The document discusses a survey of 213 senior marketing executives and their experiences with demand generation and content strategies, particularly among B2B and hybrid brands in North America. It highlights that a significant percentage of marketers find their demand generation efforts to be ineffective and identifies key hurdles for lead flow success, including misaligned content and budget constraints. Additionally, it suggests a need for content to be more targeted and strategically developed to effectively reach decision-makers.

1. #C2C16
LEAD FLOW THAT
HELPS YOU GROW
Content, Strategy and Boosting Demand
for the Modern Marketer

2. #C2C16
§ 213 Senior Marketing Executives
§ Online survey of B2B & “Hybrid” brand
marketers
§ North America focus
§ 46% with brands $1 billion +
§ 50% have titles of VP and above
§ Qualitative interviews with leaders
from CA, IBM, Informatica, OpenText,
SAP and Thermo Fisher Scientific
§ Complimentary download at
www.cmocouncil.org
About The Study

3. ARE CONTENT STRATEGIES STILL
STUCK IN THE WILD, WILD WEST?
12%
34%
28%
16%
10%The Wild West
One Thing @ A Time
Individual Performers
Steadily Paced & Planned
Performance Engine
#C2C16

4. HOW EFFECTIVE IS DEMAND GEN?
44%
32%
22%
2%
Ineffective
Somewhere In The Middle
Effective
?
#C2C16

5. MOST CREATED vs GREAT LEADS
MOST CREATED
#C2C16
White Papers
Videos
Webcasts
DELIVERS GREAT LEADS
White Papers
Videos
Analyst Reports
Webcasts
Slide Preso
eBook
Infographic
Infographic
Slide Preso
Product Brochure
Corporate Brochure

6. WHAT DERAILS LEAD FLOW SUCCESS?
① Content not developed for target audiences
② Budget limitations
③ Content lacks relevance for audience
④ Content does not reach the decision maker
⑤ Not leveraging the right distribution channels
⑥ No content strategy that tracks to business goals
#C2C16

7. PRESENTED BY
#C2C16