How many demand generation programs/campaigns do you run on an annual basis?

7–1013.8%

1–3 8.3%

11–1510.1%

4–618.4%

15+49.5%

(Down 10.9% from last year)

What are the goals of your demand generation programs/campaigns? (Select top 3)

Quality of Leads 81.7%

Volume of Leads 47.7%

Brand Awareness 45.9%

Customer Cross-Sell/Upsell 53.2%

Customer Retention 29.4%

What are the biggest obstacles to achieving your demand generation goals?

0

10

20

30

40

50

Lack of budget

Limited skill set

No defined strategy

Lack of technology

Limited resources

22

8

1619

44

Do you create content that speaks to every memember of the buying committee?

No 65.1%

Yes 34.9%

Is lead nurturing part of your holistic, closed-loop demand generation strategy, or do you run separate lead nurturing campaigns?

It is a specific stage in the Demand Generation Strategy.

56.0%

It is treated separately.

44.0%

Please rate the skill set of your marketing personnel in terms of executing demand generation strategy.

Very Effective7.3%

Effective 42.2%

Somewhat effective45.0%

Not at all effective5.5%

How many different marketing tactics (email, social media, direct mail, telemarketing, etc.) do you use to deliver your content?

1 0.9%

2-4 33.0%

5-7 40.4%

8-10 12.8%

11-15 4.6%

15+ 8.3%

Do marketing and sales have a common set of KPIs that they both use to measure success?

We are moving towards a common set of KPIs

23.9%

No

49.5%

Yes

26.6%

2 0 1 5 B 2 B E N T E R P R I S E

D E M A N D G E N E R AT I O N S U RV E Y2nd Annual Benchmarking Study from

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