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Introduction
Here at Optify, like in many B2B marketing organizations, we develop personas to help us better direct our marketing efforts and hone our messaging. One marketing persona was easy for us to identifythe hard-charging marketing all-rounder that masters all relevant tools and channels to fuel their organizations growth. We called this persona the marketing athlete. We knew that this was a pivotal player in most B2B marketing organizations and wanted to get an in-depth profile of these individuals to learn:
What makes these marketing superstars successful How they spend their time What tools they use to get the job done What other B2B marketers can learn from them to drive more business
To get this insight and to recognize marketing athletes everywhere, we recently conducted our first annual marketing athlete survey. Using email, our web site and social media we invited those people that identified themselves as marketing athletes to participate in the survey269 of marketings finest obliged. We learnt a lot, got a few surprises along the way and gained some valuable insight into B2B marketings most dynamic persona. We hope you enjoy reading the results! Thanks to everyone that participated Optify
Key findings
1. Demographics: Most marketing athletes are in their thirties and have 5+ years in marketing. There is a pretty even gender split between men and women. 2. Characteristics: Athletes generally feel very good about their productivity and have a great attitude. They are great at multitasking and enjoy juggling lots of lead generation channels. They embrace technology and use tools in all areas of marketing to get the job done. 3. Time spent: The majority spend most of their time executing programs as opposed to non-revenue generating activities. More time is spent on content development than lead generation. Social media is the leading lead generation tactic in terms of time spent. 4. Lead generation: Social media is a big area of focus both in terms of time spent and level of expertize. Time and budget are their biggest lead generation challenges. 71% think their lead generation goals are realistic. 5. What sets star performers apart from less successful marketing athletes: More time spent on planning and execution, less time spent on non-productive activities like admin. Greater focus of time in key areas such as content and lead generation. Deeper expertize across lead generation channels. A more positive, can do attitude.
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MOGRAPHIC DE
Most athletes are over thirty, with a pretty even gender split
Almost 70% of marketing athletes surveyed were over thirty, with almost 40% in their thirties. This 30+ crowd are seasoned marketers with 83% of them reporting 5+ years in a marketing role. By analyzing responses from other questions in the survey we discovered that the older athletes felt accomplished at many marketing activities and were very well versed with both traditional outbound tactics and inbound marketing channels like social media and SEO. Those under thirty felt confident in online tactics, but were less sure of themselves than their older counterparts when it came to offline tactics and PR. The youngest (20-25) and oldest (50+) age categories were both evenly represented at 11%. The percentage of male respondents only just beat out the women by five points showing that the split between the genders was pretty even.
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MOGRAPHIC DE
5+ YEARS IN MARKETING
SEO PPC Email marketing (rented lists) Online advertising Social media PR Offline tactics
%age of respondents that felt they had sufficient or expert knowledge of these lead gen tactics.
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MOGRAPHIC DE
TAGLINES
We asked the survey participants to describe themselves in the form of a tagline. Here are just a few examples of their creativity:
Minister of Marketing
Inbound Marketing Gold medalist The generator! Phelps Octomom Chief Revenue Enabler Marketing Champion hat wearer The man with the biz dev fist Olympiad
Gold medalist in synchronized marketing strategies
marketingchickenwithhisheadcutoff.com
The opposable thumb of the organization You Know, That One Guy That Sits Next to Scot That Does the... He, Uh... What Does He Do?
RESOURCES
Most athletes manage outside contractors
From the demographics questions and the very creative taglines, weve got a good idea of who the athletes are. Next well look at what we discovered when we quizzed them on the resources they use to get the job done. We werent surprised to discover that more marketing athletes manage contractors (67%) than full-time employees FTEs (57%). As well see in the next page contractors and agencies are being used to augment internal teams across the entire range of marketing activities. In line with our findings on the number of FTEs managed, the majority of athletes (52%) manage 1-5 contractors.
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RESOURCES
Athletes do a lot in house
We learnt in the previous page that the majority of athletes (67%) use at least one contractor. Given that fact, we were a little surprised to discover that most athletes reported keeping work in house across all areas of lead generation, and werent planning to outsource in the next 12 months. We werent surprised at which activities were most commonly outsourced:
Web design / maintenance (45%) SEO (35%) PR (33%)
It seems that marketing tactics perceived as a core competencies tend to stay in-house while expertise-heavy and labor-intensive tactics, like PPC, web design and PR, are more likely to be outsourced.
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RESOURCES
The majority work in small marketing teams
The marketing athletes work primarily in small marketing organizations, with 70% working in a team of less than 10 colleagues. As expected there is a strong correlation between the company size and the number of people in the marketing department:
71% of enterprise companies (500+ employees) have marketing teams of > 10 FTEs. 71 % of small business (<25 employees) have marketing teams with 1-5 full-time marketing employees.
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RESOURCES
Athletes use lots of tools to get the job done
The responses to our previous questions informed us about the manpower resources athletes had at their disposal. Next we analyzed the tools they used in their daily work. The majority of respondents used at least one tool in each of the categories that we inquired about. Here are some interesting observations:
Social media was the category where most athletes reported using more than one tool (70%)not surprising given the relative infancy of this channel and the lack of consolidation in tools marketplace. SEO stood out as the leading category where no tools were being used (24%)this may be due to the fact that those less experienced in SEO werent aware that tools existed in this area. Of the marketers that did use SEO tools, more reported using more than one tool in this category. On the other end of the usage spectrum only 3% of athletes are not using an email toolits hard to imagine doing mass emails without one! Most athletes are okay with lots of toolslater in the survey we raised the question of tools again (see page 19 for details). Only 30% agreed with the statement I spend too much time on tools management.
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PERFORMERS STAR
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IME SPENT T
Marketing athletes are busy executing
So how exactly do the marketing athletes spend their time? The first question we asked about time management was in relation to broad job functions. Much of our premise about the marketing athlete persona was that these are the type of people that dive in and get things done. So it was no surprise to discover that more athletes (45%) spent the bulk of their time (15+ hours) in marketing execution than in any other area. The next area were they spent the most time was in marketing operations 14% of them spent 15+ hours a week on activities such as reporting and software platform management.
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%age respondents that spend 15+ hours spent / week on These general marketing activities
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Key takeaway
Take a little more time upfront on strategic planning then focus on executing.
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More time spent on content than lead generation
We then asked the athletes to dive a little deeper and tell us how they spent their time in the area of marketing execution. The top 3 areas taking up more than 15 hours per week were:
Content (30%) Lead generation (17%) Website management (16%)
We were a little surprised that content beat out lead gen to the first spot, but upon reflection it made sense given that content is a cornerstone element of todays buyer-driven marketing environment. To learn more about the state of content marketing download the 2012 study B2B CONTENT MARKETING TRENDS. Another interesting finding came by examining where the majority spent no time at all. Lead nurturing took that dubious honor with 30% of respondents reporting that they spent no time in this area. We suspect that there may have been a little confusion around the lead nurturing term itself. If respondents equated lead nurturing with marketing automation, then the 30% makes sense. According to Forrester Research the adoption rate of marketing automation products in B2B organizations was 18% in 2011. We think of lead nurturing as all means of keeping in touch with leads, automated and manual emails, live touches etc. With that as the definition, we suspect that all marketers dedicate time to this important activity.
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Key takeaway
Be more focused, especially on activities that directly relate to revenue. N=267
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GENERATION LEAD
Social media is in, PPC is out
Next in our survey we turned to an area that is near and dear to our hearts here at Optifylead generation. Heres what we found when we asked the athletes to tell us how they divided their time between various common lead gen tactics:
Social media is the most popular tactic: More marketers spend 15+ hours on social media than on any other tactic (13%) The lowest percentage of respondents (16%) reporting that they spend no time on social media. PPC is out of favor with many B2B marketers The least number of marketers spend 15+ hours (4%) on PPC compared to other lead gen. tactics The highest percentage of respondents (57%) reported spending no time on PPC.
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GENERATION LEAD
Athletes know a lot about multiple lead generation tactics
We went on to ask the athletes to rate their knowledge of lead generation tactics. On the whole they are a pretty confident bunch, with the vast majority feeling that they had sufficient or expert knowledge about the tactics they were engaged with.
The areas where most athletes rated themselves as experts were: Social media (42%) Offline tactics (34%) Email marketing & SEO (28%) Weak areas (little or no knowledge) most cited were: PPC (25%) Online advertising (18%) Email marketing & SEO (17%)
It was interesting to see the correlation between time spent on a lead generation tactic and the perceived level of expertise. Athletes spent more of their time on social media and offline tactics, both areas where they felt they had a high level of expertise. Similarly they spent the least amount of time with PPC and online advertisingareas where they felt the weakest.
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The expertize gap between star performers and less successful athletes
How much does expertize or perceived expertize factor into the success of lead generation programs? We thought that would be an interesting question to ask, so we segmented the responses to the expertize question by star performers and the less successful marketers. Heres what we found: Star performers rated themselves with greater expertize than their less successful peers across the board. The biggest expertize gaps showed up in:
PPC (37%) Email marketing (25%) Offline tactics (23%)
Key takeaway
Your level of expertize countseven if its just your perceived level of expertise.
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GENERATION LEAD
Athletes feel productive and like to juggle multiple channels and tools
We then asked the athletes about how they felt with regards to their lead gen effectiveness. We discovered that they are for the most part a confident bunch. 82% of athletes felt like they are spending most of their time on marketing activities important to their business. That perception of high productivity was borne out by the responses to all of the statements with one exception47% of the athletes felt they spent too much time on admin. Another interesting observation was that 62% disagreed with the statement I would prefer spending most of my time on one marketing channel. Marketing athletes are great at multitasking and seem to like the challenge of mastering many different lead gen channels.
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GENERATION LEAD
Budget and time are the biggest lead gen challenges
By now a clear picture is emerging as to the nature of the marketing athlete. These hard-chargers master all channels and tools they need to get the job done. This can do attitude was further underlined when we asked them about their lead gen challenges. I dont have enough budget to meeting my goals was the only statement that the majority agreed to (54%). Having enough hours in the day was the next challenge that most athletes identified with (47%). Keeping up with new online marketing challenges was also an area where many respondents felt challenged (38%). Amazingly 71% felt that their goals are realistic. This leads us to believe that most athletes have a key part in the goal setting process. Again the fact that athletes are great at multi-tasking was borne out by the fact that only 27% felt they had too many lead gen channels and tools to managego athletes!
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Key takeaway
Attitude counts. Having a positive outlook about your goals and challenges results in greater success.
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GENERATION LEAD
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Keeping all the plates spinning! Not enough hours in the day! Balancing time.
ROI!!
Getting sales to pay attention to the information we provide and following up on leads
Staying focused.
Juggling changing priorities and managing the reactive nature of the sales force.
Weve learnt a lot from our survey about the persona we dubbed as the marketing athlete. Many of our assumptions regarding this dynamic and hard-working individual were right on. We also had a few surprises along the way. But what sets the star performers apart and how can we apply those lessons to drive more business for our organizations? Heres a summary of the key takeaways we discovered from the best of the best. We hope that these tips will help to you be more successful in your endeavors to fuel your companys growth in the coming year. We look forward to hearing how you did in next years marketing athlete survey. Attitude countshaving a positive outlook about your goals and challenges results in greater success. Expertize countseven if its just your perceived level of expertise. First plan, then executetake time upfront for strategic planning then execute. Be more focusedespecially on activities that directly relate to revenue. Thanks again to everyone that participated! Optify
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Attitude
Planning Focus
Expertise
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OGRAPHICS FIRM
Here are some of the key firmographic observations from the study:
Technology companies accounted for 33% of respondents Marketing agencies and other business consulting firms were the next largest segment at 16% Athletes mainly worked for mid-sized companies, but small and enterprise sectors were well represented
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About Optify
Optify provides an indispensable demand generation solution for professional B2B marketers. Optify helps you generate more high-quality inbound leads and track the impact of all of your marketing programs in one place. The Optify Inbound Marketing Software Suite brings together enterprise-class SEO, social marketing, email marketing, sales enablement, and website analytics into one integrated, closed-loop solution. Optify helps you reach more buyers, generate more demand for your products or services, and close more deals.
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INBOUND DEMAND
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SALES ENABLEMENT
Help sales reach prospects and engage with them early in the sales process with visitor intelligence and prospect alerts.
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