I'm a word nerd, but I'm also a data junkie.(This may surprise some of you who have watched me grimace and groanwhile trying to calculate the tip on a meal — like a third grader trying to spell "Wednesday" without having to say "WED-NES-DAY" out loud.)
I say this because, back in May, I shared someinitial datafrom ourDigital Sales and Marketing Scorecard, which allows companies to measure (for free) how their strategies and efforts stack up against those of companies who are seeing the most success with inbound.
Five months later, I found myself a little curious to see if the trends we had seen initially continued, or if the landscape changed.
To recap, close to 100 companies had submitted their Digital Sales and Marketing Scorecard when I pulled those numbers back in May —including Brian Halligan from HubSpot!— and here were the results:
No organization received aperfect score.
Only 5.2% scored between81 and 99.
Only 10.5% scored between61 and 80.
Then 33.6% scored between41 and 60...
...and 33.6%(again) scored between21 and 40!
Finally, 16.8% scored between0 and 20.
Now,here is where we stand today— with well over 500 companieshaving completed thescorecard:
STILL no organizationhas received aperfect score.
Only 2% scored between81 and 99.
Only 8.1%scored between61 and 80.
Then 23.5%scored between41 and 60...
...and a whopping47.8%scored between21 and 40!
Finally, 21.3% scored between0 and 20.
I say this with no judgment or finger-wagging, but I was surprised to see that a much larger percentage of companies scored between zero and 40 than before.
Obviously, this data indicates that a lot of us are still struggling to achieve the results we want out of our efforts, but why? I mean, we go out of our way tohire the right talent, create thebest digital marketing strategies, and so forth. Is it a lack of buy-in from leadership and sales? Is it that many of us are still overly reliant on outsourced writers? Is it something else?
We've createdInbound Success Playbooksto help companies overcome those (and other) challenges. But these numbers lead me to believe that, even though we're so quick to point out our differences to each other (industry, company size, budget, team structure, etc.),we actually have more in common than we think.
And now, here's THE LATEST...
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I spend a lot of time in my role as our content director having to historically optimize content that has... let's just say, "lost its freshness." But there are some pieces of content that never seem to go out of style.
And one of them is this video, which covers something we call at IMPACT, 'The Selling 7,' which are theseven types of marketing and sales videos that areprovento have the most impact on a company's bottom line: