Report Reveals Gaps in Marketing Talent, Technology And Strategy

Key performance indicator weaknesses at every stage of the marketing funnel affect the ability of organizations to achieve business goals, according to a study released by PR 20/20. The 2014 Marketing Score Report looks how 318 professionals rate their organizations across more than 130 factors.

The report features analysis of how high performers excel in key marketing metrics; offers insight into 2014 marketing strategies; and identifies tips to improve overall marketing performance.

Some key finding of the study include:

• The majority of organizations have aggressive growth goals and conservative budgets, creating a potential misalignment of expectations;
• Organizations founded post-1990 are more social media savvy, have higher marketing technology utilization scores, and are better at creating and distributing content;
• Organizations lack strength and diversity in their lead sources. Key digital channels, including organic search, social media, blogging, and premium content, are all rated on average as weaknesses;
• Organizations lack confidence in their internal marketing teams, which are particularly weak in key digital marketing skills;
• Many organizations lack, or are underutilizing, fundamental marketing technologies, including call tracking, marketing automation, and marketing analytics;
• Marketing automation high performers have significantly stronger lead-to-sale conversion rates, cost of customer acquisition, and overall marketing scores; and
• Blogging high performers dominate all others in a number of critical marketing performance metrics, such as web site traffic, lead volume, and lead quality scores.

Click here to download the full report.

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