How are B2B Enterprise Demand Generation Marketers measuring their success, progress and marketing ROI? What goals are they striving to reach? The third annual study from ANNUITAS shares results from the 2016 study and insights gained from this elite group of marketers.
14. • Organizations see the value in demand generation
• Marketers still focus on tactics vs. strategic planning
• Content marketing is still highly valued with budgets increasing annually
• However, effectiveness of content marketing cannot fully be tracked
• Marketing technology adoption is not slowing down
• Training and marketing enablement is still needed and would impact
effectiveness of programs, content and technology
• Measurement and alignment on KPIs need improvement
2016 SUMMARY
TH E G O O D , TH E B A D A N D TH E UG LY
14
15. WHERE TO FOCUS?
S TR ATEG Y, TR A I N I N G , M EA S UR EM EN T
15
• Focus less on campaigns and more on perpetual programs
• Creating more content is not going to drive more revenue
• Invest in training of marketing teams, better trained teams mean better
results
• Ensure marketing technology purchases support the overall strategy, not
determine it
• Track and measure everything. Data matters for optimization
• Alignment on KPIs across the organization, not just marketing and sales