in time managing customer data as a result of their customer data platform (CDP). This is just one of the many benefits to be gained from CDPs as esta...

https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-115246

Virtual events are on the up, but there are challenges inherent for organizations shifting to them, per a new report from PathFactory. Here’s a roundup of recent changes, barriers faced and be...

https://www.marketingcharts.com/cross-media-and-traditional/trade-shows-and-events-traditional-and-cross-channel-115248

While companies generally report good ROI from martech platforms, higher-revenue companies are getting more for their money, according to Merkle’s latest Customer Engagement report . In the sur...

https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-115028

When it comes to paid strategies, performance marketing campaigns appear to be a growing area of interest for marketers, with budgets in this area following suit. Indeed, a new report from Ascen...

https://www.marketingcharts.com/business-of-marketing-115068

Only 1 in 3 B2B marketers and demand generation professionals agree that event marketing budgets will return to normal once the COVID-19 pandemic is over. These figures come from Activate’s lat...

https://www.marketingcharts.com/customer-centric/lead-generation-and-management-114993

Some 85% of brand leaders say that their paid media performance is at least somewhat important to them. And, while one-third feel that paid media provides the most return of investment (ROI) comp...

https://www.marketingcharts.com/business-of-marketing/roi-114889

Although a majority (61%) of businesses report that they are currently running an account-based marketing (ABM) program to some extent, very few appear to be at a mature stage when it comes to me...

https://www.marketingcharts.com/customer-centric/analytics-automated-and-martech-114555

Prior to the global COVID-19 outbreak, many marketers anticipated increasing their investment in areas such as content marketing, events and marketing technology. And, while some still expect an ...

https://www.marketingcharts.com/business-of-marketing/marketing-budgets-114463

When it comes to a multichannel campaign, certain channels can prove more successful than others at reaching specific target audiences. But marketers should keep in mind the benefits of direct ma...

https://www.marketingcharts.com/cross-media-and-traditional/direct-mail-114212

CMOs’ approach to strategy and budget has been necessarily impacted by the COVID-19 crisis. According to Gartner’s annual CMO Spend Survey for 2020, their priorities are changing, and almost...

https://www.marketingcharts.com/brand-related/brand-metrics-114080

Multichannel marketing is a well-established approach to staying close to a customer throughout their purchase journey. In PFL and Demand Metric’s latest report on the state of multichannel ma...

https://www.marketingcharts.com/cross-media-and-traditional-114076

Account-based marketing (ABM) is an increasingly popular strategy among sales and marketing teams, and this popularity rings true in a recent report by Demand Gen Report. Deeper ABM measurements...

https://www.marketingcharts.com/industries/business-to-business-113890

More and more companies are collecting and using location data, and new data suggests that the primary reason for doing so is to identify new consumer markets. A new report from FourSquare and A...

https://www.marketingcharts.com/customer-centric/datadriven-113896

Just 6 in 10 organizations feel that they have extensive personalization capabilities when it comes to digital experiences, despite the fact that 83% believe personalization differentiates them f...

https://www.marketingcharts.com/customer-centric/personalization-customer-centric-113628

Nine in 10 (92%) marketers believe that marketing is vital to the success of their business. Not only that, but a large majority (82%) also feel that the role of marketing is valued in their busi...

https://www.marketingcharts.com/business-of-marketing-113511

A full 70% of communications professionals believe that the function of media relations is becoming more difficult. But what’s making the role of public relations and communications a challengi...

https://www.marketingcharts.com/cross-media-and-traditional/pr-traditional-and-cross-channel-113615

Digital ad-buying through programmatic technologies is an increasingly common tool among marketers – and according to a new report from Ascend2, three-quarters (76%) of marketing professionals...

https://www.marketingcharts.com/advertising-trends/programmatic-and-rtb-113414

As B2B businesses strive for better overall sale and marketing performance, the value of data quality is becoming more and more apparent. Indeed, a recent report from Dun & Bradstreet finds that...

https://www.marketingcharts.com/industries/business-to-business-112942

One-third (34%) of e-commerce marketers in North America claim to use advanced personalization across their entire customer lifecycle, per the latest report from Kibo. For those in the EMEA regi...

https://www.marketingcharts.com/customer-centric/personalization-customer-centric-112888

With creative being the strategic service most likely to be moved in-house, more than 7 in 10 (72% of) creatives say that their in-house team handles more than three-quarters of their business’...

https://www.marketingcharts.com/advertising-trends/creative-and-formats-112240

CMOs in the US are growing more optimistic about the prospects of increasing their number of new customers this year, with 79% expecting to see an increase in new customers over the next 12 month...

https://www.marketingcharts.com/customer-centric-112212

The role marketing plays within an organization is not the same as it used to be, and by extension, the role of CMO has changed as well. So, what does the role of CMO look like and in which areas...

https://www.marketingcharts.com/business-of-marketing-111973

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...

https://www.marketingcharts.com/customer-centric/crm-111466

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

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

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

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...

https://www.marketingcharts.com/featured-110701

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...

https://www.marketingcharts.com/brand-related-110681

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

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

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

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

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

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...

https://www.marketingcharts.com/cross-media-and-traditional/trade-shows-and-events-traditional-and-cross-channel-109290

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

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...

https://www.marketingcharts.com/customer-centric-108617

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

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

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

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

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

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

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