Ever wonder which marketing statistics show what separates the best-managed and most successful teams from the rest? We have. So we surveyed 3,599 marketers from more than 100 countries to find out.
The data below spans benchmarks for getting organized, proactive planning, documenting strategy, and more. Plus, learn which tactics and content types are performing best for B2B and B2C marketing teams.
These statistics were gathered by distributing a survey to CoSchedule’s email list and social media followers. A total of 3,217 marketers (in addition to 382 bloggers) completed the survey. For your own comparison purposes, here’s a more detailed look at who responded:
This year, many of the same findings still held true (keeping in mind that the verbiage for each survey question was slightly different this year and the survey population was higher).
Here are those findings:
(based on marketers working on teams; solopreneuers and bloggers have been filtered out of these specific insights):
Top marketers are organized. The most organized marketers are 397% more likely to report success (R = 0.30, n = 2,055, p-value 0.0001).
Top marketers set goals. Goal-setting marketers are 376% more likely to report success (R = 0.27, n = 2,055, p-value 0.0001). 70% of the most organized marketers achieve their goals Most of the Time, while an elite 10% of organized marketers Always achieve them.
Top marketers document their strategy. Marketers with a documented strategy are 313% more likely to report success (R = 0.27, n = 2,055, p-value 0.0001).
Top marketers proactively plan projects and campaigns. Marketers who proactively plan projects are 356% more likely to report success (R = 0.34, n = 2,055, p-value 0.0001).
Top marketers use agile project management processes. Marketers using agile project management were 252% more likely to report success (R = 0.22, n = 2,055, p-value 0.0001).
How does your marketing team compare to your peers when it comes to management and strategy? Here are the raw stats pulled from our survey respondents to help you see what other marketers and teams are doing to stay organized and achieve success. These graphs include statistics on strategy, tactics, software selection, and more. Plus, this section includes information around the verticals and industries respondents work within.
Count |
Percent |
||
---|---|---|---|
Marketing (Agency/Consulting) |
|
751 | 23% |
IT, Software, and Technology |
|
537 | 17% |
Media and Entertainment |
|
335 | 10% |
Business Consulting |
|
322 | 10% |
Healthcare |
|
244 | 8% |
Travel, Tourism, and Hospitality |
|
218 | 7% |
Higher Education |
|
180 | 6% |
Manufacturing |
|
176 | 5% |
Financial Services |
|
138 | 4% |
Real Estate |
|
87 | 3% |
Food Services |
|
78 | 2% |
Government |
|
68 | 2% |
Agriculture |
|
36 | 1% |
Pharmaceuticals |
|
24 | 1% |
Automotive |
|
23 | 1% |
Count |
Percent |
||
---|---|---|---|
Very Successful |
|
389 | 12% |
Somewhat Successful |
|
1727 | 54% |
Neutral |
|
781 | 24% |
Somewhat Unsuccessful |
|
231 | 7% |
Very Unsuccessful |
|
89 | 3% |
Count |
Percent |
||
---|---|---|---|
Yes |
|
2385 | 74% |
No |
|
832 | 26% |
Count |
Percent |
||
---|---|---|---|
Always |
|
70 | 3% |
Most of the time |
|
1228 | 48% |
Sometimes |
|
1055 | 41% |
Rarely |
|
142 | 6% |
Never |
|
64 | 3% |
Count |
Percent |
||
---|---|---|---|
Portions of our strategy are documented. |
|
1455 | 45% |
Not at this time, but we plan to document our strategy in 2019. |
|
764 | 24% |
Our entire marketing strategy is documented. |
|
499 | 16% |
We have no documented marketing strategy. |
|
499 | 16% |
Count |
Percent |
||
---|---|---|---|
Always |
|
981 | 30% |
Most of the time |
|
1234 | 38% |
Sometimes |
|
655 | 20% |
Rarely |
|
229 | 7% |
Never |
|
118 | 4% |
Count |
Percent |
||
---|---|---|---|
Very organized |
|
446 | 14% |
Somewhat organized |
|
1647 | 51% |
Unsure |
|
330 | 10% |
Somewhat disorganized |
|
584 | 18% |
Very disorganized |
|
210 | 7% |
Count |
Percent |
||
---|---|---|---|
No |
|
2302 | 72% |
Yes |
|
915 | 28% |
Count |
Percent |
||
---|---|---|---|
No |
|
2091 | 65% |
Yes |
|
1126 | 35% |
Count |
Percent |
||
---|---|---|---|
No |
|
2221 | 69% |
Yes |
|
996 | 31% |
Count |
Percent |
||
---|---|---|---|
Always |
|
524 | 16% |
Usually |
|
1331 | 41% |
Sometimes |
|
937 | 29% |
Rarely |
|
306 | 10% |
Never |
|
119 | 4% |
Count |
Percent |
||
---|---|---|---|
Strongly agree |
|
614 | 19% |
Somewhat agree |
|
1781 | 55% |
Unsure |
|
436 | 14% |
Somewhat disagree |
|
315 | 10% |
Strongly disagree |
|
71 | 2% |
Count |
Percent |
||
---|---|---|---|
Social Media Ads (Facebook, LinkedIn, Instagram, etc.) |
|
605 | 19% |
Email Marketing |
|
545 | 17% |
Blog Posts |
|
506 | 16% |
Organic Social Media Posts |
|
339 | 11% |
Website Content |
|
325 | 10% |
Other |
|
181 | 6% |
Videos |
|
149 | 5% |
PPC Ads |
|
104 | 3% |
Landing Pages |
|
93 | 3% |
Case Studies |
|
84 | 3% |
White Papers |
|
52 | 2% |
Original Research |
|
51 | 2% |
Print Ads |
|
47 | 1% |
eBooks |
|
43 | 1% |
Podcast Episodes |
|
27 | 1% |
Microsites |
|
22 | 1% |
Television Ads |
|
19 | 1% |
Billboards |
|
16 | 1% |
Radio Ads |
|
9 | 0% |
Podcast Ads |
|
0 | 0% |
Count |
Percent |
||
---|---|---|---|
Always |
|
264 | 8% |
Sometimes |
|
944 | 29% |
Unsure |
|
1193 | 37% |
Rarely |
|
301 | 9% |
Never |
|
515 | 16% |
Count |
Percent |
||
---|---|---|---|
Email Service Provider (ex: Mailchimp, Campaign Monitor, Constant Contact, ActiveCampaign, etc.) |
|
2489 | 77% |
Analytics Platforms (ex: Google Analytics, Kissmetrics, Mixpanel, etc.) |
|
2251 | 70% |
Graphic Creation Tools (ex: Canva, Piktochart, Infogram, Venngage, etc.) |
|
1845 | 57% |
Social Media Platform (ex: Hootsuite, Sprout Social, Falcon.io, etc.) |
|
1656 | 52% |
Social Media Scheduling Tool (ex: Buffer, MeetEdgar, etc.) |
|
1458 | 45% |
CRM |
|
1245 | 39% |
SEO Software/Platform |
|
1133 | 35% |
Task Management Software (ex: Any.do, Todoist, Wunderlist, etc.) |
|
991 | 31% |
Project Management Software |
|
917 | 29% |
Marketing Automation Platform |
|
698 | 22% |
Landing Page Software (ex: Unbounce, LeadPages, Instapage, etc.) |
|
669 | 21% |
Marketing Management Platform |
|
490 | 15% |
Digital Asset Management Platform |
|
268 | 8% |
Count |
Percent |
||
---|---|---|---|
Strongly Agree |
|
482 | 15% |
Somewhat Agree |
|
1582 | 49% |
Unsure |
|
557 | 17% |
Somewhat Disagree |
|
468 | 15% |
Strongly Disagree |
|
128 | 4% |
Get the context you need to make better decisions about your marketing management and strategy. With this complete report, you’ll get additional insight and analysis to understand exactly how this data correlates with marketing success, and better understand what separates top teams from those that are struggling.
See how in-house and agency marketing teams are approaching strategy and management to achieve success.