What is the effectiveness and impact of your marketing efforts?
To help make sense of marketing efforts and their impact, the HR Marketing Institute has initiated some research: The State of Marketing in the HR Industry: Leverage the Viewpoints of Suppliers to Boost Success Rates.
One of the questions we asked is “What Is the Effectiveness and Impact of HR Marketing?”
Finding 1: Only half rate overall marketing as highly effective
Half of marketing professionals rate the overall effectiveness of their marketing efforts as high or very high. The other half rate their success as moderate or low. These numbers, while not awful, are not as high as they should be, given the importance of the function.
There are substantial differences between larger and smaller organizations. Whereas 65% of larger organizations rated the overall effectiveness of marketing efforts as high/very high, only 38% of smaller organizations do. While more marketing dollars does not always translate into increased effectiveness, it may be a contributing factor in larger organizations which spend, on average, far more on marketing.
Overall, to what degree are marketing efforts successful in your organization?
Finding 2: There are mixed news in regard to the impact of marketing on sales
Let’s start with the bad news first. Nearly two-fifths of respondents (38%) say their companies are not even measuring—or just don’t know—the impact of marketing-generated leads on sales. We see this as an important metric to track.
The better news is that, if we do remove the “Don’t Know” and “Don’t Track” responses, then about 63% of marketing professionals say that more than 20% of sales can be attributed directly to marketing-generated leads. This seems more in line with marketing goals and results in other industries. For larger organizations, the number is 56%.
What percentage of your organization’s total sales can you attribute directly to marketing-generated leads?
To find out what this means and how it influences the HR solution provider, download the full HR Marketing Institute research report. To access the complete research report, you must be a member of the HR Marketing Institute. HR Marketing Institute (HRMI) is the ONLY community of marketing professionals specifically in the rapidly growing HR marketplace that is here to support your marketing needs and professional growth.
