What is your marketing ROI? How do you know? Latest benchmark survey from AIIM

1. Marketing
Effectiveness
Benchmark
Survey
4-14-2016

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4. Proving the ROI of our
marketing activities.
42%
Securing enough
marketing budget.
18%
Managing our
website.
3%
Identifying the right
technologies for our
needs.
5%
Training our team.
8%
Repurposing content
for international
audiences.
11%
Hiring top talent.
9%
Finding an executive
sponsor.
4%
Which of the following is your MOST IMPORTANT marketing challenge?
(Please pick ONE)

5. 71%
60%
32%
17%
10%
CONVERTING CONTACTS/LEADS TO CUSTOMERS
INCREASING THE NUMBER OF CONTACTS/LEADS
INCREASING REVENUE FROM EXISTING CUSTOMERS
PROVING THE ROI OF OUR MARKETING ACTIVITIES
REDUCING THE COST OF CUSTOMER/LEAD/CONTACT
ACQUISITION
Which 2 of the following marketing objectives are MOST IMPORTANT to
your company? (Please pick 2)

6. We have hard
measures of success
for our marketing
tactics and measure
them systemically.
10%
We measure the
effectiveness of some
but not all of our
marketing activities.
52%
We want to be able to
change directions
quickly, so we rely
primarily on gut
instinct.
13%
We don’t really
measure the ROI
of our marketing
activities.
25%
How would you describe how you measure the effectiveness of your
marketing activities (be honest!)?

7. 56%
14%
5%
15%
14%
48%
59%
32%
4%
3%
20%
13%
6%
PAID ADVERTISING -- PRINT, OUTDOOR, BROADCAST
PAID ADVERTISING -- SOCIAL MEDIA, ONLINE ADS, PPC
SOCIAL MEDIA (LINKEDIN, FACEBOOK, TWITTER)
EVENTS AND TRADE SHOWS
DIRECT EMAIL MARKETING -- OWN LIST
DIRECT EMAIL MARKETING -- PURCHASED LIST
ONLINE DIRECTORIES OF SOLUTION PROVIDERS
RETAINED PUBLIC RELATIONS FIRMS/AGENCIES
THIRD PARTY WHITE PAPERS/CASE STUDIES
YOUR OWN WEBINARS
THIRD PARTY WEBINARS
BLOGGING
INFOGRAPHICS
In your experience, which THREE of the following do you think are the LEAST
EFFECTIVE marketing tactics? (please pick THREE)

8. 6%
23%
35%
43%
43%
10%
4%
16%
31%
42%
15%
23%
11%
PAID ADVERTISING -- PRINT, OUTDOOR, BROADCAST
PAID ADVERTISING -- SOCIAL MEDIA, ONLINE ADS, PPC
SOCIAL MEDIA (LINKEDIN, FACEBOOK, TWITTER)
EVENTS AND TRADE SHOWS
DIRECT EMAIL MARKETING -- OWN LIST
DIRECT EMAIL MARKETING -- PURCHASED LIST
ONLINE DIRECTORIES OF SOLUTION PROVIDERS
RETAINED PUBLIC RELATIONS FIRMS/AGENCIES
THIRD PARTY WHITE PAPERS/CASE STUDIES
YOUR OWN WEBINARS
THIRD PARTY WEBINARS
BLOGGING
INFOGRAPHICS
In your experience, which THREE of the following do you think are the MOST
EFFECTIVE marketing tactics? (please pick THREE)

9. TACTIC % USING THIS 2015 ROI >
2014 ROI
INFOGRAPHICS 68% 29%
BLOGGING 84% 29%
THIRD PARTY WEBINARS 71% 17%
YOUR OWN WEBINARS 81% 34%
THIRD PARTY WHITE PAPERS/CASE STUDIES 78% 27%
RETAINED PUBLIC RELATIONS FIRMS/AGENCIES 59% 10%
ONLINE DIRECTORIES OF SOLUTION PROVIDERS 69% 9%
DIRECT EMAIL MARKETING – PURCHASED LIST 70% 10%
DIRECT EMAIL MARKETING – OWN LIST 96% 29%
EVENTS AND TRADE SHOWS 94% 19%
SOCIAL MEDIA (LINKEDIN, FACEBOOK, TWITTER) 99% 34%
PAID ADVERTISING – SOCIAL MEDIA, ONLINE ADS, PPC 74% 31%
PAID ADVERTISING – PRINT, OUTDOOR, BROADCAST 50% 2%

10. 31% say their content marketing strategy
“lacks coherence and purpose.”

11. Get a FREE copy of our new
Marketing Benchmark Survey
http://info.aiim.org/understanding-your-
content-management-marketing-
effectiveness

12. Need to strategize about a strategic positioning or
content marketing problem? — grab a 15 min appointment here:
https://app.hubspot.com/meetings/johnmancini
http://www.johnmancini.org