Revenue Marketing B2B Benchmarking Survey 2021

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* 1. Are you familiar with the term "Revenue Marketing"?

Yes

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* 2. Briefly explain what the term Revenue Marketing means to you:

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* 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)

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* 4. Is your marketing organization measured by sales pipeline you initiate?

Yes

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* 5. If so, what percentage of pipeline are you expected to initiate?

<10%

10-20%

20-30%

30-40%

>40%

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* 6. Is your marketing organization measured by sales pipeline you influence?

Yes

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* 7. If so, what percentage of pipeline are you expected to influence?

<25%

25-50%

50-75%

>75%

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* 8. Is your marketing organization meeting these targets?

Yes

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* 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

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* 10. If you are currently measuring attribution, which methods do you use? Select all that apply.

First Touch

Last Touch

Multi-Touch

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* 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)

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* 12. What are your top 3 areas of marketing spend today?

Events

Webinars

SEO and SEM

Content creation

Content syndication

Strategy services

Marketing technology services

MarTech tools

Paid social

Direct mail

Display ads/retargeting

ABM initiatives

Other (please specify)

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* 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

Live/Virtual Events

Webinars

Interactive content

SEO and SEM

Whitepapers

Content Syndication

Press Articles

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* 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)

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* 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	Generating increased lead volume at the top of the funnel Low Priority	Generating increased lead volume at the top of the funnel Medium Priority	Generating increased lead volume at the top of the funnel High Priority	Generating increased lead volume at the top of the funnel Our #1 Priority
Focusing on lead quality over lead quantity	Focusing on lead quality over lead quantity Low Priority	Focusing on lead quality over lead quantity Medium Priority	Focusing on lead quality over lead quantity High Priority	Focusing on lead quality over lead quantity Our #1 Priority
Improving conversion rates through nurturing the middle/bottom of the funnel	Improving conversion rates through nurturing the middle/bottom of the funnel Low Priority	Improving conversion rates through nurturing the middle/bottom of the funnel Medium Priority	Improving conversion rates through nurturing the middle/bottom of the funnel High Priority	Improving conversion rates through nurturing the middle/bottom of the funnel Our #1 Priority
Building or buying the right content	Building or buying the right content Low Priority	Building or buying the right content Medium Priority	Building or buying the right content High Priority	Building or buying the right content Our #1 Priority
Improving your ability to measure and analyze marketing impact	Improving your ability to measure and analyze marketing impact Low Priority	Improving your ability to measure and analyze marketing impact Medium Priority	Improving your ability to measure and analyze marketing impact High Priority	Improving your ability to measure and analyze marketing impact Our #1 Priority
Improving marketing and sales alignment	Improving marketing and sales alignment Low Priority	Improving marketing and sales alignment Medium Priority	Improving marketing and sales alignment High Priority	Improving marketing and sales alignment Our #1 Priority
Optimizing your marketing technology stack	Optimizing your marketing technology stack Low Priority	Optimizing your marketing technology stack Medium Priority	Optimizing your marketing technology stack High Priority	Optimizing your marketing technology stack Our #1 Priority
Improving insights into buyer journey/buyer personas	Improving insights into buyer journey/buyer personas Low Priority	Improving insights into buyer journey/buyer personas Medium Priority	Improving insights into buyer journey/buyer personas High Priority	Improving insights into buyer journey/buyer personas Our #1 Priority
Executing ABM strategies & tactics	Executing ABM strategies & tactics Low Priority	Executing ABM strategies & tactics Medium Priority	Executing ABM strategies & tactics High Priority	Executing ABM strategies & tactics Our #1 Priority
Marketing team effectiveness and performance management	Marketing team effectiveness and performance management Low Priority	Marketing team effectiveness and performance management Medium Priority	Marketing team effectiveness and performance management High Priority	Marketing team effectiveness and performance management Our #1 Priority

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* 16. Are you using AI to plan or execute your marketing programs?

Yes

If yes, please explain.

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* 17. Are you executing ABM programs?

Yes

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* 18. Which ABM technology are you using?

Engagio

Terminus

DemandBase

Marketo

Not applicable.

Other (please specify)

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* 19. Have you seen a positive ROI from your ABM efforts?

Yes

Not applicable

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* 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)

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* 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

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* 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

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* 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

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* 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

Question Title

* 1. Are you familiar with the term "Revenue Marketing"?

Question Title

* 2. Briefly explain what the term Revenue Marketing means to you:

Question Title

* 3. What are the three primary metrics you are measured on?

Question Title

* 4. Is your marketing organization measured by sales pipeline you initiate?

Question Title

* 5. If so, what percentage of pipeline are you expected to initiate?

Question Title

* 6. Is your marketing organization measured by sales pipeline you influence?

Question Title

* 7. If so, what percentage of pipeline are you expected to influence?

Question Title

* 8. Is your marketing organization meeting these targets?

Question Title

* 9. How would you describe your current ability to measure campaign attribution and influence?

Question Title

* 10. If you are currently measuring attribution, which methods do you use? Select all that apply.

Question Title

* 11. What are your main barriers to driving pipeline and revenue? Select all that apply.

Question Title

* 12. What are your top 3 areas of marketing spend today?

Question Title

* 13. In the past year, which tactics were most successful for you in terms of generating quality leads at the top of the funnel?

Question Title

* 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?

Question Title

* 15. Rate your organization's revenue marketing priorities this year:

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* 16. Are you using AI to plan or execute your marketing programs?

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* 17. Are you executing ABM programs?

Question Title

* 18. Which ABM technology are you using?

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* 19. Have you seen a positive ROI from your ABM efforts?

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* 20. Which Marketing Automation Platform are you using?

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* 21. What was COVID-19’s impact on your budget?

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* 22. How has COVID-19 impacted marketing created pipeline?

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* 23. How are you replacing live events? Select your top 3 choices.

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* 24. How are you planning to host events next year?

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