What Makes Marketers Tick?

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1H2013 Marketing Survey ripped with hederEvery month for the past two years, Act-On has been running a marketing survey that seeks to understand the tools, technologies, and tactics employed by B2B and B2C marketers in the course of their work.

We want to know what makes marketers tick, what keeps them up at night, and what workflows they perform in their day-to-day operations — and in turn, see how we at Act-On can address their needs and help make them become better marketers!

The marketing survey is a series of six short multiple choice answers that don’t require more than two minutes of a marketer’s time to participate — which might be why so many marketers have provided their points of view and completed the survey during the first half of 2013.

  1. The top 5 most-used marketing technologies are email marketing, social media, website visitor tracking, CRM, and web forms.
  2. The top 3 marketing challenges are raising budget to launch more programs, gathering resources needed to manage campaigns, and implementing an effective social media strategy.
  3. The top 2 concerns marketers have with tools there are currently using are time and cost.
  4. The top 3 most-implemented marketing campaigns are email marketing, social media, and events and tradeshows.
  5. The top 2 marketing activities contributing to the sales pipeline are email marketing and tradeshows and events.

Evolution of social marketing

The adoption of digital marketing continues to rise, and more marketers understand the true benefits of taking an integrated approach to their multi-channel marketing efforts to reach highly targeted prospects.

Since implementing an effective social media strategy is a concern for many who took the marketing survey, it’s important to point out how grassroots social relationship building, sharing expert advice, and answering people’s questions (in forums, like LinkedIn Groups or Quora, or on social channels, like Facebook, LinkedIn, and Twitter as a personal courtesy) can have positive impact on a company’s bottom line.

You need to look far beyond relying on a push strategy and talking solely about your brand.  Learn to position your company and its executives as thought leaders, who are readily available and willing to participate in the social conversations taking place in your industry.

Social salience is a work in progress and it doesn’t happen overnight. It needs to be a long-term integrated plan that’s built over time and executed across multiple digital channels. Frequency must be a key piece of this strategy. Your company needs to have a dedicated staff member in charge of daily monitoring, sharing, posing questions and responding to people online in order to cut through the noise and make a mark for your business in the social-sphere.

Marketing today is about real time

Today the buyer starts their journey online, so it is paramount that your company meet its prospects there – and educate them by providing valuable data, insight, and reports that help them best determine the right product or service for their needs.

As with any relationship, it takes time – each online interaction with a prospect is a form of nurturing – and the greater the effort spent in nurturing a prospect, the more likely your company will be the vendor selected at the end of the journey.

If you are a 21st-century marketer looking to take your marketing programs to the next level, contact Act-On Software and learn how your company can benefit by leveraging marketing automation to execute more personalized, highly sophisticated, and tightly integrated marketing campaigns across all digital channels.

Act-On Marketing Survey H1 2013