Guide to Digital Marketing Excellence
Digital Marketing Challenges
Digital marketing has become a powerful growth driver; it interacts with every aspect of the business, drives gains at both ends of the sales funnel and provides undeniable business value. But new technologies and tactics vary in use and impact, creating new challenges for modern marketing and sales leaders.
Explore the seven most common digital marketing challenges that 500 growth leaders indicated they face in our "2019 State of Digital Marketing" research study.
55% of marketers find hiring people with the right skills the top challenge for their organization, highlighting how difficult it is to hire and organize an effective team in today's environment.
To overcome this challenge, you must define the work to be done and arrange the right combination of new hires, team upskilling and use of agency partners. Teams also need new governance, teaming and tools that enable them to work together in an agile and customer-centric way, breaking away silos.
The approach must be comprehensive and pragmatic, covering the body, mind and soul of the marketing and sales organization, to deliver superior outcomes.
While businesses are often able to implement digital marketing practices within a single business unit, channel or use case, the reality is that 54% of marketers find that scaling innovation across the organization is one of their top challenges.
Design, piloting and scaling digital marketing that moves the needle is crucial. The added challenge is doing so while growing technical capabilities, embedding new skills and creating new behaviors across the organization.
Companies need the right experts, best practices, training in agile methods and digital playbooks to meet their objectives and deliver higher marketing ROI.
With multiple competing priorities, pressure to deliver short-term results, and rapidly changing technology, marketers struggle to develop a clear strategy for what digital marketing must accomplish and how it will function across the business.
Leaders need a digital marketing strategy based on category dynamics and the requirements of their business. Effective strategy demands targeting customer opportunities, assessing capabilities, prioritizing gaps and establishing the roadmap to turn customer insight into growth.
The path to effective digital marketing requires assembling the right experts, using best practices and immersive collaboration to gain buy-in for the strategy across teams, functions and geographies.
Digital tools have made it easier for marketers to attribute business impact to their marketing actions but that's only a part of the challenge.
Marketing and sales leaders struggle to demonstrate how analytics and insights deliver meaningful business impact across their different growth levers. They must harness data from multiple digital sources to create measurement systems that can scale across the organization and provide both qualitative and quantitative insights to prove the value of digital marketing.
Purchasing or integrating the right software is one of the top challenges for 46% of the growth leaders surveyed in the study. Decision makers must contend with over 7,000 different martech vendors and integrate people and processes and technology platforms to unlock the potential of data and tools to improve performance.
Building and improving the martech stack takes defining requirements and a blueprint to operationalize data-driven marketing across use cases (e.g., lead generation). Finding technology agnostic advisors who can guide platform evaluation and make recommendations for feature upgrades, integrations and technology purchases is a common need.
Although marketers are being asked to take on more and more every year, their budgets remain stagnant. 46% of marketers said getting increased investment or support from leadership continues to be a top challenge.
It demands identifying decision makers, influencers and contributors, understanding their needs and creating powerful narratives to make the case for and secure incremental investment.
Partnering with industry leading researchers and digital experts can help make the case through a combination of industry analogs, data and in-depth knowledge of what truly moves the needle.
While today's customers demand to be recognized across their digital interactions and expect a cohesive, positive experience at every digital touchpoint, only 33% of survey participants consider creating and delivering personalized content their top challenge. It's a matter of their digital maturity not importance.
Many don't realize that tailoring content, customizing for user profiles and true personalization has become more achievable because of new data sources and martech tools. Personalization schemes based on multi-factor customer segments, can be deployed in B2B and B2B2C with pragmatic guidance.
How do you compare?
Take our short digital marketing assessment to benchmark your organization's priorities against your peers.