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BizReport : Ecommerce archives : September 12, 2012

Optify: Why planning for success isn't just a catch-phrase

There are any number of plaques, t-shirts and banners around the globe reiterating a phrase everyone knows: success is reached by first planning. That statement, while trite, is correct according to new data from Optify. Their new study of B2B marketers found that the half who spend more time planning exhibit the highest success rates.

by Kristina Knight

These star performers - or Marketing Athletes - invest more time and energy into things like SEO, Social Media - most use multiple tools to manage social media - , Public Relation and Content Creation to try to reach leads compared to others in the field, finds the research.

"Marketing athletes are the unsung heroes of B2B marketing, and this survey puts into perspective the amount of work and knowledge they possess," said Rob Eleveld, CEO of Optify. "The study confirms our many discussions with customers and prospects; marketing athletes work across multiple channels to achieve their aggressive goals. We are building Optify to help them manage and track all their marketing campaigns in one single place."

Some takeaways from the research include:

• 45% of Marketing Athletes spend at least 15 hours per week executing plans
• 30% spend more than 15 hours per week on content creation/management
• Lead Generation accounts for 17% of their work time and website management for 16%
• Those not considered Marketing Athletes spend under 5 hours per week on planning

The majority of respondents, 73% are not considered Marketing Athletes - these workers spend less than 5 hours per week planning campaigns, identifying goals or creating a way to reach leads.

Tags: B2B campaigns, B2B marketing, B2B planning, lead generation, Optify

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