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.

What is Demand Generation and Why is it so Important?

You’ve heard the buzzwords “Demand Generation” a thousand times. But that doesn’t mean you have a clear handle on what it is, or why you should care about it. Given this, I thought it would be useful for business2community readers to explain what “Demand Generation” is, and how it should fit in with a small-to-medium-sized business’s overall marketing strategy.

Demand generation is any activity conducted by an organization’s marketing department that directly contributes to more revenue (and profit) generated for the company.

What is Demand Generation Marketing?

The role of demand generation marketing is evolving along with technology, enabling B2B marketers to get better at filling the pipeline with actual opportunities versus just a bunch of leads.

6 Ways B2B Demand Generation Teams Can Start 2017 Strong

WOW! We are less than two weeks away from 2017. It’s hard to believe that another full year has passed. I feel like it was just a few months ago when we were planning for 2016.

 At Imagine, as we reflect on 2016, we can pat ourselves on the back for a few things but like many of you, we’re also painfully aware of the things that didn’t go quite right or even surprised us.

6 Fundamentals of B2B Demand Generation Marketing

Demand generation is not a new concept. Because it recently found its way into the spotlight, however, people approach it with a bit of confusion and trepidation. At its core, though, the ominous-sounding phrase really boils down to this: use marketing to make more money.