Marketers are confident in their effectiveness in the awareness (69%) and consideration (59%) stages of the customer lifecycle, but these ratings drop as the lifecycle progresses, with fewer than one-third believing they are effective in the advocacy stage. That’s according to results from a Demand Metric survey sponsored by Salesforce Pardot, which finds little investment in the latter stages of the journey.
Indeed, fewer than half of the 170 survey respondents – the majority of whom are B2B-focused and all of whom use video as a form of marketing content – reported ample or adequate investment in the retention and advocacy stages of the lifecycle. In fact, participants estimated spending twice as much on new customer acquisition than on customer retention, even as they reported that existing customers account for a larger share of their revenues than new customers. Read the rest at MarketingCharts.