Bosses And Workers Worlds Apart On Marketing’s Success

Bosses And Workers Worlds Apart On Marketing’s Success
SHARE
THIS



Senior marketing leaders are viewing their marketing plans through rose-coloured glasses and are more likely to rate their strategies a success than their employees, according to HubSpot’s ninth annual State of Inbound report.

The global report, which covers more than 6000 respondents from 141 countries, shows a division between executives and lower-level employees within marketing and sales teams on priorities moving forward and past achievements.

In ANZ, 77 per cent of C-level marketing and sales respondents said that their business’ marketing strategy was effective – compared to just 51 per cent of their employees.

These senior leaders were also more likely to characterise their company’s sales and marketing relationship as “tightly aligned” (31 per cent) compared to individual contributors (17 per cent).

This suggests these teams are less integrated than they seem, despite research that aligning sales and marketing – known as ‘smarketing’ – is critical in boosting organisational outcomes.

“There are a range of challenges in the development of great content,” said Ryan Bonnici, HubSpot Senior Director, Global Marketing. “But the issue is that the more content businesses produce, the more competitive the market becomes, and suddenly the target audience sees individual business content as less valuable than before.”

“The key finding in this year’s State of Inbound report is the level of disconnect between those leaders who set the vision for their businesses compared to those in sales and marketing departments who execute on this ambition,” HubSpot APAC Head of Marketing James Gilbert says.

Inbound is a marketing approach created by HubSpot, focused on drawing customers into a brand’s proposition using techniques such as content marketing, SEO and social media. Outbound includes the use of banner ads, direct mail, cold calling and other intrusive ways of grabbing the customer’s attention.

“Within this is a huge opportunity for organisations to better align their efforts across marketing and sales and the broader business hierarchy and together use the power of inbound marketing to more effectively reach customers. Ensuring teams have a cohesive view on strategy across the business is key for company growth.”

Across regions and company hierarchy, the report found companies which use inbound marketing are more confident in their marketing strategy and are more likely to state it as effective (81 per cent) than those that use outbound techniques (14 per cent).

The survey found paid advertising is seen as the most overrated marketing tactic by marketers (34 per cent). Further, it found that inbound is thought to give a higher return on investment (42 per cent) than outbound marketing (23 per cent).

Other findings from the report include:

  • 73 per cent of ANZ marketers say converting contacts/leads to customers is their top priority over the next 12 months.
  • 65 per cent of ANZ sales people said closing more details was their top priority.
  • 42 per cent of sales teams note their top source of leads come from sales, rather than marketing (22 per cent). However, 51 per cent of marketers believe that inbound marketing provides the highest quality of sales leads, showing a disconnect between the value each believes they contribute.
  • Marketers are planning on adding YouTube (44 per cent) and Facebook video (38 per cent) to their marketing mix in the next 12 months.
  • Inbound marketing budgets will be 41 per cent higher in ANZ this year.

For more on HubSpot’s findings across Asia Pacific, you can check out the State of Inbound APAC report here. And, for more on how APAC compares to the rest of the world, check out the global report here.

Please login with linkedin to comment

Latest News

Clems Melbourne Promotes Nick Jamieson To Creative Director Of Activation
  • Advertising

Clems Melbourne Promotes Nick Jamieson To Creative Director Of Activation

Clemenger BBDO Melbourne has announced the promotion of Nick Jamieson to creative director for its activation division. Jamieson joined Clems Melbourne in July 2015 as a senior copywriter before joining the agency’s shopper marketing division as its creative lead. During his time at Clems Melbourne, Jamieson has led the shopper marketing creative on a number […]

Ogilvy Melbourne Names Susannah George As New Head Of Film & Content Production
  • Marketing
  • Media

Ogilvy Melbourne Names Susannah George As New Head Of Film & Content Production

Following a year of continuous growth across its client portfolio, including the recent addition of the Cadbury account, Ogilvy Melbourne has lured Susannah George to join its senior team in the newly created role of head of film and content production. George joins Ogilvy from AJF Melbourne, where she spent the past four years as […]

TBWA And Eleven Partner With Gatorade & Usain Bolt For The ‘Bolt Rate’
  • Campaigns

TBWA And Eleven Partner With Gatorade & Usain Bolt For The ‘Bolt Rate’

Gatorade, in partnership with Eleven and TBWA, has created a new explosive cricket metric which has the potential to change the way the game is analysed, discussed and celebrated by fans. For the first time ever, the new measurement – Bolt Rate – will record the players’ run speed between wickets during the summer of […]

OLYMPUS DIGITAL CAMERA
  • Advertising
  • Marketing
  • Media

Former DDB Sydney Creative Director Simon Veksner Joins BuzzFeed

BuzzFeed has announced that award-winning advertising industry creative Simon Veksner will join its team in Sydney to oversee branded content across Australia and the Asia-Pacific (APAC) region. Veksner is the founder of social media agency Hungry Beast. He also previously worked as creative director at DDB Sydney, and prior to that, as head of ideas […]

Keep Left Wins Content Marketing Account For NEFF Australia
  • Marketing

Keep Left Wins Content Marketing Account For NEFF Australia

PR and content marketing agency Keep Left has won a competitive content marketing pitch for German home appliances company NEFF. As one of few appliance brands to focus exclusively on the home cooking experience, NEFF was looking to sign with an agency that could take its content marketing program to the next level. The key […]

PPR Appoints Allan Dib As Director Of Planning & Insights
  • Marketing

PPR Appoints Allan Dib As Director Of Planning & Insights

WPP AUNZ-owned public relations agency PPR has announced the appointment of Allan Dib as director of planning and insights to help clients better connect with the communities they are wanting to reach. After more than 20 years overseas, Dib is returning to Melbourne to work with PPR’s six teams across Australia and New Zealand to […]

Banjo Trades Pee For Pampering With Festivalgoers After NSW Health Campaign Win
  • Advertising
  • Campaigns

Banjo Trades Pee For Pampering With Festivalgoers After NSW Health Campaign Win

Ad agency Banjo has managed to lure music festival fans into taking a pee test for sexually transmitted infections (STIs) after winning the NSW government Sexual Health Festival activation campaign. Charged with convincing people to pee in a pot, Banjo developed the ‘Down to Test’ experience using the temptation of a VIP Chill Out Zone […]

Subway Gives Away 13 Million Meals To Hunger Relief Charities Via JWT Sydney
  • Campaigns
  • Marketing

Subway Gives Away 13 Million Meals To Hunger Relief Charities Via JWT Sydney

In a global, real-time data-led campaign devised and executed by J. Walter Thompson (JWT) Sydney, more than 40,000 Subway restaurants in more than 60 countries recently invited customers to join the Subway Live Feed to help fight hunger around the world. The concept, developed specifically to celebrate World Sandwich Day on Friday 3 November, saw […]

Editor Sacked Over Racist And Homophobic Tweets
  • Media

Editor Sacked Over Racist And Homophobic Tweets

The editor the UK’s influential Gay Times has been sacked by his bosses following a series of demeaning, racist and homophobic tweets from far back as five years ago. As reported on B&T last week, Josh Rivers had been in the editor’s chair for less than a month when the unsavoury tweets resurfaced forcing his bosses […]

by B&T Magazine

B&T Magazine
How The VOTE YES Campaign Unlocked Creative Freedom For Marketers & Individuals
  • Marketing
  • Opinion

How The VOTE YES Campaign Unlocked Creative Freedom For Marketers & Individuals

In this opinion piece, PHD’s new business and marketing manager, Chloe Hooper (pictured below), reflects on how brands cleverly got involved in the same-sex marriage debate. It was announced last week that 61.6 per cent of the nation voted yes to legalising same-sex marriage. In the words of PM Malcom Turnbull, “Australians have voted yes […]

Opinion

by B&T Magazine

B&T Magazine
Study: Nothing Beats TV Advertising For ROI On Ad Spends
  • Advertising

Study: Nothing Beats TV Advertising For ROI On Ad Spends

In what’s certain to be music to the ears of Australian TV bosses, a new study (albeit out of the UK) has found TV advertising generates the highest return on investment (ROI) of any media over both the short-term and the long-term. The study was commissioned by UK industry body Thinkbox and was carried out by marketing analysts at […]

by B&T Magazine

B&T Magazine
Free TV Begins Consultation Period For The Banning Of Gambling Ads During Live Sport
  • Advertising

Free TV Begins Consultation Period For The Banning Of Gambling Ads During Live Sport

Free TV Australia has announced the commencement of the consultation period on the new draft provisions of the Commercial Television Industry Code of Practice relating to gambling advertising during live sporting events. The new provisions further restrict gambling advertising during live sports following discussions with the Government. Free TV Acting CEO Pamela Longstaff said, “Free TV […]

Study: Aussie Online Shoppers Happy With Longer Delivery Times So Long As Delivery’s Free
  • Marketing

Study: Aussie Online Shoppers Happy With Longer Delivery Times So Long As Delivery’s Free

US tech firm Pitney Bowes has released its fourth annual Global Online Shopping Study which showed Australian shoppers continue to lead the world when it comes to the percentage of shoppers who buy cross-border. You can read the study in full here. However, the strong influence of shipping and delivery options is now changing the way Australians […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]