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Business of Marketing > Staffing

B2B Persona Research: Marketers Have the Highest Churn Rates

June 14, 2017

Targeting B2B marketers? You'll enjoy the prospect (pun intended) of a new influx of personas, but be faced with the problem of higher churn rates than other departments, according to a fascinating report [download page] from Salesforce Research. Based on an analysis of 15 million data points covering 21.3 million full-time B2B professionals, the report indicates that the average annual churn rate for any single persona is 17%. Read more »

Marketing Leaders in Europe See Results From Digital, Want to Beef Up Capabilities

June 12, 2017

Three-quarters (74%) of senior marketing executives in Europe describe their organization's digital marketing capability as being in its developmental stages: 43% say their system has potential and is starting to yield results, while 31% are still acquiring the necessary skills. Only 15% report having a digital marketing framework that is highly sophisticated and continually evolving, according to a study by Spencer Stuart. Read more »

Agencies Are Confident About Profitable Growth This Year. Where Will it Come From?

June 9, 2017

Some 86% of agencies are confident that this year will be better than last in terms of profitable growth, according to a Society of Digital Agencies (SoDA) survey [pdf] of 126 executives primarily from mid-sized ($25M or less in annual revenues) digital agencies in North America. Emerging technology seems to be an area where agencies can drive revenue gains, per the report. Read more »

Where’s the Art in Data-Driven Marketing?

June 5, 2017

Marketing today tends to be more science than art, though it's not at the scientific level of software development and IT. At least that's the view of more than 600 participants to a study fielded by Chief Marketing Technologist and Third Door Media. The results make some sense given that around one-third of the respondents identified as hybrid marketing/IT professionals as opposed to marketers. Read more »

What’s the Biggest Challenge in Proving Marketing ROI?

April 19, 2017

While most marketers feel that it's getting easier to prove marketing's impact, only slightly more than one-quarter of marketers feel very effective in their ability to demonstrate marketing's value internally, new research from TrackMaven has found. The main challenge appears to be attributing social and content to revenue, per the report. Read more »

Average CMO Tenure Drops Again: Half at Top-Advertised US Brands Have Been in Position For ≤2 Years

April 14, 2017

After an almost decade-long climb that saw record tenures reached in 2014, the average tenure of CMOs at 100 of the most advertised brands in the US has now dropped for the second consecutive year. That's according to the latest annual analysis from Spencer Stuart, which also notes that close to half of the CMOs have been in their current role for 2 years or less. Read more »

What Do B2B Marketers Enjoy Most About Their Jobs?

April 11, 2017

The majority of B2B marketers say that they enjoy the more creative and strategic aspects of their jobs, such as developing and launching new campaigns (76.7%), according to [download page] a survey from the Martech Industry Council and Leadspace. Likewise, they take pleasure in creating and building new marketing programs (69.8%) and planning and executing major events (38.2%). Read more »

Top 10 Marketing Charts of the Month – March 2017

April 10, 2017

This month's quick-hit set of top charts includes the following topics: email list growth and deliverability metrics; shopping around vs. loyalty; Millennials' new media milestone; financial status, by generation; improving digital ads; obstacles to marketing analytics; CMOs and brand-building; corporate reputation drivers; and CX leader. Read more »

Marketers More Confident Measuring ROI From Paid Search & Email Than Other Digital Channels

April 5, 2017

Measuring the ROI of marketing and advertising efforts has been a consistent obstacle for some time, brought to light by greater pressures from the C-suite to prove marketing's value. Digital advertising - for all its growth - hasn't been spared this challenge, but some channels seem easier to measure than others. Indeed, respondents to SEMPO's latest State of Search Report seem relatively confident in their ability to measure the ROI from paid search and email. Read more »

Which Digital Capabilities Are Advertisers the Most – and Least – Confident About?

March 31, 2017

Some sobering results from Boston Consulting Group (BCG) and Google Digital Academy: on a 100-point scale, marketers working at advertisers around the world score their organizations' digital capabilities at an average score of just 57. Worse yet, that number hasn't budged since the last time the survey was fielded 18 months earlier. So where are advertising organizations having the most trouble? Read more »