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 05 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 12 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% 08 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.