Marketing challenges becoming more relevant to organizations

As marketers, we often share the same goals. But most likely, the majority would agree that the challenges we face are often different. Those typically depend on company size, product, the industry we work in, etc.

Eager to know what kind of challenges your colleagues face today? Download the 2019 Marketing Benchmark Report.

While creating this report we identified a number of increasingly important challenges to marketing community and we also conducted comprehensive research to analyze the effectiveness of marketing tactics that are supposed to help overcome those challenges, and which of those tactics marketers invest into today.

Marketing challenges becoming more relevant to organizations, according to 2019 Marketing Benchmark Report

1. The greatest marketing challenge is generating traffic and leads (72%), second and third are about ROI of marketing activities (53%) and generating public relation buzz (38%).
2. Competing across multiple media has been defined as a relevant marketing challenge by 24% of organizations.
3. Hiring: every fifth respondent said that finding great talent is challenging.
4. 19% of organizations said that managing 3-rd party agencies is a challenge for them. We have also analyzed what percentage of organizations are executing marketing tactics in-house, outsourcing to an agency or using a combination of in-house and agency time.
5. Securing enough budget is a challenge for 14% of organizations.

To arm marketers with more applicable insights, we segmented the challenges by the organization size and industry sector (all based on the respondents’ profiles that we asked them to provide during the survey).

Marketing challenges by organization size

Marketing challenges by industry sector

The effectiveness of marketing tactics

A huge preference for utilizing inbound marketing tactics can be seen in the below chart.

In this report, we’ve analyzed each of the marketing tactics separately to better understand the execution and effectiveness of each of them for different organization sizes and industry sectors.

Marketers increasing investment into content and growth marketing

As we’ve seen on the marketing challenges chart, “securing enough budget” is a challenge for 14% of organizations. We have also analyzed which tactics marketers plan to invest in.

We have also created a separate paragraph called Marketing Budgets and Operations. Download this study and learn more benchmark data on marketing budgets:

• marketing budgets as a percentage of organizations’ revenue
• allocation of marketing budgets
• planned changes to marketing budget in the next year

Editor’s Note: This post was originally published on Growth Marketing Stage blog.