Martech 2016 survey reveals the impact of digital actions on business
While almost 50% of companies that adopt Inbound Marketing take less than 30 days to close sales, only 17% of companies that adopt the Outbound strategy manage to achieve the same result. It is what shows martech 2016, research that provides an unprecedented overview of the use of digital strategies in more than 500 technology companies in Brazil. Developed by Digital Results and for Rock Content with the support of the Brazilian Association of Startups (ABStartups), the second edition of martech provides information on the adoption of marketing and sales strategies, in addition to the results from each of them.
This year, data such as: customer acquisition model, team building, most used lead generation strategies, content marketing strategies, impact of digital actions on business, sales process, conversion funnels, in addition to trends and digital marketing investment predictions. The first version of the report, launched in 2015, has already been downloaded over 3,000 times and has helped several companies to guide their actions based on the observation of data from companies with the same profile.
Methodology
For Martech 2016, 517 professionals from companies throughout Brazil were interviewed between the months of July and August. The sampling was made up of voluntary participants from technology organizations in the Software and Cloud, Application/Mobile, Hardware, Telecommunications and other profiles that also fit the sector. Most of the companies interviewed are smaller (from 1 to 100 employees) and have a B2B business model. Respondents include partners, CEOs, sales and marketing managers, and others.
Highlights
More companies are embracing content as a strategy – In 2015, around 50% of the companies presented a blog as a lead generation strategy and in 2016 this number increased to more than 70%, which proves that the channel is expanding.
Automation and lead generation – Companies that have a marketing automation tool generate more than 10x more Leads than those that do not adopt the resource and tend to consider themselves more successful in content marketing. While 70.1% of those who use it say they are effective in the strategy, this percentage is only 35.2% among those who do not use it.
Qualification of opportunities - Around 65% of the businesses that adopt a marketing automation tool are able to qualify their Leads and identify the most prepared prospects for the purchase. Among non-adopters, that number drops to less than 15%.
Sales Process – Among the interviewees, 30% work with Inside Sales as a sales process, 15% use Self Service and almost 35% of the respondents stated having more than one process in their business.
Check out the full survey: http://pesquisas.rockcontent.com/martech/.
This year, data such as: customer acquisition model, team building, most used lead generation strategies, content marketing strategies, impact of digital actions on business, sales process, conversion funnels, in addition to trends and digital marketing investment predictions. The first version of the report, launched in 2015, has already been downloaded over 3,000 times and has helped several companies to guide their actions based on the observation of data from companies with the same profile.
Methodology
For Martech 2016, 517 professionals from companies throughout Brazil were interviewed between the months of July and August. The sampling was made up of voluntary participants from technology organizations in the Software and Cloud, Application/Mobile, Hardware, Telecommunications and other profiles that also fit the sector. Most of the companies interviewed are smaller (from 1 to 100 employees) and have a B2B business model. Respondents include partners, CEOs, sales and marketing managers, and others.
Highlights
More companies are embracing content as a strategy – In 2015, around 50% of the companies presented a blog as a lead generation strategy and in 2016 this number increased to more than 70%, which proves that the channel is expanding.
Automation and lead generation – Companies that have a marketing automation tool generate more than 10x more Leads than those that do not adopt the resource and tend to consider themselves more successful in content marketing. While 70.1% of those who use it say they are effective in the strategy, this percentage is only 35.2% among those who do not use it.
Qualification of opportunities - Around 65% of the businesses that adopt a marketing automation tool are able to qualify their Leads and identify the most prepared prospects for the purchase. Among non-adopters, that number drops to less than 15%.
Sales Process – Among the interviewees, 30% work with Inside Sales as a sales process, 15% use Self Service and almost 35% of the respondents stated having more than one process in their business.
Check out the full survey: http://pesquisas.rockcontent.com/martech/.
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