1. State of Enterprise B2B
Demand Generation
WHAT DOES DEMAND
GENERATION MEAN TO YOU?
Marketers have a good understanding of Demand Generation activity,
yet only a small proportion is happy with the performance activity.
4%
22%
Lead
generation
52% Marketing from first touch
point to beyond sale
22%
Driving revenue
growth
INDUSTRY CHALLENGES
Which two of these are the
most challenging elements
of your demand generation
activities?
“Lack of budget and time
are biggest challenges for
companies running Demand
Generation activities”
TECHNOLOGY ADOPTION
With such rapid change and increasing dependency
for marketing to utilise technology platforms.
Email
marketing
software
What technology solutions support your demand generation activities?
Marketing
automation
CRM Web
analytics
Which of the following technologies do you plan to implement in the coming 12 months?
“1/3 of companies are considering implementing
or changing their Marketing Automation Platform
within the next 12 months.”
SALES AND MARKETING
ALIGNMENT
“Only 4% of
respondents are
happy with the
performance of
their Demand
Generation
activity”
Alignment continues to be a challenge with many organisations not
having a common understanding on lead definition, service level
agreements or KPIs for success.
Don’t
know
Is there a common
understanding
between sales and
marketing on what
a lead is? YES
“No respondents
said they had full
alignment between
sales and
marketing.”
NO
SKILLS (AND GAPS)
Marketers biggest challenges revolve around data analysis
and content creation.
30%
25%
20%
15%
10%
5%
27% 17% 10% 27% 12% 2% 5%
“Only 2% have no skills gap at all!”
None Other
(please specify)
67% 63% 83% 71% 0% 8%
Email
marketing
software
Marketing
automation
CRM Web
analytics
None Other
(please specify)
8% 33% 21% 13% 42% 17%
WHAT WOULD ENHANCE
DEMAND GENERATION
PERFORMANCE THE MOST?
Marketers biggest challenges revolve around data analysis
and content creation.
50%
40%
20% 27% 0% 53%
“Over 50% of respondents said they would be able to provide
better marketing value if accurate revenue-touch attribution
could be achieved”
Download the full
report and best practices at:
www.LBDGA.com/resources
State of Enterprise
B2B Demand Generation
A B2B focused survey in collabaration with
Marketo and B2B Marketing
Supporting
sales
0 10 20 30 40 50 60 70
Lack of budget
Lack of time
Lack of understanding about the
process of Demand Generation
Lack of sales alignment
Skills gap
Lack of support from senior
management
No challenges
Other
0%
Data analysis
Creativity
Buyer/market
understanding
Other (Please specify)
Technical capabilities
Content creation
We have no skills gap
Which of the following skills gaps are most pronounced in your marketing team?
60%
30%
20%
10%
0%
Guaranteed longer
term budgets
A combined sales
and marketing force
All encompassing
marketing technologies
Accurate revenue
touch attribution
Which of the following would allow you to drive better marketing performance?
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