the big reveal 2015 webinar

Carlos Hidalgo Chief Executive Officer

Twitter: @cahidalgo

Email: Carloshidalgo@annuitas.com

The Big Reveal Webinar

Insights from the 2015 B2B

Enterprise Demand

Generation Study

November 16, 2015

Agenda

• 2015 B2B Enterprise Demand Generation

Study Results

• Insights

• Q&A

Who is ANNUITAS?

• Founded in 2005

• Headquartered in Atlanta, GA

• B2B Demand Process

Transformation / Optimization

– Demand generation change

management

– Buying-process alignment

– Lead-to-revenue process context

– NPV / ROI / CLV focus

• Serving global, growth-oriented,

enterprise organizations

– Financial services

– Healthcare

– Industrial

– Media / marketing

– Technology

Company Overview

Why Demand Generation? Why Benchmark?

@cahidalgo

Defining Demand Generation

@cahidalgo

“A perpetual process that is both operationalized

and optimized to Engage, Nurture and Convert both

prospects and customers along their buying

process.

A process that is designed to educate and qualify

through the collaboration of marketing and sales

activities with the goal of driving revenue and

maximizing customer lifetime value.”

The 2015 Study Results

@cahidalgo

@cahidalgo

The State of B2B Enterprise Marketers

Source: ANNUITAS Enterprise Demand Generation Study – 2015

How effective are your Demand Generation Programs/Campaigns at achieving your goals?

Source: ANNUITAS Enterprise Demand Generation Study – 2015 Source: ANNUITAS Enterprise Demand Generation Study – 2015

@cahidalgo

Too Many Campaigns

How many Demand Generation programs/campaigns do you run on an annual basis?

Source: ANNUITAS Enterprise Demand Generation Study – 2015

@cahidalgo

Goals

What are the goals of your Demand Generation programs/campaigns?

Source: ANNUITAS Enterprise Demand Generation Study – 2015

@cahidalgo

Focusing on Tactics

What are your biggest obstacles to achieving your Demand Generation goals?

Source: ANNUITAS Enterprise Demand Generation Study – 2015

@cahidalgo

Measure of Success

What is your PRIMARY measure of success for Demand Generation programs/campaigns?

Source: ANNUITAS Enterprise Demand Generation Study – 2015

Insights

@cahidalgo

@cahidalgo

Are We Getting Better?

Yes

In some areas…

@cahidalgo

Sales Is Involved & There’s More Than One Buyer

Is sales involved in the development or approval of buyer personas?

Do you take into account buying committees?

Source: ANNUITAS Enterprise Demand Generation Study – 2015

@cahidalgo

The Marketing Skills Gap

Please rate the skill set of your marketing personnel in terms of executing

Demand Generation Strategy?

Source: ANNUITAS Enterprise Demand Generation Study – 2015

@cahidalgo

We Are Getting Better

However…

@cahidalgo

We Are Not There Yet

Do you create content that speaks to every member of the buying committee?

Source: ANNUITAS Enterprise Demand Generation Study – 2015

@cahidalgo

The Stack Isn’t Getting Smaller

What marketing applications does your organization use?

Source: ANNUITAS Enterprise Demand Generation Study – 2015

@cahidalgo

What Does The Study Really Prove?

B2B Enterprise Demand Generation is COMPLEX- it’s not easy.

Source: ANNUITAS Enterprise Demand Generation Study – 2015

@cahidalgo

We Are Making Progress

Do you analyze the KPIs and leverage your findings to optimize performance?

Source: ANNUITAS Enterprise Demand Generation Study – 2015

Summary

1. Enterprise marketers are not so different than others

2. A defined & documented strategy is key

3. Scale back on tactics – focus on perpetual programs

4. Build consensus between marketing and sales

5. Understand the Buyer inside and out

6. Establish shared KPIs across the org

7. Invest in your team and their skill set

@cahidalgo

THANK YOU & QUESTIONS

Carlos Hidalgo

719-464-8015

Email: Carloshidalgo@annuitas.com

Twitter:@cahidalgo