The world’s most comprehensive annual report on Inbound marketing The State of Inbound 2017 has just been published for the ninth year in a row. These were the surprising finds that we found.
During these years, the objectives and priorities of the Inbound organizations have been monitored, which, like Tajarat properties, are part of the companies certified in this methodology and of the Partner Agencies.
This year’s State of Inbound survey had the largest number of respondents globally: 6,399 professionals in 141 countries. The Latin American region had the highest number of respondents: 2,273 professionals in 50 countries.
During our reading, 5 were the moments that impacted us. Download the document and let us know what were the moments that impacted you.
1. Disconnection of the vision of senior executives in relation to individual collaborators
In our reading of the State of Inbound this was the first thing that caught our attention, the vision “with pink glasses” of many of the senior executives in relation to people “in the trenches”. This is what we found:
How much time per day does your sales team spend recording data or other manual tasks?
The answer was revealing: “Overall, fewer executives surveyed think that data entry takes a large amount of time, with 21% indicating that this task consumes an hour or more on a daily basis. On the contrary, 45% of individual collaborators, which is usually the percentage that records data, thinks the same”.
Is Marketing Effective?
In this case, we also found a disconnect between leaders and sales staff, with more senior respondents saying they have a more optimistic view of their organization’s marketing. 69% of the executives surveyed responded that their marketing strategy was effective, compared to 50% of individual employees who responded the same.
Need to refine and operationalize the alignment between marketing and sales
As we know it (nobody knows it that way, by the way) is the alignment between marketing and sales in which measurable objectives are agreed upon by both teams, and although 43% of respondents affirm that, at least These departments are generally aligned.
It is observed that the senior executives are very confident that the marketing and sales areas are aligned, which is not reflected in the opinion of the individual collaborators. 28% of the executives surveyed say that their organization has a SLA (Service Level Agreement).
And only 16% of managers and individual collaborators affirm the same. Are you interested in the topic? We give you tactics to convert visitors into customers.
Regardless of the reason, there is a disconnect after all between the leaders ‘perspective and the employees’ stance. On the other hand, if executives ignore this situation, it will become a bigger business problem. In both cases it is necessary to have a more transparent communication between leaders and staff.
2. The main source of sales opportunities for your organization will surprise you
In the State of business, we found one of the most surprising findings, because thanks to Inbound marketing, we have a unique traceability of the people who are interested in our content and products, however the Inbound State found that they are the recommendations (is say word of mouth) where the leads are.
Likewise, in the section Understanding the modern consumer, they mention it again:
“When we talk about business activities in a region like Latin America, where connections and contacts are so important, it seems that referrals and word of mouth are even more relevant.”
“Sales reps found that the main sources of leads are direct sources and recommendations, not those from the marketing team.” However, “the sales teams surveyed who work in companies with an SLA (Service Level Agreements) between the marketing and sales areas have a different opinion, since they ranked the sales opportunities that come from the marketing department in the first place.
Thanks to alignment – that is, the strategy that sets clear expectations about the types of leads that the marketing team should provide and also provides constructive feedback for both departments – sales respondents find more value in opportunities. sales generated by the marketing area for them ”.
This means that sales and marketing professionals who work in well-aligned companies in blue world city islamabad and inbound practices are more likely to feel more confident about the sales opportunities they generate.
On the other hand, those who work in a less aligned environment have more doubts and think that the sales opportunities that come from the sales area are of higher quality.
And beware! The statistic has been declining year-over-year: In 2015, sales reps indicated that referrals were their top source of leads. The percentage of this statistic has decreased by 11% in the last two years.
3. On sales: priorities remain consistent
The priorities and challenges have hardly changed over time. Marketing professionals remain focused on converting leads into customers, this is their challenge and the barrier to overcome.
4. The dangerous disconnect between the marketing and sales team
Careful! This is a dangerous trend for all of us who trust inbound marketing, as the best way to charm prospects and customers.
The sales area must be fully connected with the marketing area to close the sale satisfactorily. In this regard, the survey showed: “Marketing professionals still consider that the sales opportunities generated by inbound marketing are the best.
As we saw previously, their contributions do not receive the value they deserve from the sales department, as respondents in this area consistently believe that the sales opportunities generated by marketing are of poor quality compared to the recommendations and opportunities. sales generated directly by the sales team”.
5. The satisfaction of Inbound Marketing
Organizations that use inbound marketing are more likely to indicate that their marketing strategies are effective. In fact, the majority of respondents who are part of outbound organizations think that their marketing strategy is not effective.
Vanity vs. Impact: what digital marketing metrics measure
How cute I am, how beautiful I am, how I love myself! That’s what certain digital marketing metrics that generate good numbers accomplish. The question is: do they help the business grow? How?
We are happy when we report the number of visits to our website or social networks, the hearts we get or likes on Facebook. That is our job! You are right. Partly.
But when presenting these reports, there is always the feeling that although we fulfill a mission in the digital marketing strategy, are we actually generating Return on Investment (ROI) for the company?
Well, this is what these three digital marketing metrics achieve , with which we learned to make measurements, but which contribute, especially to vanity and ego.
How many “like” the Facebook fan page or how many follow a brand profile on Twitter.
How many “likes” do Facebook posts or Twitter tweets have?
On a website, traffic is calculated in number of visits.
These help to feel that digital channels are successful and have an audience, but they do not account for the consumption of the brand’s messages or how those people who love and adore us and give us their hearts, become clients or are something else. than “tourists” from our pages. You are interested in knowing which social media metrics and your blog are important.
So what are the digital marketing metrics that show that the strategy works?
1. Your reach on social media
Social media is your eyes, your ears, and your voice. In them you can analyze the reaction of the users to all your strategies and make the pertinent changes; In addition, they are a great way to acquire new customers.
Analyzing the performance of your networks is also a great way to understand their ROI.Do you know how to make the content profitable? We teach you.
2. Clickthrough rate
This is where all your efforts should pay off. What you want is for users to click on your CTA, and this metric is essential to see if your CTA is working. Check the platform standards (Google AdWords, Bing, Yahoo Ads, Facebook Ads, Display, etc.), as well as the standards of the sector in which you do business. Do you know how close your goals are with your digital marketing strategy? Find it out.
3. Origin of your visits
Your objective is not to know that you get visits to your website, since you know that it is even more important to determine the origin of these visits. In this way, you will know which efforts are working, and which ones you should pay more attention to.
It is possible that your visits are coming to your website through organic search, paid search, recommendations, direct traffic, etc. This metric should be calculated at least once a week. In this sense, one of the most important sources that should not be overlooked is organic search, since it will allow you to position yourself in time without having to pay for it.
Analysis is one of the Inbound marketing tactics to convert visitors into customers. Do not miss other keys.
4. Cost per lead
This refers to your cost per lead or lead (or potential customer) ie someone who depends on the type of strategy that you used for each channel generating leads , so it’s a much more specific metrics that some of the other that we mentioned in the previous paragraphs.
To calculate your cost per lead, take a look at the average monthly cost of the campaign of your choice and compare it to the total number of leads you generated on that specific channel during the same period of time.