Business.com Releases 2015 Demand Generation Report, Delivering Vital Recommendations for B2B Marketers
Carlsbad, Calif. (September 22, 2015): Demand generation continues to grow in importance, playing a pivotal role in the marketing and sales process. To help marketers generate leads that convert into customers, Business.com — the leading resource for companies seeking the knowledge, products and services to run and grow their businesses — today released its 2015 Demand Generation Report, which provides an in-depth analysis on the demand generation efforts of today’s B2B marketers.
Based on the results of a recent survey of over 150 marketers, the report outlines today’s B2B marketing landscape and reveals several actionable conclusions and recommendations for marketers.
"Gone are the days of cold calling. We've entered a new era, where decision-makers are educating themselves and can be up to 70 percent through their purchase process before engaging with a sales rep," said Tony Uphoff, CEO, Business.com. "From start-ups to Fortune 1000 corporations, successful demand generation today requires a coordinated, multi-layered approach across a variety of platforms."
- Lead Generation is evolving into a more sophisticated "demand generation life cycle" that encompasses brand awareness and engagement, lead generation, lead nurturing and customer retention tactics.
- Content Marketing is the dominant platform for business marketing, and includes blogs, whitepapers, infographics, webinars and increasingly, video content.
- Cross-channel attribution continues to be a challenge. With so many touch points in the marketing cycle, how is revenue being attributed, and for how long?
- Marketers are looking to set and measure realistic KPIs for their content marketing initiatives, which reflect the still early stage for content marketing as a marketing medium.
- Marketers are finding ROI illusive with their content marketing, reflecting ongoing alignment issues between sales and marketing.
- Marketing automation adoption is accelerating but technology is complicated, resulting in marketers wrestling with related people, product, and process issues.
- A lack of brand awareness, lead scoring and behavior based lead nurturing programs is causing lead quality versus marketing execution confusion.
Recommendations for B2B Marketers
- Business marketers need to structure their brand generation efforts into a coordinated demand generation life cycle.
- Marketers need to set clear, realistic and measurable KPIs for their demand generation initiatives and stick with them.
- Define a basic process for measuring and reporting on these KPIs. To start, keep it simple.
- Marketing needs to set clear expectations with sales and collectively agree on the KPIs, lead analysis and scoring, lead nurturing and detailed follow up process.
- Marketing automation is key, but proceed carefully. Don’t invest in a platform with too advanced of features and that might require considerable additional investment to run. It is far easier to upgrade as your needs become more complex than it is to replace a platform that didn't work.
- Develop a content marketing strategy that allows you to become proficient with one or types of content; as opposed to trying too many and not generating clear results.
- Try new techniques, repurpose content into complementary forms and relentlessly innovate and iterate.
The full 2015 Demand Generation Report — which features content covering key takeaways, recommendations, methodology and respondent profile details, as well as sections including Content Marketing Takes Center Stage, Let Them Have Leads, Quality of Lead vs. Quantity of Lead Data, Nurturing is Everything and Let’s Not Forget Social Media — is available for download at Business.com.
For more information or to request an interview with a Business.com representative, please contact Jacob Streiter at firstname.lastname@example.org or 646-695-7047.
Business.com helps over 30 million executives in growing businesses each year acquire the knowledge, products and services they need to run and grow their business. Its suite of performance marketing products enables contextual advertising at every stage of the buyer's journey, driving over half a million purchases for its 10,000+ advertising customers.