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.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]