SOURCE: Optify


September 12, 2012 09:00 ET

Optify Survey Finds Experienced "Star Performers" Who Invest in Planning and Inbound Marketing More Likely to Meet Goals, Maintain Focus and Positive Attitude

Survey Shows Planning Has Significant Impact on Outcomes, Inbound Tactics Have Replaced Paid Tactics, and Content Is King

SEATTLE, WA--(Marketwire - Sep 12, 2012) - Optify, a leading provider of inbound marketing software for professional B2B marketers, today announced the findings of its first annual survey, analyzing the B2B marketing athlete -- individuals who have mastered multiple channels, tactics, and techniques to be successful. The survey polled over 250 B2B marketers to determine years of marketing experience, level of expertise across various marketing channels, and amount of time spent planning, executing, and reporting on marketing campaigns. About half of the respondents (47 percent) rose to the top as "Star Performers" -- those that consistently met their lead generation goals. This savvy group of marketers invested more time per week on planning, exhibited the highest scores for attitude and focus, and felt their goals were right on target.

Marketing athletes consider themselves to be highly productive; with 82 percent reporting that they spent the majority of their time on activities important to their business. Nearly half (45 percent) spend over 15 hours per week in execution mode. Content creation and management was by far the most time-consuming activity, with 30 percent spending more than 15 hours per week on the task, and 40 percent spending 5-15 hours. Broken down even further, those areas occupying the bulk of time include content (30 percent), lead generation (17 percent) and website management (16 percent).

When it comes to tactics, social media is by far the most popular choice. More marketers spend at least 15 hours per week on social media than any other tactic, and only 16 percent reported spending no time on social media. In contrast paid search (PPC) was the least popular tactic with more than half (57 percent) spending no time on that area.

In terms of planning, the majority of respondents (73 percent) spend less than five hours per week on planning. In contrast, 42 percent of "Star Performers" reported spending more than 5 hours per week on planning and 14 percent reported spending more than 15 hours per week on this critical task.

While strapped for time and resources, with aggressive but realistic goals, the majority of marketing athletes handle key marketing activities in house. A large percentage of the survey respondents do however outsource tasks to contractors and digital marketing agencies. The most commonly outsourced activities are expertise-heavy and labor-intensive tactics like web design / maintenance (45 percent), SEO (35 percent) and PR (33 percent).

A summary of the key findings from the survey include:

  • Star performers show higher propensity to invest time and effort in Inbound Marketing tactics such as SEO, social media, PR and content creation to achieve their lead generation goals and are starting to abandon paid, labor-intensive tactics such as PPC.
  • Marketers favor social media but strive for greater efficiency. Over two-thirds of marketers use more than one tool to manage social media activities, while only 20 percent manage social media on a single platform.
  • 91 percent of respondents feel they are social media experts, while 82 percent said they are experts in SEO.
  • The key factors that set "star performers" apart from their less successful peers were:
    • More time spent on planning and execution in areas directly related to generating revenue, less time spent in non-productive areas such as administrative work.
    • A greater focus of time on critical areas such as lead generation and content development.
    • Greater expertise across all lead generation activities.
    • A more positive 'can-do' attitude.

Among the 250+ respondents, the majority (82 percent) work at small to mid-sized businesses, and a little more than half (57 percent) occupy roles in marketing departments consisting of five or less full time employees. There was an even split between gender and age (under/over 30 years old).

"Marketing athletes are the unsung heroes of B2B marketing, and this survey puts into perspective the amount of work and knowledge they possess," said Rob Eleveld, CEO of Optify. "The study confirms our many discussions with customers and prospects; marketing athletes work across multiple channels to achieve their aggressive goals. We are building Optify to help them manage and track all their cross-channel campaigns in one single place."

Optify will be discussing the results of the study in a webinar hosted by MarketingProfs today, September 12, at 1pm ET / 10am PT. Registration will stay open until the beginning of the webinar. Register here: 

To download a free copy of the report, please visit Optify's 2012 B2B Marketing Athlete Report.

About Optify
Optify provides an integrated demand generation solution for marketers who are responsible for fueling their company's growth. Optify helps B2B marketers and digital marketing agencies generate more high quality inbound leads, nurture more demand from existing leads, and track the impact of every marketing program in one place. The Optify Inbound Marketing Software Suite brings together enterprise-class SEO, social marketing, and email marketing, combined with powerful website visitor intelligence. Optify's flexible pricing model makes it a cost-effective solution for managing a single site, or 100 sites. Optify is headquartered in Seattle, Washington. To learn more about Optify, please visit

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