Modern marketing is about learning from the past, analyzing what brought you, or others, the best results and applying that to the future. Our panel of global experts selected some significant statistics that influenced their behavior and successful activities in 2015. We share those with you so it can have impact in your 2016.
1. 40% of your prospects are qualified, but not yet ready to buy.
Matt Heinz, President of Heinz Marketing, says that they have a need, but not the urgency. Your job as a marketer is to intensify, qualify and quantify that need – such that the prospect is compelled to commit to change. (source)
2. 53% of MQLs convert to sales-actioned leads by best-in-class companies.
Meagen Eisenberg, CMO of MongoDB, says that the quality of leads, not quantity, is a great early indicator of modern marketing success. As organizations focus on marketing qualified leads (MQLs), as defined jointly by sales and marketing, their success rates improve. We know it is not the volume of leads that will build pipeline that sales can close, but the targets that want to buy and sales wants to talk with. (source)
3. CMOs expect marketing budgets to rise by 5.5% in the next 12 months.
Carlos Hidalgo, CEO of ANNUITAS says that this highlights that organizations are spending more to better engage their customers and buyers. However, it is incumbent on CMOs that they are able to show the value of this increase and the impact they are having on pipeline and revenue. (source)
4. 85% of B2B marketers using marketing automation platforms feel that they’re not using them to their full potential.
Alp Mimaroglu, Marketing Luminary at Symantec, says that modern marketing best practices are needed to fully utilize marketing technology systems. (source) This is a common problem among marketers when they purchase marketing technology solutions. They are focused on a handful of use cases or features and just don’t utilize their tools to their fullest extent. The first step to solving this problem is to acknowledge it.
5. Companies that combine both strategic vision and embrace digital marketing perform 26% better than average.
Jordie van Rijn, email marketing and CRM consultant at Emailmonday, says that this demonstrates that both digital adoption and strategic vision are important. Companies that worked on digital features should focus on culture and strategy in 2016. (source)
And that’s a perfect transition to think about how you will succeed in modern marketing in 2016. Follow the advice of these and other global experts in the Future of Modern Marketing.