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DEMAND GENERATION

Content Marketing & Demand Gen Insights
Based on U.S. responses to the IDG Global Demand
Generation Survey
Purpose & Methodology
PURPOSE RESPONDENTS
The IDG Global Demand Generation Survey
Results are based on responses from 90
was conducted to better understand the U.S.-based tech. vendor marketers.
demand generation priorities and challenges of
tech marketers. This presentation focuses on
Respondents are located throughout the U.S.
the responses from U.S.-based respondents
with the majority (41%) on the west coast.
within tech. vendor marketing organizations.
Specific to their account based marketing
This research explores: efforts, respondents report an average account
• Demand gen priorities
list size of 2,063.
• Objectives critical to marketing strategy
• Adoption and challenges of ABM The respondents primarily buy and plan media
• Evaluation of 3rd-party lead suppliers
within the U.S. (98%) plus additional regions.
On average, respondents buy and plan media
METHODOLOGY for 1.8 regions.
The research was conducted online across the
IDG global audience, via a 13 question study.

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Content Marketing and Demand Gen
Critical to Overall Marketing Strategy
Content marketing and content creation 72% However,
only
Account based marketing (ABM) 57%

BANT/HQL demand generation 42% 25%
view their
Generating greater lead volume 41%
content
Working with our own database 41% marketing
strategy
Research into target market and buyer 35% as effective.
Programmatic activity 30%

Investing in marketing technology 8%

Other 1%

Q. When looking at your marketing objectives over the next 12 months, which of the following do you feel will be most critical to your
marketing strategy? AND Q. How do you view your Content Marketing strategy?

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Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
Investments in Content to Fuel Demand Gen
Aligning our content more to our demand
28%
generation strategy

Focus on sales ready/HQL 17%

Focusing on existing data 12%
79%
of ITDMs say that if they
Generating leads from line of business functions 9% can’t find vendor content
during the research process
it negatively effects
Expanding into emerging markets 9%
their impression of
the company
Investing in lead nurture platform 7%
SOURCE: IDG ENTERPRISE CUSTOMER
ENGAGEMENT STUDY, 2017

Reduce the number of suppliers we work with 1%

Q. When looking at demand generation in 2017, what do you see as being your core area of investment?

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Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
ABM is a Focus of Lead Gen Activities
There will be an increased focus on Account Based Marketing 59%

We aim to drive users to our own landing pages websites 46% Tech vendor
websites rank
We are now looking at our own database and nurture platforms 46%

We are too slow to follow up on leads 32% #6
Investing in tools such as marketing as a source for
28%
automation and business analytics ITDMs to keep
We have an increased focus on HQL/BANT leads 26% up-to-date with
new technologies
Most leads we receive are not followed up 26%
and to enhance
We receive too much data that is poor in quality 21% the knowledge
needed to be
Too many leads do not meet our criteria 20% effective in their
We aim to increase investment in cost per lead activity 16%
role.
SOURCE: IDG ENTERPRISE ROLE &
INFLUENCE OF THE TECHNOLOGY
We are looking to reduce our investment in cost per lead activity 12% DECISION-MAKER STUDY, 2016

Q. Which of the following would best describe your lead generation activity?

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Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
ABM Adoption is Increasing

We have had an active ABM “Organizations which are
11%
strategy in place for over 12 months seeing the greatest current
benefit from account-based
We have just started marketing are IT, Services and
24%
to undertake this Consulting companies. With
complex propositions, long
It is something that will be sales cycles and large
28% customers, these
an area of focus in 2017
organizations are ideal
candidates for the approach.”
It is being reviewed 13% SOURCE: HTTPS://EN.WIKIPEDIA.ORG/WIKI/
ACCOUNT-BASED_MARKETING

We currently have no
11%
89% of tech marketers are
plans to undertake this adopting or evaluating ABM
strategies.

Q. How would you currently describe your Account Based Marketing Strategy?

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Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
Challenges Facing ABM Adoption

TOP 3 ELEMENTS NEEDED IN
FOLLOW-UP COMMUNICATION

Gaining sales Nurture/follow 1. Additional info. on the
25% report strong buy-in up strategy specific content topic for
which the lead registered.
alignment with sales 23% 17% 2. Demonstrated awareness
of/knowledge of lead’s
business/industry
2,063 average
Creating a target 3. General information
account list size regarding vendor products/
account list software
13% SOURCE: IDG ENTERPRISE CUSTOMER
Size of list ENGAGEMENT STUDY, 2016
Not a
5% marketing
priority
Understanding Other 12%
how it really 10%
works
Lack of appropriate marketing
9%
and technical platforms
10%
Q. What is the biggest challenge you face with your Account Based Marketing Strategy?

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Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
Quality is the Most Important Factor in Leads

Quality of data 85% Sales Lead Quality
is the

#1
Cost 72%

Campaign support 47%
most important
Ability to provide flexible
options
41% metric used by
tech marketers to
Speed of delivery 41% measure the
effectiveness or
Previous experience 38%
success of content
Brand strength 27% marketing efforts.
SOURCE2016 B2B TECHNOLOGY TRENDS,
NORTH AMERICA: CONTENT MARKETING
Sophistication of technology 26% INSTITUTE/MARKETINGPROFS

Other 4%

Q. When looking at third party suppliers who provide leads, what do you view as important considerations?

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Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
Continue the Conversation
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