What kind of marketer are you? When it comes to small business marketing, successful marketers need to understand many different areas of marketing. Strategy, planning, marketing automation, demand generation, brand awareness and the list goes on. Marketers tend to know where their strengths lie, but very few know where there is an opportunity to develop as a better marketer.
Now, take the perspective of a small business owner who is committed to growing their business. The owner knows they need marketing but doesn’t have the time, knowledge or expertise to do it all themselves. If the owner is bringing the marketing in-house, then a marketer will be hired.
As a small business owner, a lot of trust is often given to marketing to do the right things. Trust is required because owners don’t have a good way to measure marketing efforts. Sure, there are methods out there to measure marketing, but often the measurement is done by the marketer.
INC Marketing has developed a Benchmark Assessment for Marketers tool. The free tool is used by marketers and small business owners to understand better the breadth of knowledge a marketer has.
The Benchmark Assessment is made up of 170 online questions and takes about 30 minutes to complete. Questions include:
I work with customers to create case studies and customer success stories.
I write various types of articles on a wide range of topics for our blog.
I forecast, measure, and report the results of various projects with partners, including co-created and/or co-branded content promotions, lead sharing, and/or event partnerships.
Every question has five possible responses:
After answering the 170 questions, the data is assessed, and the marketer is given a benchmark score represented as a percent.
In addition to the benchmark score, a report is provided that indicates the strengths and weaknesses of a marketer. There are six main categories evaluated:
- Content marketing & strategy
- Creative, events, & PR
- Demand generation
- Product marketing
- Upsell, renewal, & retention
The purpose of the tool is to provide a benchmark for marketers use to become better marketers. The idea isn’t to score 100%, rather, the idea is to understand where a marketer stands today and use the data in the report to improve. A marketer would then reassess in 6-12 months using the tool and compare the new benchmark to the previous one.
So for marketers or small business owners who want to encourage their marketing staff to excel, the Benchmark Assessment tool from INC Marketing provides an excellent starting point.