Frost & Sullivan Survey Gathers Info on Marketing Challenges

2013 Survey Now Open

The Growth Team Membership (GTM) is a research group within Frost & Sullivan that provides case-based best practices, tool kits and events to address the role-related challenges of marketing executives. To accomplish this goal, GTM conducts annual surveys on the challenges influencing marketers’ decision-making.

The Growth Team Membership’s 2012 Marketing Priorities Survey revealed that marketers’ attention was focused on developing a compelling value proposition in response to changes in customer needs and purchasing behaviors. This challenge required marketers to re-evaluate their segmentation schema, re-prioritize markets and segments, and reassess their demand generation activities.

Differences in marketing priorities emerged when comparing budgets by business model. B-to-B marketers were investing more in online and social media. On the other hand, their peers in B-to-C companies were pulling back slightly on social media and spending more on knowledge management and training.

When looking at specific demand generation tactics, satisfaction levels varied. The majority of marketers struggled with developing effective social media and mobile marketing campaigns. This issue may have reflected the constantly evolving technologies and applications in these areas. On the other hand, most of the respondents were satisfied with the effectiveness of their ability to leverage and generate customer segments.

As we enter 2013, the question becomes: have marketers made strides in pinpointing the “right” customers and ensuring relevant and compelling messaging? And are marketers more confident in their ability to integrate social and mobile tactics into their arsenal?

Take the 2013 marketing survey. It includes questions on top internal challenges, resource trends, and a special interest topic: mobile marketing. All responses are confidential and participants will receive a copy of the complete survey results.

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