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Where does the time go?
                                    Results from the Return
                                    on Effort Study
                                    Presented with HubSpot
Stefan Tornquist
Research Director (US)
Econsultancy
Stefan.Tornquist@econsultancy.com
Return on Effort Study

Research Questions
• How do tactics compare across ROE, ROI & brand
 impact?
• Are marketing departments’ skill sets aligned for high
 ROE tactics?
• How do companies approach experimentation with new
 tactics/opportunities? (part 2 the webinar series)
• How are internal/external teams and vendors used?
 How can they be optimized for best effect (part 3 in the
 series)
Return on Effort Study

Who, how and when

• 574 marketers and agency personnel from a
 total respondent base of over 1,500.
• Survey invites via social media, ad placements and
 internal invitations.
• Fielded July 19th – July 30th 2010
Return on Effort
                                                        Brand & Effort: B2C
                8

                             Inbound
                                                                                                                          Website
                                                                                                                          content
                            Outbound

                7


                                                                Display                                                             SEO
 Brand Impact




                6                                                                           House email

                                                                                   Monitoring
                                                                      Affiliates    social
                                                     Blogging      Events
                                           Twitter
                        Email list                                                                                                   Tele-sales
                5                                          External
                         rental                                                                                                     & prospecting
                                                      discussion groups            Direct
                                                                                    mail
                           1.4 Time cost
                                                         Paid
                                                        search                                         Internal
                                                                                                  discussion groups
                4
                    2                          3                    4                         5                       6                        7
                                                                             Time cost
Return on Effort
                                                                 ROI & Effort: B2B
                       7
                                   Inbound                                                                                          SEO


                                    Outbound
                                                                                                    House email
                       6


                                                                                                                                          Tele-sales &
                                                                                                                                          prospecting
Return on investment




                                                                                                Affiliate
                       5                                External                               marketing
                                                                              Paid
                                                   discussion groups         search
                                                                                                            Site
                                                                                                          content
                                                          Events
                       4                                                   Monitoring social

                                                                                      Direct
                                                                 Twitter               mail
                                                                                               Blogging

                       3                                                                                        White papers/
                                                                               Display
                               Email list                                                                        webinars
                                rental                Internal discussion groups



                       2
                           1                   2             3                        4                     5                   6                        7
                                                                                 Time cost
Traditional skills (B2B)

          Creating a marketing strategy                      6%                                           70%




 Evaluating new marketing technologies               16%                                              65%




   Evaluating new market opportunities                      8%                                55%




    Operating in alignment with strategy               13%                                    54%




   Evaluating channel partners/affiliates      23%                                      48%




 Evaluating agency/consulting partners          20%                                     48%



                                        -30%         -10%         10%             30%               50%         70%

                                                 Negative eval    Positive eval
Content – social – inbound skills (B2B)

                           Creating compelling content for website                       24%                               51%




 Communicating the "voice of the customer" to non-marketing staff                   29%                                    50%




                              Creating compelling content for email                            14%                        47%




                                           Updating internal blog(s)               33%                             40%




      Participating in external social discussions (Twitter, LinkedIn
                                                                           50%                               29%
                                groups, etc.)




                    Monitoring relevant external social discussions        48%                             25%



                                                                    -60%    -40%     -20%            0%      20%          40%    60%

                                                                                         Negative eval    Positive eval
Content – social – inbound skills (B2C)

                       Creating compelling content for website                   27%                              55%




                          Creating compelling content for email                      21%                    44%




  Participating in external social discussions (Twitter, LinkedIn
                                                                          39%                            41%
                            groups, etc.)



  Communicating the "voice of the customer" to non-marketing
                                                                       45%                              37%
                            staff




                                       Updating internal blog(s)               33%                    33%




                Monitoring relevant external social discussions          42%                      28%



                                                                -60%   -40%     -20%         0%    20%        40%       60%
                                                                               Negative eval      Positive eval
Thanks for your time


Stefan.Tornquist@econsultancy.com

@marketingstefan

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Where does the time go? Return-on-Effort Study Webinar Slides

  • 1. Where does the time go? Results from the Return on Effort Study Presented with HubSpot Stefan Tornquist Research Director (US) Econsultancy Stefan.Tornquist@econsultancy.com
  • 2. Return on Effort Study Research Questions • How do tactics compare across ROE, ROI & brand impact? • Are marketing departments’ skill sets aligned for high ROE tactics? • How do companies approach experimentation with new tactics/opportunities? (part 2 the webinar series) • How are internal/external teams and vendors used? How can they be optimized for best effect (part 3 in the series)
  • 3. Return on Effort Study Who, how and when • 574 marketers and agency personnel from a total respondent base of over 1,500. • Survey invites via social media, ad placements and internal invitations. • Fielded July 19th – July 30th 2010
  • 4. Return on Effort Brand & Effort: B2C 8 Inbound Website content Outbound 7 Display SEO Brand Impact 6 House email Monitoring Affiliates social Blogging Events Twitter Email list Tele-sales 5 External rental & prospecting discussion groups Direct mail 1.4 Time cost Paid search Internal discussion groups 4 2 3 4 5 6 7 Time cost
  • 5. Return on Effort ROI & Effort: B2B 7 Inbound SEO Outbound House email 6 Tele-sales & prospecting Return on investment Affiliate 5 External marketing Paid discussion groups search Site content Events 4 Monitoring social Direct Twitter mail Blogging 3 White papers/ Display Email list webinars rental Internal discussion groups 2 1 2 3 4 5 6 7 Time cost
  • 6. Traditional skills (B2B) Creating a marketing strategy 6% 70% Evaluating new marketing technologies 16% 65% Evaluating new market opportunities 8% 55% Operating in alignment with strategy 13% 54% Evaluating channel partners/affiliates 23% 48% Evaluating agency/consulting partners 20% 48% -30% -10% 10% 30% 50% 70% Negative eval Positive eval
  • 7. Content – social – inbound skills (B2B) Creating compelling content for website 24% 51% Communicating the "voice of the customer" to non-marketing staff 29% 50% Creating compelling content for email 14% 47% Updating internal blog(s) 33% 40% Participating in external social discussions (Twitter, LinkedIn 50% 29% groups, etc.) Monitoring relevant external social discussions 48% 25% -60% -40% -20% 0% 20% 40% 60% Negative eval Positive eval
  • 8. Content – social – inbound skills (B2C) Creating compelling content for website 27% 55% Creating compelling content for email 21% 44% Participating in external social discussions (Twitter, LinkedIn 39% 41% groups, etc.) Communicating the "voice of the customer" to non-marketing 45% 37% staff Updating internal blog(s) 33% 33% Monitoring relevant external social discussions 42% 28% -60% -40% -20% 0% 20% 40% 60% Negative eval Positive eval
  • 9. Thanks for your time Stefan.Tornquist@econsultancy.com @marketingstefan