Frost & Sullivan Customer Research
What is your biggest LEAD CONVERSION challenge?
| Getting prospects to respond to follow-up attempts |
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| Getting the right offer to the right audience |
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| Tracking conversions |
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| Quick and timely follow-up from sales |
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| Settling on official Marketing Qualified Lead/Sales Qualified Lead (MQL/SQL) criteria |
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Frost & Sullivan Customer Research
What do you find are the THREE BEST channels for generating a return on your investment? (Select three)
| Account Based Marketing |
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| In-house Email Marketing |
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| Search Engine Marketing/PPC/Retargeting |
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| Tradeshows & Events |
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| Content Marketing |
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| Search Engine Optimization |
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| Social Media (paid/ads) |
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| Telemarketing/Cold Calling |
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| Executive Events/Dinners |
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| Print, Radio, TV |
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| Social Media (not paid) |
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| Voice of the Customer Research |
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| 3rd Party Webinars |
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| Direct Mail |
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| Display Advertising (CPM) |
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Frost & Sullivan Customer Research
Please indicate your level of investment this year for the following NON-DIGITAL tactics:
Decrease Significantly
Decrease Somewhat
Keep the Same
Increase Somewhat
Increase Significantly
| Account-based Marketing |
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| Voice of the Customer Research |
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| Executive Events |
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| Tradeshows and Events |
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| Telemarketing / Cold Calling |
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| Direct Mail |
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| Print, Radio, TV |
|
Frost & Sullivan Customer Research
How is your marketing team measured?
| Combination of Total Leads and Closed Deals |
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| Percentage of Sales Pipeline |
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| Total Reach (Followers, Site Traffic, Subscribers, etc.) |
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| Total leads |
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| Closed Deals |
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| Brand Awareness |
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Frost & Sullivan Customer Research
What is your biggest LEAD CONVERSION challenge?
| Getting prospects to respond to follow-up attempts |
|
|
| Tracking conversions |
|
|
| Getting the right offer to the right audience |
|
|
| Quick and timely follow-up from sales |
|
Frost & Sullivan Customer Research
Marketers are increasing investments in social media marketing tactics this year more than in any other tactic.
Decrease Significantly
Decrease Somewhat
Keep the Same
Increase Somewhat
Increase Significantly
| Social Media |
|
| Content Marketing |
|
| Search Engine Marketing/PPC |
|
| Email Marketing |
|
| Webinars |
|
Frost & Sullivan Customer Research
Please indicate your level of investment this year for the following NON-DIGITAL tactics:
Decrease Significantly
Decrease Somewhat
Keep the Same
Increase Somewhat
Increase Significantly
| Account-based Marketing |
|
| Voice of the Customer Research |
|
| Executive Events |
|
| Tradeshows and Events |
|
| Telemarketing / Cold Calling |
|
| Print, Radio, TV |
|
Frost & Sullivan Customer Research
Please indicate your level of investment this year for the following NON-DIGITAL tactics:
Decrease Significantly
Decrease Somewhat
Keep the Same
Increase Somewhat
Increase Significantly
| Account-based Marketing |
|
| Executive Events |
|
| Voice of the Customer Research |
|
| Tradeshows and Events |
|
| Telemarketing / Cold Calling |
|
| Direct Mail |
|
| Print, Radio, TV |
|
Frost & Sullivan Customer Research
Events, Content Marketing and Email Marketing rank highest among marketing channels for providing the highest return on investment.
| Tradeshows & Events |
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|
| Content Marketing |
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|
| In-house Email Marketing |
|
|
| Account Based Marketing |
|
|
| Search Engine Optimization |
|
|
| Social Media (not paid) |
|
|
| Social Media (paid/ads) |
|
|
| Print, Radio, TV |
|
|
| Search Engine Marketing/PPC/Retargeting |
|
|
| Telemarketing/Cold Calling |
|
|
| Executive Events |
|
|
| Webinars |
|
|
| Voice of the Customer Research |
|
|
| 3rd Party Webinars |
|
|
| Direct Mail |
|
|
| Display Advertising (CPM) |
|
|
| 3rd Party Email Marketing |
|
Frost & Sullivan Customer Research
Marketers find their ability to target their audience with the right message, in the right place, at the right time to be the greatest challenge with content marketing.
| Distributing content/Reaching the right audience |
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| Creating enough quality content |
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| ROI on content development |
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| Credibility of content |
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Frost & Sullivan Customer Research
Please indicate your level of investment in the upcoming year for the following NON-DIGITAL tactics:
| Decrease Significantly | Decrease Somewhat | Keep the Same | Increase Somewhat | Increase Significantly | |
|---|---|---|---|---|---|
| Telemarketing / Cold Calling |
12% |
6% |
55% |
15% |
12% |
| Executive Events |
11% |
5% |
41% |
38% |
5% |
| Direct Mail |
25% |
12% |
42% |
18% |
3% |
| Print, Radio, TV |
27% |
10% |
43% |
17% |
3% |
| Tradeshows and Events |
9% |
16% |
41% |
28% |
6% |
| Account-based Marketing |
10% |
0% |
33% |
39% |
18% |
| Voice of the Customer Research |
10% |
0% |
39% |
36% |
15% |
Frost & Sullivan Customer Research
Please indicate your level of investment in the upcoming year for the following DIGITAL tactics:
| Decrease Significantly | Decrease Somewhat | Keep the Same | Increase Somewhat | Increase Significantly | |
|---|---|---|---|---|---|
| Email Marketing |
7% |
3% |
50% |
16% |
24% |
| Webinars |
8% |
13% |
34% |
37% |
8% |
| Search Engine Marketing/PPC |
8% |
5% |
28% |
38% |
21% |
| Social Media |
7% |
5% |
17% |
37% |
34% |
| Content Marketing |
8% |
2% |
24% |
39% |
27% |
Frost & Sullivan Customer Research
What do you find are the THREE BEST channels for generating a return on your investment?
| In-house Email Marketing |
|
|
| Tradeshows & Events |
|
|
| Account Based Marketing |
|
|
| Content Marketing |
|
|
| Search Engine Optimization |
|
|
| Social Media (not paid) |
|
|
| Social Media (paid/ads) |
|
|
| Print, Radio, TV |
|
|
| Search Engine Marketing/PPC/Retargeting |
|
|
| Telemarketing/Cold Calling |
|
|
| Executive Events |
|
|
| Webinars |
|
|
| Voice of the Customer Research |
|
|
| 3rd Party Webinars |
|
|
| Display Advertising (CPM) |
|
|
| Direct Mail |
|
|
| 3rd Party Email Marketing |
|
