Chart of the Day: Only 2% of respondents will invest more than $5 million in the next 12 months - Part 7 of 10
So far in this 10 part series, breaking down Hubspot's State of Inbound 2017 report, we have looked at:
Top business priorities
Inbound marketing - what are your priorities and challenges?
Telesales remains a successful channel for sales representatives
Are marketing models and strategies even effective?
Is your marketing and sales SLA alignment positive?
Is marketing a top source of leads for sales?
For the 7th installment, it's time to see how much money respondents are willing to invest into their marketing efforts in the next 12 months.
Only 2% of respondents said they are willing/ or are going to invest a whopping $5 Million into their marketing efforts. Although a low percentage, this will be reflective…
Chart of the Day: Marketing provide lower quality leads compared to those sourced directly by the sales reps
A Sales and Marketing SLA is important, but as we found out last week 21% of respondents characterize their company's Sales and marketings relationship as either misaligned or 'don't know'.
But how often do marketing teams provide their sales team with quality leads? Not as often as they find their own.
38% of respondents said that leads sources by sales are the top source of sales, 33% say referrals are the top source of sales and only 25% of respondents believe leads sourced by marketing are their top source of sales.
Sales respondents in organizations with an SLA between Marketing and Sales felt differently. Those respondents ranked marketing-sourced leads highest. Thanks to alignment, which sets clear expectations on the types of leads Marketing should provide and a feedback loop between departments, these sales…
Chart of the Day: How does use of Artificial Intelligence vary in different sectors
As with any new disruptive technology that is moving it's way up the hype cycle, Artificial Intelligence won't be uniformly adopted. It will be a better fit in certain sectors and for businesses of a particular type. As futurist William Gibson put it:
“The future has arrived — it’s just not evenly distributed yet.”
This new research from the McKinsey Global Institute is useful since it looks specifically about how AI and Machine Learning will generate value in the future. One finding, which mirrors our advice for marketers is that businesses should focus on using machine learning applications to support the marketing and sales process and acquire skills where needed in this area.
One example of the value that machine learning can generate in the report is about how Netflix has used a machine learning algorithm to personalize recommendations to its 100 million…
Chart of the Day: Looking to increase sales? Abandon Cart programs could be just what you need
The opportunities Marketing Automation provides your business is immense. I've always found that it is more difficult to decide which sequences to launch first as there are so many. I went back and counted the number of automation's ideas, in our 'for prioritization' queue and found we had over 30, which is crazy.
If you just starting out on your journey to automate your marketing comms, you should build an Abandon Cart sequence.
MailChimp, the email marketing provider, studied the results of 150,000 of its own users and found that Abandon Cart Series provide the greatest increase in orders per recipient.
Source: MailChimp - Identifying the Most Profitable Automation for E-Commerce Businesses
Sample Size: Automation data—collected from 150,000 businesses that use MailChimp
Recommended Resource: Essential Marketing…
Chart of the day: 28% of internet users have watched a live stream on Facebook, Twitter or Instagram
According to a recent report, 28% of internet users who have watched a live stream on Facebook, Twitter or Instagram, up from 20% in 2016. This increase will be due to the number of businesses introducing live stream into their marketing strategy. Social platforms now have live streaming tools such as Twitter, Facebook, and Instagram, making it easier for anyone to go live.
What does this mean for marketers? As time spent online on social media increases, more users will be engaging with live video content. Brands need to use this opportunity to reach a larger audience and engage their current customers. It also gives viewers the…
Chart of the Day: B2B consumers value a much more personal service than B2C consumers
Across the web, you will find hundreds of thousands of articles describing the difference between B2B and B2C marketing and the differing needs of their respective customers. But it can be hard to know which set of data and recommendations to act upon.
This is where a report produced by Marketo, the marketing automation company, comes in useful. They surveyed 2000 consumers globally and found that B2B consumers value brands or vendors that have a deep understanding of their needs, actually care and offer a personalized service much more than B2C consumers.
This makes sense when you consider that B2C consumers have become used to and prefer purchasing via ecommerce stores, which don't deliver a personal 1-to-1 service. Where as B2B sales are all about the relationship between the vendor's sales reps and the client.
…
Chart of the Day: 21% of respondents characterize Sales and marketings relationship as either misaligned or 'don't know' - part 5 of 10.
For a working, thriving business you need a working and thriving team. If your teams aren't happy and working together, it's going to lead to a very disjointed business. Both teams need to work in sync to run smoothly and reach business goals.
How would you characterize your company's Sales and Marketing relationship?
Only 22% of respondents believe their company's Sales and Marketing relationship is 'tightly aligned' and have a service level agreement (SLA) in place, whilst almost half (44%) say they are generally aligned.
How would you characterize your company's Sales and Marketing relationship? (by seniority)
It is interesting to note that when this question is dived…
Chart of the day: Global cart abandonment rates have increased 1.3% (up on the previous quarter) to 76.9%.
The latest installment of The Remarketing Report (Q2 2017) by SaleCycle has found that in this quarter the average conversion rate is 3.29%.
Cart abandonment has increased, more people than ever are abandoning their purchases online - the question is, why?
Firstly, it's a modest increase of 1.3%, but there is unlikely to be a single major factor and more a combination of things at work.
Marketers may not be taking full advantage of retargeting, cart abandonment emails and other methods used to bring customers back and encourage purchase completion?
Most likely, marketers are not taking full advantage of the opportunities out there. Perhaps platforms which provide these services are more complicated than expected, expensive, or marketing managers may not have the skills within their teams to set up and manage these activities.
In previous research conducted…
Chart of the Day: Which optimisation techniques are marketers using to create better experiences
I was doing a customer onboarding training session with one of our Business members last week and when I was talking to the digital marketing manager and team, our conversation quickly turned to what is a good conversion rate and the best techniques to improve it. Their UX specialist referred to it as 'crow' and it made me think how many people involved in marketing know or use this term for conversion rate optimisation. Since our research shows that despite its potential power to increase leads and sales, it's not as widely used as you might expect.
In our recent managing digital marketing report, we asked about a range of techniques used to research and improve customer journey effectiveness. It was good to see that techniques such as customer persona research and customer journey mapping…
Chart of the Day: Finance, Manufacturing and Travel Industries reach the email inbox 9 out of 10 times
For email marketers, the prospect of your emails not reaching the inbox has been a consistent worry. Email services for consumers (Gmail, Outlook etc) are always trying to do the best for their users and have protection in place so spammy looking emails don't clog up their inboxes. This level of protection means that 1 in 5 emails don't reach the intended recipient.
In a recent report by Return Path the email delivery experts on average, 85% of emails from all industries globally ever reach the recipient's email inbox.
Banking & finance, distribution & manufacturing, and travel marketers are achieving the best inbox placement rate with 90% or more emails hitting the inbox
On the flip side, automotive, education/nonprofit/government, and social & dating industries are having a harder time reaching their audience with inbox placement rates of less…
