Demand Generation Benchmark Study 2019 Webinar

1. Awareness vs. Precision:
How Marketers Are Rethinking Channels, Metrics & Tactics
To Engage Accounts & Roles At Key Buying Stages
SPONSORED BY:

2. #
Your Source For The Latest B2B
Marketing News & Trends
demandgenreport.com
twitter.com/DG_Report
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3. February 25–27, 2019
SAVE THE DATE:
Join Our B2BMXperts community:
b2bmx.influitive.com/join/now
Hyatt Regency, Scottsdale
www.b2bmarketing.exchange

4. How are we doing?
#
Questions, Tweets, Resources, Survey
Submit your
questions here
Download
today’s
resources
Join the
conversation
#DGRBenchmark

5. #
Speakers
John Dering
Demandbase
Andrew Gaffney
Demand Gen Report

6. #
Demand Gen Benchmark
Survey Results

7. #
Top Priorities for 2019
Improving Ability to
Measure & Analyze
Marketing Impact
Improve
Sales/Marketing
Alignment
Engaging The Right
Stakeholders within
Target Accounts
Focusing on Lead
Quality over Quantity
1 2 3 4

8. What is the primary metric you are measured on?
MQLs/SALs
Marketing-sourced revenue
Pipeline influenced
Total leads/inquiries
Accounts engaged
Web traffic
Other

9. #
Top Tech Priorities
ØABM
ØMultichannel Lead Nurturing
ØMarketing Automation
ØContent Performance Measurement
ØIntent/Signal Data

10. #
ABM Ranked As Top Tech Priority
• 46% of respondents cited account-based
marketing
o Are they aligning tech goals with business goals?
o Are they aware of fundamental differences in
measurement and attribution with ABM?

11. #
Data And Measurement Key Trends
• Only 42% say they have good coverage…and even
those admit contacts are incomplete or inaccurate
• 28% prioritizing data enrichment
o How are companies unifying data across channels and
platforms?
o Is data and coverage even more critical in an ABM
call?

12. How would you describe your current database performance and capabilities?
Our database has good coverage but
many contacts are incomplete or inaccurate
We are actively reviewing our databases to
ensure we have full and complete contacts
Our contact database is inaccurate/is not
adequate in covering our target markets
Our database is current and provides
complete coverage of our key segments
Not sure

13. #
Marketers Looking For New Buying Signals
• 34% planning to add intent/signal data into
their campaign strategies
o What are the most effective ways companies are
using intent/signal data?
o At what stages can it have the biggest impact –
discovery, account profiling, selection?

14. #
Measurement/Attribution A Priority
• 47% actively measuring campaign attribution
and influence
• 42% planning to measure within next 12 mos.
o How are metrics changing given increased
targeting and emphasis on ABM?
o Different challenges with attribution in ABM
models?

15. How would you describe your current ability to measure campaign
attribution and influence?
We are actively measuring campaign
attribution and influence
We plan to be able to measure campaign attribution
and influence within the next 12 months
Not sure
We don’t plan to measure campaign attribution
and influence within the next 12 months

16. #
Marketing Automation 2.0
•37% planning to test/deploy marketing
automation in 2019
•38% planning to do multichannel nurturing
oAre those two trends related?
oHow is the role of marketing automation evolving
given increased focus on ABM?

17. #
Which channels have been the most effective in driving early-stage
engagement?
Email In-Person Events/
Trade Shows
Website Search Social

18. #
Which channels have been the most effective in driving conversions later in the
funnel?
Email In-Person Events/
Trade Shows
Product Demos Phone Website

19. #
Speakers
John Dering
Demandbase
Andrew Gaffney
Demand Gen Report

20. #webinars.demandgenreport.com
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