New Benchmarks from Marketo: How Does Your Organization Measure Up?

Digital Marketing Benchmark ReportIf digital marketing were a competitive sport, it would be freestyle swimming. We’re all in our respective lanes, each with different audiences to reach. We all have our own unique set of strategies, and our own budget limitations to work with. We’re all trying to get to our finish line as fast as we can. And we all could benefit from the occasional glance sideways to see what everyone else is doing.

This half-competitive, half-isolated feeling is why marketing benchmarks are so valuable. Benchmarks help us determine if our strategies, investments and results are comparable to our peers. They can reinforce what we’re already doing and provide a road map for the future.

This year, there’s a new player in the benchmark reporting game: The brilliant minds at Marketo. They just released their 2017 Marketing Benchmark Report for North America, and it’s a doozy.

MarketingSherpa 2012 SEO Benchmark Report

MarketingSherpa SEO GuideOne of the report categories from MarketingSherpa that I’ve been reviewing for a long time, as in 5 or more years, is their coverage of Search Engine Marketing.  In particular, the Search Engine Marketing Benchmark Report – SEO Edition.  (See last year’s review here).

The sub-title is appropriately a great indication of the theme for this guide: “Research and Insights for Creating and Capitalizing on a Rich End-User Search Experience. This is a far cry from the days of “Boost Your Search Engine Rankings and More!”.  As Online Marketers have matured, there is an increasing focus on optimizing for customers and customer experience vs. the sole KPIs of rankings and traffic.

MarketingSherpa 2011 SEO & Social Media Benchmark Report

marketingsherpa sem report 2011MarketingSherpa has done it again with their SEM report for 2011. With the help of Lead Author, Research Analyst Jen Doyle, they’ve put together an excellent resource for marketers looking for strategic guidance as well as real data about search engine marketing.

This particular report focuses on Search Engine Optimization with an emphasis on the interplay of search and social media, two topics that are very near and dear to the consulting practice at TopRank Online Marketing.

According to the MarketingSherpa report, 64% of marketers surveyed are integrating social media into their search marketing plans which syncs well with the soon to be released SEOmoz SEO Industry Report, which cites 71% of the 10k plus search marketers that responded as leveraging social tools such as Facebook, Twitter and YouTube.

2010 MarketingSherpa Social Media Marketing Guide

One of the most trusted sources of marketing research and information is MarketingSherpa. I’ve been a subscriber for many years and always look forward to the reports on Search Marketing, Email Marketing and B2B Marketing. Last year MarketingSherpa started conducting research and publishing a Benchmark Report on social media marketing.

The new Social Media Marketing Benchmark Report (affiliate link) was recently released and I’ve had a few days to take a look and will provide a review for our readers.

As you can expect, this guide is a “meaty” 250 plus pages of research, charts & tables, examples and well written advice. Over 2,000 marketers participated in the survey covering a myriad of topics ranging from strategy to forecasting & budgeting to integration with other marketing channels to specific research on social applications such as Twitter, Facebook and blogs.