Every marketer faces different challenges. Although we typically share similar goals, some teams are stuck on hiring top talent, while others are having trouble finding the right technology for their needs.
Whatever the case may be, there's always at least one area you can improve to turn your marketing into an even more effective revenue generator.
But marketing is often fast-paced, so it can be difficult to identify which areas you'll want to develop to facilitate stronger growth in 2021 and beyond. For that reason, it's important to pause for a moment and reflect on the biggest challenges marketers feel they're going to face this year.
Why? Because problems are much easier to tackle once you've correctly identified them.
So ... what's happening in 2021?
Below, let's review the current global marketing issues impacting the industry, according to marketing experts.
Biggest Marketing Challenges [New Data]
To start, I surveyed over 120 marketers to gauge the biggest challenges affecting the industry as a whole.
By far, "Generating traffic and leads" was marked by nearly half as the biggest challenge marketers are facing this year.
This challenge was followed by 21% who said "providing ROI for your marketing activities" was their biggest challenge.
"Delivering an account-based marketing strategy" (8%), "securing enough budget" (6%), and "managing your website" (5%) were the other three notable challenges marketers feel they're facing in 2021.
It's important to note, a few other marketers marked "targeting content for an international audience", "training your team", and "hiring top talent" as their top challenge ... but these three challenges were marked by less than 3% of the respondent pool, so they're less statistically significant.
Let's dive into these in more detail, along with expert tips to combat these challenges, next.
Top Global Marketing Challenges of 2021
- Generating Traffic and Leads
- Providing ROI for Your Marketing Activities
- Securing Enough Budget
- Managing Your Website
- Targeting Content for an International Audience
- Training Your Team
- Hiring Top Talent
- Delivering an Account-Based Marketing Strategy
1. Generating Traffic and Leads
Generating enough traffic and leads is the top global marketing challenge in 2021, according to the data mentioned above.
HubSpot's new State of Marketing report supports this — in fact, "Generating more leads" is the top priority of marketers in 2021.
Why It's a Challenge
John Lee, Head of Evangelism at Microsoft Advertising, believes that generating leads will be a particularly big challenge for marketers in 2021. He told me, "Getting quality traffic isn't a challenge today, and likely won't be tomorrow. There has been growth in search and content marketing in 2021. New channels continue to surface and show promise, too (TikTok or audio chat rooms anyone?)."
"Through the 2nd half of 2021 and beyond, the challenges will lie elsewhere – maintain and growing leads or sales, tracking and scaling, etc."
Written by Caroline Forsey @cforsey1
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