2016 B2B ENTERPRISE DEMAND GENERATION STUDY RESULTS October 27, 2016
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2016B2BENTERPRISEDEMANDGENERATION
STUDYRESULTSOctober27,2016
• DrivetransformationinEnterpriseB2BOrganizations
• Focusedonalignmentofpeople,process,content,technology&dataaroundthebuyerandtheirbuyingpathi.e.DemandProcess
• Atlantaheadquarterswith30+marketersandstrategists
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WHO IS ANNU ITAS?
B 2 B D EMAND G EN ER AT I ON S TR ATEG Y & C H ANG E MANAG EM ENT
CORE AREASOF FOCUSFOR THE STUDY
• B2BEnterpriseDemandGeneration• BuyerPersona
• ContentMarketing
• LeadNurturing
• LeadManagement
• OrganizationalDesign
• MarketingTechnology
• Measurement/KeyPerformanceIndicators
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KEY F INDINGS – WE ARE GETT INGBETTER
2016surveyshowsincrementalimprovementoverpreviousyearsinoverallmaturity,butworkisstillneededinotherareas
DEMANDGENERAT ION – TOOMANY CAMPA IGNS
2016 2 0 15
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BUYER PERSONAS
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CONTENT MARKET ING
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S P EN D IN G I S I N CR EA S IN G… .
CONTENT MARKET ING
YET, SOMETH IN G I S S T I L L M I S S I N G
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LEADMANAGEMENT
COMP LE X IT Y IN LE AD MANAGEMENT
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ORGANIZAT IONAL DESIGN
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ORGAN IZ ED C HAO S?
MARKET INGTECHNOLOGY
BE ST P RAC T IC E S ST I L L NO T IN FU LL E F F E C T
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MARKET INGTECHNOLOGY
E FFE C T IV ENE SS H AS INC REASED , HOWEVER…
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Only38%oforganizationshavecommonKPIs-almostthesamenumberdonot.
MEASUREMENT/ KEY PERFORMANCE INDICATORS
AL IGNMENT ?
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• Organizationsseethevalueindemandgeneration
• Marketersstillfocusontacticsvs.strategicplanning
• Contentmarketingisstillhighlyvaluedwithbudgetsincreasingannually
• However,effectivenessofcontentmarketingcannotfullybetracked
• Marketingtechnologyadoptionisnotslowingdown
• Trainingandmarketingenablementisstillneededandwouldimpacteffectivenessofprograms,contentandtechnology
• MeasurementandalignmentonKPIsneedimprovement
2016 SUMMARY
THE GOOD , TH E B A D A N D TH E UG LY
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WHERE TO FOCUS?
S TR ATEGY, TR A IN IN G , M EA SUR EMEN T
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• Focuslessoncampaignsandmoreonperpetualprograms
• Creatingmorecontentisnotgoingtodrivemorerevenue
• Investintrainingofmarketingteams,bettertrainedteamsmeanbetterresults
• Ensuremarketingtechnologypurchasessupporttheoverallstrategy,notdetermineit
• Trackandmeasureeverything.Datamattersforoptimization
• AlignmentonKPIsacrosstheorganization,notjustmarketingandsales
THANKYOU
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