By Vlad andrianov, ADMA
The ADMA Acquisition and Lead Generation Expert Group has just reviewed the results of its poll that went out to 15 leading Australian companies. The poll’s results shed some light on current industry trends, say group members.
“The survey raised more questions about the industry, which shows the complexity of acquisition as a marketing stream”, that’s according to Anna Guerchenzon, Senior Marketing Specialist at Telstra.
The poll’s results suggested that half of the responders currently don’t split their retention and acquisition teams. Abramo Ierardo, General Manager at Action Mailing Lists (AML), thinks the lack of “specialist acquisition teams hints at a recognition problem that the skills are different”.
IAG’s Senior marketing professional George Cook also thinks that “the fact that the majority of up-sell and cross-sell is driven by retention (62%) rather than acquisition (25%) teams suggests a more specialist skill set is required to grow the value of customers”.
Chris Maloney, Digital Marketing Director at McWilliams Wines Group, says “the poll shows that for the majority, acquisition is still KPI’d primarily on revenue (69%) and lead volume (62%)”. He also thinks that as marketers ask this question over the coming years “we will see a shift in acquisition KPIs towards a return on marketing investment”.
For a detailed report on the poll results and more insights from ADMA Experts, head to ADMA Knowledge Lab: