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BREAKOUT PREWORK | B2B Marketing Revolution: Your Battle Plan
Approximately what percent of revenue are you investing in marketing this year (not including staff salaries)?
*
< 1/2%
1/2 to 1%
1.1 to 2%
2.1 to 3%
3.1 to 4%
4.1 to 5%
5.1 to 6%
6.1 to 7%
> 7%
Unsure
Which of the following research efforts have you invested in over the past three years in support of your marketing plan? (Select all that apply.)
*
Client or prospect survey
Competitive assessment
Market-share analysis
Client or prospect interviews
Focus Groups
Industry Research
Sales-transaction trend analysis
Brand-reputation analysis
We have not invested in research in support of our marketing plan over the past three years
Which of the following most closely aligns with your marketing return on investment last year? (For every dollar that you spent on marketing, what did you generate in return. 1:1 is break even. 2:1 means you earned $2 for every $1 invested.)
*
Less than a 1:1 ROI
1:1 or 2:1 ROI
3:1 or 4:1 ROI
5:1 or 6:1 ROI
7:1 or 8:1 ROI
9:1 or 10:1 ROI
> 10:1 ROI
We don’t calculate it
We calculate it, but I don’t trust the data
n/a
Approximately what does it cost you to acquire a new customer?
*
< $500
$501 to $1,000
$1,001 to $2,000
$2,001 to $3,000
$3,001 to $4,000
$4,001 to $5,000
$5,001 to $10,000
$10,001 to $15,000
$15,001 to $20,000
$20,001 to $25,000
>$25,000
We don’t calculate our cost of acquisition
We calculate, but I don’t trust the accuracy of the data
Unsure
n/a
Which of the following do you include in your “cost to acquire a new customer” calculation? (Select all that apply.)
*
Advertising/Marketing expenses
Sales expenses
Marketing software costs (i.e. marketing automation or email platform)
Sales software costs (i.e. CRM)
Compensation and benefits of your marketing team
Compensation and benefits of your sales team
Cost of any marketing agency relationships
We don’t calculate
Unsure
N/A
How many years does a new customer stay with you on average?
*
<1 year
1 to 2 years
3 to 4 years
4 to 5 years
5 to 6 years
7 to 8 years
9 to 10 years
> 10 years
n/a (we generally don’t have repeat purchases of our products/services)
Other
Other
Roughly what does a new customer spend with you on average in a year?
*
If you don’t know, enter unknown or n/a
Does your marketing team use attribution modeling to determine which prospect touchpoint should earn the credit for a new sale?
*
Yes
No
Unsure
Is your current marketing team – whether internal or external – able to predict its outcomes within a 5% margin of error?
*
Yes
No
Unsure
Select your level of agreement with the following statement: A significant portion of my marketing team’s total compensation (whether an internal or external team) is tied to their performance?
*
Strongly Agree
Agree
Neither Agree nor Disagree
Disagree
Strongly Disagree
Unsure
n/a
Opt-in
After the summit, I would like to receive an email copy of my custom marketing benchmarking report
Email
Submit
If you are human, leave this field blank.
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Are you a for-profit, B2B company, selling predominantly to other businesses vs. end consumers?
*
Yes
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Are you a middle market company with revenue between $15 and $100MM?
*
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Are you receptive to change?
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Yes
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Do you have or know a dog?
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