2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Demand Generation Overview
FULL VERSION WITH ANALYSIS
01 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Executive Summary
Executive Summary KEY TAKEAWAYS This is the second year ANNUITAS has conducted its »» The majority of firms are only seeing marginal effectiveness from their demand generation B2B Enterprise demand generation Study. As the only programs. 69% of firms stated they are only study that focuses solely on the enterprise, this study moderately effective. If marketers are going to get the ever elusive seat at the table, they provides deep insight into the current state of demand must drive better results from their demand generation and some of what is holding marketers back generation investments. as they seek to drive pipeline and revenue as a result of »» The overwhelming majority of organizations have driving quality leads as their number their demand generation activities. one demand generation goal with almost 82% Overall, compared to last year, the results have improved which we stating this as their top objective. However, only 30% are using this metric as a measure of take to mean that marketers are gaining in demand generation maturity their success showing a continued disconnect and sophistication. However, there is still a lot of work to be done. between what marketers say they want to do Many organizations are still struggling to connect all of the necessary and what they are reporting to the business. components needed to make demand generation a strategic growth »» Corporate Marketing is still playing a key role driver in their organizations. in demand generation which is a misplaced effort. Organizations need to invest in demand Our hope as you read through this study, is that it helps provide clarity generation focused personnel that are well in what needs to be done in your organization in order to better drive funded and equipped to develop content and programs specific to generating pipeline and demand in a strategic manner. Overall, there is a need for more change revenue. and advancement and the time is now. We hope this survey and results
»» Content spending continues to be on the rise serve as a small catalyst to make this happen! with more than half of organizations expecting to spend more on their content marketing in 2016.
»» Buyer centricity is lacking in content and demand generation strategy as only 35% Carlos Hidalgo of organizations develop content for every CEO, ANNUITAS member of the buying journey and 50% of orgs do not or only occasionally align content to buyers pain points and challenges.
02 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Demand Generation Overview
How many demand generation DEMAND GENERATION OVERVIEW programs/campaigns do you run on an annual basis? A campaign-centric approach to demand generation is a red flag which Marketers are continuing to take a tactical approach to demand generation with nearly 50% running 15+ could indicate a demand generation campaigns a year. While this is a 10% decrease from last approach dominated by tactical year, it still points to the focus on tactical versus strategic activities rather than a strategic plan. demand generation.
1–3 4–6 7–10 8.3% 18.4% 13.8%
11–15 15+ 10.1% 49.5%
(Down 10.9% from last year) 03 8. How often do you run your Demand G eneration C ampaigns?
When R equired/No S et T iming 23.9%
2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Perpetually - T hey Are Always On 42.2% Demand Generation Overview
Monthly 14.7%
9. What are the goals of your Demand G eneration programs/campaigns? (S elect top 3) Annually 0.9% 100 Quarterly 18.4%
How often81 .7%do you run your demand generation campaigns? 80
When Required/No Set Timing 23.9%
60 Monthly 14.7% 53.2% 47.7% 45.9% Quarterly 18.4% 40 Annually 0.9% 29.4%
Perpetually20 — They Are Always On 42.2%
0 ¼ ¹∕� ¹∕� ¼ Quality of Leads Volume of Leads Brand Awarenes s C us tomer C ros s -S ell / Ups ell C us tomer R etention 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%
Like last years study, the overwhelming goal of demand focused programs targeted to their existing customers.
generation is to drive quality¼ of leads, ¹∕with� only a slight This is an area where¹∕� organizations¼ need to improve increase of 4%. However, like last year's study, less than as this is a greenfield revenue opportunity in most 30% of organizations are looking at demand generation organizations.
8
04
9 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Demand Generation Overview 11. What are the biggest obstacles to achieving your Demand G eneration goals?
Lack of budget 14.7%
Limited res ources 40.4% How effective are your demand generation Limited s kill s et 17.4% programs/campaigns at achieving your primary goal(s)?
This year we gave more choices for the responses Very Effective Moderately effective as last year only 2.8% of respondents said they were 10.7% 69.6% effective. NThoseo define d whos trat earegy 20 .2moderately% effective increased Lack of technology 7.3% from last years study by almost 31% showing an overall gain. However, the majority of companies are still not seeing consistent success with their demand generation Lack of budget 14.7% programs which indicates continued issues in terms Limited skill set 17.4% of organizational skills and overall maturity in demand generation execution. No defined strategy 20.2%
LackNot ofat technology all effective Do7.3% not know as we 8.9% cannot track our success Limited resources 40.4% 10.7%
¼ ¹∕� ¹∕� ¼ What are the biggest obstacles to achieving your demand generation goals?
50 44
40
30 22 19 20 16 8 10
0
Lack of budget Limited skill set No defined strategy Lack of technology Limited resources
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11 12. What is your P R IMAR Y measure of success for Demand G eneration programs/campaigns?
2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Demand Generation Overview
What is your PRIMARY measure of success for demand generation programs/campaigns?
Opens, Clicks, Impressions, etc. 11.9%
Net New Leads 7.3%
New Activity at Known/Target Accounts 3.7%
Qualified Leads Delivered 29.4%
Opportunities Delivered 7.3%
Pipeline Generated 18.4%
Revenue Generated 19.3%
No Consistent Measurement 1.8%
Other 0.9%
It is interesting to note that almost 82% of organizations delivered. The lack of strategic measurement shows have quality leads as their top objective, yet only 20% are a further regression into tactics versus responding measuring this as an indicator of success. As compared to to the needs of the business and applying strategic last year, 8% fewer organizations are measuring revenue measurement to the organization. while there is slight improvement of those that measure impact to pipeline. The biggest drop (5%) came from those organizations that are measuring opportunities
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06 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Demand Generation Overview
Does your organization utilize buyer personas in the planning of demand generation programs and activities?
In planning Yes No stages 55.1% 14.7% 30.3%
It is exciting to see an increase in the number of While the increase in companies using buyer personas organizations that utilize buyer personas as part of their is increasing, it is alarming to see the number of demand generation programs with those using them organizations that still do not have personas in place as it increasing by 11% over last year. This shows an increased is then impossible to generate buyer-centric content. move to being buyer-centric and organizations doing the work necessary to better understand their buyers.
07 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Buyer Personas
As we saw last year, only 33% of organizations include the buying process as part of their buyer persona BUYER PERSONAS development and a new category added this year ‘Buying Process Stakeholders” showed that none of Buyer Personas are still an area that the respondents consider this all important factor. marketers struggle with, especially now Organizations are missing a big opportunity by not with the significance of buying committees deep diving into the nuances buyers take to make their that are commonplace in enterprise purchases and understanding the role their buyers play in organizations. Organizations will lack the purchase process. Marketers would do well to focus more on these points to get a clearer picture of their demand generation effectiveness without customers buying process. understanding the make-up and design of their buyers.
What criteria do you use to develop your buyer personas? (Choose all that apply)
Job Title 59.6%
Job Function 75.2%
Size/Revenue of Company 45.0%
Product Interest 48.6%
Purchase Authority / Influence 46.8%
Core Buyer Pain Points 52.3%
Buying Processes 33.0%
Demographic Information (age, marital status, hobbies, etc.) 31.2%
Content Channel Consumption 27.5%
Obstacles that inhibit better engaging with the buyer 14.7%
Other 7.3%
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15 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Buyer Personas
Who is primarily responsible for the development of buyer personas in your organization? (Select all that apply)
Product Marketing 39.5%
Product Management 15.6%
Corporate Marketing 40.4%
Campaign Marketing Managers 35.8%
Line of Business Managers 7.3%
Sales 11.9%
Demand Generation 30.3%
Content Marketing 23.9%
Field Marketing 15.6%
It is interesting to see the role of corporate marketing as incorporate. Demand generation marketers need to opposed to the demand generation team when it comes assume greater control of their persona development in to buyer persona development. It is key to understand order to have increased success. there are certain criteria that are needed in demand generation personas that corporate marketing may not
09 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Buyer Personas
Which of the following do you consider when you are developing buyer personas? (Select all that apply)
Current market conditions of your prospects? 53.2%
Current customer interviews? 57.8%
Prospect interviews? 34.9%
Secondary research from analysts and industry publications? 52.3%
Sales team recommendations? 64.2%
Marketing team recommendations? 53.2%
We do not take any of these steps 4.6%
There are many different areas¼ to consider¹∕� when doing this. However,¹∕� the use¼ of secondary research into developing buyer personas and most organizations are persona development has decreased year-over-year. It now using a variety of sources to gain insight into their is imperative that organizations continue to use many customers. Only 4.6% of organizations do not use any different resources as they build buyer personas. No resources to develop buyer personas and that is down single source will deliver enough information for robust from the 2014 by 10.5%. persona development.
More organizations are using both internal and external sources to develop buyer personas with more than 50%
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01010 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Buyer Personas
Is sales involved in the development or approval of buyer personas?
Yes No Sometimes 39.5% 46.8% 13.8%
46.8 % of organizations now include sales as part of the and cause issues in terms of lead management process, development or approval of buyer personas. Although reducing the ROI of any demand generation efforts. this is an increase from last year by 5.3% it is still not Additionally, sales has a unique view of the buyer that enough to help with sales and marketing alignment. should be included in the development as par of the Without involving sales consistently in the buyer persona information that informs persona development. development, sales will likely discount the validity of the personas and this may lead to poor lead follow-up
01111 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Buyer Personas
How often do you refresh your buyer personas?
Every 3 months 11.0%
Every 6 months 10.1%
Every 9 months 4.6%
Annually 47.7%
Never 26.6%
Almost half of organizations (47.7%) only refresh buyer for these organizations to go beyond just refreshing ¼ ¹∕� ¹∕� ¼ personas annually while 26% never refresh them at all. personas, but make sure they are also updating their Surprisingly, 11% of organizations update their personas content if needed. every three months, which is a possible indication of ongoing measurement and optimization. It is important
01212 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Buyer Personas
A majority (75.2%) of organizations do take into account Do you take into account buying buying committees when creating personas at least at committees (i.e. multiple buyers involved times. This is question was not asked in the 2014 study in the purchase process) when you create so it is a data point to watch to indicate the importance of buyer personas? buying committees and their influence across all aspects of demand generation strategy.
Sometimes (Depends on the solution Yes No we are promoting) 41.3% 24.8% 33.9%
01313 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Content Marketing
With over 75% of organizations stating they have a content marketing strategy, clearly content is a focus CONTENT MARKETING in most organizations. While this number is expected to rise, it will be interesting to track the success The focus on content marketing is still organizations are having with their content in the future. going strong with little sign of stopping. More marketers are spending time and resources on content marketing, however, buying committees prove difficult for most marketers to address across the various channels.
Do you have a content marketing strategy?
Yes No I don't know 3.7% 76.2% 20.2%
01414 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Content Marketing
More than 50% of organizations will increase their spend How will your spend on content marketing on content marketing this year, indicating an increase in compare to last year? production of content. However, although most have a content marketing strategy in place to help guide them, tracking effectiveness of content across channels and throughout the buyers journey still proves difficult.
Will increase 54.1%
Will decrease 6.4%
Will stay the same 33.9%
I don’t know 5.5%
¼ ¹∕� ¹∕� ¼ Only half of organizations align content to their buyers Does your content align to your buyer’s pain points and challenges. This is an indication that pain points and challenges? much of the content being produced is not buyer-centric which will reduce the overall effectiveness as it will not be as relevant to buyers.
Yes No Sometimes 44.0% 50.5% 5.5%
01515 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Content Marketing
With only 35% of respondents creating content to serve Do you create content that speaks to the needs of every member of the buying committee, every member of the buying committee? companies that consider the priorities and pains of the influencers on buying committees will have an advantage over those that do not.
Yes 34.9%
No 65.1%
01616 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Content Marketing
Who is responsible for creating content in your organization? (Select all that apply)
Product Marketing 59.6%
Product Management 24.8%
Corporate Marketing 67.9%
Campaign Marketing Managers 56.0%
Demand Generation 35.8%
Line of Business Managers 11.9%
Sales 8.3%
Product marketing (59.6%) ¼still creates¹∕� a great deal of (67.9%) owning the¹∕� majority ¼ of content creation versus content for organizations, indicating content is still likely demand generation (35.8%) where it should be for focused on product versus buyer-centric, educational optimal results. content. This is also the case with corporate marketing
01717 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Content Marketing
Marketers are using a multi-channel approach to demand How many different marketing tactics generation and are using fewer tactics than last year (email, social media, direct mail, which indicates they may understand buyer preferences telemarketing, etc.) do you use to deliver a bit better than in years past. The rise of the buying your content? committee may have forced marketers to streamline their tactics to address multiple buyers and their needs in 2015.
1 0.9%
2-4 33.0%
5-7 40.4%
8-10 12.8%
11-15 4.6%
15+ 8.3%
¼ ¹∕� ¹∕� ¼
01818 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Content Marketing
Over 50% of organizations treat all content the same. The Do you assign lead scoring value or weight majority of organizations are missing out on opportunities to your content based on where it is used to uniquely target buyers with relevant content and then in the buyer’s purchase process? track content consumption and conversions throughout the journey. Marketers still have work to do in this area.
Yes, No, We do not define the specific content pieces are all downloads are worth purchase process of the worth more than others. the same amount of points buyer. in lead scoring. 47.7% 22.9% 29.4%
01919 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Lead Nurturing
Do you use Lead Nurturing as part of your LEAD NURTURING demand generation strategy?
Lead Nurturing is widely recognized as an essential part of demand generation, yet nearly 23% of organizations still do not use it as part Yes No 77.1% 22.9% of their strategy.
If you answered yes to the previous question, is Lead Nurturing part of your holistic, closed- loop demand generation strategy or do you run separate Lead Nurturing Campaigns?
It is a specific It is treated separately. stage in the Demand Generation Strategy. 44.0% 56.0%
02020 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Lead Nurturing
Even though the majority of organizations state they use Do you create specific content for lead lead nurturing, very few consistently create new content nurturing (middle of the funnel) that is for the nurture stage missing the opportunity to deepen different in tone and language from early the conversation with the buyer as they move through ¼ ¹∕� ¹∕� ¼ and late stage content? their buying process.
Yes 35.8%
Sometimes 38.5%
No 25.7%
02121 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Lead Management
The majority of organizations do have agreement on defined Lead Qualification Stages and Definitions. LEAD MANAGEMENT However, almost 40% have informal or lack any definitions which will impede demand generation success. Lead Management is a complicated process that requires regular attention and a clear feedback loop between marketing and sales — and yet close to 40% of enterprise companies do not have documented standards or SLA's between marketing and sales.
Are there defined Lead Stages, Lead Qualification Stages and Definitions that both marketing and sales agree on in your organization?
We have informal definitions but nothing Yes No is documented 60.6% 13.8% 25.7%
02222 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Lead Management
What lead stages do you use? (Select all that apply)
Inquiry/Contact 76.2%
Pre – MQL Stage 1 28.4%
Pre- MQL Stage 2 13.8%
MQL – Marketing Qualified Lead 73.4%
SAL – Sales Accepted Lead 53.2%
SQL – Sales Qualified Lead 66.1%
Closed (Won/Lost) 68.8%
Other 13.8%
Organizations recognize the importance of defining lead of organizations do not have defined lead stages and stages and the large majority ( 60%) have agreement agreement between the teams, a significant decrease between marketing and sales in this area. Less than 15% from last year at 26% .
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02323 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Lead Management
How do you score leads? (Select all that apply)
Score on behavioral activity 52.3%
Score on demographic (title, level) information 38.5%
Score on account-based criteria 42.2% (revenue, employee count, industry)
Score on the engagement channel 25.7%
Score based on call to action 48.6% (i.e. white paper download, email click, event attendance, Etc.)
Score based on action taken and where it 35.8% corresponds to the various stages of the buying cycle
We do not score leads 22.0%
Scoring leads based on behavioral activity is how the increase of 12.9% from 2014. The number of marketers majority of markets score leads in 2015, similar to 2014. who do not score leads at all has decreased slightly (5.4%) Account-based criteria (revenue, employee count, in the past year. industry) is another way 42% of marketers score leads, an
02424 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Lead Management
When does marketing pass leads to sales?
When they fill out a form 19.3%
Once they are qualified by our inside/ 45.0% outsourced lead development team
Once they have reached a certain lead scoring 26.6% threshold after multiple touch points
Other 9.2%
¼ ¹∕� ¹∕� ¼
Does your organization have specific lead routing rules that govern how qualified leads will be sent to sales?
Informally Yes No but nothing is documented 63.3% 16.5% 20.2%
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02525 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Lead Management
Defining a lead routing process is imperative to ensure Does your organization have Service Level that leads are acted upon in a timely fashion. However, Agreements (SLAs) between marketing and the majorities (55.4%) of organizations do not have or sales that define times for lead routing, have informal and undocumented SLAs between sales lead response and lead disposition? and marketing. This is an area to focus on in the future for organizations looking to improve demand generation.
Informally but nothing is Yes No documented 45.0% 31.2% 23.9%
02626 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Lead Management
Progressive profiling, a lead capture technique available How does your organization primarily across most all marketing automation platforms and with capture information on potential leads? tremendous advantages with regard to lead capture and lead scoring is still used by less than 16% of enterprise companies.
We have static web forms that ask for contact 20.2% information & one or two qualification questions
We collect as much information as we can on 18.4% each web form
We use a progressive profiling approach 15.6%
It varies from campaign to campaign 39.5%
We use outbound methods (email, telemarketing, 6.4% etc.) to try and capture information
22% of enterprise companies still process leads manually, How are leads routed in your a tremendous drain on resources and also often the organization? culprit behind data quality and duplication issues in marketing databases.
Lead routing Lead routing Lead routing is is automated is manual done via email via our technologies 22.0% 15.6% 62.4%
02727 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Organizational Design
ORGANIZATIONAL DESIGN
Best-in-class organizations have a central, dedicated team responsible for demand generation. However, most organizations still struggle to adhere to this standard.
Do you have a department that oversees all aspects of demand generation including the development of personas, creation of content, implementation of programs and measurement?
In planning Yes No stages 46.8% 42.2% 11.0%
02828 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Organizational Design
How is the demand generation organization aligned?
By function – email, events, We have a centralized Demand All demand generation marketing automation, field Generation department exists under a Line of Business marketing etc. that is responsible for all of or under an individual Line Demand Generation of Business 35.8% 38.5% 25.7%
How involved is sales in the design, review and approval of demand generation strategies?
Very involved, it is a collaborative and aligned approach 19.3%
We get sales feedback before a campaign/program is launched 30.3%
We have a formal training for them on what has been launched 7.3%
We update them on the new programs 33.9%
There is no alignment or collaboration between the two 9.2%
Once again this year, less than half of organizations have Additionally, there is still a significant lack of marketing a department or team dedicated to demand generation. and sales alignment with less than 20% of organizations In fact, the number decreased slightly this year indicating reporting that sales is very involved in the process. that organizations still do not understand the importance However, there was some improvement in the areas of of driving demand through a central team versus getting sales feedback and conducting formal training individual groups or silos as a lack of focus on demand in the last year although organizations still have a large generation is likely to minimize effectiveness. opportunity for growth in this area.
02929 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Organizational Design
Please rate the skill set of your marketing personnel in terms of executing demand generation strategy?
Very Effective Effective Somewhat effective Not at all effective 7.3% 42.2% 45.0% 5.5%
The skills gap that exists in organizations continues to at a disadvantage. Training of marketing and marketing exist in that less than 8% are very effective in executing enablement is an area for organizations to invest in to demand generation. Without the skilled personnel to help address this gap. run demand generation, the task of building pipeline and driving revenue leaves CMOs and marketing executives
03030 6. What marketing automation platform do you use? 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY None 12.8%
Marketing Technology Marketo 22.9%
Other 9.2%
Hubs pot 4.6%
Pardot (S ales force.com) 10.1%
MARKETING TECHNOLOGY Act-ON 1.8% S ilverpop 4.6% Oracle/E loqua 33.9% Modern Marketers use more technology today than ever before. The vast array of choices for technologies, coupled with the lack of integration and standardization across departments makes management and optimization difficult.
¼ ¹∕� ¹∕� ¼ What marketing automation platform do you use?
50
40 37
30 25
20 14 11 10 10 5 5 2 0
Marketo Oracle/Eloqua Silverpop Act-ON Pardot Hubspot Other None (Salesforce.com)
03131 6 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Marketing Technology
Are your marketing automation and CRM systems integrated?
Yes, but strictly one way marketing automation to CRM 27.4%
Yes, bi-directional integration with CRM changes applied to MAS 43.2%
I'm not sure 13.7%
No 15.8%
How do you manage the use of marketing automation?
We have a team of power users that are responsible for building and 41.1% managing the campaigns (centralized)
We use it as a business application and have numerous people 21.1% in the various regions trained on how to use it (decentralized)
We have a mix of power users and people trained in region (hybrid) 20.0%
We are struggling with a plan to effectively manage our marketing 17.9% automation tools
Organizations will get more from their marketing results. However, less than 22% are using automation automation platforms by having a decentralized team in this manner and some organizations are struggling on of users that can use the application to drive business how to use these platforms strategically.
03232 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Marketing Technology
The use of marketing automation has been difficult to Has your organization been effective with quantify for many organizations. However, the majority of the use of marketing automation? organizations (65.3%) report being somewhat effective or very effective in their use of automation. This is positive indication for the industry and for B2B organizations.
Yes, we have been very We have been Marketing automation effective and it has had somewhat effective in has not delivered the a big impact on our contributing to pipeline expected ROI pipeline and revenue and revenue 14.7% 20.0% 65.3%
03333 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Marketing Technology
What other marketing applications does your organization use? (Select all that apply)
Blogging 59.6% (Wordpress, Typepad, Etc.) Up 1.1% from last year
Business Intelligence/Marketing Analytics 40.4% (Tableau, Lattice Engines, Domo, Etc.) Up 8.3% from last year
Content Marketing Software 17.4% (Compendium, Kapost, Etc.) Down 2.4% from last year
Data Append Technologies 15.6% (Ringlead, CRMFusion, Reachforce, Etc.) Down 0.4% from last year
Email Service Providers 38.5% (ExactTarget, Bronto, Constant Contact, Etc.) Down 5.8% from last year
Marketing Resource Management 14.7% (Teradata, Unica, Orbis, Etc.) Down 3.2% from last year
Social Media Management/Analysis Platforms 55.1% (Hootsuite, Salesforce.com/Radian6, Etc.) Down 13.8% from last year
Web Analytics 85.3% (Google Analytics, Webtrends, Adobe/Omniture, Etc.)
Web Content Management System 40.4% (Drupal, Clickability/Limelight, Sitecore, Etc.)
Personalization and Targeting 29.4% (Demandbase, Marketo/Insightera, Etc.)
Other 7.3%
03434 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Marketing Technology
Who owns the governance of your marketing technology?
70 66
60
50
40 35
30
20
10 6 2 0
Marketing Co-owned by IT Other marketing and IT
¼ ¹∕� ¹∕� ¼ Despite increased investment in marketing technology, Is there a marketing technology team, marketers are still struggling with determining how to or a dedicated marketing technologist best manage these systems. in your organization? (not marketing automation power users, more general technology specialists)
70 66
60
50 In planning 40 Yes 35 No 30 stages 40.4% 53.2% 6.4% 20
10 6 2 0 Marketing Co-owned by IT Other 03535 marketing and IT 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Measurement / KPI
More than half of organizations do use a standard set of KPIs (Key Performance Indicators) to measure and MEASUREMENT / KPI track success. However, more than 40% still do not use KPIs or have an informal set and without a standard Demand generation marketing has measurement, it is hard to track and benchmark evolved, and the increased usage of performance across an organization. technology has empowered marketers with the ability to tie performance to revenue more effectively than ever — but the majority of KPIs still recorded by marketers are focused on lead volume and traffic rather than revenue and pipeline.
Does your organization have a standard set of KPIs that it tracks to measure demand generation Success?
We have Yes No an informal 56.9% 15.6% set of KPIs 27.5%
03636 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Measurement / KPI
Please select all of the marketing performance KPIs that you currently track:
Content Offer Performance 29.4%
Conversions / Net New Leads 76.2%
Engagement Performance 40.4%
Impressions 65.1%
Web Traffic 78.0%
Lead Management Performance 41.3%
Marketing Contribution to Pipeline 45.9%
Marketing Qualified Leads (MQLs) 65.1%
Sales Accepted Leads (SALs) 50.5%
Sales Accepted Opportunities 33.0%
Nurture Email Performance 33.0%
Revenue Performance 45.9%
Return on Marketing Investment (Pipeline $:Marketing Spend) 37.6%
Other 2.8%
Although areas like conversions/ net new leads and However, almost a third of organizations now track marketing qualified leads are currently tracked by content offer performance indicating a greater awareness KPIs, marketers still focus on metrics like web traffic of importance of content effectiveness and content and impressions by a wide majority. Less than 50% of conversions throughout the buyers journey. organizations tracked marketing contribution to pipeline, with numbers down from the 2014 study and only 37% track return on marketing investment. 54
03737 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Measurement / KPI
Marketing and sales leaders need to focus on establishing Do marketing and sales have a common shared key metrics to ensure alignment between both set of KPIs that they both use to measure sales and marketing. success?
Yes 26.6%
We are moving towards a common set of KPIs 23.9%
No 49.5%
03838 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Measurement / KPI
From what systems do you pull your KPIs? (Select all that apply)
80 76 69 70 63 60
50
40 35
30
20
9 10
0
Marketing Automation CRM Web Analytics Business Intelligence Other
The majority of organizations¼ are relying¹∕� on data pulled priority for organizations¹∕� and¼ in general, adoption of CRM from CRM, marketing automation platforms and web and MA solutions are much greater than BI tools which analytics. While these tools do offer measurement and are more recent to the marketing space. Sophisticated reporting, business intelligence solutions offer the most marketers will likely enage with BI tools in the future to comprehensive and detailed data for end-to-end KPI. obtain more accurate and detailed analytics. As indicated in this study, marketing skills are not top
80 76 69 70 63 60
50
40 35
30
20
9 10 03939 0
Marketing CRM Web Business Other Automation Analytics Intelligence 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Measurement / KPI
Do you have performance KPIs for each stage of the buying process, and the buyers online and offline behavior?
In planning Yes No stages 22.9% 55.1% 22.0%
The majority of organizations do not measure demand generation is performing throughout the entire performance KPIs in each stage of the buying process. buyers journey is needed to help increase demand This indicates that while organizations do measure generation effectiveness in general. performance in general, a deep understanding of how
How often do you review your demand generation KPIs?
Weekly 19.3%
Bi-Weekly 10.1%
Monthly 26.6%
Quarterly 17.4%
We do not have time to review them on a regularly scheduled basis 26.6%
04040
59 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Measurement / KPI
Do you analyze the KPIs and leverage your findings to optimize program performance?
Yes No Sometimes 42.2% 47.7% 10.1%
04141 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Survey Demographics
CONCLUSIONS
The results from this year’s study show improvement in enterprise demand generation over last year’s study. However, many organizations are still lagging behind in driving value from their demand generation investments as seen from the responses.
Organizations would benefit greatly from investing more in marketing education and enablement to equip their personnel to execute strategic demand generation that drives value and better aligns to their customers.
As the B2B buying process becomes more complex Read on to access the account and and sophisticated, it will be necessary for marketers to marketing technology demographics of the individuals that responded to improve their results from demand generation programs » the survey. to provide a better buying experience in addition to driving pipeline and revenue. 04242 New S ummary R eport - 19 August 2015
1. What is the size of your organization in terms of annual revenue?
$250 to $500M 9.2%
$5B+ 23.9% $500M to $749M 10.1%
2015 B2B ENTERPRISE DEMAND GENERATION SURVEY $750M to $999m 11% Survey Demographics
$1B to $5b 45.9%
¼ ¹∕� ¹∕� ¼ What is the size of your organization in terms of annual revenue?
$250 to $500M 9.2%
$500M to $749M 10.1%
$750M to $999m 11.0%
$1B to $5b 45.9%
$5B+ 23.9%
Would you describe your company as a B2B or B2C Enterprise?
Blended B2B B2B & B2C 74.3% 25.7%
1
04343 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY Survey Demographics
How many employees does your organization have?
57 60 4 5 6 7 8
450. How many people in your marketing organization are focused on Demand G eneration?
1 0.9% 40
2-294 23.9% 30
20+ 35.8% 20 13
10 7 3
0
Less than 500 500–999 1–2K 2–5K 5K+
5-9 21.1%
15-20 10.1%
¼ ¹∕� 10-14 8.3% ¹∕� ¼ How many people in your marketing organization are focused on demand generation? ¼ ¹∕� ¹∕� ¼ 60 57 1 0.9%
502-4 23.9%
405-9 21.1%
10-14 8.3% 29 30 15-20 10.1% 20 20+ 35.8%13
10 7 3
0
Less than 500–999 1–2K 2–5K 5K+ 500 3 04444
4 5. What is your primary industry?
Other 11%
Health or Health S ervices 6.4%
T elecom 2.8% 2015 B2B ENTERPRISE DEMAND GENERATION SURVEY T echnology/High T ech/S oftware 44% Survey Demographics F inancial S ervices 14.7%
Bus ines s S ervices 9.2%
Manufacturing 11.9%
What is your primary industry?
Technology/High Tech/Software 45.8%
Manufacturing 11.5%
Business Services 9.4%
Financial Services 13.5%
Telecom 3.1%
Health or Health Services 5.2%
Other 11.5%
¼ ¹∕� ¹∕� ¼
50%What CRM System does your organization use? 45.8% 40%Salesforce.com 62.4%
30% NetSuite 0.9%
20% 11.5% 13.5% Oracle/Siebel 11.9% 11.5% 9.4% 5.2% 10% 3.1% Microsoft Dynamics 11.9% 0% Sugar CRMTechnology/High Manufacturing0.9%Business Services Financial Services Telecom Health or Health Other Tech/Software Services None 2.8%
Other 9.2%
5
04545