Data Driven Marketers - 10 Marketing Effectiveness Stats |

the reality of marketing effectiveness for data driven marketers.

Now seems like a good time to focus on getting more out of your existing marketing efforts, with a strategic drive on effectiveness, data driven marketers can better prepare for the challenging economic times ahead.

1. High performing companies invest more in marketing

Marketing budgets have climbed to 9.5% of total company revenue in 2022, an increase from 6.4% in 2021¹

2. B2B marketers are short-term focused fuelled by the demand for quarterly results

Only 4% of B2B marketers measure impact beyond six months2

3. Effective marketing is super charged with short-term demand and long-term brand investment

Efficiency appears to be maximised when around 46% of the budget is allocated to brand, with around 54% allocated to activation²

4. Lack of investment in training and measurement platforms is holding back the marketing team

Just 23% of marketers say they know what KPIs to track³

5. The strategic drivers for increasing focus on deeper metrics and performance insights according to B2B marketing executives:

67% want “to show ROI from all marketing investments4”
57% have a “desire to show marketing’s impact on pipeline and revenue4”
33% want to improve internal marketing and sales alignment4

6. The biggest challenge within Measurement is having the right data to measure the right outcomes, rather than having meaningful marketing metrics5

7. Creating an effectiveness culture starts at the top

More brands need to take ownership of marketing effectiveness, “board-level involvement is only mentioned 15% of the time5”

8. Only 17% of CMOs think they “track customer lifetime value extremely well or very well⁶”

9. The biggest challenges to measuring and demonstrating marketing’s impact according to B2B marketing executives:

51% struggle to integrate and analyse data across different channels and platforms⁴
46% struggle to “measure and track activity between specific buyer stages⁴“
46% say their data is a mess⁴

10. Download our ‘A guide to marketing effectiveness’ report to see how data driven marketers can build a robust action plan for more effective marketing in simple steps.

The suboptimal performance of most B2B marketing is a big opportunity for you to increase marketing effectiveness, with a data driven marketing mindset.5

A Guide to Marketing Effectiveness

Whether you’re a marketing leader or a senior executive that realises that marketing can contribute powerfully to the growth of your organisation, this guide to marketing effectiveness will give you the tools you need to make a significant difference to you and your organisation.

view the guide