Inside “the Best of the Best”

How is a “best-in-class” marketer defined? What makes these companies different? According to the Aberdeen Group, best-in-class marketers are defined as being in the top 20% of industry performance in process, organization, industry knowledge, technology, and sales performance.

To find out what makes these best-in-class marketers so successful, Aberdeen surveyed 160 end-user organizations to learn about their marketing effectiveness.[1] It found that the firms showing best-in-class performance shared several common characteristics. Specifically:

  • 86% utilize website visitor tracking.
  • 82% track, measure, and report on all marketing campaign results.
  • 64% have a process to test the effectiveness of campaign content.
  • These firms also make a 60% average marketing contribution to the sales pipeline versus 10% for industry average firms and 3% for laggards.
  • These efforts are intentional and strategic. Not only do nearly two-thirds of best-in-class marketers test the effectiveness of their campaign content (both print and online), but they have a formal process in place to do so. This isn’t something they do only when things aren’t going well. It is something they do build into their planning.
  • The benefits of these efforts are substantial. Best-in-class marketers not only enjoy best-in-class marketing performance, but they enjoy best-in-class bottom-line results:
  • 9.9% average YOY improvement in incremental sales lift resulting from marketing campaigns.
  • 9.5% average YOY increase in customer retention rate.

Best-in-class marketing strategies make a difference! So follow the lead of the best: track, measure, report, and invest. You just need to be intentional about it.

Need help? Talk to us about putting these processes in place and reaping the benefits!

1 “Analytics for the CMO: How Best-in-Class Marketers Use Customer Insights to Drive More Revenue” (Aberdeen Group, 2011)



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