Agribusiness Digital Marketing Maturity

Where do you score

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Digital Marketing Maturity

Looking to maximise your company's digital marketing capability?

Take the Agribusiness Digital Marketing Maturity Framework quick assessment now and within a few short minutes, you'll have a personalised dashboard showing the level vou're at now and what you can do to maximise your capabilities and get ahead of the competition.

GET YOUR SCORE

Who It's For

Marketing Professionals

Marketing professionals working in agribusiness who want to take their digital marketing programmes to the next level.

Agribusiness Leaders

Agribusiness leaders who are looking for opportunities to grow their business and get better results.

Senior Sales

Senior sales people looking to utilise digital marketing to generate leads from perspective farming customers.

Why Should You Get Your Score?

PERSONAL DASHBOARD

Get a personalised dashboard showing how advanced your current level of digital marketing activity is.

DIGITAL OPPORTUNITIES

Find out about the additional opportunities in digital marketing that you are currently missing out on.

FREE CONSULTATION

Get the opportunity to have a free 30 minute consultation to discuss your score with our Head of Digital, Rob Marsden.

RESEARCH & INSIGHTS

Get access to all of our latest research and insights on digital marketing in the ag sector to get ahead of the competition.

GET YOUR SCORE

Question 1/10

Organisation

How would you describe the level of buy in and budget at your company?

(Choose one of the options below)

1

No board level buy in and no budget assigned to digital marketing activity

2

No board level buy in but some budget is assigned to digital marketing activity

3

There is board level buy in but no budget is assigned to digital marketing activity

4

There is board level buy in and budget is assigned to digital marketing activity but this is much smaller than offline marketing budgets

5

There is board level buy in and budget is assigned to digital marketing activity which matches or exceeds offline marketing budgets

Question 2/10

Organisation

What kind of resource and skills does your company have?

(Choose one of the options below)

1

No in-house digital marketing skills and no agency appointed

2

Some basic digital knowledge in-house but no agency appointed

3

Some basic digital knowledge in-house and an agency appointed but more agri comms focussed than digital specialists

4

Some basic digital knowledge in-house and an agency appointed that have a strong digital offering and proven results with digital marketing in ag

5

In-depth digital knowledge in-house and an agency appointed that have a strong digital offering and proven results with digital marketing in ag

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Question 3/10

Strategy and Channels

How sophisticated is your digital strategy?

(Choose one of the options below)

1

No defined digital marketing strategy or activity

2

No defined digital marketing strategy but with occasional activity

3

No defined digital marketing strategy but regular activity is carried out

4

Defined digital marketing strategy in place but the activity doesn’t play a major role in customer acquisition

5

Defined digital marketing strategy in place and the activity plays a major role in customer acquisition

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Question 4/10

Strategy and Channels

What does your digital marketing and channel specific strategy look like?

Examples of channels are SEO, paid search, email marketing, etc ... The definition of an integrated strategy is one that joins up the channel activity to meet the objectives of a wider digital strategy.

(Choose one of the options below)

1

No channel activity taking place

2

No defined channel strategies are in place but some activity is being run

3

Ongoing campaigns are being run across all key digital channels but no defined strategies are in place to guide the activity

4

A defined strategy is in place for all channels and ongoing campaigns are being run inline with the strategies

5

Data and insights inform a high-level integrated digital strategy with channel strategies and ongoing activity being informed by and feeding into the higher level digital strategy

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Question 5/10

Analytics & Data

How would you describe how your company uses analytics and tracking?

A common example of a web analytics platform would be Google Analytics. The definition of first party data is data captured on customers or prospects, with consent, through interactions on owned channels such as your website.

(Choose one of the options below)

1

No web analytics in place and no provision to collect first party data

2

Web analytics in place but not being used to inform activity. No provision to collect first party data

3

Web analytics in place and being used to inform activity. No provision to collect first party data

4

Web analytics in place and being used to inform activity. First party data being collected but not fully utilised

5

Web analytics in place and being used to inform activity. First party data being collected and fully utilised

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Question 6/10

Analytics & Data

How does your company assign value to different marketing activities?

The definition of attribution is how lead or sales values are assigned to your marketing activity based on your various customer touch points. Last click attribution means that 100% of the value is given to the last touch point, even when other touch points may have contributed to the sale.

(Choose one of the options below)

1

No web analytics in place and therefore no consideration given to attribution

2

Web analytics in place and last click attribution being used. No further consideration given to attribution modelling. If lead gen, only website conversions being tracked and used to optimise campaigns

3

Last click attribution being used but there’s an awareness of other models and how exploring them might improve overall performance. If lead gen, only website conversions being tracked and used to optimise campaigns

4

Different attribution models have been explored and compared with some thought given to which might best suit the organisation and its sales cycle. If lead gen, can track the sales cycle end to end and optimise campaigns for increased sales

5

Custom attribution model in place and being used to inform strategic decisions. Full end-to-end sales process being tracked for maximum visibility of performance and optimisation of campaigns

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Question 7/10

Analytics & Data

How do you leverage user journeys and retargeting?

A user journey is the mapping of the typical touch points a prospective customer will make when interacting with your business. Retargeting is showing messaging, normally through online advertising, to users who have previously engaged with your online ecosystem.

(Choose one of the options below)

1

No audience data is being collected and no user journeys have been mapped

2

Basic audience data is being collected but not used to support channel performance and user journeys are not mapped

3

Basic audience data is being collected and used to support channel performance with at least one defined user journey in place

4

Multiple key audiences are being built and used to aid a well defined series of user journeys. First party data not being fully utilised

5

Multiple key audiences are being built and used to aid a well defined series of user journeys. First party data is being fully utilised

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Question 8/10

Martech & Automation

How sophisticated is your company’s martech stack integration?

Martech is short for marketing technology. A stack simply means all the software and systems you use to run your marketing campaigns such as your CRM, email marketing platform, website insights tools, etc... Integrating these is about joining them together in an automated way.

(Choose one of the options below)

1

No martech being used

2

A martech stack is in place but isn’t integrated

3

The martech stack is partially integrated

4

The martech stack is fully integrated but not yet being used to its full potential

5

The martch stack is fully integrated and being used to its full capability in order to maximise performance and ROI

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Question 9/10

Martech & Automation

How would you describe where you're at with on-site conversion testing and personalisation?

Conversion testing is A/B or multivariative testing on your website to find out what works to maximise conversion rates. On-site personalisation could take various forms from personalised product or content recommendations based on a user's purchase history through to dynamic content based on location.

(Choose one of the options below)

1

No on-site testing takes place and no personalisation functionality is available

2

Simple A/B tests take place infrequently but with no defined strategy or programme in place

3

Regular A/B and multivariate tests take place that are part of a defined conversion and UX testing programme. No website personalisation being explored

4

Regular A/B and multivariate tests take place that are part of a defined conversion and UX testing programme. Website personalisation actively being explored

5

Full-feature usability and testing programme in place with personalisation features being used to maximise UX and conversion on-site

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Question 10/10

Martech & Automation

Finally, what level of marketing automation do you use?

(Choose one of the options below)

1

No marketing automation in place

2

Basic automation in place such as email follow-up sequences for new leads

3

More advanced automation in place which enables the delivery of timely email messaging based on funnel stage and how the user interacts with your website

4

Advanced automation in place which enables the delivery of timely messaging across multiple channels based on funnel stage and how the user interacts with your website

5

Multi-channel, multi-medium automated marketing strategies in place across the whole customer lifecycle with proven effectiveness for sales and retention

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Your Channels

Channels

What marketing channels are you currently using?

(Choose all that apply)