Watch the full webinar on-demand: http://dg-r.co/DGRBenchmark The performance expectations for B2B marketers continue to climb. Supporting aggressive revenue growth, often on a tighter budget, and clearly measuring and demonstrating influence on pipeline, are just a few of the new realities for marketers. During this exclusive webinar, Demand Gen Report’s Editorial Director, Andrew Gaffney, and Act-On’s CEO, Andy MacMillan, will share key findings from the 2017 Demand Generation Benchmark Survey. Some of the trends and insights that will be covered in this session will include: How marketers are increasing the efficiency of their spend by focusing on attribution; New approaches to optimizing campaigns across channels; The latest tactics and offers performance marketers are prioritizing for 2017 and beyond; and The metrics and KPIs marketers are now tracking against leads, accounts and revenue; and The impact of the shift towards account-based marketing.

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SPONSORED BY
The Pipeline Influence
Imperative: The Latest
Benchmarks On B2B
Performance Marketing

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Demand Gen Report: @DG_Report
Andrew Gaffney @agaffney
Act-On: @ActOnSoftware
Andy MacMillan: @APMacMillan

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About Demand Gen Report
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MODERATOR:
Andrew Gaffney
Editorial Director, Demand Gen Report
Andy MacMillan
CEO
Act-On
@APMacMillan
Panelists

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Key Findings
• Greater precision and intelligence on marketing influence and impact, with 32% of marketers
reporting that they are now directly measured on influenced pipeline;
• Deeper emphasis on reporting and measurement, with 88% of responses citing the ability to
measure and analyze marketing impact as a top priority for this year;
• An overwhelming majority (92%) are either already actively measuring campaign attribution
and influence or planning to do so this year; and
• An ongoing focus on account strategies, with 59% of marketers saying they plan to test/deploy
ABM tools in 2017.

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Deep Dive Into Demand Gen Budgets
How will your demand generation budget change in 2017?

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Increased Pipeline = Measurement Imperative
Does your marketing organization have performance quotas?

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What Are You Measuring?
What is the primary metric you are measured on?

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What Tools Are You Using?
Which tools are you planning to test and/or deploy in 2017?
(Choose all that apply)

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What Channels Drive Your Demand?
Which engagement tactics were most successful for you in 2016 in terms of
generating qualified leads at the top of the funnel?
(Choose top five)

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What Are Your 2017 Priorities?
Rank your organization’s demand generation priorities during 2017?
(Ranked on a scale of 1-5 with 5 being most important)

13. 78%
of successful marketers
cite marketing automation
as being most responsible
for improving revenue
contribution.
(The Lenskold and Pedowitz Group)

14. Effective demand generation
Every time a
customer
interacts with
your brand -
IT MEANS
SOMETHING
Marketers must
Track
Score
Measure
Connect
AND Learn

15. Marketing Automation - Command Center
• Tracks, scores, measures, and connects
marketing activities so the efforts can be tied to
revenue
• Manages the brand experience across multiple
channels
• Offers personalized experiences

16. The most important
criteria for a marketing
automation system for
CMOs are:
1. ease-of-use (92%)
2. The ability to tie
marketing
performance to sales
(72%).
Gleanster “Q3 2013 Gleanster Marketing
Automation Benchmark” (2013)

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MODERATOR:
Andrew Gaffney
Editorial Director, Demand Gen Report
Andy MacMillan
CEO
Act-On
@APMacMillan
Q&A / Panelists

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Available in Today’s Resource List
Download The Full 2017
Demand Gen Benchmark Study

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View this webinar on-demand at:
http://dg-r.co/DGRBenchmark
Thank You For Attending!