Key performance indicator weaknesses at every stage of the marketing funnel affect the ability of organizations to achieve business goals, according to a study released by PR 20/20. The 2014 Marketing Score Report looks how 318 professionals rate their organizations across more than 130 factors.
The report features analysis of how high performers excel in key marketing metrics; offers insight into 2014 marketing strategies; and identifies tips to improve overall marketing performance.
Some key finding of the study include:
- The majority of organizations have aggressive growth goals and conservative budgets, creating a potential misalignment of expectations;
- Organizations founded post-1990 are more social media savvy, have higher marketing technology utilization scores, and are better at creating and distributing content;
- Organizations lack strength and diversity in their lead sources. Key digital channels, including organic search, social media, blogging, and premium content, are all rated on average as weaknesses;
- Organizations lack confidence in their internal marketing teams, which are particularly weak in key digital marketing skills;
- Many organizations lack, or are underutilizing, fundamental marketing technologies, including call tracking, marketing automation, and marketing analytics;
- Marketing automation high performers have significantly stronger lead-to-sale conversion rates, cost of customer acquisition, and overall marketing scores; and
- Blogging high performers dominate all others in a number of critical marketing performance metrics, such as web site traffic, lead volume, and lead quality scores.
Click here to download the full report.