the big reveal 2015 webinar
TRANSCRIPT
Carlos Hidalgo Chief Executive Officer
Twitter: @cahidalgo
Email: [email protected]
The Big Reveal Webinar
Insights from the 2015 B2B
Enterprise Demand
Generation Study
November 16, 2015
Agenda
• 2015 B2B Enterprise Demand Generation
Study Results
• Insights
• Q&A
Who is ANNUITAS?
• Founded in 2005
• Headquartered in Atlanta, GA
• B2B Demand Process
Transformation / Optimization
– Demand generation change
management
– Buying-process alignment
– Lead-to-revenue process context
– NPV / ROI / CLV focus
• Serving global, growth-oriented,
enterprise organizations
– Financial services
– Healthcare
– Industrial
– Media / marketing
– Technology
Company Overview
Why Demand Generation? Why Benchmark?
@cahidalgo
Defining Demand Generation
@cahidalgo
“A perpetual process that is both operationalized
and optimized to Engage, Nurture and Convert both
prospects and customers along their buying
process.
A process that is designed to educate and qualify
through the collaboration of marketing and sales
activities with the goal of driving revenue and
maximizing customer lifetime value.”
The 2015 Study Results
@cahidalgo
@cahidalgo
The State of B2B Enterprise Marketers
Source: ANNUITAS Enterprise Demand Generation Study – 2015
How effective are your Demand Generation Programs/Campaigns at achieving your goals?
Source: ANNUITAS Enterprise Demand Generation Study – 2015 Source: ANNUITAS Enterprise Demand Generation Study – 2015
@cahidalgo
Too Many Campaigns
How many Demand Generation programs/campaigns do you run on an annual basis?
Source: ANNUITAS Enterprise Demand Generation Study – 2015
@cahidalgo
Goals
What are the goals of your Demand Generation programs/campaigns?
Source: ANNUITAS Enterprise Demand Generation Study – 2015
@cahidalgo
Focusing on Tactics
What are your biggest obstacles to achieving your Demand Generation goals?
Source: ANNUITAS Enterprise Demand Generation Study – 2015
@cahidalgo
Measure of Success
What is your PRIMARY measure of success for Demand Generation programs/campaigns?
Source: ANNUITAS Enterprise Demand Generation Study – 2015
Insights
@cahidalgo
@cahidalgo
Are We Getting Better?
Yes
In some areas…
@cahidalgo
Sales Is Involved & There’s More Than One Buyer
Is sales involved in the development or approval of buyer personas?
Do you take into account buying committees?
Source: ANNUITAS Enterprise Demand Generation Study – 2015
@cahidalgo
The Marketing Skills Gap
Please rate the skill set of your marketing personnel in terms of executing
Demand Generation Strategy?
Source: ANNUITAS Enterprise Demand Generation Study – 2015
@cahidalgo
We Are Getting Better
However…
@cahidalgo
We Are Not There Yet
Do you create content that speaks to every member of the buying committee?
Source: ANNUITAS Enterprise Demand Generation Study – 2015
@cahidalgo
The Stack Isn’t Getting Smaller
What marketing applications does your organization use?
Source: ANNUITAS Enterprise Demand Generation Study – 2015
@cahidalgo
What Does The Study Really Prove?
B2B Enterprise Demand Generation is COMPLEX- it’s not easy.
Source: ANNUITAS Enterprise Demand Generation Study – 2015
@cahidalgo
We Are Making Progress
Do you analyze the KPIs and leverage your findings to optimize performance?
Source: ANNUITAS Enterprise Demand Generation Study – 2015
Summary
1. Enterprise marketers are not so different than others
2. A defined & documented strategy is key
3. Scale back on tactics – focus on perpetual programs
4. Build consensus between marketing and sales
5. Understand the Buyer inside and out
6. Establish shared KPIs across the org
7. Invest in your team and their skill set
@cahidalgo
