A look at key results from the second annual B2B Enterprise Demand Generation Study via infographic.

1. How many demand generation programs/campaigns do you run on an annual basis?
7–10
13.8%
1–3
8.3%
11–15
10.1%
4–6
18.4%
15+
49.5%
(Down 10.9% from last year)
What are the goals of your demand generation programs/campaigns? (Select top 3)
Quality of Leads 81.7%
Volume of Leads 47.7%
Brand Awareness 45.9%
Customer Cross-Sell/Upsell 53.2%
Customer Retention 29.4%
What are the biggest obstacles to achieving your demand
generation goals?
0
10
20
30
40
50
Lack of
budget
Limited
skill set
No defined
strategy
Lack of
technology
Limited
resources
22
8
16
19
44
Do you create content that
speaks to every memember of
the buying committee?
No 65.1%
Yes 34.9%
Is lead nurturing part of your
holistic, closed-loop demand
generation strategy, or do you
run separate lead nurturing
campaigns?
It is a specific
stage in the Demand
Generation Strategy.
56.0%
It is treated separately.
44.0%
Please rate the skill set of
your marketing personnel in
terms of executing demand
generation strategy.
Very Effective
7.3%
Effective
42.2%
Somewhat effective
45.0%
Not at all effective
5.5%
How many different marketing tactics (email, social media, direct mail, telemarketing, etc.) do you
use to deliver your content?
1 0.9%
2-4 33.0%
5-7 40.4%
8-10 12.8%
11-15 4.6%
15+ 8.3%
Do marketing and sales have a common set of KPIs that they both use to measure success?
We are moving towards a
common set of KPIs
23.9%
No
49.5%
Yes
26.6%
2015 B2B ENTERPRISE
DEMAND GENERATION SURVEY
2nd Annual Benchmarking Study from
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