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1、SUMMARY RESULTSMODERN APPROACHES TO MARKETINGFEBRUARY 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is the sole property of GatepointResearch and February not be used,reproduced or redistributed in any form including,but not limited to,print&digital form without express writt

2、en consent of GatepointResearch.WHO DID WE SURVEY?Between September 2023 and February 2024,Gatepoint Research invited selected executives to participate in a survey themed Modern Approaches to Marketing.A select group of candidates from several industries in the United States were invited via email

3、and 100 executives have participated to date.Management levels include 47%who hold CxO titles,21%who are VPs,31%who are directors,and 1%who are senior or department managers.All are in decision-making positions,offering an exclusive look into the strategies and challenges at the highest levels of th

4、eir organizations.100%of responders participated voluntarily;none were engaged using telemarketing.Summary Results|February 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is the sole property of GatepointResearch and February not be used,reproduced or redistributed in any form

5、 including,but not limited to,print&digital form without express written consent of GatepointResearch.EXECUTIVE SUMMARYThis report provides a comprehensive overview of the current state of marketing and partnership programs in various industries,as scored by top executives.One notable revelation is

6、that affiliate/partnership marketing can improve team efficiencies,while decreasing manual workloads.Despite the common perception of marketing programs being resource-intensive,many leaders find them to be a source of efficiency.The findings show that industry leaders are seeking to increase leads,

7、sales,and brand awareness,while also improving customer experience and the bottom line.Although theyre often hindered by limited budgets and resources,these challenges are shaping strategies and objectives.Respondents feedback also underscores the ongoing cycle of ad spend.Similar to the always-on n

8、ature of content marketing,ad spending remains constant or even decreases for a significant number of organizations,indicating a strategic shift towards more cost-effective channels.The findings bring together insights from 100 decision-makers,offering unique perspectives not commonly seen elsewhere

9、.Summary Results|February 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is the sole property of GatepointResearch and February not be used,reproduced or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResea

10、rch.Key FindingsObjectives and ChallengesIncreasing leads,sales,and pipelines emerged as top priorities for organizations over the next year(47%).However limited budget(66%)and resources(57%)remain significant hurdles in achieving these marketing goals.Budget and SpendIn 2023,marketing budgets remai

11、ned unchanged for 42%of organizations,decreased for 39%,and increased for 19%.Looking ahead,47%of companies expect their ad spend to stay the same,while 27%plan an increase and 26%foresee a decrease.Partnership ProgramsRegarding managing affiliate or partnership programs,30%of organizations handle t

12、hem in-house,while 14%employ agencies.Interestingly,theres an untapped opportunity as 38%of respondents dont have an affiliate marketing program yet.Partners and Program ObjectivesMedia publishers are the preferred partners for 57%of surveyed organizations.The primary aim of these partnerships is to

13、 boost business revenue(60%).Surprisingly,many organizations discovered that such programs can also enhance team efficiencies and reduce manual workloads(38%).Copyright 2024 Gatepoint Research.All rights reserved.This report is the sole property of GatepointResearch and February not be used,reproduc

14、ed or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResearch.What are your highest-level objectives in the next 12 months?Increases to leads,sales,and pipelines are the highest level objectives for surveyed organizations in the

15、next 12 months.Summary Results|February 202447%37%36%33%22%2%Increase leads/sales/pipelineDrive brand awareness across newaudiencesGrow marketings revenue contributionImprove the customer experienceBe more efficient,improve thebottom lineOtherCopyright 2024 Gatepoint Research.All rights reserved.Thi

16、s report is the sole property of GatepointResearch and February not be used,reproduced or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResearch.What are the biggest obstacles to achieving your goals?66%57%28%21%11%6%Limited bud

17、getLimited resourcesInsufficient marketing technologystackMacroeconomic uncertaintyRising customer acquisition costsHiring and retaining marketingtalentObstacles standing in the way are budget limitations(66%)and limited resources(57%).Summary Results|February 2024Copyright 2024 Gatepoint Research.A

18、ll rights reserved.This report is the sole property of GatepointResearch and February not be used,reproduced or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResearch.How has your marketing budget shifted in 2023?19%39%42%Increa

19、sedDecreasedStayed the sameFor many,marketing budgets have stayed the same(42%)or decreased(39%).Just under a fifth report a growth in their budget.Summary Results|February 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is the sole property of GatepointResearch and February no

20、t be used,reproduced or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResearch.How will your ad spend change over the next 6 months?27%26%47%IncreaseDecreaseStay the sameIn keeping with their reported marketing budgets,47%say th

21、eir ad spend is projected to stay the same.Summary Results|February 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is the sole property of GatepointResearch and February not be used,reproduced or redistributed in any form including,but not limited to,print&digital form without

22、 express written consent of GatepointResearch.38%30%14%12%5%1%N/A,we do not have an affiliate/partnership program yetIn-house solutionAgencyAffiliate networkAd hoc or manuallySaaS-based partnership management platformIf you currently have an affiliate/partnership marketing program,how is it managed?

23、For those who currently utilize partnership or affiliate marketing programs,most are managed in-house.There is potential opportunity to introduce an affiliate marketing program with 38%of respondents.Summary Results|February 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is th

24、e sole property of GatepointResearch and February not be used,reproduced or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResearch.What types of partners do you work with?57%40%34%33%29%13%1%Media publishersInfluencersAffiliates

25、Customers as ambassadorsComplementary businessesNone of theseOtherWhile all of the represented partners have some traction with surveyed organizations,media publishers are the most common,cited by 57%.Summary Results|February 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is t

26、he sole property of GatepointResearch and February not be used,reproduced or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResearch.What are or would be the main objectives for your affiliate or partnership program?60%27%24%20%1

27、8%14%8%3%Grow business revenueManage a cost-effective marketing channelBrand expansion in the marketplaceOptimize customer experience and incentivizecustomer loyaltyRemain innovative in a competitive landscapeIncrease ROAS,by only paying for sales andleadsImprove team efficiencies and decreasemanual

28、 workloadOtherAbove all,respondents view the main objective of working with an affiliate or partnership program as an opportunity to grow business revenue.Summary Results|February 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is the sole property of GatepointResearch and Febr

29、uary not be used,reproduced or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResearch.38%24%23%22%19%18%16%2%Improve team efficiencies and decrease manual workloadGrow business revenueManage a cost-effective marketing channelOpt

30、imize customer experience and incentivize customer loyaltyIncrease ROAS,by only paying for sales and leadsRemain innovative in a competitive landscapeBrand expansion in the marketplaceOtherWhat objectives,if any,are you surprised that affiliate or partnership marketing could help you achieve?Many ar

31、e surprised to learn that partnership program value adds include improvements to team efficiencies and decreases to manual workloads(38%).Summary Results|February 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is the sole property of GatepointResearch and February not be used,

32、reproduced or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResearch.53%33%24%24%18%12%15%Tracking and reporting for performance insightsFinding partners that align with my brandOnboarding new and/or engaging existing partners i

33、n myprogramManaging the full lifecycle of all partner types(e.g.,affiliates andcreators)in one placeMonitoring my partnerships for non-compliant behavior;preventing fraudManaging partnership contracts;paying partnersN/AWhat partnership program capabilities need to be added or improved to meet your b

34、usiness goals?Tracking and reporting for performance insights is the top capability that would help surveyed organizations meet business goals.Summary Results|February 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is the sole property of GatepointResearch and February not be

35、used,reproduced or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResearch.JOB LEVELCxO 47%VP 21%Director 31%Manager 1%99%of respondents to this survey hold executive or director-level positions in their organization.Summary Resu

36、lts|February 2024Copyright 2024 Gatepoint Research.All rights reserved.This report is the sole property of GatepointResearch and February not be used,reproduced or redistributed in any form including,but not limited to,print&digital form without express written consent of GatepointResearch.About the

37、 C,the worlds leading partnership management platform,is transforming the way businesses create and manage all types of partnershipsincluding with influencers and creators,commerce content publishers,other businesses,traditional rewards affiliates,and more.The companys powerful,purpose-built platfor

38、m makes it easy for businesses to create,manage,and scale an ecosystem of partnerships with the brands and communities that customers trust to make purchases,get information,and entertain themselves at home,at work,or on the go.To learn more about how s technology platform and partnerships marketplace is driving revenue growth for global enterprise brands such as Walmart,Uber,Shopify,Lenovo,LOreal,Fanatics and Levis,.Summary Results|February 2024