Preliminary findings from a survey conducted on behalf of DiscoverOrg and Campaign Stars have revealed some surprising and illuminating results. The organizations sampled marketers, demand generation managers, and executives to learn the biggest and most common challenges to creating effective marketing campaigns. Due to unprecedented response and interest, the survey is being expanded, and you are welcome to make your voice heard by clicking the link below.
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The preliminary findings shed light on the fact that many organizations are facing the very same problems, over and over, regardless of size and budget.
Content is still King, but the Subjects are Restless
It is astoundingly clear that content creation remains the largest hurdle marketing organizations still face on the road to success, and that the move to account-based marketing models is necessitating a change in the traditional ways organizations create content.
The biggest issue facing marketers remains the challenge of creating compelling enough content assets. In plain English, marketers are plenty happy with their engines; they just don’t have enough fuel. As account-based marketing models grow in popularity (and for good reason), their very nature – personal, conversational, informative – has meant that the demand for good content has grown directly in kind. Even “large” marketing organizations with single-campaign budgets over $10,000 report that creating high-quality content quickly is their biggest challenge. Deep pockets and friendly budgets aren’t enough to fix this demand gen bottleneck; a better content creation model is needed.
Keeping the Content Train On Time & On Track
The second biggest challenge according to respondents is creating content frequently enough. Today, one well-written eBook is unlikely to be enough to walk a potential customer all the way from the moment of discovery to the finish line of a sale. It is an ongoing conversation, one that requires a continuing, uninterrupted cascade of content that allows you to lead your buyer along their journey. This is unsurprising; today, the average potential buyer is more than 50% complete with the buying journey by the time they make first contact with a salesperson. Buying cycles for some products & services are long and take months from discovery to purchase. Others, however, happen fairly quickly, and marketers cannot afford to find themselves handcuffed and hamstrung by their inability to keep up with the demands of modern account-based marketing. Again, even large organizations with seemingly all the resources in the world still find that their campaign velocity is too slow to effectively compete. Whether due to the collaboration and approval processes, or the task itself of designing good content, it’s clear that this particular space is ripe for innovation.
Who’s to Blame for Poor Campaign Performance?
Further, when asked, “What is your biggest challenge around increasing campaign performance?” the top response by far was “Database Integrity.” This makes all the sense in the world: without a reliably accurate set of market intelligence data, you may as well beselling waffles to a pancake. Abraham Lincoln famously said, “Give me six hours to chop down a tree, and I will spend the first four sharpening my axe.” A properly segmented database is like a sharpened axe; it increases the efficacy of your content exponentially. Indeed, the Direct Marketing Association reports that combining properly segmented market intelligence data with a fully optimized content stream leads to an increased conversion rate of 44-84%.