The Numbers Don’t Lie

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Recently, we took a survey of marketing professionals from a variety of organization sizes:
• 25 Employees but less than 75,
• 75 Employees and greater, but less than 250
• 250 Employees and greater but less than 500
• 500 Employees and greater

The results were very much in line with many things that we at Act-On have been proposing and in many instances run contrary to the “conventional wisdom” that many marketing automation vendors have been promoting. While you may think “oh isn’t this convenient – a vendor ran a survey that backed up it’s own point of view”, we entered into this project without any preconceived ideas as to how it would turn out. We took a blind cross section of marketing roles, regions, and industries and invited them to participate. We did not weight the number of participants towards what we would perceive to be a more favorable demographic – the 25 & 75 Employee size organizations – statistically we had virtually equal participation across all organization sizes. More importantly, we focused across the board on a variety of marketing roles – from CMOs to marketing managers to get a real cross section of how marketing departments function and what truly concerns them.

What we found was that the results were remarkably similar regardless of organization size – while there was some variance between different sized organizations in questions where budget, staffing size, and brand strength would be an influencing factor, in general, the trends were the same.

For the purposes of this blog, we’ll be analyzing the questions and answers in each post, show the results by demographic and highlight the key conclusions drawn from each question. To kick things off and whet your appetite for the detail to come, this is what we found at the high level:

• Email Marketing is still by far the most popular communication channel
• A variety of point tools is the most common method for campaign management across the board
• Close to half of the respondents are dissatisfied with their tools for managing campaigns
• Resource constraints is the common challenge across all organizations
• For all the talk about new technologies, tried-and-tested methods, tools, and practices are still most prevalent.