Marketing and sales people are regularly writing checks to attract customers. It is a way of life for nearly every company. Whether you use pay-per-click (PPC) paid advertising or you go the path of grassroots marketing, you pay with your dollars, time or both. If you want prospects or leads, you generally pay for them in one form or another.
A recent study from Optify, 2012 Marketing Athlete Survey Report, reveals that PPC is out and social media is in: Some 57 percent of respondents are spending no time on PPC, but strive for greater social media efficiency. In fact, over two thirds of marketers use more than one tool to manage social media activities. This may come as no surprise to you, but what is cool is that they measured it and showed what was and was not working for their business customers.
“Marketing athletes” is Optify’s term for marketing superstars who know how to manage and juggle the many tasks of the marketing function. After conducting the survey with over 250 B2B marketers, Optify was curious what this meant for their customer base, so they spent a little time delving into the data and they discovered the following results:
- 82 percent of marketing athletes feel that they are spending most of their time on the marketing activities that are critical to their company and nearly half (45 percent) spend over 15 hours per week on execution of those efforts.
- Content creation and management was by far the most time-intensive activity, with 30 percent of marketers spending more than 15 hours per week and 40 percent spending 5 to 15 hours per week on those tasks.
- An overwhelming majority (73 percent) of respondents reported that they spend less than 5 hours per week on lead nurturing and almost one third are spending no time at all on that task.
What I found interesting is that the study showed marketers and small-business owners using one or more tools to manage social media, CRM and e-mail marketing, but very few using tools for SEO (search engine optimization). Perhaps that is because the SEO field is still not widely understood, but it is a function that is made more effective by software tools. Read my post at Small Business Trends if you are searching for SEO tools to optimize your website.
In a somewhat controversial post at Search Engine Watch, Uri Bar-Joseph argues that paid search for B2B companies is dead or dying, which explains some of the study’s findings and the opportunities for business owners to leverage social media for new business leads.
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