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Revenue Marketing Practices 2019
Thanks a billion for your willingness to participate. Your feedback is invaluable to the future 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 influenced
Revenue
Marketing generated opportunity value
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 supposed 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 supposed 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 sure
10.
What are your main barriers to driving pipeline and revenue?
Budget
Talent
Staff
Technology
Marketing and sales alignment
Content
Skills
Buyer journey insights
Shifting marketing and organizational priorities
Lack of marketing strategy
Other (please specify)
11.
What percent of your marketing budget are you spending on the following initiatives?
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Events
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Webinars
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Email
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
SEO and SEM
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Content creation
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Content syndication
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
PR
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Strategy services
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Marketing technology services
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
MarTech tools
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Paid social
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Direct mail
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Display ads/retargeting
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
ABM initiatives
0%
1% - 25%
26% - 50%
51% - 75%
76% - 100%
Other (please specify)
12.
Where do you anticipate spending the highest percentage of your marketing budget next year?
Strategy consulting
Content creation
Marketing technology services
MarTech tools
SEO and SEM
PR
Content syndication
Events
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
Events
Webinars
Interactive content
SEO and SEM
PR
Whitepapers
Content syndication
Press articles
Other (please specify)
14.
In the past year, which tactics were most successful for you in terms of generating quality leads at the middle of the funnel?
White Paper and eBooks
Live 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 insight 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
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
Manual deep dive into accounts
Hubspot
I'm not doing ABM.
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?
HubSpot
SF Marketing Cloud
Pardot
Oracle Eloqua
Act-on Software
Marketo
Mautic
Other
Active Campaign
Sharpspring
Other (please specify)
21.
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