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Revenue Marketing B2B
Benchmarking Survey 2021
Thank you for participating in our survey! Your input is greatly appreciated as we explore the current state of Revenue Marketing.
1.
Are you familiar with the term "Revenue Marketing"?
Yes
No
2.
Briefly explain what the term Revenue Marketing means to you:
3.
What are the three primary metrics you are measured on?
Total inquiries and responses
MQLs
SALs
SQLs
Pipeline initiated (FT or LT attribution)
Pipeline influenced (MT attribution)
Revenue
Lead conversion rates
Other (please specify)
4.
Is your marketing organization measured by sales pipeline you initiate
?
Yes
No
5.
If so, what percentage of pipeline are you expected to initiate?
<10%
10-20%
20-30%
30-40%
>40%
6.
Is your marketing organization measured by sales pipeline you influence?
Yes
No
7.
If so, what percentage of pipeline are you expected to influence?
<25%
25-50%
50-75%
>75%
8.
Is your marketing organization meeting these targets?
Yes
No
9.
How would you describe your current ability to measure campaign attribution and influence?
We are actively measuring campaign attribution
We plan to be able to measure campaign attribution within the next 12 months
We don't plan to measure campaign attribution within the next 12 months
Not applicable
10.
If you are currently measuring attribution, which methods do you use? Select all that apply.
First Touch
Last Touch
Multi-Touch
11.
What are your main barriers to driving pipeline and revenue? Select all that apply.
Budget
Talent
Staff
Technology
Marketing and sales alignment
Content
Skills
Buyer journey insights
Shifting marketing and organizational priorities
Lack of marketing strategy
Effective marketing leadership
Declining market opportunities due to COVID-19
Other (please specify)
12.
What are your top 3 areas of marketing spend today?
Events
Webinars
Email
SEO and SEM
Content creation
Content syndication
PR
Strategy services
Marketing technology services
MarTech tools
Paid social
Direct mail
Display ads/retargeting
ABM initiatives
Other (please specify)
13.
In the past year, which tactics were most successful for you in terms of generating quality leads at the top of the funnel?
Videos
Infographics
Social Media
Email
Live/Virtual Events
Webinars
Interactive content
SEO and SEM
PR
Whitepapers
Content Syndication
Press Articles
14.
In the past year, which tactics were most successful for you in terms of generating or progressing leads at the middle of the funnel?
White Paper and eBooks
Live/Virtual Events
Webinars
Case Studies
SEO and SEM
Emails
Other (please specify)
15.
Rate your organization's revenue marketing priorities this year:
Low Priority
Medium Priority
High Priority
Our #1 Priority
Generating increased lead volume at the top of the funnel
Low Priority
Medium Priority
High Priority
Our #1 Priority
Focusing on lead quality over lead quantity
Low Priority
Medium Priority
High Priority
Our #1 Priority
Improving conversion rates through nurturing the middle/bottom of the funnel
Low Priority
Medium Priority
High Priority
Our #1 Priority
Building or buying the right content
Low Priority
Medium Priority
High Priority
Our #1 Priority
Improving your ability to measure and analyze marketing impact
Low Priority
Medium Priority
High Priority
Our #1 Priority
Improving marketing and sales alignment
Low Priority
Medium Priority
High Priority
Our #1 Priority
Optimizing your marketing technology stack
Low Priority
Medium Priority
High Priority
Our #1 Priority
Improving insights into buyer journey/buyer personas
Low Priority
Medium Priority
High Priority
Our #1 Priority
Executing ABM strategies & tactics
Low Priority
Medium Priority
High Priority
Our #1 Priority
Marketing team effectiveness and performance management
Low Priority
Medium Priority
High Priority
Our #1 Priority
16.
Are you using AI to plan or execute your marketing programs?
Yes
No
If yes, please explain.
17.
Are you executing ABM programs?
Yes
No
18.
Which ABM technology are you using?
Engagio
Terminus
DemandBase
Marketo
Not applicable.
Other (please specify)
19.
Have you seen a positive ROI from your ABM efforts?
Yes
No
Not applicable
20.
Which Marketing Automation Platform are you using?
Act-on Software
Active Campaign
HubSpot
Marketo
Mautic
Oracle Eloqua
Pardot
SF Marketing Cloud
Sharpspring
Other (please specify)
21.
What was COVID-19’s impact on your budget?
Decrease of 0-20%
Decrease greater than 20%
Increase of 0-20%
Increase greater than 20%
No change
22.
How has COVID-19 impacted marketing created pipeline?
Decrease of 0-20%
Decrease greater than 20%
Increase of 0-20%
Increase greater than 20%
No change
23.
How are you replacing live events? Select your top 3 choices.
Virtual events
Webinars
Video
Re-allocating budget to increase email marketing activities
Re-allocating budget to increase digital marketing activities
Re-allocating budget to other activities
Not applicable
24.
How are you planning to host events next year?
Hosting smaller, socially distanced event(s)
Hybrid events (both in-person and remote audiences and speakers)
Virtual events
Webinars
Video
Not sure yet
25.
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