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BtoB/Eloqua survey: Defining the 'modern marketer' reveals trends, ideals

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New York—Marketers feel that powerful prospect targeting is their most important goal, but also say they have a long way to go to reach best-of-breed competency, according to new research by BtoB. According to BtoB's study, "Defining the Modern Marketer: From Ideal to Real," sponsored by Eloqua, marketers give themselves an average score of 7 out of 10 on their current abilities to target customers properly. They also allowed themselves a score of just 6.5 in their ability to engage well with prospects; 6.1 for collaborating with sales on leads; 5.6 on their use of marketing technologies; and 5.5 on their deployment of analytics, leveraging Big Data, understanding marketing ROI and measuring their own contribution to revenue. Marketers do feel they're getting better at some things, according to the report. When asked at what stage their companies are in improving go-to-marketing effectiveness, 68% said they are “strongly” or “fully” committed to improvement here, compared with 42% in a similar survey in 2012, and 26% in 2011. “Defining the Modern Marketer: From Ideal to Real” can be downloaded here.
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