annuitas 2016 b2b enterprise study results
TRANSCRIPT
• DrivetransformationinEnterpriseB2BOrganizations
• Focusedonalignmentofpeople,process,content,technology&dataaroundthebuyerandtheirbuyingpathi.e.DemandProcess
• Atlantaheadquarterswith30+marketersandstrategists
2
WHO IS ANNU ITAS?
B 2 B D EMAND G EN ER AT I ON S TR ATEG Y & C H ANG E MANAG EM ENT
CORE AREASOF FOCUSFOR THE STUDY
• B2BEnterpriseDemandGeneration• BuyerPersona
• ContentMarketing
• LeadNurturing
• LeadManagement
• OrganizationalDesign
• MarketingTechnology
• Measurement/KeyPerformanceIndicators
3
4
KEY F INDINGS – WE ARE GETT INGBETTER
2016surveyshowsincrementalimprovementoverpreviousyearsinoverallmaturity,butworkisstillneededinotherareas
Only38%oforganizationshavecommonKPIs-almostthesamenumberdonot.
MEASUREMENT/ KEY PERFORMANCE INDICATORS
AL IGNMENT ?
13
• Organizationsseethevalueindemandgeneration
• Marketersstillfocusontacticsvs.strategicplanning
• Contentmarketingisstillhighlyvaluedwithbudgetsincreasingannually
• However,effectivenessofcontentmarketingcannotfullybetracked
• Marketingtechnologyadoptionisnotslowingdown
• Trainingandmarketingenablementisstillneededandwouldimpacteffectivenessofprograms,contentandtechnology
• MeasurementandalignmentonKPIsneedimprovement
2016 SUMMARY
THE GOOD , TH E B A D A N D TH E UG LY
14
WHERE TO FOCUS?
S TR ATEGY, TR A IN IN G , M EA SUR EMEN T
15
• Focuslessoncampaignsandmoreonperpetualprograms
• Creatingmorecontentisnotgoingtodrivemorerevenue
• Investintrainingofmarketingteams,bettertrainedteamsmeanbetterresults
• Ensuremarketingtechnologypurchasessupporttheoverallstrategy,notdetermineit
• Trackandmeasureeverything.Datamattersforoptimization
• AlignmentonKPIsacrosstheorganization,notjustmarketingandsales
THANKYOU
HTTP : //ANNU ITAS.COM/2016-DEMAND-GENERAT ION-SURVEY/