martech data report...sales and marketing professionals in the u.s., the 2016 martech data report is...
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MARTECH DATA REPORT
THE 2016
Based on responses collected from over 400 sales and marketing professionals in the U.S., the 2016 MarTech Data Report is the first annual report focused on sales/marketing ops and demand gen data management from Openprise.
METHODOLOGY
NUMBER OF EMPLOYEES
COMPANYTYPE
MARKETING AUTOMATION
ADOPTION
17%
16%37%
31%
32%24%
20%6%
7%
10%
6%65%
14%
6%5%
4%PARDOT
NONE
OTHER
ELOQUA
HUBSPOT
MARKETO
BOTH
B2B
B2C
1-10
11-50
51-200
201-500
501-1,000
1,001-5,000
OVER 5,000
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• Two thirds (2/3) of respondents still do not use a Marketing Automation Platform (MAP).
• Even for those who have adopted MAP, usage remains basic to moderate.
• Data issues are the key blockers for realizing the return on investment (ROI) for MAP.
• The basic issue of data hygiene still dominates over the more advanced issues of enrichment and segmentation.
• 50% of those who have MAP rank data hygiene as their #1 data challenge.
• Top 3 contributors to poor data hygiene: inaccuracy, incompleteness, and decay.
EXECUTIVE SUMMARY
• Consequently, respondents spend more time on analytics & data management than anything else.
• 78% of Marketing Automation Users score leads. Of those, only 1 in 2 use it for lead qualification.
• When it comes to lead scoring, sales favors demographic data while marketing puts a much bigger emphasis on lead behavior.
• Data management tops the list of technology priorities, challenges, as well as hires in 2016.
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40% of total respondents don’t engage in any advanced marketing.
Even when armed with Marketing Automation, nearly half still admit they have yet to start programs such as personalization and lead nurture.
What’s holding them back?
MARKETING AUTOMATION USAGE REMAINS MODERATE
A D O P T I O N O F A D VA N C E D M A R K E T I N G C O N C E P T S
ACCOUNT-BASED MARKETING
PERSONALIZATION
LEAD NURTURING
PREDICTIVE LEAD IDENTIFICATION
IDEAL CUSTOMER PROFILING
TARGET ACCOUNT LIST BUILDING
NONE OF THE ABOVE
0% 10% 20% 30% 40% 50% 60%
RESPONDENTS WHO DON’T USE MARKETING AUTOMATION RESPONDENTS WHO USE MARKETING AUTOMATION
30%41%
36%51%
28%53%
16%24%
26%46%
27%50%
40%23%
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Contrary to popular belief, lack of technology and skills is not the issue.
Instead, the real culprit is – the adoption of Marketing Automation has intensified the already prevalent data headaches. Once you adopt Marketing Automation, it makes “lack of time” much more acute, jumping from 28% to 45% of respondents experiencing this issue.
Respondents who use MAP cited even worse shortage in data and time than those who do not use MAP.
Ironic?
DATA, DATA, DATA
W H AT ’ S P R E V E N T I N G A D VA N C E D M A R K E T I N G ?
INACCURATE DATA
LACK OF BUDGET
LACK OF DATA
LACK OF SKILLS
LACK OF TECHNOLOGY
LACK OF TIME
OTHER
TOO MUCH DATA
0% 10% 20% 30% 40% 50%
6%16%
34%40%
14%24%
17%11%
16%18%
28%45%
11%5%
2%10%
RESPONDENTS WHO DON’T USE MARKETING AUTOMATION RESPONDENTS WHO USE MARKETING AUTOMATION
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What are the most common data problems?
MORE TIME SPENT ON ANALYTICS & DATA THAN ANYTHING ELSE
Analytics & Reporting
Data Management
Campaign Execution
Sales Support
Strategy & Planning
W H E R E D O Y O U S P E N D T H E M O S T O F Y O U R T I M E ?The availability of MAP data and automation triggers even more need for quality data and insight.
Consequently, it’s no surprise that when asked where they spend the most of their work hours, sales & marketing professionals alike put analytics and data management at the top of the list.
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2
3
4
5
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The basic issue of hygiene still dominates over the more advanced issues of enrichment and segmentation.
Compared to companies who don’t have Marketing Automation, those who do have an easier time with analytics. That said, data hygiene enters the spotlight as companies realize poor data quality severely impacts their ability to execute.
What is causing these data challenges?
MARKETING AUTOMATION MAGNIFIES DATA HYGIENE ISSUES
B I G G E S T D ATA C H A L L E N G E S
60%
50%
40%
30%
20%
10%
0%
ANALYSIS ENRICHMENT HYGIENE INTEGRATION SEGMENTATION
21%
6%
19%
14%
31%
49%
24%
20%
5%
12%
RESPONDENTS WHO DON’T USE MARKETING AUTOMATION RESPONDENTS WHO USE MARKETING AUTOMATION
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TOP NEGATIVE FACTORS IMPACTING DATA QUALITY
WRONG DATA
MISSING DATA
DATA DECAY
WRONG FORMATS
DUPLICATES
DATA ENTERED IN THE WRONG FIELDS
TYPOS
0% 10% 20% 30% 40% 50% 60%
55%
51%
49%
26%
23%
18%
11%
40%
10%
23%
8%
12%
5%
2%
NOT SURE
REAL-TIME
DAILY
WEEKLY
MONTHLYQUARTERLY
ANNUALLY
Many data solution providers address the issue of duplicate records, but it’s only one of many contributors to poor data quality.
You need a solution that can effectively address a suite of problems, including the ability to enrich and append missing data, fuzzy logic to fix typos, and real-time updates to prevent data decay.
W H AT ’ S H U R T I N G D ATA Q U A L I T Y ? O N LY 1 I N 4 U P D AT E T H E I R D ATA B A S E I N R E A L T I M E .
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THE TRUTH ABOUT LEAD SCORING
H O W D O Y O U S C O R E L E A D S ?W H AT ’ S T H E B E S T I N D I C AT O R O F L E A D Q U A L I T Y ?
70%
60%
50%
40%
30%
20%
10%
0%DEMOGRAPHIC ENGAGEMENT SOCIAL
MEDIATECHNOLOGY
ADOPTIONOTHER
SALES SAYS... MARKETING SAYS...
31% 33%
61%
13% 11%15%
7% 8%5%
16%
6%
16% 15%
18%
45%
NEITHER
BOTH
ACTIVITY-BASED
NOT SURE PROFILE-BASED
78% of those who have marketing automation score leads. Sales favors demographic data while Marketing puts the emphasis on engagement.
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Compared to their Sales counterparts, Marketing is slightly more optimistic about lead scoring.
But Sales & Marketing agree on one thing: both give lead scoring a lukewarm confidence level of 6 out of 10.
Overall, only half of those who practice lead scoring actually leverage it for lead qualification.
LEAD SCORING: MUCH ADO ABOUT NOTHING?
I S YO U R C O M PA N Y U S I N G L E A D S C O R E T O I D E N T I F Y T H E B E S T L E A D S T O P U R S U E ?
60%
55%
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
YES NO NOT SURE
SALES SAYS... MARKETING SAYS...
43%
59%
32%
29%
25%
12%
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2016 TOP 3 MARTECH PRIORITIES
DATA MANAGEMENT
ANALYTICS
CRM
0% 10% 20% 30% 40% 50%
43%
39%
35%
The more data and automation you have, the more you need Data Management and Analytics.
B I G G E S T D ATA C H A L L E N G E S
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DATA TOPS THE LIST OF 2016 MARTECH CHALLENGES
T O P M A R T E C H C H A L L E N G E S
30%
25%
20%
15%
10%
5%
0%DATA
QUALITYDATA
MANAGEMENTSYSTEM
INTEGRATIONANALYTICS PROCESS
AUTOMATIONOTHER
30%
23% 23%
19%
16% 16% 16%
11% 11%9%
4%
22%
RESPONDENTS WHO DON’T USE MARKETING AUTOMATION RESPONDENTS WHO USE MARKETING AUTOMATION
Regardless of MAP adoption, data quality and management are top challenges.
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TOP 2016 MARTECH HIRES
The data theme continues in hiring. As data quality and management are both a priority as well as a challenge, it’s no surprise that data management will be the top hire in 2016 (including internal and agency hiring). What might raise an eyebrow is the fact marketing automation hire falls to the bottom of the list.
For those who already have Marketing Automation in place, the need for data management becomes greater, as 50% of them indicated the intent to hire in that area, compared to 36% for overall respondents.
DATA MANAGEMENT
ANALYTICS
SYSTEM INTEGRATION
CRM
APPLICATION DEVELOPMENT
BIG DATA
MARKETING AUTOMATION
0% 10% 20% 30% 40%
36%
30%
24%
23%
19%
13%
9%
I N W H I C H A R E A S D O Y O U P L A N T O H I R E I N 2 0 1 6 ?
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Marketing Automation is reaching critical mass in market penetration, but its use case sophistication is lagging behind – because program sophistication requires clean, segmented, and enriched data.
This has propelled data management into the spotlight as companies realize its vital importance to their business.
We recommend taking the following steps to overcome your data challenges:
ACTION ITEMS
Look beyond duplicate records. Wrong data, missing data, and data decay present even bigger problems. Assess your long term data needs – not one isolated problem at a time.
Find a comprehensive solution that can effectively address a suite of data headaches, including hygiene, de-duplication, segmentation, attribution, and correlation. Beware of “unitasker”solutions that will create additional data quality and integration challenges.
Make data management a core marketing and sales ops competency in your organization. Don’t have the right data and technical skills in-house? Look for agencies with a strong data management practice and leverage new data automation solutions that are easy-to-use and affordable.
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SEE A DEMO