customer marketing benchmarking research: discussion and in-depth analysis

Customer MarketingBenchmark Study

Sponsored by:

Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.

Today’s Agenda

Customer Marketing Perspective & Landscape

Study Results

Next Steps

Q & A


Today’s Presenters:



Jerry RackleyChief Analyst – Demand Metric

Jim WilliamsVP of Marketing - Influitive

What’s at Stake


CMO

Demand

Inbound

Website

Programs

Field

Content Product OppsCMO

I want fantastic revenue growth

driven by a fantastic brand

experience

Influitive.com @influitiveadvocate marketing experts

Customer Marketing

I want to make the customer feel good


means you have to earn your customers’ business each and every month.

Cloud Apps


and Social Mediahas given your buyers access to

virtually anyone they want to talk to

Study Results


Study Background


What investment is being made in Customer Marketing?

What activities are done?

How effective is Customer Marketing?

What skills are critical to success?

Survey Categorization Data


Type B2B: 77% B2C: 13% Both: 10%

Role Executive:

10% Marketing:

74% Sales:

7% Other:

9%

Annual Sales $10m or less:

39% $11 to $25m:

12% $26 to $100m:

21% $101 to $500m: 12% $501m to $1b:

3% Over $1b:

13%

Customer Marketing & Revenue


Results o

r rev

enue

not

trac

ked

Reven

ue con

tribu

tion

is m

inor

Reven

ue con

tribu

tion

is m

oder

ate

Reven

ue con

tribu

tion

in signific

ant

0%

10%

20%

30% 27%

20%

28%25%

Results o

r rev

enue

not

trac

ked

Reven

ue con

tribu

tion

is m

inor

Reven

ue con

tribu

tion

is m

oder

ate

Reven

ue con

tribu

tion

in signific

ant

0%

10%

20%

30% 27%

20%

28%25%

Customer Marketing & Revenue


No/Low Revenue

Mod/High Revenue

Moderate/High Revenue Impact - Company Size


Small companies Medium companies Large companies0%

10%

20%

30%

40%

50%

60%

70%

80%

52%

45%

72%

Customer Marketing Activities


Other activities

Renewal campaigns

Customer satisfaction program

Customer referral program

Customer advocacy program

Cross-sell and/or upsell campaigns

Online customer community

Customer reference (testimonial) prog.

Customer and/or user group events

0% 10% 20% 30% 40% 50% 60% 70%

6%

31%

41%

46%

48%

50%

54%

54%

61%

Community Goals


Customer satis-faction program

Customer referral program

Renewal campaigns

0%

10%

20%

30%

40%

50%

60%

29%33%

17%

52%57%

44%

No/Low RevenueModerate/High Revenue

Customer Marketing Metrics in Use


Other metrics

None

Product Usage or adoption

Net Promoter Score

Satisfaction

Number of customer-related campaigns

Upsell and/or cross-sell revenue

Customer influenced revenue via referrals/references

Renewal rate or churn

0% 10% 20% 30% 40% 50%

11%

15%

27%

29%

37%

37%

39%

42%

44%

Metrics Ranking


Importance of Customer Marketing


Very unimpor-tant

Somewhat unimportant

Neutral Somewhat important

Very important0%

10%

20%

30%

40%

50%

60%

2% 3%

10%

29%

56%

Satisfaction with Customer Marketing Results


Very dissatis-fied

Dissatisfied Neutral Satisfied Very satisfied0%

10%

20%

30%

40%

50%

3%

13%

35%

42%

7%

Satisfaction with Results by Company Size


Customer Marketing Skills


1. Relationship building skills

2. Communication skills

3. Customer service skills

4. Digital marketing skills

5. Creativity

6. Organizational skills

7. Social media skills

8. Selling skills

9. Event planning skills

10. Other skills

Skills and Revenue Impact


Future Importance of Customer Marketing


Far less impor-tant

Slightly less important

Staying the same

Slightly more important

Far more important

0%

10%

20%

30%

40%

50%

60%

0%2%

14%

29%

55%


Projected Changes: Budget, Staff or Resources

Significantly decrease

Slightly decrease

Same Slightly increase

Signficantly increase

0%

10%

20%

30%

40%

50%

60%

1% 2%

28%

55%

14%


Neutral/Dissatisfied Satisfied Very satisfied0%

10%

20%

30%

40%

50%

60%

70%

80%

70%

48%

34%30%

52%

66%

No/Low revenue

Moderate/High revenue

Revenue Impact and Customer Satisfaction

Customer Marketing

Success Strategy



Focus on the Right Activities

Customer Satisfaction Programs

Customer Referral Programs

Renewal Campaigns


Measure your Efforts

No vanity metrics

Renewal rate or churn

Customer influenced revenue via referrals or references


People & Skills

Relationship

Communication

Digital Marketing


Exploit Technology

CRM

Marketing Automation

Advocacy

Resources



For More Information:

888.684.0758

influitive.com

[email protected]

@influitive

http://www.influitive.com/

mailto:[email protected]

Q & A


For more information, visit us at:

www.demandmetric.com

Demand Metric Research Corporation562 Wellington Street, London, Ontario, Canada N6A 3R5


customer marketing benchmarking research: discussion and in-depth analysis

Marketing

customer marketing metrics

customer marketing activities6

customer marketing skills1

revenuenumber of customer

online customer communitycross

customer service skills4

study background

todays presenters