The 2016 B2B enterprise demand generation study reveals incremental improvements in organizational maturity but highlights ongoing challenges in demand generation, buyer persona analysis, and content marketing effectiveness. Key findings include the need for better alignment on KPIs, increased investment in training for marketing teams, and a focus on strategic planning over tactics. Recommendations emphasize developing perpetual programs, improving measurement practices, and ensuring marketing technology aligns with overall strategy.

1. 2016 B2B ENTERPRISE
DEMAND GENERATION
STUDY RESULTS
October 27, 2016

2. • Drive transformation in Enterprise B2B Organizations
• Focused on alignment of people, process, content, technology & data around
the buyer and their buying path i.e. Demand Process
• Atlanta headquarters with 30 + marketers and strategists
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WHO IS ANNUITAS?
B 2 B D E M A N D G E N E R AT I ON S T R AT E G Y & C H A N G E M A N A G E M E N T

3. CORE AREAS OF FOCUS FOR THE STUDY
• B2B Enterprise Demand Generation
• Buyer Persona
• Content Marketing
• Lead Nurturing
• Lead Management
• Organizational Design
• Marketing Technology
• Measurement/ Key Performance Indicators
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4. 4
KEY FINDINGS – WE ARE GETTING BETTER
2016 survey shows incremental improvement over previous
years in overall maturity, but work is still needed in other areas

5. DEMAND GENERATION – TOO MANY CAMPAIGNS
2016 2015
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6. BUYER PERSONAS
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7. CONTENT MARKETING
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S P EN D I N G I S I N C R EA S I N G … .

8. CONTENT MARKETING
Y ET, S O M ETH I N G I S S TI L L M I S S I N G
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9. LEAD MANAGEMENT
C O MP LE XIT Y IN LE AD MANAG E ME NT
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10. ORGANIZATIONAL DESIGN
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O RG ANIZ E D C H AO S?

11. MARKETING TECHNOLOGY
BE ST P RAC T IC E S ST ILL NO T IN FULL E FFE C T
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12. MARKETING TECHNOLOGY
E FFE C T IV E NE SS H AS INC RE ASE D , H O WE V E R…
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13. Only 38% of organizations
have common KPIs -
almost the same number
do not.
MEASUREMENT/ KEY PERFORMANCE INDICATORS
ALIG NME NT ?
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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
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15. WHERE TO FOCUS?
S TR ATEG Y, TR A I N I N G , M EA S UR EM EN T
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• 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

16. THANK YOU
HTTP://ANNUITAS.COM/2016-DEMAND-
GENERATION-SURVEY/
CARLOSHIDALGO@ANNUITAS.COM
ERIKAGOLDWATER@ANNUITAS.COM