Website Optimization Benchmark Report

1. Website Optimization Benchmark Report © 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. Benchmark Report Website Optimization: Sponsored By:

2. TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Achieving Revenue Goals Website Optimization Objectives Obstacles to Content Marketing Success Premium Content Usage Content Type Effectiveness 12 14 15 Channel Effectiveness for Content About Marketo About Demand Metric & Ascend2 10 11 Content Campaign Resources Content Marketing Software Usage 16Content Type Execution Appendix – Survey Background9 13 Content & The Sales Cycle TABLE OF CONTENTS 3 4 5 6 7 8 Executive Summary Achieving Revenue Goals Website Optimization Objectives Obstacles to Content Marketing Success Premium Content Usage Content Type Effectiveness 12 14 15 Channel Effectiveness for Content About Marketo About Demand Metric & Ascend2 10 11 Content Campaign Resources Content Marketing Software Usage 16Content Type Execution Appendix – Survey Background9 13 Content & The Sales Cycle

3. EXECUTIVE SUMMARY A website is an essential channel for attracting, engaging and converting customers. Website Optimization is the continuous improvement of this channel to successfully achieve your marketing objectives. But what will website marketing optimization success look like in the year ahead and how will marketers achieve it? To find out, Demand Metric in partnership with Ascend2 fielded the Website Optimization Benchmark Survey and completed interviews with 336 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you. The charts in this edition of our study, titled Website Optimization Benchmarks by Revenue Attainment, compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric EXECUTIVE SUMMARY A website is an essential channel for attracting, engaging and converting customers. Website Optimization is the continuous improvement of this channel to successfully achieve your marketing objectives. But what will website marketing optimization success look like in the year ahead and how will marketers achieve it? To find out, Demand Metric in partnership with Ascend2 fielded the Website Optimization Benchmark Survey and completed interviews with 336 marketing and sales decision-makers and practitioners from around the world. We thank these busy professionals for sharing their valuable insights with you. The charts in this edition of our study, titled Website Optimization Benchmarks by Revenue Attainment, compare the strategies and practices of companies that have succeeded in achieving or exceeding their revenue goals with those that have not. This research has been produced for your use. Put it to work in your own marketing strategy planning and presentation materials. Clip the charts and write about them in your blog or post them on social media. Please share this research credited as published. - Jerry Rackley, Chief Analyst – Demand Metric

4. 7% 51% 42% Revenue Goal Achievement Exceeding revenue goals Achieving revenue goals Not achieving revenue goals This report compares the website optimization strategies and practices of companies that are achieving or exceeding (58%) their revenue attainment goals with those that are not (42%). The survey response data charted in this report represent these segments. Figure 1: Revenue Goal Achievement Website Optimization Benchmark Survey, Demand Metric and Ascend2, May 2014, n=398 ACHIEVING REVENUE GOALS 7% 51% 42% Revenue Goal Achievement Exceeding revenue goals Achieving revenue goals Not achieving revenue goals This report compares the website optimization strategies and practices of companies that are achieving or exceeding (58%) their revenue attainment goals with those that are not (42%). The survey response data charted in this report represent these segments. Figure 1: Revenue Goal Achievement Website Optimization Benchmark Survey, Demand Metric and Ascend2, May 2014, n=398 ACHIEVING REVENUE GOALS

5. 4% 6% 18% 34% 37% 48% 58% 64% 12% 18% 19% 30% 32% 42% 44% 55% 0% 20% 40% 60% 80% Improve customer service Improve website personalization Improve mobile optimization Increase brand awareness Increase sales transactions Increase visitor engagement Increase traffic/visitors Increase lead generation Most Important Website Optimization Objectives Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals WEBSITE OPTIMIZATION OBJECTIVES Both categories ranked increasing lead generation and traffic volume as the top objectives for website optimization in the upcoming year. For most, these top two will come as no surprise since the general goal of website optimization is to generate more visitors, and in turn prospects for sales. The most significant disparities in responses, based on revenue attainment, appear with the objectives ranked of least importance to both segments. Companies that have achieved or exceeded their revenue goals are three times as likely as their non- achieving counterparts to target improvements in website personalization and customer service as objectives. From the data presented in Figure 2 we can surmise that organizations achieving or exceeding revenue goals are continuing to fuel the standard goals of website optimization while seeking other avenues, such as personalized web pages, to find value for their customers. Website Optimization Benchmark Survey, Demand Metric and Ascend2, May 2014, n=398 Figure 2: Most Important Website Optimization Objectives for the Upcoming Year 4% 6% 18% 34% 37% 48% 58% 64% 12% 18% 19% 30% 32% 42% 44% 55% 0% 20% 40% 60% 80% Improve customer service Improve website personalization Improve mobile optimization Increase brand awareness Increase sales transactions Increase visitor engagement Increase traffic/visitors Increase lead generation Most Important Website Optimization Objectives Achieved or Exceeded Revenue Goals Did Not Achieve Revenue Goals WEBSITE OPTIMIZATION OBJECTIVES Both categories ranked increasing lead generation and traffic volume as the top objectives for website optimization in the upcoming year. For most, these top two will come as no surprise since the general goal of website optimization is to generate more visitors, and in turn prospects for sales. The most significant disparities in responses, based on revenue attainment, appear with the objectives ranked of least importance to both segments. Companies that have achieved or exceeded their revenue goals are three times as likely as their non- achieving counterparts to target improvements in website personalization and customer service as objectives. From the data presented in Figure 2 we can surmise that organizations achieving or exceeding revenue goals are continuing to fuel the standard goals of website optimization while seeking other avenues, such as personalized web pages, to find value for their customers. Website Optimization Benchmark Survey, Demand Metric and Ascend2, May 2014, n=398 Figure 2: Most Important Website Optimization Objectives for the Upcoming Year

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7. ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 38,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ practical tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ corporate clients range from start-ups to consulting firms to members of the Global 1000. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this Benchmark Report, become a Demand Metric member today! ABOUT DEMAND METRIC & ASCEND2 About Demand Metric Demand Metric is a global marketing research & advisory firm serving a membership community of over 38,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ practical tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ corporate clients range from start-ups to consulting firms to members of the Global 1000. To learn more about Demand Metric, please visit: www.demandmetric.com. About Ascend2 Ascend2 is a market research firm with over 50,000 research subscribers and survey panelists comprised of sales & marketing professionals. Each month they field new research studies and generate reports that typically include 12 to 18 pages of charts and analytical commentary. Demand Metric partners with Ascend2 to leverage their panel of research survey panelists and develop additional benchmark reports for community members. Learn more about Ascend2 at www.Ascend2.com. To read the rest of this Benchmark Report, become a Demand Metric member today!