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Global

4 42 84
Introduction We Need to Talk: The Future
Marketing and of Marketing
Sales Disconnect

12 48 100
Todays The Undeniable The Future
Marketing and Connection of Sales
Sales Priorities Between ROI
and Budget

18 52 106
Todays The State Where Decision
Marketing and of Sales Makers Go for
Sales Challenges Technology Information

22 58 110
The Evolution of Global Inbound Reaching the
Marketing and Right Audience:
Sales Priorities How People
Connect Globally

32 72 118
Inbounds Role How Different Content: Whos
in Marketing Industries View Writing and How
Effectiveness Inbound Long it Takes

38 80 122
Why Marketing and Overrated What People
Sales Alignment Marketing Look For in
Is Critical Tactics a New Job

2 3
When we first started looking at inbound, it mostly applied to finding out how to turn complete
strangers into website visitors. Shortly thereafter, it became about how you turn that visitor into
a qualified lead. As time went on, people began applying inbound to turn qualified leads into
delighted customers. And it was this step that changed everything.

Inbound means transforming how we do business to be more helpful, more human, more empathetic.
It focuses on the whole process of turning a stranger into a delighted customer. Inbound is about
matching the way you market and sell with the way people actually want to shop and buy.

Weve seen a global movement grow around this philosophy of inbound -- one you may very well
already be a part of. This community of like-minded marketers and salespeople constantly elevate
one another, both personally and professionally, by sharing their expertise and insights.

The majority of our over 4,500 respondents are non-HubSpot customers hailing from marketing
backgrounds in B2B, B2C, small, and mid-sized businesses. Half of the companies represented here
generate under $1 million each year. With data collected from all corners of the map, this document
represents over 132 countries. A truly global community.

But where is that movement headed? Whats not only on the horizon, but miles beyond it? Weve
always used the State of Inbound report as a barometer for current trends and where inbound is
headed directionally.

This year, were taking it one step further.

Weve taken these incredibly diverse insights to provide the current state -- and then predict the
future -- of inbound. So along with the benchmark data youve come to expect, this year, weve also
Welcome to our eighth annual State of Inbound looked at new trends and technologies.
report. I might be biased, but I think this years
report is one for the books. Let me tell you why. We may not have a crystal ball, but the 2016 State (and Future) of Inbound holds some of the most
informed predictions for the future of marketing and sales youre likely to find.
For the last eight years, weve surveyed thousands
of marketers and salespeople around the globe The world is becoming more inbound. Its growing more authentic, less
about their challenges, priorities, and strate-
interruptive. And with the findings of this years report, I think its safe to say
gies in marketing and sales. The result is a
testament to the trends and growth of that over the next ten years were going to see an even more inbound world.
inbound, something youre unlikely
to find anywhere else.
Best,

Brian Halligan
CEO, HubSpot
4 5
Marketing Agencies 17%

Other 15%
IT & Services 13%

Education 7%

Software 7%

Consumer Products 6%

Media & Publishing 6%

Industrial & Manufacturing 5%

Healthcare & Medical 4%

Ecommerce 4%

Financial Services 3%

Travel & Tourism 3%

Nonprofit/Government 3% Which of the


Telecommunications 2% following best
Research 1%
describes
the principal
Staffing & Recruiting 1%
industry of your
Sports & Recreation 1% organization?
606 33%
SEA 15% 85% 5%
704
(Southeast Asia)
243 HubSpot
customer or
Not HubSpot
customer or
Consumers
Nonprofit /
Australia &
North America New Zealand agency partner agency partner government
3%
Dont know /
not applicable

Is your To whom
Where company does your
are you any of the company
based? following? primarily
sell?

1,228 1,805 59%


EMEA LATAM Other businesses
(Europe, Middle (Central &
East, Africa) South America)

8 9
How many full-time
employees does your 45%
company have?
24%
Outbound
17% 21%
3% 9% 8%
Not sure
Fewer 11 to 25 26 to 200 201 to 1,000 More
than 10 than 1,000

What best describes


your companys average
annual revenue?
35%
What is your
organizations
primary 15% 16% 11%
approach to
marketing? 2% 3%
Less than $250K to $1M to $100M to $500M to $1B or more
$250K $999,999 $99M $499M $999M

What best describes


your level in your
company?
26% 26% 26%
14%
8%
73%
Inbound
C-level Vice president Manager Individual Other
executive / director contributor
(CEO, CMO)
10 11
What are your companys
top marketing priorities
over the next 12 months?

74%

57%
46%
42%
32%
27%

Marketers today are focused on converting the


visitors they attract into leads and customers. Converting Growing Increasing Proving the Sales Reducing
contacts traffic revenue ROI of our enablement the cost of
Next is growing traffic to their website, / leads to to website derived from marketing contacts
followed by increasing revenue from customers existing activities / leads /
customers customer
existing customers (upselling). acquisition
Clearly, the mandate marketers received
is: Keep the engine running with
a keen eye toward monetizing
their marketing activities.

12 13
Thinking specifically
about inbound marketing
projects, what are your
companys top priorities?
Growing SEO / organic presence

Blog content creation


For specific inbound mar-
Content distribution / amplification
keting projects, marketers
Marketing automation focus on growing SEO,
Interactive content creation blog content creation, and
content distribution. Blog
Long-form (ebooks, whitepapers)
content is marketers bread
Visual content creation (infographics)
and butter, with 60% focus-
Online tools ing on blogs in their work.
Product how-to videos

Webinars

What are your companys Despite the fact that Sales is undergoing a radical transfor- What is the average Just how many leads are salespeople closing into deals
top sales priorities for the mation right now -- similar to the inbound revolution that percentage of leads your today? Currently, the average lead-to-customer conversion
swept over Marketing a decade ago -- the functions rate is below 20% for almost half of respondents.
next year? primary directive is still the same: Sell more, better, faster. company converts to sales?
Seventy percent of respondents are dead set on closing
more deals this year.

Closing more deals 10% or less 23%

Improving the efficiency 11 to 20% 20%


of the sales funnel
Reducing the length of the sales cycle 21 to 30% 18%

Social selling
31 to 40% 11%

Training the sales team


41 to 50% 8%
Improving existing
sales technologies Over 50% 11%

Investing in sales enablement


Dont know 9%
Investing in a CRM

Other
14 15
Social selling is a priority
for more salespeople in
2016 than ever before.
28%

22%

2015 2016

Social selling
16 17
What are your companys Metrics driven challenges (amount of traffic and leads
top marketing challenges? generated and proving ROI) are the big challenges facing
marketers -- they still lack access to tools that can help
them track concrete results for their campaigns.

Marketers still lack access to tools that can help


them track concrete results for their campaigns.

Generating Proving Securing Managing Identifying Targeting Training Hiring Finding an


traffic the ROI enough our the right content for our top executive
and leads of our budget website technolo- an inter- team talent sponsor
marketing gies for national
activities our needs audience
18 19
What part of the sales The part of the sales process salespeople are struggling Prospecting is more difficult Just 26% of salespeople say prospecting is hard when their
with most is prospecting. In addition, 20% of respondents lead is very knowledgeable about the salespersons product
process do reps struggle for Sales when prospects
indicated that identifying the lead -- a new option in this or services. But when a lead is clueless about what the
with the most? years survey -- was the biggest challenge at their company. arent knowledgeable about salesperson is selling, the task of prospecting gets harder.
Its clear that the beginning of the sales process is thorny their companys services or Marketers, take note. The best way to help your sales team
for reps, more so than the middle or the end. offerings. is to educate your audience.

35% 36%
33%

26%
Identifying the lead* Prospecting Qualifying Closing

2016 2015 *Option was not given in 2015 survey.

How knowledgeable are Why is prospecting so painful? One reason might be buyers
lack of knowledge about the products or services our sales
18%
your prospects about your
respondents are selling. A full 63% of survey takers indicated
company before your sales that prospects are somewhat or not at all knowledgeable
rep makes the first contact? about their companies before a sales rep makes first contact.

38%

26% 25%

8%
3% Very Moderately Somewhat Not at all Dont know
knowledgeable knowledgeable knowledgeable knowledgeable

Very Moderately Somewhat Not at all Dont know


knowledgeable knowledgeable knowledgeable knowledgeable Prospecting is difficult when my lead is...
20 21
What are your companys Priorities have stayed relatively static through the years.
top marketing priorities Since leads tends to be the major metric marketers are
measured by, they continue to be a top priority.
over the next 12 months?

Rank 2016 2015 2014 2013

1
Converting Increasing Increasing Reaching
contacts number of number of relevant
/ leads to contacts contacts audience*
customers / leads / leads

2
Grow traffic Converting Converting Converting
to website* contacts contacts contacts
/ leads to / leads to / leads to
customers customers customers

3
Increasing Increasing Reaching Increasing
revenue revenue relevant total lead
derived from derived from audience* volume*
existing existing
customers customers

4
Proving the Proving the Increasing Creating
ROI of our ROI of our revenue quality
marketing marketing derived from content*
activities activities existing
customers

5
Sales Reducing Proving the Proving the
enablement* the cost of ROI of our ROI of our
contacts marketing marketing
/ leads / activities activities
customer
acquisition

6
Reducing Reducing
the cost of the cost of
contacts contacts
/ leads / / leads /
customer customer
acquisition acquisition

*Option only available that year


22 23
Thinking specifically When we look at inbound-specific priorities, growing SEO
about inbound marketing has replaced blog content creation in the top spot. Theres
also movement further down the list. Webinars ranked high
projects, what are your in 2014 but dropped off in 2016.
companys top priorities?

Rank 2016 2015 2014

1 Growing SEO
/ organic presence
Growing SEO
/ organic presence
Blog content
creation

2 Blog content creation Blog content creation Growing SEO


/ organic presence

3 Content distribution
/ amplification
Content distribution
/ amplification
Content distribution
/ amplification

4 Marketing
automation*
Long-form / visual
content creation
Webinars

5 Interactive content
creation
Interactive content
creation
Long-form / visual
content creation

6 Long-form (ebooks,
whitepapers)
Online tools Interactive content
creation

7 Visual content
creation infographics)
Webinars Product how-to
videos

8 Online tools Product how-to


videos
Online tools

9 Product how-to
videos
Freemium trials Freemium trials

*New Option
24 25
What are your companys
top sales priorities for
We see some minor the next year?
shifts in sales priorities
year-over-year -- with the
biggest gain in the social
selling category (+6%)

Closing Improving Reducing Social Training Improving Investing Investing Other Dont
more the the selling the existing in sales in a CRM know / not
deals efficiency length sales sales tech- enable- applicable
of the of the team nologies ment
sales sales
funnel cycle

2015 2016
26 27
Proving ROI has been a In previous State of Inbound reports, weve found What is more difficult to On the sales side, getting a response is the biggest challenge
consistent challenge for measuring and proving ROI impacts the success do in sales compared to compared to a few years ago. A quarter of sales respondents
of a marketing organization and their future budget. also face more complex purchases with multiple decision
Marketing. 2 to 3 years ago? makers involved in the sale. 14% also say using their sales
technologies has gotten more difficult -- this may reflect the
complexity of sales tools available today or the sheer number
of tools some sales representatives have to use.

Rank 2016 2015 2014 2013

1
Getting a response from prospects
Generating Proving the ROI Proving the ROI Proving the ROI
traffic and of our marketing of our marketing of our marketing
leads* activities activities activities Closing deals

Engaging multiple decision

2
Proving the ROI Securing Securing Securing makers at a company
of our marketing enough budget enough budget enough budget
activities
Identifying / prospecting good leads

3
Avoiding discounting / negotiation
Securing Managing our Controlling my Controlling my
enough budget website technology or technology or
website website
Incorporating social media into the sales

4
Managing our Identifying Targeting Targeting Connecting via phone
website the right content for an content for an
technologies international international
for my needs audience audience Using sales technologies
in my day to day job

5
Identifying Training our Hiring top talent Hiring top talent Connecting via email
the right team
technologies
for my needs Doing research before making
initial call / writing initial email

6
Targeting Targeting Training our Training our Sourcing referrals
content for an content for an team team
international international
audience audience Keeping someone on the phone

7
Training our Hiring top talent Finding an Finding an Delivering a presentation
team executive executive
sponsor sponsor
Other
*New Option
28 29
What are your companys If we dissect the responses of inbound and outbound What are your companys Companies that described themselves as outbound shops
top marketing priorities marketing teams, we see a few differences in how these top marketing challenges? also seem to have slightly more trouble with proving ROI
respective teams approach marketing. Overall, outbound (49% versus 42%), securing budget (33% versus 26%), and
over the next 12 months? organizations are slightly more likely to focus on sales training their team (23% versus 18%) compared to their
enablement than inbound organizations which are more inbound marketing peers.
inclined to focus on leads and traffic growth.

Converting contacts
/ leads to customers

Grow traffic to website

Increasing revenue derived


from existing customers

Proving the ROI of our


marketing activities
Reducing the cost of contacts
/ leads / customer acquisition

Sales enablement

Inbound Outbound

What are your companys Compared to outbound teams, 24% more inbound
top inbound marketing organizations will focus on content creation; 11% more
inbound organizations prioritize growing organic reach.
priorities over the next
12 months?

Growing SEO / organic presence

Blog content creation

Content distribution / amplification

Finding an Hiring top Training Targeting Identifying Managing Securing Proving Generating
Marketing automation
executive talent our team content the right our enough the ROI traffic
sponsor for an technolo- website budget of our and leads
interna- gies for marketing
Interactive content creation tional our needs activities
audience

Inbound Outbound Inbound Outbound


30 31
Turns out, 61% of marketers think
their organizations marketing
strategy was effective.

39% 61%
No Yes

Do you feel
that your
organizations
marketing
strategy is
effective?
Over the past few years, weve established the challenges
and priorities for marketing and sales teams in the State of
Inbound report. This year, we introduced a new angle in
our study: Do marketers believe in their organizations
marketing strategy?

32 33
When we looked into the composition of
effective marketing organizations, we found

inbound organizations
were 4 times as likely
to rate their marketing
strategy highly. Based on our data, inbound marketers are
much more likely to be satisfied with the
tactics their organizations are prioritizing.

34 35
Based on your organizations
approach to marketing, do
81% What are your companys
top marketing challenges?
When we looked at the challenges faced by marketing
teams, ineffective teams cited managing their website
We primarily conduct as a challenge 10% more often than effective teams.
you feel that your marketing
inbound marketing
strategy is effective? Yes, my organizations marketing No, my organizations marketing
strategy is effective. strategy is not effective.

Generating Proving the Securing Managing Identifying Targeting Training Hiring top Finding an
traffic and ROI of our enough our the right content our team talent executive
leads marketing budget website technolo- for an sponsor
activities gies for our international
needs audience

Perhaps lack of control or technical limitations to ineffective


teams websites also impacts lead quality. In a separate
question about the best sources of leads sales teams receive,
ineffective marketing teams were twice as likely to admit the
best leads were produced by sales compared to effective
teams. Just 17% of effective marketing teams ranked self-

18% sourced sales leads as the highest quality leads for their
organization, compared to 35% of ineffective teams.
We primarily conduct Many components contribute to a marketing teams failure
outbound marketing to provide quality leads to Sales, but with a third of ineffective
marketing teams saying they have trouble managing their
own website, this barrier likely contributes to Marketings
failure to provide great leads.

Which source provides Yes, my organizations marketing No, my organizations marketing


strategy is effective. strategy is not effective.
the highest quality leads
for your sales team?

Inbound practices Self-sourced leads from Outbound


Yes, our marketing strategy is effective. sales team practices
36 37
So we pivoted the data and checked to see how effective
organizations with SLAs are compared to those without
SLAs. The results are definitive.
Marketers in companies with SLAs also have more faith in
their marketing strategy. Smarketing has been a core tenet
of inbound for years -- and our data shows how critical it is
to Marketings success. Just 22% of our respondents have a
formal SLA between Marketing and Sales, and a further 44%
told us the two organizations were generally aligned.
44%
How would you
characterize your
companys sales and
22%
marketing relationship?
Tightly 14%
11%
aligned (Sales
and Marketing Generally Rarely
SLA) aligned aligned Misaligned

Inbound marketing philosophy works hand in hand with the


concept of smarketing, and our data shows that when the two
work in tandem, there is a higher chance for success. Of those
with an SLA, 82% said their marketing strategy was effective.
For those who said they were misaligned, only 20% thought
their marketing strategy was effective. The less aligned Sales
and Marketing are, the more negative the outlook.

82%
The handshake between Sales and Marketing
tends to produce the most measurable Of companys who say
their marketing strategy is 66%
results for a marketing team.
Some typical key performance metrics are
effective, how aligned is
number of leads sourced by Marketing their Sales and Marketing
for Sales, number of marketing relationship?
qualified leads (MQLs) handed to 36%
Sales, number of MQLs worked
by Sales, and number of 20%
deals closed by Sales Tightly
aligned (Sales
that originated from and Marketing Generally Rarely
Marketing. SLA) aligned aligned Misaligned

Our marketing strategy is effective.


38 39
Based on how you char- For our survey respondents, the most powerful combination How does your Effective strategies obviously produce results, and our data
acterized your companys of characteristics for an effective marketing organization companys current shows those who feel confident in their marketing strategy
is to 1) be inbound and 2) have an SLA between Sales and are over 2 times as likely to get higher budgets for their
Marketing and Sales Marketing. Inbound organizations with SLAs are over 5 budget for inbound marketing teams.
relationship, do you times as likely to rate their marketing strategy as effective marketing compare
feel that your marketing compared to outbound organizations with misaligned to last years?
strategy is effective? marketing and sales teams.

72%

85% Higher

84% Outbound and


misaligned
58% 55%
No Change

Inbound with SLA Lower

45%
42%

28%

15%
Outbound and 16%
misaligned Inbound with SLA

Our marketing strategy is effective. Our marketing strategy is not effective. Our marketing strategy is effective. Our marketing strategy is not effective.
40 41
When we asked marketers where they got their best leads,
the majority said inbound-sourced leads were the highest
quality. However, salespeople who participated in our study
rated marketing-generated leads last, behind self-sourced
leads and referrals.

Marketers, which source Salespeople, which is the


provides the highest quality top source of leads for
leads for your sales team? your sales organizations?

59%
38%
36%

24%
22%

17%

Theres always room to improve the handoff between


Marketing and Sales, and our data shows marketing
and sales teams need to continually communicate and
refine their SLA, even if theres already one in place.

Inbound Self-sourced Outbound Leads directly Referrals Leads from


practices leads from practices sourced by Marketing
sales team Sales
42 43
How would you rate Breaking down scores on a more granular level, a full Which source provides The marketers who recognize Sales values the leads they
the quality of the leads 70% of sales respondents gave marketing-generated the highest quality leads individually source are realistic and pretty darn perceptive.
leads a 3 out of 5 or less. When we asked sales professionals where the best leads
you receive from the for your sales team? came from, they rated the ones sourced from Marketing
following sources? (by seniority) dead last.
When we cut the responses by seniority, we find that senior
sales leaders actually value referrals the most. All other
Marketing groups consistently rated Sales-sourced leads the highest.

Sales

Referrals

C-level Vice Director Manager Individual


executive president contributor
1 Very poor quality 2 3 4 5 Very high quality

Referrals Marketing Sales

Based on your organiza- The difference in where quality leads comes from is
tions primary marketing pronounced when we compare inbound and outbound
marketing teams. 73% of inbound marketers say the best Based on your companys Clearly, the leads sourced by Marketing arent favored by
approach, which source leads originate from inbound practices, compared to just Marketing and Sales Sales, even if Marketing is none the wiser. So we broke
provides the highest 18% of outbound marketers. Given the different focuses down Sales ratings of leads against Marketing and Sales
relationship, which source alignment and found that sales organizations with SLAs
quality leads for your of the cohorts, their differences are expected. What is
provides the highest quality
interesting is that 20% of inbound marketers and 33% of were more likely to rate leads from Marketing higher.
sales team? leads for your sales team? When Sales and Marketing have agreements in place that
outbound marketers admit that the best leads are sourced
directly by Sales. 1) defines a good marketing lead and 2) guarantees a work
rate from Sales, the two groups work better together.

We primarily We primarily
conduct inbound conduct outbound
marketing. marketing.

Tightly aligned Generally aligned Rarely aligned Misaligned


(Sales and
Marketing SLA)

Inbound practices Outbound practices Self-sourced leads from sales team Referrals Marketing Sales
44 45
commu-
At the end of the day, it comes down to

nication.
Theres room for improvement on Marketing-sourced
leads, but Marketing wont know what needs to be
fixed unless theres a feedback mechanism built
into the Marketing and Sales relationship. Whether
its truly the case that Marketing is failing to deliver
enough quality leads to Sales or not, marketers
should be aware of salespeoples low opinion
of their work, and take action accordingly.

46 47
How does your companys current
budget for inbound marketing
compare to last years?

Higher
No change

49% Lower

37%
30%
27%

Measuring ROI has been a top challenge for marketers


over the years, yet we consistently find that being
able to prove ROI is crucial to a marketing teams
success. Those who can calculate ROI are 1.6x
as likely to receive higher budgets.
8% 9%

Calculate ROI Dont calculate ROI


48 49
Do you feel that your Those who have calculated ROI have confidence in their What drove the decision When asked what drove their marketing budget allocation,
organizations marketing marketing strategy. Those who dont calculate ROI are to change your inbound those who calculated ROI cited past success with inbound.
much more mixed in their assessment. Those who didnt calculate ROI said economic conditions
strategy is effective? marketing budget year- had the most impact on budget.
over-year?
Calculate ROI
72% Yes
28%
No
Dont calculate ROI

Past success with 58%


inbound marketing
Calculate 24%
ROI
Economic
26%
conditions
35%

Change in
21%
management
25%
49% Yes
51%
No

Saw industry leaders 15%


make the change
25%
Dont
Calculate 5%
ROI Past failure with
inbound marketing
8%
As marketing becomes more metrics driven, those who dont
measure ROI risk losing out on budget. Marketings strategic
effectiveness is also more questionable when there are no
numbers to justify specific tactics or campaigns.
50 51
What is your biggest
challenge in using your
existing CRM?
Manual data entry

Lack of integration with other tools

My sales team doesnt use it

Dont know / not applicable

Difficult to track my sales funnel

Invalid or incorrect data

Its too complicated to use

Managers dont use it

Other

What is your biggest While C-level executives were primarily concerned with
challenge in using integration issues, managers complained of low team
usage, and reps cited manual data entry.
your existing CRM?
(by seniority)

This years survey data on sales technology makes one thing


abundantly clear: Its time for sales and marketing tech
vendors to have an integration conversation. Lack
of integration and manual data entry tied as
respondents #1 CRM challenge.

C-level executive Manager Individual contributor

My sales team doesnt use it Managers dont use it Manual data entry
Difficult to track my sales funnel Lack of integration with other tools Invalid or incorrect data
Its too complicated to use Dont know / not applicable Other
52 53
What aspects of your Dissatisfaction with integration also surfaced when talking What tool or system When we compare year-over-year data, there has been
companys CRM software about specific CRM features. Only 21% of salespeople said does your organization good progress in CRM adoption. But informal storage of
they considered their CRM softwares integration capabilities lead and customer data grew in lockstep with CRM. A silver
are you confident in or -- with marketing software or other tools -- to be high quality. use to store its lead and lining is that many stopped using physical files or folders or
consider to be high quality? customer data? Google Docs to store customer data.

Ease of use
CRM software
Accuracy of contacts data
Informal means such as
Accuracy of companys data Microsoft Excel or Outlook

Reporting abilities Custom database

Association between Google Docs


contacts & companies
Adoption by the sales force
Physical files or folders
Sales funnel management
Value to end user Marketing automation software
(sales rep or sales manager)
Completeness of data Dont know / not applicable

Mobile capabilities
Other
Overall effectiveness of the system
2016 2015
Integrations with other tools

Integration with the marketing software You said your organization Whats stopping salespeople from implementing dedicated
doesnt have a CRM. What technology such as a CRM to store critical customer infor-
Social capabilities
mation? The majority of non-adopters are hamstrung by a
are the factors that are lack of budget. Perhaps even more concerning, however,
What tool or system Less than half of salespeople in our survey reported limiting you from using one? is the 22% of respondents who indicated they werent sure
does your organization that they stored lead and customer data in a CRM. An what a CRM was.
astounding 40% use informal means such as Microsoft
use to store its lead and Excel, and 21% use physical files and folders. Budget / costs
customer data?
CRM software We dont need it yet
Informal means such as
Microsoft Excel or Outlook
Custom database Im not sure what a CRM is

Google Docs
Time to research
Physical files or folders

Marketing automation software CRMs today are difficult to use

Dont know / not applicable


Other
Other
54 55
On average, how much 29% of salespeople are spending an hour or more on data Planned spend on sales
time per day does entry each and every day. And the more time sellers spend technologies by number
on data entry, the less time they have to sell.
your sales team spend of employees
performing data entry
or other manual tasks? More than 1,000

More than 120 min


201 to 1,000

61 - 120 min
26 to 200

31 - 60 min
11 to 25

0 - 30 min
Fewer than 0
Dont know / not
applicable
Less than $5,001 to $10,001 to $25,001 to $100,001 to $500,001 $1.1M+
$5,000 $10,000 $25,000 $100,000 $500,000 to $1M

How much will your According to our survey, the majority of our respondents Planned spend
company invest in are working with $5,000 or less to spend on technology on sales training by
and training, respectively. Unsurprisingly, as company size
the following? increases, so does budget. number of employees

Less than $5,000


More than 1,000

$5,001 to $10,000
201 to 1,000
$11,001 to $25,000

$25,001 to $100,000 26 to 200

$100,001 to $500,000
11 to 25

$1.1M+
Fewer than 0
$500,001 to $1M

Not applicable Less than $5,001 to $10,001 to $25,001 to $100,001 to $500,001 $1.1M+
Sales training Sales technologies $5,000 $10,000 $25,000 $100,000 $500,000 to $1M
56
Globally, marketers in NAM (North America) and ANZ
(Australia and New Zealand) have the most faith in their
organizations marketing strategy. Just over half of
respondents in SEA (Southeast Asia) and EMEA
(Europe, Middle East, and Africa) expressed
confidence in their strategy.

58 59
Do you feel that your We isolated just the respondents who had confidence in their
organizations marketing marketing strategy, and compared inbound organizations
against outbound organizations. Inbound marketing
strategy is effective? organizations report being more strategically effective
compared to outbound organizations. The majority of
strategically effective organizations use inbound marketing.

77%
70% 66% 64% 66% 66%
56% 61% 57% 51% 47% 48%
44% 43%
34% 39% 37%
30%

NAM ANZ SEA LATAM EMEA NAM ANZ + SEA LATAM EMEA

Yes No Inbound organizations Outbound organizations

60 61
What are your top
marketing challenges?

Rank NAM ANZ SEA LATAM EMEA

1
Generating Generating Generating Generating Generating
traffic and traffic and traffic and traffic and traffic and
leads leads leads leads leads

2
Proving the Proving the Proving the Proving the Proving the
ROI of our ROI of our ROI of our ROI of our ROI of our
marketing marketing marketing marketing marketing
activities activities activities activities activities

3
Managing Securing Targeting Securing Targeting
our website enough content enough content
budget for an budget for an
international international
audience audience

4
Securing Identifying Identifying Identifying Securing
enough the right the right the right enough
budget technologies technologies technologies budget
for my needs for my needs for my needs

5
Identifying Managing Managing Managing our Managing
the right our website our website website our website
technologies
for my needs

6
Training our Training our Securing Training our Identifying
team team enough team the right
budget technologies
for my needs

7
Hiring top Targeting Hiring top Targeting Training our
talent content talent content for an team
for an international
Commonalities and differences international audience
Generating leads and proving ROI are universal challenges audience
across geographies. Key differences relate to website manage-

8
ment, targeting international audiences, training, and hiring. Targeting Finding an Training our Hiring top Hiring top
content executive team talent talent
For NAM marketing teams, wrangling the website was cited for an sponsor
international
as a top-3 challenge. SEA- and EMEA-based organizations audience
were more concerned with targeting content for their inter-

9
national audiences; ANZ- and LATAM-based organizations Finding an Hiring top Finding an Finding an Finding an
with securing budget. executive talent executive executive executive
sponsor sponsor sponsor sponsor
62 63
What are you top All marketing teams globally prioritize converting their leads
marketing priorities? into customers. Marketers in LATAM then focus on increas-
ing revenue from existing customers while the other regions
focus on growing overall traffic.

Rank NAM ANZ SEA LATAM EMEA

1
Converting Converting Converting Converting Converting
contacts contacts contacts contacts contacts
/ leads to / leads to / leads to / leads to / leads to
customers customers customers customers customers

2
Growing Growing Growing Increasing Growing
website website website revenue website
traffic traffic traffic derived from traffic
existing
customers

3
Proving the Proving the Increasing Growing Increasing
ROI of our ROI of our revenue website revenue
marketing marketing derived from traffic derived from
activities activities existing existing
customers customers

4
Increasing Sales Proving the Proving the Proving the
revenue enablement ROI of our ROI of our ROI of our
derived from marketing marketing marketing
existing activities activities activities
customers

5
Sales Increasing Sales Sales Sales
enablement revenue enablement enablement enablement
derived from
existing
customers

6
Reducing Reducing Reducing Reducing Reducing
the cost of the cost of the cost of the cost of the cost of
contacts contacts contacts contacts contacts
/ leads / / leads / / leads / / leads / / leads /
customer customer customer customer customer
acquisition acquisition acquisition acquisition acquisition

64 65
What are your top inbound
marketing priorities?

Rank NAM ANZ SEA LATAM EMEA

1
Blog content Growing SEO Growing SEO Growing SEO Growing SEO
creation / organic / organic / organic / organic
presence presence presence presence

2
Growing SEO Blog content Blog content Blog content Blog content
/ organic creation creation creation creation
presence

3
Content Content Content Interactive Content
distribution / distribution / distribution / content creation distribution /
amplification amplification amplification amplification

4
Marketing Marketing Interactive Marketing Marketing
automation automation content creation automation automation

5
Long-form Long-form Marketing Content Interactive
(ebooks, (ebooks, automation distribution / content
whitepapers) whitepapers) amplification creation

6
Interactive Interactive Visual content Visual content Identifying
content content creation creation creation the right
creation (infographics) (infographics) technologies
for my needs

7
Webinars Online tools Long-form Online tools Visual content
(ebooks, creation
whitepapers) (infographics)

8
Product how-to Product how-to Online tools Product how-to Online tools
With respect to inbound marketing priorities, NAM market- videos videos videos
ers focus on blog content while other regions say growing
SEO/organic presence is their top goal -- both distinct but

9
certainly interrelated marketing projects. Visual content Webinars Product how-to Long-form Product how-to
creation videos (ebooks, videos
(infographics) whitepapers)

As we go down the list, theres marked difference on the

10
inbound projects each region prioritizes. Notably, webinars Online tools Visual content Webinars Webinars Webinars
are lower ranked in SEA, LATAM, and EMEA. LATAM is very creation
(infographics)
interested in creating interactive content while NAM and
ANZ are focusing on the tried-and-true ebook format. Visual

66
content, like infographics, are not being pursued by many
marketers in NAM or ANZ. 11 Freemium trials Freemium trials Freemium trials Freemium trials Freemium trials

67
Which of the following On the sales side, we found nearly a third of respondents in In your opinion, what part Generally, NAM sales teams have the most trouble with
technologies or tools do ANZ, LATAM, and EMEA were on the search for a new CRM. of the sales process do prospecting, followed by LATAM and EMEA. ANZ sales
SEA-based respondents are looking for sales enablement teams have issues with qualifying. SEA-based teams have
you plan to evaluate or and sales engagement software in the upcoming year. reps struggle with most? the most trouble with closing.
purchase by the end of (by geography)
2017? (by geography)

NAM ANZ SEA LATAM EMEA NAM ANZ SEA LATAM EMEA

CRM software Sales enablement Digital transaction Business data Sales engagement Identifying the lead Prospecting Qualifying Closing
(e.g. Salesforce, tools (e.g. services software platform
Zoho) Clearslide, (e.g. DocuSign) (e.g. data.com) (e.g. ClearSlide)
KnowledgeTree)

On average, how much When we break down how much time sales teams are What has been the most As for successfully connecting with a prospect, NAM
time per day does spending on data entry a day, we see a staggering 37% successful channel for your respondents are split: There are no clear cut best ways
of ANZ sales teams spend at least an hour a day manually to reach prospects. Telephone works best for ANZ, LATAM,
your sales team spend entering data. Its not surprising that 31% of organizations sales representatives to and EMEA. SEA sales teams connect best through email.
performing data entry in ANZ want to find a new CRM. connect with a prospect?
or other manual tasks? (by geography)
(by geography)

EMEA

LATAM

SEA

ANZ

NAM
NAM ANZ SEA LATAM EMEA

0 - 30 min 31 - 60 min 61 - 120 min More than 120 min Dont know / not applicable Email Telephone LinkedIn Other Facebook Twitter
68 69
What is more difficult There are some regional differences in how Sales gets its
to do in sales compared job done today. LATAM respondents have the most difficulty
closing deals and identifying good leads. 36% of NAM sales
to 2 to 3 years ago? teams have trouble connecting via phone, in contrast to just
(by geography) 14% of sales teams in ANZ and 15% of LATAM.

NAM ANZ SEA LATAM EMEA

Getting a response from prospects Connecting via phone Identifying / prospecting good leads Engaging multiple decision makers at a company
Closing deals Avoiding discounting / negotiation Connecting via email in the buying process
Sourcing referrals Keeping someone on the phone Using sales technologies in my day-to-day job Incorporating social media into the sales process

70 71
Across industries we see different rates of
adoption for inbound. In our survey, more
ecommerce (89%), marketing agencies
(84%), and software (78%) companies
use inbound marketing.

72 73
What is your organiza-
tions primary approach
to marketing?

Consumer Financial Healthcare Industrial and IT and Media and Marketing Nonprofit /
Education Ecommerce Software
Products Services and Medical Manufacturing Services Publishing Agencies Government

We primarily
conduct inbound 59% 66% 89% 62% 57% 59% 72% 76% 84% 76% 78%
marketing
We primarily
conduct outbound 39% 30% 8% 35% 39% 39% 27% 21% 12% 20% 21%
marketing

How would you character- Likewise, the same industries with high adoption of inbound
ize your companys Sales marketing also have highly aligned sales and marketing
teams: 28% of ecommerce companies, 31% of marketing
and Marketing relationship? agencies, and 20% of software companies have an SLA.

Consumer Financial Healthcare Industrial and IT and Media and Marketing Nonprofit /
Education Ecommerce Software
Products Services and Medical Manufacturing Services Publishing Agencies Government

Tightly aligned
(Marketing and 19% 19% 28% 21% 20% 13% 21% 18% 31% 9% 20%
Sales SLA)

Generally aligned 42% 37% 39% 41% 37% 44% 46% 45% 48% 38% 53%
Rarely aligned 16% 17% 18% 17% 13% 17% 15% 16% 8% 21% 13%
Misaligned 12% 12% 7% 11% 14% 16% 11% 9% 7% 17% 7%
74 75
What are your companys The top sales priority is closing more deals for a majority
top sales priorities for the of industries. Some then prioritize making the sales funnel
more efficient while others focus on reducing the length of
next year? the sales cycle or training.

Consumer Financial Healthcare Industrial and IT and Media and Marketing Nonprofit /
Education Ecommerce Software
Products Services and Medical Manufacturing Services Publishing Agencies Government

Closing
more deals 60% 68% 42% 60% 82% 63% 79% 70% 83% 38% 77%
Improving the
efficiency of the 34% 41% 35% 43% 35% 44% 54% 55% 49% 50% 60%
sales funnel
Reducing the
length of the 20% 32% 19% 33% 18% 23% 50% 25% 28% 0% 46%
sales cycle

Training the
sales team 43% 24% 31% 30% 41% 31% 25% 40% 21% 13% 31%
Investing in sales
enablement 20% 11% 19% 17% 14% 13% 21% 13% 11% 13% 31%
Improving
existing sales 27% 24% 38% 17% 35% 24% 27% 40% 15% 13% 27%
technologies

Social selling 33% 32% 42% 27% 32% 27% 31% 13% 26% 0% 23%
Investing
in a CRM 19% 16% 15% 20% 23% 11% 15% 10% 9% 0% 10%
76 77
What are your companys Top marketing priorities vary by industry, with most focused
top marketing priorities on either converting leads to customers or growing overall
traffic to their website.
over the next 12 months?

Consumer Financial Healthcare Industrial and IT and Media and Marketing Nonprofit /
Education Ecommerce Software
Products Services and Medical Manufacturing Services Publishing Agencies Government

Growing website
traffic 66% 52% 70% 55% 53% 57% 60% 57% 46% 64% 58%
Converting
contacts / leads 53% 83% 65% 75% 75% 68% 83% 62% 77% 66% 81%
to customers
Increasing
revenue derived
from existing 55% 36% 43% 43% 54% 53% 43% 48% 47% 36% 38%
customers
Proving the ROI
of marketing 47% 35% 35% 54% 36% 44% 47% 33% 39% 43% 51%
activities
Reducing the
cost of contacts
/ leads / customer 24% 25% 30% 35% 29% 24% 30% 16% 25% 25% 34%
acquisition
Sales
enablement 37% 24% 20% 43% 36% 37% 43% 28% 25% 11% 39%

78 79
In your opinion, whats the most
overrated marketing tactic?

Paid Online Social Email PR / Collateral SEO Blogging Marketing Sales


advertis- paid media / marketing analyst develop- automa- enable-
ing (print, advertis- organic relations ment tion ment
outdoor) ing

Outbound Inbound

In your opinion, whats the Outbound is reported as the most overrated marketing
most overrated marketing tactic across geographies, though respondents in SEA and
LATAM were not as emphatic compared to respondents in
tactic? (by geography) NAM, ANZ, and EMEA.

(Hint, its outbound)


This datapoint has stayed consistent
year-over-year: Outbound marketing
(paid advertising) is considered the
most overrated marketing tactic.
Regardless of what kind of
marketer you are or where
youre from, outbound
marketing is always
most overrated. NAM ANZ EMEA SEA LATAM

Paid advertising (print, outdoor) Online paid advertising Social media / organic
80 81
In your opinion, whats the There are some interesting variations based on respondent
most overrated marketing seniority. Paid outbound advertising is still the most overrated,
but managers are more skeptical about social media, while
tactic? (by seniority) VPs are slightly more likely to dislike PR/analyst relations
tactics. VPs are also least likely to think SEO, email marketing,
or sales enablement is overrated.

C-level executive Vice president Director Manager Individual contributor

Paid advertising (print, outdoor) Online paid advertising Email marketing Social media / organic
SEO Collateral development PR / analyst relations Blogging
Marketing automation Sales enablement
82 83
What will the future of marketing look like?
We asked what channels marketers are planning
to add to their marketing mix in the next year.

The biggest takeaway: Marketers are thinking hard


about decentralized content. Many are experimenting
with taking their content to new channels; this is a fairly
new tactic that few have mastered, but many are working
on. In our survey, marketers clearly are accounting for video
contents rising popularity among global online browsers,
with 48% planning on using YouTube and 39% looking to
use Facebook video. Podcasts are enjoying a resurgence
in popularity, and new channels like Instagram are in the
marketers mix as well. 8% of marketers are even looking
into posting content on Medium.
84
distribution

efforts in the
What content

plan to add to
your marketing
next 12 months?
channels do you

M
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Po ng
Sn ap In bo
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M ap a s
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Ot
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ac 5%
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87
What content distribution NAM marketers are the least enthusiastic about video
channels do you plan to content, with only about a third saying theyll use
YouTube as a channel, while half of their counterparts
add to your marketing in SEA and LATAM plan on leveraging YouTube and
efforts in the next 12 Facebook video in the future.
months? (by geography)

NAM ANZ SEA LATAM EMEA

YouTube Facebook video Instagram Podcasts Messaging apps Snapchat Medium Vine Slack
88 89
What content distribution Video dominates the agenda of C-level business leaders. By
channels do you plan to far, senior executives are embracing video content for their
business, with 56% of C-levels planning to add YouTube as a
add to your marketing content channel, 46% with Facebook video, and 17% looking
efforts in the next 12 into Snapchat. VP-level marketers have interest in leveraging
months? (by seniority) Medium for a distributed content play, and 9% plan to
leverage Slack as a content channel.
For many marketers, visual and audio content are channels
they think will help win the future. We also asked respon-
dents about the technologies or channels they believe will
disrupt their industry. Of the write-ins, 41 said marketing
automation, 35 respondents called out virtual reality and
artificial intelligence technologies, and a handful specifically
mentioned Snapchat will disrupt how they do their jobs.

C-level executive Vice president Director Manager Individual contributor

YouTube Facebook video Instagram Podcasts Messaging apps Snapchat Medium Vine Slack
90 91
And how will marketers
prepare for upcoming
disruptions?

SLOOOOWLY - 19 write-in respondents

92 93
The majority of respondents have plans in
place to iterate and adjust their strategy
based on data, and trial and error:

Were thinking
about where to reach
consumers outside
of email, i.e., Facebook,
Messenger, Slack rooms.
94 95
UGH.
We arent. I
hope we do
soon. UGH.

96 97
What works
We evaluate the efficacy of our content to drive across the lead lifecycle.

stays; what
doesnt is
98
abandoned. New ideas are tried and evaluated the same.
99
For salespeople to remain relevant to the
The door-to-door salespeople of decades past wouldnt
empowered buyer of today, making the
recognize selling today -- and thats a good thing. As
following 7 strategic changes will be critical.
power shifts from the seller to the buyer, salespeople
are incentivized to be helpful instead of pushy.
Just like inbound marketing obliterated pushy
outbound marketing, inbound sales will
transform sellers from aggressive closers
into helpful advocates.
1 Invest in social selling.
A full 42% of buyers in our survey said they
communicate via social networks such as LinkedIn
and Twitter for business purposes, and sales teams
growing more than 50% were more likely than
any other group to identify LinkedIn as a valuable
sales connection channel. Its clear that buyers are
engaging with salespeople on social media. Make
sure your company is part of the conversation.
100 101
Based on sales team growth plans, what has
been the most successful channel for your
salespeople to connect with prospects?

Increase by more than 50% Increase 26 to 50% Increase 11 to 25% Increase up to 10% No change Decreasing team size

Phone Email LinkedIn Other Facebook Twitter Other social media network
102 103
2
Overhaul the
3
Stop cold calling.
4
Commit to better
5
Determine how
6
Adopt CRM with an
7
Train your sales team.
prospecting process. To be clear, making tweaks Sales and Marketing your buyers want to eye to integration Sales is undergoing radical
to the standard cold calling changes, and for salespeo-
Prospecting is becoming
script or cold email template
alignment. communicate, and meet capabilities. ple to keep up, they need
increasingly difficult for
salespeople with each is a band-aid. There are As salespeople begin to them where they are. In many organizations, CRM proper training. Investigate
more effective, buyer-friend- move away from cold calling While email emerged as the acts as the source of truth sales training that will equip
passing year, due to seismic and mass blasting email to a for prospect and custom-
shifts in information avail- ly ways to prospect today, preferred communication reps with the necessary
but as with any major stra- more inbound and targeted channel in our survey, buyers er interactions. With no skills to serve the modern
ability and buyer behavior. approach, Sales and Mar- system of record outside
With this in mind, a band-aid tegic shift, taking the first are individuals with unique buyer, such as social sell-
steps can be scary. Pledge keting departments must preferences. Diversify your of spreadsheets or phys- ing, prospecting based on
wont cut it -- its time for a work more closely than ever ical notes, true Sales and
total makeover of prospect- to stop doing what no lon- channels based on prospect prospect interest, research
ger works -- for both buyers before. Work with your mar- preferences -- whether that Marketing alignment be- frameworks, and personal-
ing strategies. Align your keting team to clearly define comes all but impossible,
prospecting efforts with how and sellers -- in order -- to involves prioritizing net- ized messaging. This might
kickstart your prospecting a qualified lead so Market- working events, setting up and companies run the risk also help you attract and
buyers want to purchase by ing can source the best-fit of saying the wrong thing
tuning into signals that indi- overhaul. While there might a YouTube Live instead of retain top-performing sales-
be some turbulence in the companies, and salespeople a traditional phone call, or to prospects at the wrong people -- the #1 thing reps
cate interest, and working can capitalize on buyer in- time. Ensure everyone in
with Marketing to increase short term, this shift will even writing to a buyer via are looking for in a new job
ensure your sales teams terest as soon as they see it messaging app (three sur- the organization knows is the opportunity to grow,
the flow of inbound leads -- not when Marketing pass- exactly how and when to
with a few simple tweaks. health (and indeed, its vey respondents identified according to our data.
very existence) in the long es them a contact record WhatsApp as their communi- communicate with leads,
term. Stop patching bro- days or week after the fact. cation channel of choice). prospects, and customers
ken processes, and start by adopting a CRM that
future-proofing -- or you works in conjunction with
might just be out of a job. other mission-critical sys-
tems. No budget? No prob-
lem. Several low-to no-cost
options have emerged in
recent years. Re-evaluate
the market if you havent
recently done so.

104 105
What sources of

55% 57% information do you


rely on when making
purchase decisions for
45% 46% 43% 42% business software?

Word-of- Customer Media


mouth references articles
referrals

49%
43%
38% 37%

24% 24% 20%


19%

When looking for information for business purchases, our


respondents trust word-of-mouth, customer references, and
then media- and vendor-authored articles. Compared to last
year, vendor-authored materials took a slight dip, while
industry analyst recommendations dropped 12%.
Vendor- Analyst Salesperson Crowdsourced
authored reports review
materials sites

2016 2015
106 107
What sources of
information do you rely
on when making purchase
decisions for business
software? (by geography)

Globally, there are slight


variations in the order of
importance. Two elements
are consistent across regions:
Word-of-mouth referrals are
the most important while the
salesperson ranks last.

NAM ANZ SEA LATAM EMEA

Word-of-mouth Media articles Customer Vendor-authored Analyst reports / Crowdsourced Salesperson


referrals references materials recommendations review sites

What sources of
information do you rely
on when making purchase
decisions for business
software? (by seniority)

When targeting people by


job level, VPs are slightly
more likely to seek out
analyst reports while C-level
executives are more swayed
by media coverage.

C-level executive Vice president Director Manager Individual contributor

Word-of-mouth Media articles Customer Vendor-authored Analyst reports / Crowdsourced Salesperson


referrals references materials recommendations review sites
108 109
How do you prefer to For business communications, respondents prefer email,
communicate for busi- face-to-face, and phone. A good portion of our respondents
like using social media to communicate (42%), and 29% like
ness purposes? using messaging apps like WhatsApp or WeChat.

55%

45%
43%

Email Face-to- Phone


face

38% 37%
24%

19%
Social Video Messenger Other
media conferencing apps

110 111
How do you prefer to Across seniority levels, communicating via email is the How do you prefer to Bearing in mind that decision makers far prefer email and
communicate for business top preference. Those in junior roles are less likely to communicate for business face-to-face over phone, it might be wise for salespeople
prefer face-to-face or phone conversations. to forge the initial buyer relationship through email or at a
purposes? (by seniority) purposes? (by geography) networking event, and then schedule a phone call when
its time to discuss the opportunity in more depth.
Globally, we see preferences for messenger apps for busi-
ness communication in mobile-first regions like LATAM and
SEA. Likewise, these same regions reflect a higher prefer-
ence for using social media for business communication.

C-level executive Vice president Director Manager Individual contributor NAM ANZ EMEA SEA LATAM

Email Face-to-face Phone Video conferencing Social media Messenger apps Email Face-to-face Phone Video conferencing Social media Messenger apps

What has been the most However, salespeople arent necessarily accommodat-
successful channel for your ing these preferences. Sales respondents indicated
that the telephone is the most effective channel to
sales representatives to connect with prospects.
connect with a prospect?

Phone Email Other Facebook LinkedIn Other social media Twitter


112 113
Which social media
channels do you use
for professional and/or
personal purposes?

Messaging apps and social media as communication


channels both have a surprisingly strong positive showing
among more senior marketers. Messaging apps are usually
seen as tools younger people use to communicate socially
and not as a platform where senior leaders conduct
business. Perhaps senior-level professionals curate their
connections on social and messaging platforms more tightly,
and so theyre more willing to converse on these networks.
Messaging apps work in a completely closed network, which
offers privacy to those using the app to communicate.
We also wanted to see if the line between social networking
and professional networking is blurring. Traditionally,
Facebook is known as a personal network while LinkedIn
is aimed at professional networking. When asked, 73% of
respondents use Facebook for professional reasons, and
56% use LinkedIn for personal reasons.
Emerging social networks like Instagram, Snapchat, and
Vine are still mostly seen as personal channels. Thats likely Facebook Twitter Instagram LinkedIn Pinterest Google+ Snapchat Quora Vine WeChat Weibo RenRen
because very few business have figured out how to success-
fully brand and represent themselves on these networks. Professional Personal
114 115
Which social media LinkedIn is the top-used social media channel for professional
channels do you use purposes across all geographies except LATAM. Our LATAM-
based respondents prefer Facebook over LinkedIn.
for professional and/or
personal purposes?
(by geography)

NAM ANZ SEA LATAM EMEA

LinkedIn Twitter Facebook Google+ Instagram Pinterest Quora Snapchat Vine WeChat Weibo RenRen
116 117
Who writes your content?

Staff Executives Freelancers Agency Guests Curation Writing


partner panels

2016 2015 2014

How long does it typically Weve seen only slight shifts over the past year for time
take you or someone in spent to generate a blog post.
marketing to write a 500-
word blog post?

Marketing teams today use a wide range of


resources to write their blog content. The
heavy lifting is done by staff, but executives,
freelancers, and even guest posters help fill
the blog queue. The participation rates
across the board are higher this year,
pointing to continued investment
in creating blog content.
Under 1 hour 1 to 2 hours 2 to 3 hours Over 4 hours

2016 2015
118 119
How long does it typically take Inbound marketers take less time to write a blog How long does it typically take Globally, LATAM marketers write the fastest, followed
you or someone in Marketing post -- perhaps practice makes perfect. you or someone in Marketing by EMEA and NAM.
to write a 500-word blog post? to write a 500-word blog post?
(by marketing approach) (by geography)

NAM

Outbound
ANZ

SEA

LATAM
Inbound

EMEA

Under 1 hour 1 to 2 hours 2 to 3 hours Over 4 hours Dont know Under 1 hour 1 to 2 hours 2 to 3 hours Over 4 hours Dont know

How long is the average Inbound organizations also tend to write longer blog posts. How long is the average blog LATAM blog posts tend to be shorter, which is likely
blog post for your post for your organization? why theyre so quick to write.
organization? (by geography)

EMEA

Outbound
LATAM

SEA

ANZ
Inbound

NAM

500 words or less 501 to 1,000 words 1,001 to 1,500 words 1,500 words or more Dont know 500 words or less 501 to 1,000 words 1,001 to 1,500 words 1,500 words or more Dont know
120 121
What do you consider when While the top three options are consistent across sales and
looking for a new job? marketing roles, we see some differences further down the
list: 11% more marketers factor in culture, while sales teams
consider the quality of the sales team and overall company
performance.

60% 50% 44%

Opportunities Work / life balance Compensation


for growth

28% 23% 21%

Culture Geography / location Company


performance

Our respondents have consistently ranked 15% 14% 9%


opportunities for growth as the biggest deciding
factor when considering a new role, followed by
work/life balance, and then compensation. Colleagues / team Industry Perks (tuition,
child care, etc.)

8% 4%

Quality of sales Other


leadership team
122 123
What do you consider when
looking for a new job? (by role)

Opportu- Work / Compensa- Culture Company Geography Colleagues Industry Perks Quality
nities for life tion perfor- / location / team (tuition, of sales
growth balance mance child care, leadership
etc.) team

Sales Marketing
124 125
What do you consider
when looking for a new
job? (by geography)

Regionally, compensation is the


biggest consideration for NAM
respondents. Work/life balance
just edges to the top in ANZ,
while respondents in SEA, LAT-
AM, and EMEA focus on growth
opportunities. Company culture
is not a huge factor in LATAM,
EMEA, or SEA -- but company
performance is.

NAM ANZ SEA LATAM EMEA

Opportunities Work / life Compensation Culture Geography / Company Industry Colleagues / Quality of sales Perks (tuition,
for growth balance location performance team leadership team child care, etc.)

What do you consider


when looking for a new
job? (by seniority)

Finally, when we examine re-


sponses based on seniority, we
find individual contributors and
managers are most interested
in growth opportunities and
work/life balance. The strength
of culture is most important to
VP- and Director-level respon-
dents. Compensation factors
consistently across roles. C-level executive Vice president Director Manager Individual contributor

Opportunities Work / life Compensation Culture Geography / Company Industry Colleagues / Quality of sales Perks (tuition,
for growth balance location performance team leadership team child care, etc.)

126 127
About the Team:
Authors: Mimi An, Emma Brudner
Editor: Corey Wainwright
Executive sponsor: Meghan Keaney Anderson
Survey creation, implementation, and analysis: Mimi An
Report design: Jeremy Brady, Kara Myrick, Rachel Wright,
David Carberry
Site design: Jeremy Brady, Kelly Hendrickson, Dmitry
Shamis, Patrick Wilver
Photography: Odette Santos

Methodology:
HubSpot fielded a global online survey from February 2016
through May 2016. The survey was available in English,
French, German, Spanish, and Portuguese. The responses
were sourced via email invitations, blog promotion, and
social sharing. No personal information was collected and
no incentives were offered for responses.