B2B Marketing Executive Priority Benchmark Question Title * 1. Select your role: CEO CMO COO Director of Marketing Director of Sales Marketing Manager Marketing/Corporate Communications Sales Manager Vice President of Marketing Vice President of Sales OK Question Title * 2. Which of the following describes your organization? B to B B to C Both B to B and B to C B to B to C OK Question Title * 3. Contact Information Name Title Company Business Email Business Phone Country OK Question Title * 4. Please select the industry you work in. Aerospace and Defense Automotive & Transportation Chemicals, Materials & Food Consumer Goods, Services & Retail Consulting & Research Electronics & Security Energy & Power Financial Services/Banking/Financial Insurance Healthcare/Pharma/Biotech/Device/Health Insurance Industrial & Manufacturing Information & Communication Technologies and Services Travel & Hospitality Other (please specify) OK Question Title * 5. What regions are you responsible for? (Select all that apply) Global North America Latin America South America Europe Middle East Africa Asia Pacific Australia OK Question Title * 6. What is your company's annual revenue (M = Million, B = Billion)? Over $1B $500M - $1B $100M - $499M $50M - $99M $10M - $49M $5M - $9M Under $5M Not available OK Question Title * 7. How many people make up your marketing team? 100+ 51 - 100 21 - 50 11 - 20 6 - 10 5 or less OK Question Title * 8. How many sales people do you have? 1000+ 500 - 999 100 - 499 25 - 99 6 - 24 5 or less OK Question Title * 9. What are your biggest CONTENT challenges? (Select all that apply): Creating Enough Quality Content Distributing Content/Reaching the Right Audience Credibility of Content ROI on Content Development Don't Know OK Question Title * 10. What are your biggest LEAD CONVERSION challenges? (Select all that apply): Getting Prospects to Respond to Follow-up Attempts Settling on Official Marketing Qualified Lead/Sales Qualified Lead (MQL/SQL) Criteria Getting the Right Offer to the Right Audience Tracking Conversions Quick and Timely Follow-Up from Sales Don't Know OK Question Title * 11. What do you find are the THREE BEST channels for generating a return on your investment? (Select three) Executive Events/Breakfasts/Dinners Print Advertising 3rd Party Webinars Search Engine Marketing/PPC/Retargeting Account Based Marketing Tradeshows & Conferences Email Marketing Direct Mail Content Marketing Social Media (paid/ads) Voice of the Customer Research Telemarketing/Business Development Representatives (BDR) Search Engine Optimization Webinars OK Question Title * 12. What do you find are the THREE WORST channels for generating a return on your investment? (Select three) Account Based Marketing Voice of the Customer Research 3rd Party Webinars Social Media (paid/ads) Telemarketing/Business Development Representatives (BDR) Content Marketing Direct Mail Print Advertising Search Engine Optimization Search Engine Marketing/PPC/Retargeting Webinars Email Marketing Tradeshows & Conferences Executive Events/Breakfasts/Dinners OK Question Title * 13. How many accounts are you targeting in your Account Based Marketing (ABM) Strategy? Over 100 50 – 99 25 – 49 1 - 24 No strategy Don't Know OK Question Title * 14. What do you see as your greatest roadblocks to achieving your marketing goals? (Select all that apply): Product Pipeline Budget Research Sales Marketing Resources (Staffing, Technology, etc) Don’t Know OK Question Title * 15. Please indicate your level of investment this year for the following DIGITAL tactics: Level of investment Email Marketing Increase significantly Increased somewhat Keep the same Decrease somewhat Decrease significantly Not applicable Don't know Email Marketing Level of investment menu Webinars Increase significantly Increased somewhat Keep the same Decrease somewhat Decrease significantly Not applicable Don't know Webinars Level of investment menu Search Engine Marketing/PPC Increase significantly Increased somewhat Keep the same Decrease somewhat Decrease significantly Not applicable Don't know Search Engine Marketing/PPC Level of investment menu Social Media (Paid) Increase significantly Increased somewhat Keep the same Decrease somewhat Decrease significantly Not applicable Don't know Social Media (Paid) Level of investment menu Social Media (Non-Paid) Increase significantly Increased somewhat Keep the same Decrease somewhat Decrease significantly Not applicable Don't know Social Media (Non-Paid) Level of investment menu Content Marketing Increase significantly Increased somewhat Keep the same Decrease somewhat Decrease significantly Not applicable Don't know Content Marketing Level of investment menu Search Engine Optimizations Increase significantly Increased somewhat Keep the same Decrease somewhat Decrease significantly Not applicable Don't know Search Engine Optimizations Level of investment menu OK Question Title * 16. Please indicate your level of investment this year for the following NON-DIGITAL tactics: Level of investment Telemarketing/Business Development Representatives (BDR) Increase Significantly Increase Somewhat Keep the Same Decrease Somewhat Decrease Significantly Not applicable Don't know Telemarketing/Business Development Representatives (BDR) Level of investment menu Executive Events/Breakfasts/Dinners Increase Significantly Increase Somewhat Keep the Same Decrease Somewhat Decrease Significantly Not applicable Don't know Executive Events/Breakfasts/Dinners Level of investment menu Direct Mail Increase Significantly Increase Somewhat Keep the Same Decrease Somewhat Decrease Significantly Not applicable Don't know Direct Mail Level of investment menu Print Advertising Increase Significantly Increase Somewhat Keep the Same Decrease Somewhat Decrease Significantly Not applicable Don't know Print Advertising Level of investment menu Tradeshows and Conferences Increase Significantly Increase Somewhat Keep the Same Decrease Somewhat Decrease Significantly Not applicable Don't know Tradeshows and Conferences Level of investment menu Account-based Marketing Increase Significantly Increase Somewhat Keep the Same Decrease Somewhat Decrease Significantly Not applicable Don't know Account-based Marketing Level of investment menu Voice of the Customer Research Increase Significantly Increase Somewhat Keep the Same Decrease Somewhat Decrease Significantly Not applicable Don't know Voice of the Customer Research Level of investment menu OK Question Title * 17. Do you expect your annual marketing budget next year to: Increase Significantly Increase Somewhat Stay The Same Decrease Somewhat Decrease Significantly Don't Know OK Question Title * 18. What percentage of your TOTAL REVENUE is allocated to your annual EXTERNAL MARKETING SPEND budget? (Select One) 1% 2% 3 - 4% 5-9% 10-19% 20+% Don't Know OK Question Title * 19. For every marketing dollar you spend, what % goes to up sell/cross sell your current accounts VS attracting net new accounts? 100% up sell/cross sell current accounts 50/50 Current VS Net New 100% attracting net new accounts Clear i We adjusted the number you entered based on the slider’s scale. OK Question Title * 20. For every marketing dollar you spend, what % goes to vertical VS horizontal products? 100% Vertical 50/50 Vertical VS Horizontal 100% Horizontal Clear i We adjusted the number you entered based on the slider’s scale. OK Question Title * 21. For every marketing dollar you spend, what % goes to legacy products VS new products? 100% Legacy 50/50 Legacy VS New 100% New Clear i We adjusted the number you entered based on the slider’s scale. OK Question Title * 22. For every marketing dollar you spend, what % goes to channel VS direct? 100% Channel 50/50 Channel VS Direct 100% Direct Clear i We adjusted the number you entered based on the slider’s scale. OK Question Title * 23. Please rank the following marketing channels from high to low, based on where you prioritize your marketing budget for next year. 1=highest priority; 8 = lowest priority 1 2 3 4 5 6 7 8 N/A Account Based Marketing N/A 1 2 3 4 5 6 7 8 N/A Events (external sponsorship) N/A 1 2 3 4 5 6 7 8 N/A Content Creation & Syndication N/A 1 2 3 4 5 6 7 8 N/A Events (user conference/client activity) N/A 1 2 3 4 5 6 7 8 N/A Tools/Technology N/A 1 2 3 4 5 6 7 8 N/A Advertising N/A 1 2 3 4 5 6 7 8 N/A Channel/Partner Marketing N/A 1 2 3 4 5 6 7 8 N/A Messaging/Market Research N/A OK Question Title * 24. What percentage of your next fiscal year's marketing budget will be committed by the end of the current fiscal year? 100% 75% 50% 25% 0% Don't Know OK Question Title * 25. How is your marketing team measured? (Select all that apply) Total Leads Closed Deals Brand Awareness Percentage of Sales Pipeline Total Reach (Followers, Site Traffic, Subscribers, etc.) Don’t Know OK Question Title * 26. What is your average conversion rate from Marketing Qualified Leads (MQL) to Deal Closure? (Select one) 0% - 5% 6% - 10% 11% - 15% 16% - 20% 21% - 25% 26% or Higher Don’t Know OK Question Title * 27. What is your average number of days to Deal Closure from a Marketing Qualified Lead (MQL)? (Select one) Within 3 months 3-6 months 6-12 months 1-2 years 2+ years Don’t Know OK Question Title * 28. How satisfied are you with your year-to-date marketing results? Extremely Satisfied Somewhat Satisfied Neutral Somewhat Disappointed Extremely Disappointed OK Question Title * 29. What’s the number one piece of advice you would give yourself about last year's marketing plan? OK Question Title * 30. What question did we not ask? Meaning – is there a question that would have been valuable for you to compare benchmark results against? OK Question Title * 31. Once the survey has closed, we'll gladly share an incredible 25+ page personalized benchmark report. Do you wish to receive the report? Yes - I agree to receive further communication regarding this survey. No - I do not wish to receive further communication regarding this survey. OK DONE
