By Business Wirevia The Motley Fool
Filed under: Investing
Eloqua Publishes First Ever Modern Marketing Study
Findings Reveal Top Concerns for Marketers and Where Companies Should Make Future Investments
VIENNA, Va.–(BUSINESS WIRE)– Eloqua, the marketing system of record for modern marketers, today announced results from a comprehensive survey of U.S.-based B2B marketers, which was published in a report entitled “Defining the Modern Marketer: From Real to Ideal.” The report,* created in conjunction with BtoB Magazine, Crain Communications offers in-depth insight into how marketing’s role has evolved to include both art and science and more specifically, what skills and technologies marketers need to improve ROI.
Modern Marketer Defined
The study found that the modern marketer persona is ideally three-fold – a hybrid of content marketer, brand marketer and web marketer. These three “marketer types” were chosen by survey participants when asked about the current modern marketer role. Successful marketing, however, includes more than three roles and should factor in the use of marketing technology (CRM systems, marketing automation), analytics, targeting, conversion (prospect to customer) and engagement (the right content through the right channels). These five marketing areas were chosen to make up the ideal modern marketer scorecard. The ideal modern marketer has the optimal percentage of all five skill areas – adding up to 100 percent. However, when it came time for survey respondents to rate themselves based on the five core skills, their current performance was barely passable, adding up to only 65 percent.
The Right Blend of Art and Science
Respondents recognize it’s crucial to have both art and science as part of their marketing efforts. But while today’s modern marketer needs to be equal parts creative, analytical, and tech savvy, survey participants feel unprepared to handle the science side of the equation. The scorecard revealed that marketers gave themselves the lowest ratings in the areas of analytics and marketing technology. Marketers need to focus on getting the right tools and technologies in place to address the science of marketing in 2013 and beyond.
Traditional Marketing Tactics Dominate While Content is On the Rise