Strategy is Key for Improving B2B Demand Generation Results

The survey of marketers involved in enterprise B2B businesses notes that although 42 percent have ongoing demand generation campaigns, 11 percent feel that these goals are hindered by a lack of training, resources and strategy. When surveyed, 81 percent of marketers said their top three goals in their enterprise business are quality leads, customer cross sell and volume of leads. Up to 44 percent said that limited resources were their biggest obstacles to a successful demand generation campaign, while 22 percent said they had no defined strategy, and only 8 percent cited a lack of technology as an obstacle to achieving their goals.

The Art and Science of B2B Demand Generation Marketing

For B2B marketers, the pressure to bring in new leads is palpable.

 According to a recent study by the Content Marketing Institute (pdf), 85 percent of B2B marketers rank lead generation as their top goal for the next year — but it’s easier said than done. A separate study of B2B marketers found that less than one-third feel their demand generation process effectively meets their organizations’ needs.

Top 5 Challenges for B2B Demand Generation Marketers

I’m here at the MarketingSherpa B2B Demand Generation Summit in Boston. The opening session was by Sean Donahue, Senior Editor for B-to-B Marketing at MarketingSherpa. In it, he shared the top five challenges faced by B2B marketers. I was especially intrigued by challenges 3, 4, and 5.