2020 MARKETING BENCHMARK REPORT Avhxhl PDF

2 02 0 M ARK E TI N G
B E N C HM A RK RE P O R T
Research and Insights on marketing challenges, emerging
trends, and effectiveness of marketing tactics.
Growth Marketing Stage
Created for marketers by marketers

Authors’ Note 7
Executive Summary 8
Chart: Marketing challenges becoming more relevant
to organizations 8
Chart: Marketers increasing investment into content
and growth marketing 9
Chart: The effectiveness of marketing tactics 10
Chart: The implementation of growth marketing 11
Chapter 1: Marketing Budgets and Operations 12

Marketing Budgets 13
Chart: Marketing budget as a percentage of revenue
by organization size 13
by industry sector 14
Chart: The allocation of marketing budgets 15
Chart: The allocation of marketing budgets by organization size 16
Chart: The allocation of marketing budgets by industry sector 17
and growth marketing 18
Chart: Increasing marketing investment by organization size 19
Chart: Increasing marketing investment by industry sector 20
Marketing Operations 21
Chart: Marketers showing high level of maturity
in marketing processes 21
Chart: Marketing maturity by organization size 22
Chart: Marketing maturity by industry sector 23
to organizations 24
Chart: Marketing challenges by organization size 25
Chart: Marketing challenges by industry sector 26
Chapter 2: Generating Interest and attracting prospects 27

Content Marketing 28
Many marketers execute content marketing in-house 28
2020 Marketing Benchmark Report 2

Chart: The execution of content marketing 28
Chart: Outsourcing content marketing by organization size 29
Marketers indicate content marketing is highly effective 30

Chart: Content marketing rated as highly effective marketing tactic 30
Chart: Very effective ratings of content marketing by organization size 31
Chart: Very effective ratings of content marketing by industry sector 32
Growth Marketing 33
Few organizations outsource growth marketing 33
Chart: The execution of growth marketing 33
Chart: Outsourcing growth marketing by organization size 34
The effectiveness of growth marketing 35

Chart: Growth marketing rated as highly effective marketing tactic 35
Chart: Very effective ratings of growth marketing by organization size 36
Chart: Very effective ratings of growth marketing by industry sector 37
Website design, management and optimization 38

Website design, management and optimization execution 38
Chart: The execution of website design, management
and optimization 38
Chart: Outsourcing website design, management
and optimization by organization size 39
Website design, management and optimization effectiveness 40

Chart: The effectiveness of website design, management
and optimization 40
Chart: Very effective ratings of website design, management
and optimization by organization size 41
Chart: Very effective ratings of website design, management
and optimization by industry sector 42
SEO 43
Many marketers execute SEO in-house 43
Chart: The execution of SEO 43
Chart: Outsourcing SEO by organization size 44
Great perception of SEO effectiveness 45
Chart: SEO is a highly effective marketing tactic 45

Chart: Very effective ratings of SEO by organization size 46
Chart: Very effective ratings of SEO by industry sector 47
PPC 48
Many marketers execute PPC in-house 48
Chart: The execution of PPC 48
Chart: Outsourcing PPC by organization size 49
Great perception of PPC effectiveness 50

Chart: PPC is a highly effective marketing tactic 50
Chart: Very effective ratings of PPC by organization size 51
Chart: Very effective ratings of PPC by industry sector 52
Social Media 53
Majority of organizations execute social media in-house 53
Chart: The execution of social media 53
Chart: Outsourcing social media by organization size 54
The effectiveness of social media 55

Chart: Social media rated as highly effective marketing tactic 55
Chart: Very effective ratings of social media by organization size 56
Chart: Very effective ratings of social media by industry sector 57
Event Marketing 58
Few organizations outsource event marketing 58
Chart: The execution of event marketing 58
Chart: Outsourcing event marketing by organization size 59
The effectiveness of event marketing 60

Chart: The effectiveness of event marketing 60
Chart: Very effective ratings of event marketing by organization size 61
Chart: Very effective ratings of event marketing by industry sector 62
PR 63
PR execution 63
Chart: The execution of PR 63
Chart: Outsourcing PR by organization size 64
Few organizations find value in PR 65
Chart: The effectiveness of PR 65

Chart: Very effective ratings of PR by organization size 66
Chart: Very effective ratings of PR by industry sector 67
Email Marketing 68
Email marketing execution 68
Chart: The execution of email marketing 68
Chart: Outsourcing email marketing by organization size 69
A lot of organizations find value in email marketing 70

Chart: The effectiveness of email marketing 70
Chart: Very effective ratings of email marketing by organization size 71
Chart: Very effective ratings of email marketing by industry sector 72
Outbound Marketing 73
Outbound marketing execution 73
Chart: The execution of outbound marketing 73
Chart: Outsourcing outbound marketing by organization size 74
The effectiveness of outbound marketing 75
Chart: The effectiveness of outbound marketing 75
Chart: Very effective ratings of outbound marketing
by organization size 76
by industry sector 77
Virtual events / webinars 78

Many marketers execute virtual events in-house 78
Chart: The execution of virtual events 78
Chart: Outsourcing virtual events by organization size 79
The effectiveness of virtual events 80
Chart: The effectiveness of virtual events 80
Chart: Very effective ratings of virtual events by organization size 81
Chart: Very effective ratings of virtual events by industry sector 82
Print Advertising 83
Print advertising execution 83
Chart: The execution of print advertising 83
Chart: Outsourcing print advertising by organization size 84

Print advertising effectiveness 85
Chart: The effectiveness of print advertising 85
Chart: Very effective ratings of print advertising by organization size 86
Chart: Very effective ratings of print advertising by industry sector 87
TV Advertising 88
TV advertising execution 88
Chart: The execution of TV advertising 88
Chart: Outsourcing TV advertising by organization size 89
TV advertising effectiveness 90
Chart: The effectiveness of TV advertising 90
Chart: Very effective ratings of TV advertising by organization size 91
Chart: Very effective ratings of TV advertising by industry sector 92
Chapter 3: Growth Marketing 93
Growth Marketing adoption 93

Few organizations did not try growth marketing 93
Chart: The execution of growth marketing 93
Many organizations find value in growth marketing 94
Chart: Positive impact of growth marketing 94
What’s good about growth marketing 95
Chart: What’s good about growth marketing 95
Marketers face the challenges when implementing growth marketing 96
Chart: Challenges of growth marketing implementation 96
Reasons for not trying growth marketing 97
Chart: Reasons for not trying growth marketing 97
Reasons of why 41% of respondents are planning
to try growth marketing 98
Chart: Why 41% of respondents are planning to try growth marketing 98
Marketers’ willingness to recommend growth marketing
to their colleagues 99
Chart: Willingness to recommend growth marketing 99

Authors’ Note
Welcome to 2020 Marketing Benchmark Report.
While creating this report we identified a number of increasingly important

challenges to the marketing community that ranged from generating traffic
and high quality leads to competing across multiple media. We proceeded
to conduct comprehensive research to learn which marketing tactics would
help overcome those challenges.
This study also produced different benchmark data on marketing budgets,

strategies, tactics and operations that we collected from marketers for
marketers. We have 281 filled-out questionnaires and a lot to share with you.
The number of filled-out surveys is considered to be statistically significant

since all the trends were set after the first hundred of responses
were collected, and no major qualitative changes were observed afterwards.
The goal of this study is to arm marketers with actionable insights on what
works, and what doesn’t work today.
This benchmark report is packed with useful and actionable information

including 90+ charts and hundreds of insights from marketing executives
employed by organizations varying in size and industry.
Best regards,
Yaroslav Stepanenko Pavlo Pedenko

Co-founder, Co-founder,
Growth Marketing Growth Marketing
Stage Stage
@Yaroslav_S @graver_ua

Executive Summary
to organizations
Which of the following marketing challenges are currently most relevant
to your organization? (check all that apply).
2019 2020
Generating traffic 72%

and leads 74%
Providing ROI of your 53%

marketing activities 56%
Generating public 38%

relation "buzz" 39%
Competing across 24%

multiple media 28%
20%
Hiring
20%
Managing 3-rd party 19%

agencies and partners 21%
Securing enough 14%

budget 15%
8%
Other
6%
This chart represents the growing marketing challenges marketers have faced
from 2019 to 2020.
Year after year, the greatest marketing challenges are generating traffic
and leads, providing ROI to marketing activities, and generating PR “buzz”.

Executive Summary

and growth marketing
Please select the statement that best describes how you expect your
organization's budget will change for the following categories in 2020.
Increasing Descreasing
No change N/A
investment investment
Content marketing 71% 1% 22% 6%
Growth marketing
61% 1% 25% 13%
Website management 55% 8% 28% 10%
SEO 55% 4% 32% 9%
PPC 54% 5% 31% 10%
Social media 51% 4% 37% 8%
Events (trade shows,

41% 8% 35% 16%
exhitions, etc)
PR 40% 2% 42% 16%
Email marketing 36% 4% 46% 14%
Outbound marketing 28% 1% 38% 33%
Virtual events,
27% 3% 31% 39%
webinars
Print advertising 9% 7% 35% 49%
TV advertising 9% 1% 26% 64%
The majority of marketers are increasing their marketing budgets for content
marketing, SEO, growth marketing, website design, social media, PPC and PR.
When considering outbound efforts, TV, and print ads, there are no huge
plans on investment.
The growing potential of utilizing inbound tactics and growth marketing

is most likely a result of cost
1% effectiveness
26% of these channels. 64%

Executive Summary
Chart: The effectiveness of marketing tactics

Please indicate the effectiveness of the following marketing
tactics for your organization.
Very Somewhat
Not effective N/A
effective effective
SEO 52% 24% 11% 13%
Growth marketing 25% 49% 17% 9%
PPC 25% 45% 12% 18%
Events (trade shows, 16% 37% 12% 35%

exhitions, etc)
PR 13% 36% 14% 37%
Social media 13% 50% 27% 10%
Virtual events,
13% 17% 13% 57%
webinars
A huge preference of utilizing inbound marketing tactics can be seen

in the above chart. The least effective tactics are outbound.
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.

Executive Summary
Chart: The implementation of growth marketing

Did you try to implement growth marketing in your organization?
We are planning to try it Yes
38% 39%
No
23%
The adoption of growth marketing is becoming a popular approach.

39% of respondents said that they tried implementing growth marketing.
Another 38% of respondents indicated that they had plans to implement
growth marketing in their organization.
2019 2020
40%
39% 40%
38%
30% 35%
25%
20% 23%
10%
0%
Yes No We are planing to try it

Chapter 1
Marketing Budgets and Operations

Before analyzing what’s working and what’s not, we have added Budget
and Operations section to demonstrate the state of marketing in various
organizations.
In this chapter you will learn about marketing budgets:
• Marketing budgets as a percentage of organizations’ revenue

• Allocation of marketing budgets
• Planned changes to marketing budget in 2020
We have also analyzed the marketing maturity of organizations of different

sizes and industry sectors.

Marketing Budgets
In the section below you can get an understanding of marketing budgets
in terms of percentage of revenue, allocation and expected changes.

by organization size
Please enter your organization's marketing budget as a percentage of revenue.
2019 2020
30%
26%
25%
20%
16%
15%
14%
13%
12%
10%
10%
7%
5%
0%
Marketing budget as a percentage of revenue
1-20 21-50 51-100 100-1000 1000+

employees employees employees employees employees
The smaller the company is, the larger the percentage of revenue
dedicated to the marketing budgets is.


by industry sector
Please enter your organization's marketing budget as a percentage of revenue.
33%
28%
8%
7%
Retail IT (product IT (outsourcing FMCG

based company) company)
Organizations in the retail sector tend to dedicate a greater percentage

of their revenue to marketing expenses.

Chart: The allocation of marketing budgets

Approximately what percentage of your marketing budget is allocated
to each of the following tactics.

33% 15%
exhibitions, etc)
PPC 14%
Growth marketing 12%
Website management 10%
Content marketing 10%
Social media 9%
SEO 7%
PR 7%
Email marketing 5%
Outbound marketing 3%
TV advertising 3%
Virtual events,
2%
webinars
Print advertising 2%
A lot of significant expenses are required when participating in trade shows:

travel, booth rental, etc., making this tactic to get a significant portion
of marketing budgets of the respondents.
Growth Marketing and PPC top the list after Events.


1-20 21-50 51-100 101-1000 1000+
9%
Events (trade shows, 11%
12%
exhitions, etc) 15%
18%
12%
11%
PPC 8%
16%
15%
21%
11%
Growth marketing 9%
6%
4%
13%
9%
19%
5%
8%
15%
7%
4%
10%
7%
Social media 9%
5%
4%
7%
5%
SEO 7%
9%
3%
6%
7%
PR 11%
6%
9%
3%
5%
Email marketing 9%
4%
8%
3%
8%
3%
8%
1%
2%
TV advertising 1%
5%
12%
4%
3%
Virtual events/webinars 3%
1%
2%
4%
1%
4%
8%


by industry sector
IT (product IT (outsourcing
Retail FMCG
4%
exhitions, etc) 13%
33%
6%
16%
PPC 10%
11%
11%
19%
3%
7%
11%
4%
7%
9%
3%
7%
8%
Social media 8%
9%
9%
8%
SEO 8%
4%
8%
4%
PR 6%
3%
5%
4%
Email marketing 4%
1%
2%
3%
0%
24%
1%
TV advertising 0%
27%
0%
3%
0%
10%
2%
2%


and growth marketing
Please select the statement that best describes how you expect your
organization's budget will change for the following categories in 2020.
Increasing Descreasing
No change N/A
investment investment
Growth marketing 61% 1% 25% 13%
SEO 55% 4% 32% 9%
PPC 54% 5% 31% 10%
Social media 51% 4% 37% 8%

41% 8% 35% 16%
exhitions, etc)
PR 40% 2% 42% 16%
Virtual events,
27% 3% 31% 39%
webinars
The majority of marketers are increasing their marketing budgets for content
marketing, SEO, growth marketing, website design, social media, PPC and PR.
When considering outbound efforts, TV, and print ads, there are no huge
plans on investment.
The growing potential of utilizing inbound tactics and growth marketing

is most likely a result of cost effectiveness of these channels.

Chart: Increasing marketing investment

1-20 21-50 51-100 101-1000 1000+
71%
65%
75%
52%
69%
55%
61%
54%
37%
35%
54%
49%
67%
58%
SEO 54%
57%
49%
55%
58%
PPC 36%
49%
81%
45%
57%
Social media 45%
67%
48%
32%
65%
exhitions, etc) 36%
44%
52%
54%
PR 56%
54%
14%
44%
39%
Email marketing 38%
46%
4%
33%
44%
22%
24%
24%
25%
16%
2%
8%
8%
12%
17%
6%
3%
TV advertising 5%
9%
27%

Chart: Increasing marketing investment

by industry sector
Retail FMCG
76%
66%
56%
57%
82%
Growth marketing 3%
1%
57%
39%
57%
25%
60%
SEO 66%
54%
77%
46%
PPC 54%
67%
49%
45%
Social media 63%
65%
18%
exhitions, etc) 55%
54%
24%
54%
PR 47%
22%
49%
48%
Email marketing 32%
1%
22%
32%
0%
11%
22%
1%
128%
6%
22%
52%
4%
TV advertising 3%
56%

Marketing Operations
In this section you will learn how mature organizations are with their processes,
and which types of organizations have a higher level of maturity.
You will also learn the relevance of marketing challenges to organi zations
varying in size and industry.
Chart: Marketers showing high level of maturity

in marketing processes
Please select the statement that best describes the process your organization
uses to execute your marketing activities.
We have We have
no repeatable process a formal process
17% 29%
We have
an informal process
54%
It is very impressive to see how mature organizations are with their marketing
processes. Almost 30% of respondents indicated that they had formal process.
And only 17% said they did not have a repeatable process for performing
marketing practices.

Chart: Marketing maturity by organization size
1-20 21-50 51-100 101-1000 1000+

33%
26%
We have
a formal 24%
process
33%
25%
50%
58%
We have
an informal 59%
process
43%
67%
17%
16%
We have
no repeatable 17%
process
24%
8%

Chart: Marketing maturity by industry sector
Retail FMCG
52%
29%
We have
a formal
process
27%
42%
24%
54%
We have
an informal
process
59%
46%
24%
17%
We have
no repeatable
process
14%
12%


to organizations
Which of the following marketing challenges are most relevant to your
organization? (check all that apply).
2019 2020

and leads
74%

marketing activities
56%

relation "buzz"
39%

multiple media
28%
20%
Hiring
20%

agencies and partners
21%
Securing enough 14%

budget
15%
8%
Other
6%1%

Chart: Marketing challenges by organization size
1-20 21-50 51-100 101-1000 1000+

78%
82%
Generating traffic
82%
and leads
58%
67%
47%
65%
Providing ROI of your
64%
marketing activities
53%
57%
31%
12%
Generating public
21%
relation "buzz"
28%
19%
14%
24%
Competing across
4%
multiple media
21%
3%
19%
13%
Hiring 11%
25%
14%
14%
21%
Managing 3-rd party
14%
agencies and partners
17%
12%
20%
23%
Securing
14%
enough budget
8%
14%

Chart: Marketing challenges by industry sector
Retail FMCG
82%
and leads 76%
42%
36%
marketing activities 47%
85%
27%
relation "buzz" 12%
29%
18%
multiple media 9%
14%
18%
17%
Hiring
18%
12%
27%
agencies and partners 24%
4%
44%
Securing 15%
enough budget 8%
29%

Chapter 2
Generating Interest and attracting

prospects
This section of the report includes data and insights on both inbound
and outbound tactics. Since it is essential for marketers to find the right mix
of marketing activities to generate interest and attract prospects, we have
dedicated sections of this part of the report to various marketing tactics
to analyze their execution and effectiveness.
We analyzed marketing tactics such as SEO, PPC, growth and content

marketing, social media, and we also analyzed more traditional outbound
tactics such as print and TV advertising, and trade show marketing.

Generating Interest and attracting prospects
Content Marketing
Content is King. And as the previous section of this report showed us —
the majority of marketers are increasing their marketing budgets for content
marketing. In this section you’ll learn how marketers execute this tactic,
and how effective they find it to be.
Many marketers execute content marketing in-house
Chart: The execution of content marketing

Do you execute content marketing activities in-house, outsource to an agency
or use a combination of both?
Content Marketing
64%
23%
13%
33%
We do this in-house We use an agency for this We use a combination
of in-house and agency time
The majority of marketers indicated that they execute content

marketing in-house.

Chart: Outsourcing content marketing

1-20 employees 36%
21-50 employees 33%
51-100 employees 13%
1000+ employees 31%

Marketers indicate content marketing

is highly effective
How effective is content marketing? In this section we’ll analyze the perception
various types of organizations have on effectiveness of this inbound
marketing tactic.
Chart: Content marketing rated as highly effective

marketing tactic
Please indicate the effectiveness of content marketing for your organization.
Content marketing
Not effective
12% Very effective
40%
Somewhat effective
48%
The vast majority of organizations find content marketing to be either very

effective or somewhat effective for their organizations.

Chart: Very effective ratings of content marketing

1-20 employees 40%
21-50 employees 33%
101-1000
29%
employees
1000+ employees 11%

Chart: Very effective ratings of content marketing

by industry sector
Retail 25%
IT (product based
41%
company)
IT (outsourcing
30%
company)
FMCG 33%

Growth Marketing
Utilizing growth marketing to boost the organizations' growth is a rapidly
growing trend among marketers.
Few organizations outsource growth marketing
In this section, we’ll analyze the execution of growth marketing and you will
learn what percentages of organizations execute this tactic in-house,
outsource to an agency, or use a combination of in-house and agency time.
Chart: The execution of growth marketing

Do you execute growth marketing in-house, outsource to an agency
Growth Marketing
83%
11%
6%
We do this in-house We use an agency We use a combination

for this of in-house and agency time
The vast majority of organizations are currently executing growth

marketing in-house.

Chart: Outsourcing growth marketing

1-20 employees 3%
21-50 employees
14%
1000+ employees 9%

The effectiveness of growth marketing

Chart: Growth marketing rated as highly effective
marketing tactic
Please indicate the effectiveness of growth marketing for your organization.
Growth Marketing
Not effective Very effective
23% 26%
Somewhat effective
51%
26% of respondents indicated that growth marketing is effective

for their organizations.

Chart: Very effective ratings of growth marketing

1-20 employees 23%
21-50 employees 21%
51-100 employees 7%
1000+ employees 11%

Chart: Very effective ratings of growth marketing

by industry sector
Retail 4%
IT (product based
company) 17%
IT (outsourcing
5%
company)
FMCG 1%
Organizations in the IT sector are most likely to find growth marketing

as a highly effective tactic. Retail and FMCG are yet to find and understand
the value of this marketing tactic.

Website design, management

and optimization
This section is aimed to analyze the execution of website design,
management and optimization by organizations of different size and
industry sector.
Website design, management and optimization

execution
Learn what percentages of organizations execute these tactics in-house,
outsourcing to an agency, or using a combination of in-house and agency
time.
Chart: The execution of website design, management

and optimization
Do you execute website design and optimization in-house, outsource
to an agency or use a combination of both?
60%
26%
14%

Even though these tactics require specialized skills, 86% of organizations

prefer to execute those in-house.

Chart: Outsourcing website design, management

and optimization by organization size
1-20 employees 46%
21-50 employees 29%
1000+ employees 31%

Website design, management and

optimization execution effectiveness
Chart: The effectiveness of website design,
management and optimization
Please indicate the effectiveness of website design, management
and optimization for your organization.
17% 28%
Somewhat
effective
55%
Today, a business cannot exist without a website. And for a lot of organizations
a website is a key destination for their leads and users. So, it is not surprising
that 83% of respondents rate website design, management and optimization
either as a very effective or somewhat effective tactic.

Chart: Very effective ratings of website design,

management and optimization by organization size
1-20 employees 50%
21-50 employees 22%
1000+ employees 36%

Chart: Very effective ratings of website design,

management and optimization by industry sector
Retail 25%
IT (product based
company) 20%
IT (outsourcing
44%
company)
FMCG 33%

SEO
Search engine optimization has been an integral component to many
successful marketing plans, and in this section we’ll take a closer look
at the execution, effectiveness of this practice.
Many marketers execute SEO in-house

In this section we’ll analyze the execution of SEO overall and by organization
size to learn what percentage of organizations are practising SEO in-house,
outsourcing to an agency or using a combination of in-house and agency
time.
Chart: The execution of SEO

Do you execute SEO in-house, outsource to an agency
SEO
55%
27%
18%

The majority of organizations practice SEO in-house. The fact that 45% either
use an agency or use a combination of in-house and agency time indicates
the value of efficient execution of this tactic and the specialized skill set
effective execution is required.

Chart: Outsourcing SEO by organization size
61%
1-20 employees
21-50 employees 41%
1000+ employees 31%
Small organizations are more likely to outsource SEO tactics to an agency.

Great perception of SEO effectiveness

Chart: SEO is a highly effective marketing tactic
Please indicate the effectiveness of SEO for your organization.
SEO
Not effective
13%
Very effective
60%
Somewhat
effective
27%
The above chart demonstrates the positive reputation that SEO has
as a marketing tactic for our respondents, 87% of participation organizations
indicated that SEO was either very effective or somewhat effective
in achieving results for their organizations.
SEO is an extremely effective tactic when executed correctly. Large amounts

of relevant search engine traffic can be driven to websites at no cost per click.
Leads generated from organic search are commonly high in quality.

Chart: Very effective ratings of SEO

1-20 employees 54%
21-50 employees 52%
1000+ employees 27%

Chart: Very effective ratings of SEO by industry sector
Retail 4%
IT (product based
59%
company)
IT (outsourcing
32%
company)
FMCG 3%

PPC
PPC is a popular inbound marketing tactic that allows to test many campaign
and product components, making its potential for effectiveness very high.
In this section, we’ll analyze the execution of PPC and its effectiveness.
Many marketers execute PPC in-house
Chart: The execution of PPC

Do you execute PPC in-house, outsource to an agency or use
a combination of both?
PPC
59%
20% 21%

The execution of PPC is very close to the execution of SEO. Almost the same
number of organizations are practising this tactic in-house, outsourcing
to an agency and using a combination of in-house and agency time.

Chart: Outsourcing PPC by organization size
1-20 employees 29%
21-50 employees 32%
1000+ employees 9%

Great perception of PPC effectiveness

In this section, the effectiveness of PPC as a marketing tactic for organizations
varying in size and industry sector will be revealed.
Chart: PPC is a highly effective marketing tactic

Please indicate the effectiveness of PPC for your organization.
PPC
Not effective
14% Very effective
31%
Somewhat
effective
55%
The majority of organizations find PPC as either somewhat effective or very

effective. It is because of its ability to drive traffic and test various
components for optimal performance.

Chart: Very effective ratings of PPC by organization size
1-20 employees 28%
21-50 employees 25%
1000+ employees 11%

Chart: Very effective ratings of PPC by industry sector
Retail 2%
IT (product based
29%
company)
IT (outsourcing
11%
company)
FMCG 2%

Social Media
Today, many organizations are finding target audiences on social sites and
effectively marketing to them through social media.
Majority of organizations execute social media in-house

In this section, we’ll analyze the execution of social media and you will learn
what percentages of organizations execute this tactic in-house, outsource
to an agency, or use a combination of in-house and agency time.
Chart: The execution of social media

Do you execute social media marketing in-house, outsource to an agency
Social Media
83%
10% 7%

The vast majority of organizations are currently executing social media

in-house.

Chart: Outsourcing social media by organization size
1-20 employees 15%
21-50 employees 19%
51-100 employees 7%
1000+ employees 2%

The effectiveness of social media

In this section, we’ll learn the perceptions organizations of varying sizes
and industry sectors have on the effectiveness of social media
as a marketing tactic.
Chart: Social media rated as highly effective

marketing tactic
Please indicate the effectiveness of social media for your organization.
Social Media
Very effective
Not effective
14%
30%
Somewhat
effective
56%
The majority of organizations perceive this as either very effective

or somewhat effective tactic.

Chart: Very effective ratings of social media

1-20 employees 8%
21-50 employees 27%
1000+ employees 12%

Chart: Very effective ratings of social media

by industry sector
Retail 2%
IT (product based
13%
company)
IT (outsourcing
company) 12%
FMCG 33%
Organizations in Retail sector are the least likely to perceive social media
as an effective marketing tactic.

Event marketing
This section reviews the execution and effectiveness of event marketing
tactics. Here, we’ve analyzed offline event marketing tactics. For the virtual
events and webinars there is a separate section in this report.
Few organizations outsource event marketing

Learn how offline event marketing tactics are executed in various organizations.
Chart: The execution of event marketing

Do you execute event marketing in-house, outsource to an agency
Events
66%
24%
10%


Chart: Outsourcing event marketing by organization size
1-20 employees 17%
21-50 employees 14%
1000+ employees 54%

The effectiveness of event marketing

This section analyzes the effectiveness of offline event marketing for various
types of organizations.
Chart: The effectiveness of event marketing

Please indicate the effectiveness of event marketing for your organization.
Events
28% 31%
Somewhat effective
41%
Event marketing is one of the oldest marketing tactics, and marketers still find
value in it: 72% of organizations said that events were either very effective
or somewhat effective for them.

Chart: Very effective ratings of event marketing

1-20 employees 15%
21-50 employees 21%
1000+ employees 10%

Chart: Very effective ratings of event marketing

by industry sector
Retail 32%
IT (product based
8%
company)
IT (outsourcing
22%
company)
FMCG 61%
In the previous sections of this report we have seen that FMCG organizations
rarely see value in such marketing activities as PPC, SEO, and growth
marketing. Here we can see that events are more effective for them.

PR
In this section, we review the execution and effectiveness of PR.
PR execution
In this section, we’ll analyze the execution of PR.
Chart: The execution of PR

Do you execute PR in-house, outsource to an agency or use
a combination of both?
PR
65%
21%
14%

35% of respondents said that they either use an agency or use a combination
of in-house and agency time to execute PR. And two thirds of organizations
prefer to execute PR in-house.

Chart: Outsourcing PR by organization size
1-20 employees 16%
21-50 employees 28%
51-100 employees 7%
1000+ employees 40%

Few organizations find value in PR

Chart: The effectiveness of PR
Please indicate the effectiveness of PR for your organization.
PR
23% 21%
Somewhat
effective
56%
PR is not considered as effective as tactics like growth marketing, SEO, PPC,

and content marketing. But still, a large number of organizations (77%) find
it either very effective or somewhat effective.

Chart: Very effective ratings of PR by organization size
1-20 employees 18%
21-50 employees 7%
1000+ employees 9%

Chart: Very effective ratings of PR by industry sector
Retail 45%
IT (product based
4%
company)
IT (outsourcing
16%
company)
FMCG 87%

Email Marketing
In this section, we’ll review the execution and effectiveness of email marketing.
Email marketing execution

In this section, you will learn what percentage of organizations execute email
marketing in-house, outsource this tactic to an agency, or use a combination
of in-house and agency time.
Chart: The execution of email marketing

Do you execute email marketing in-house, outsource to an agency
Email marketing
87%
2% 11%

Very few organizations outsource email marketing. There are a lot of email
marketing tools to execute and automate email communication, which enables
organizations to facilitate email tactics in-house.

Chart: Outsourcing email marketing

1-20 employees 23%
21-50 employees 8%
1000+ employees 2%

A lot of organizations find value in email

marketing
In this section you will learn the effectiveness of email marketing for all
organizations on average, and its effectiveness for organizations of various
sizes and industry sectors.
Chart: The effectiveness of email marketing

Please indicate the effectiveness of email marketing for your organization.
Email marketing
24% 32%
Somewhat
effective
44%
Email marketing is perceived as a pretty effective marketing tactic.

Chart: Very effective ratings of email marketing

1-20 employees 28%
21-50 employees 22%
1000+ employees 11%

Chart: Very effective ratings of email marketing

by industry sector
Retail 25%
IT (product based
28%
company)
IT (outsourcing
16%
company)
FMCG 6%
61%
Organizations in FMCG sector are the least likely to perceive email marketing
as a very effective marketing tactic. IT (outsourcing companies) do not see
huge value in email marketing. Only 16% of these organizations said that they
found email marketing very effective.

Outbound marketing
Although inbound marketing tactics are becoming more popular, outbound
efforts are still instrumental to a lot of organizations.
Outbound marketing execution

This section illustrates how organizations execute outbound marketing tactics
and who finds those more and less effective.
Chart: The execution of outbound marketing

Do you execute outbound marketing in-house, outsource to an agency
Outbound marketing
72%
16%
12%


Chart: Outsourcing outbound marketing

1-20 employees 16%
21-50 employees 15%
1000+ employees 2%

The effectiveness of outbound

marketing
How effective is outbound marketing? This section demonstrates what
various types of organizations think of outbound as a marketing tactic and
whether they still find value in it.
Chart: The effectiveness of outbound marketing

Please indicate the effectiveness of outbound marketing for your organization.
Outbound marketing
35% 18%
Somewhat
effective
47%
Majority of organizations said that outbound marketing was either very

effective or somewhat effective for them.


1-20 employees 16%
21-50 employees 7%
1000+ employees 4%


by industry sector
Retail 1%
IT (product based
7%
company)
IT (outsourcing
11%
company)
FMCG 2%
Organizations in the IT sector are most likely to find outbound marketing

very effective. Only 1% of organizations in the Retail ector and 2%
of organizations in the FMCG sector find outbound marketing to be a very
effective tactic.

Virtual events / webinars

In this section, we’ll review the execution and effectiveness of online events.
Many marketers execute virtual events in-house

In this section, we’ll analyze the execution of virtual events and you will learn
what percentages of organizations execute this tactic in-house, outsource
to an agency, or use a combination of in-house and agency time
Chart: The execution of virtual events

Do you execute virtual events in-house, outsource to an agency
86%
14%
0%

Many organizations choose to execute virtual events in-house.

Chart: Outsourcing virtual events by organization size
1-20 employees 3%
21-50 employees 3%
51-100 employees 4%
1000+ employees 36%

The effectiveness of virtual events

In this section, we’ll analyze the effectiveness of virtual events for various
types of organizations.
Chart: The effectiveness of virtual events

Please indicate the effectiveness of virtual events for your organization.
28% 31%
Somewhat
effective
41%
Virtual events are a pretty effective tactic for our respondents. At the same
time, almost a third of the organizations said they did not find a lot of value
in this marketing tactic.

Chart: Very effective ratings of virtual events

1-20 employees 8%
21-50 employees 28%
1000+ employees 19%

Chart: Very effective ratings of virtual events

by industry sector
Retail 1%
IT (product based
17%
company)
IT (outsourcing
4%
company)
FMCG 2%
In some of the previous sections we’ve seen that organizations from Retail
and FMCG sectors are less likely to adopt the new and trending tactics like
growth marketing, for example, and are more loyal to older approaches like
events. This graph shows the same trend: Retail and FMCG do not find value
in online events at all, while they were the most active adopters of offline
event tactics.

Print Advertising
The Internet era could have destroyed print advertising by now, but it still can
be an important marketing tactic for a lot of different organizations.
Print advertising execution

This section demonstrates what percentage of organizations practice this
tactic in-house and how many of them are outsourcing it to an agency
or are using a combination of in-house and agency time.
Chart: The execution of print advertising

Do you execute print advertising in-house, outsource to an agency
Print advertising
54%
25%
21%

65% of organizations use an agency or a combination of in-house

and agency time to execute print advertising.

Chart: Outsourcing print advertising

1-20 employees 27%
21-50 employees 22%
51-100 employees 7%
1000+ employees 23%

Print advertising effectiveness

Chart: The effectiveness of print advertising
Please indicate the effectiveness of print advertising for your organization.
Print advertising
Very effective
11%
Not effective Somewhat

effective
57% 32%

Chart: Very effective ratings of print advertising

1-20 employees 8%
21-50 employees 11%
51-100 employees 7%
1000+ employees 23%
Large organizations can really benefit from executing print advertising

activities.

Chart: Very effective ratings of print advertising

by industry sector
Retail 54%
IT (product based
0%
company)
IT (outsourcing
4%
company)
FMCG 66%
Again and again, this is the trend we’ve seen a lot is this report - FMCG
are classic and “old-school” tactics believers.

TV Advertising
How are organizations executing TV advertising and how effective is this
marketing tactic? Learn the answers to these questions in this section.
TV advertising execution
In this section, we’ll analyze the execution of TV advertising by different
organizations and learn what percentages execute this tactic in-house,
outsource to an agency or use a combination of in-house and agency time.
Chart: The execution of TV advertising

Do you execute TV advertising in-house, outsource to an agency
TV advertising
38%
32%
30%


Chart: Outsourcing TV advertising

1-20 employees 3%
21-50 employees 3%
51-100 employees 5%
1000+ employees 22%

TV advertising effectiveness
Majority of organizations do not find value in TV advertising.
Only 11% said it was a very effective marketing tactic.
Chart: The effectiveness of TV advertising

Please indicate the effectiveness of TV advertising for your organization.
TV advertising
Very effective
11%
Somewhat
effective
Not effective 22%

67%

Chart: Very effective ratings of TV advertising

1-20 employees 3%
21-50 employees 3%
51-100 employees 6%
1000+ employees 21%

Chart: Very effective ratings of TV advertising

by industry sector
Retail 56%
IT (product
0%
based company)
IT (outsourcing
4%
company)
FMCG 66%
Again and again, this is the trend we’ve seen a lot is this report - FMCG
and Retail are classic and “old-school” tactics believers.

Chapter 3
Growth Marketing
Growth marketing is a relatively new marketing tactic that is actively
adopted by different organizations nowadays. We decided to dive deep into
this topic to get a better understanding on why it is being actively adopted,
what kind of challenges organizations face when implementing growth
marketing tactics, and whether they would recommend it to others.
Growth Marketing adoption

In this section you will get a complete understanding of growth
marketing execution
Few organizations did not try growth marketing
Chart: The execution of growth marketing

Did you try to implement growth marketing in your organization?
2020 2019
Yes Yes
We are 37% We are 36%

planning planning
to try it to try it
41% 40%
No No
22% 24%

Growth Marketing
Many organizations find value in growth marketing
Chart: Positive impact of growth marketing

Do you think growth marketing had a positive impact on your business?
2020
Not sure
No 9%
3% Yes
88%
2019
Not sure
13%
Yes
87%
The above chart demonstrates the positive reputation that growth marketing
has as a marketing tactic. 88% of respondents said it had a positive impact
of their business, 9% were not sure about it, an 3% thought there was
no positive impact in 2020.

Growth Marketing
Chart: What’s good about growth marketing

What are the benefits of growth marketing? This question is addressed in this
section on positive aspects of growth marketing.
Please specify what's good about growth marketing.
Conversion increased 64%
Retention increased 59%
Team is more effective 46%
User base is growing

36%
more actively
Product is better 32%
Changes are faster 27%
As we can see, organizations who tried growth marketing are enjoying higher
conversion, growing user base, and increased retention.
Changes are happening faster in their organizations, teams are more effective.
The respondents also mention that their products became better with growth
marketing being implemented.

Growth Marketing
Marketers face the challenges when implementing

growth marketing
Any implementation process takes time and resources, and there are always
challenges to overcome when dealing with new tactics. In this section our
respondents defined and rated the challenges they face when implementing
growth marketing in their organizations.
Chart: Challenges of growth marketing implementation

What kind of challenges did you face when implementing growth marketing?
Build a new process 68%
Define the right KPI for

63%
the growth team
Come up with challenging

58%
hypotheses
Find and hire team members

45%
with a growth mindset
Communicate the value

32%
to the team
Run A/B testing 29%
Building a process, run analytics and find good hypotheses top the list.
Running tests and communicating the value of growth marketing to the team
have also been strong challenges for our audience.

Growth Marketing
Reasons for not trying growth marketing

In one of the sections above we’ve seen that 22% of organizations did not
try growth marketing yet. We’ve analyzed why.
Chart: Reasons for not trying growth marketing

Why did you not try to implement growth marketing in your organization?
We are not sure how

56%
to do it right
Lack of resources to invest

28%
into this new initiative
It does not fit our team

19%
and process
We are happy with

18%
the current approach
We think it is risky to build

growth marketing 6%
in our organization
The vast majority of those 22% who did not try growth marketing said that
they were not sure how to do growth marketing right, and they did not have
enough resources to start. Being afraid of risks and a necessity to redesign
the processes also stops organizations’ moving into growth direction.

Growth Marketing
Reasons of why 41% of respondents are planning to try

growth marketing
In one of the sections above we’ve seen that 40% of organizations
are planning to try growth marketing. We’ve analyzed what are the reasons
for those plans.
Chart: Why 41% of respondents are planning to try

growth marketing
Why are you willing to implement growth marketing? What are your goals?
Increase revenue 78%
Increase conversion 65%
Increase retention 35%
Make changes faster 33%
Grow the user base

31%
more actively
Improve the product 30%
Build a more effective team 5%

Growth Marketing
Marketers’ willingness to recommend growth marketing

to their colleagues
We have also asked whether marketers are willing to recommend growth
marketing tactics to their colleagues. The results are phenomenal - almost
Chart: Willingness to recommend growth marketing

Would you recommend growth marketing approach to other marketing
executives?
2020
No
3%
Yes
97%
2019
No
2%
Yes
98%

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2 02 0 M ARK E TI N G

Growth Marketing Stage

Created for marketers by marketers

Chapter 1: Marketing Budgets and Operations 12

Chapter 2: Generating Interest and attracting prospects 27

2020 Marketing Benchmark Report 2

Marketers indicate content marketing is highly effective 30

The effectiveness of growth marketing 35

Website design, management and optimization 38

Website design, management and optimization effectiveness 40

2020 Marketing Benchmark Report 3

Great perception of PPC effectiveness 50

The effectiveness of social media 55

The effectiveness of event marketing 60

2020 Marketing Benchmark Report 4

A lot of organizations find value in email marketing 70

Virtual events / webinars 78

2020 Marketing Benchmark Report 5

Chapter 3: Growth Marketing 93

Growth Marketing adoption 93

2020 Marketing Benchmark Report 6

While creating this report we identified a number of increasingly important

This study also produced different benchmark data on marketing budgets,

The number of filled-out surveys is considered to be statistically significant

This benchmark report is packed with useful and actionable information

Yaroslav Stepanenko Pavlo Pedenko

2020 Marketing Benchmark Report 7

Generating traffic 72%

Providing ROI of your 53%

Generating public 38%

Competing across 24%

Managing 3-rd party 19%

Securing enough 14%

2020 Marketing Benchmark Report 8

Chart: Marketers increasing investment into content

Content marketing 71% 1% 22% 6%

Website management 55% 8% 28% 10%

SEO 55% 4% 32% 9%

PPC 54% 5% 31% 10%

Social media 51% 4% 37% 8%

Events (trade shows,

PR 40% 2% 42% 16%

Email marketing 36% 4% 46% 14%

Outbound marketing 28% 1% 38% 33%

Print advertising 9% 7% 35% 49%

TV advertising 9% 1% 26% 64%

The growing potential of utilizing inbound tactics and growth marketing

2020 Marketing Benchmark Report 9

Chart: The effectiveness of marketing tactics

SEO 52% 24% 11% 13%

Content marketing 34% 43% 11% 12%

Website management 26% 53% 15% 6%

Growth marketing 25% 49% 17% 9%

PPC 25% 45% 12% 18%

Email marketing 24% 34% 19% 23%

Events (trade shows, 16% 37% 12% 35%

PR 13% 36% 14% 37%

Social media 13% 50% 27% 10%

Outbound marketing 9% 24% 17% 50%

Print advertising 4% 12% 22% 62%

A huge preference of utilizing inbound marketing tactics can be seen

2020 Marketing Benchmark Report 10

Chart: The implementation of growth marketing