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34% of Marketers Did Not Have a Documented Plan Last Year

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Just over one-third of marketers (34%) did not have a documented marketing plan last year, according to a recent report from Marketo.

However, that percentage varies significantly by company size, with the smallest companies (fewer than 50 employees) least likely to have a documented marketing plan (only 56% reported having one for 2013) and the largest (1,001-5,000 employees) most likely to have one (81% reported having one).

Having a documented marketing plan seemed to be linked to overall satisfaction with a company's marketing team, Marketo found in its analysis: Over three-quarters (77%) of respondents who were extremely satisfied with their marketing team had documented marketing plans.

Below, additional key findings from the report, which was based on data from a survey of 493 B2B and consumer marketing professionals.


Goals

  • 16% of respondents say they always meet their marketing goals, and 55% say they usually do.
  • However, 22.5% say they don't have measurable marketing goals.

Marketing Programs

  • 42% of respondents run five or fewer marketing programs per month.
  • Small companies (50 or fewer employees) are the most likely to run fewer than five marketing programs per month.

Email Frequency

  • Most marketers surveyed (67%) say they email their database fewer than 10 times each month, and 45% say they send emails fewer than five times each month.
  • However, marketers using marketing automation software are more likely to email more frequently, with only 27% sending less than five emails per month. Moreover, just 15% of marketers who have been using marketing automation software for over a year send fewer than five emails per month.
  • Marketers with documented marketing plans also send emails more frequently.

About the research: The report was based on data from a survey of 493 B2B and consumer marketing professionals.


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Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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Comments

  • by Keith Mon Apr 21, 2014 via web

    I wonder what is meant by a "plan". A simple list of current tactics? A well thought-out marketing strategy that maps to tactics? Companies are much more likely to have the former than the latter.

  • by Marc Hill Tue Apr 22, 2014 via web

    Interesting insights proving that many companies are still not doing what is required to compete -- marketing their company and brand! Similar results were found in our study about digital marketing (http://bit.ly/1fMqE9l). Only 20% of small to large companies surveyed had a digital marketing strategy in place and there were many barriers getting in their way....like time, talent and budget.

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