Blog

Global Demand Generation Survey Results

Demand Generation Survey Results - Sales Lead Quality

Global Demand Generation Survey Results have been published by IDG.  The survey was fielded to better gauge demand generation priorities and challenges of B2B technology marketers.

The key areas explored in this research study of U.S. based technology marketers include:

  • Top priorities for Demand Generation
  • Objectives that are critical to an affective marketing strategy
  • Adoption and challenges of Account Based Marketing (ABM)
  • Key considerations for evaluating “lead” vendors

The survey concludes that technology marketers are primarily focused on developing content to fuel their demand generation efforts.  Specifically, with respect to demand gen,  activity, tech marketers expect an increased focus on account based marketing (ABM). Currently, only 11% of survey respondents stated that they have an active ABM strategy in place.  Another 61% communicated that they are in the early stages of ABM adoption or evaluation.

Survey respondents identified top challenges facing ABM adoption as:

  • Gaining sales buy-in – 23%
  • Determining a nurture/follow up strategy – 17%
  • Creating a target account list – 13%

Key Global Demand Generation Survey Results:

  • Content marketing and content creation are critical to a tech marketer’s strategy (72%); followed by account based marketing (57%).
  • Aligning content to their demand generation strategy will be a core area of investment for 28% of respondents. This is an important investment area since only 25% rate their content marketing strategy as effective.
  • Tech marketers are increasing their focus on ABM (59%); overall 89% of tech marketers are adopting or evaluating ABM strategies.
  • Customer experience during the lead nurture process requires a tight integration between marketing and sales. The top challenges facing ABM adoption relate to sales alignment and sales enablement, so it is not surprising that only 25% report that the relationship between sales and marketing is strong and aligned.

Demand Generation Survey Results – Content Marketing and Demand Gen Critical

Q. When looking at your marketing objectives over the next 12 months, which of the following do you feel will be most critical to your marketing strategy? AND Q. How do you view your Content Marketing strategy?

  • Content marketing and content creation – 72%
  • Account based marketing (ABM) 57%
  • BANT/HQL demand generation – 42%
  • Generating greater lead volume – 41%
  • Working with our own database – 41%
  • Research into target market and buyer – 35%
  • Programmatic activity – 30%
  • Investing in marketing technology – 8%
  • Other – 1%

Global Demand Generation Survey Results – Investments in Content to Fuel Demand Gen

When looking at demand generation in 2017, what do you see as being your core area of investment?

  • Demand Generation Survey Results - Content InvestmentsAligning our content more to our demand generation strategy – 28%
  • Focus on sales ready/HQL – 17%
  • Focusing on existing data – 12%
  • Generating leads from line of business functions -9%
  • Expanding into emerging markets – 9%
  • Investing in lead nurture platform – 7%
  • Reduce the number of suppliers we work with – 1%

Global Demand Generation Survey Results – ABM is a Focus of Demand Gen

Which of the following would best describe your lead generation activity?

  • There will be an increased focus on Account Based Marketing – 59%
  • We aim to drive users to our own landing pages websites – 46%
  • We are now looking at our own database and nurture platforms – 46%
  • We are too slow to follow up on leads – 32%
  • Investing in tools such as marketing automation and business analytics – 28%
  • We have an increased focus on HQL/BANT leads – 26%
  • Most leads we receive are not followed up – 26%
  • We receive too much data that is poor in quality – 21%
  • Too many leads do not meet our criteria – 20%
  • We aim to increase investment in cost per lead activity 16%
  • We are looking to reduce our investment in cost per lead activity – 12%

Global Demand Generation Survey Results – ABM Adoption is Increasing

How would you currently describe your Account Based Marketing Strategy?

  • We have had an active ABM strategy in place for over 12 months – 11%
  • We have just started to undertake this – 24%
  • It is something that will be an area of focus in 2017 – 18%
  • It is being reviewed – 13%
  • We currently have no plans to undertake this – 11%

Global Demand Generation Survey Results – Challenges Facing ABM Adoption

What is the biggest challenge you face with your Account Based Marketing Strategy?

  • Demand Generation Survey Results - ABM Adoption ChallengesGaining sales buy-in – 23%
  • Nurture/follow up strategy – 17%
  • Creating a target account list – 13%
  • Not a marketing priority – 12%
  • Lack of appropriate marketing and technical platforms – 10%
  • Other – 10%
  • Understanding how it really works – 9%
  • Size of list – 5%

Global Demand Generation Survey Results – Quality is the Most Important Factor in Leads

When looking at third party suppliers who provide leads, what do you view as important considerations?

  • Quality of data – 85%
  • Cost – 72%
  • Campaign support – 47%
  • Ability to provide flexible options – 41%
  • Speed of delivery – 41%
  • Previous experience – 38%
  • Brand strength – 27%
  • Sophistication of technology – 26%
  • Other – 4%

Global Demand Generation Survey Respondents

  • Results are based on responses from 90 U.S.-based tech. vendor marketers.
  • Respondents are located throughout the U.S. with the majority (41%) on the west coast.
  • Specific to their account based marketing efforts, respondents report an average account list size of 2,063.
  • The respondents primarily buy and plan media within the U.S. (98%) plus additional regions.
  • On average, respondents buy and plan media for 1.8 regions.

<< INSTANTLY Download The Demand Gen Time Lag Model Now >>


Additional Go to Market Demand Gen Resources

Demand Generation Plan: The Process – Part 1 >>

Demand Generation Plan: The Process – Part 2 >>

B2B Account Based Marketing (ABM) >>


Go to Market Planning Examples

Pin It
If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.
No comments yet.

Leave a Reply