Demand Gen Report

Content is often the first point of engagement between a solution provider and a potential buyer. Given the important role content is playing for companies,DemandGen Report recently conducted a survey to examine the shifting preferences of business executives. Published this week, The Content Preferences Survey report aims to guide B2B organizations looking to kick off a new content marketing strategy or improve upon an existing strategy.

“This survey illuminated interesting trends in the world of content marketing,” says Amanda Batista, author of the survey report and managing editor of DemandGen Report. “Solution providers, now more than ever, need to demonstrate a clear understanding of their prospects’ challenges, market trends and objectives. They also need to cultivate a greater role in content sharing by providing trustworthy content that establishes relationships with prospects.”

The B2B marketing automation industry is growing rapidly, as organizations tap technology to enhance their demand generation efforts and implement processes for repeatable success. Marketing automation providers across the board indicated record-breaking growth in Q1 2012, as well as plans for aggressive expansion in personnel and product offerings.

According to SiriusDecisions benchmarks, 18% of B2B organizations are using a marketing automation platform. The research firm also forecasts adoption rates to reach 40% by 2016. 

For B2B marketers that realize the potential benefits of implementing a marketing automation system, rolling out and using the technology can be an intimidating venture. Due to the complexity of automating marketing programs, there are various components to consider.

This CMO Study is the latest in IBM’s series of C-suite Studies, encom- passing interviews with more than 15,000 top executives over the past seven years. The study casts light on the challenges public and private sector CMOs confront — and the opportunities they envision — in increasingly complex times. It also illustrates how closely CMOs’ perception of the marketplace mirrors previous assessments by chief executive officers (CEOs).

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Many marketing automation users struggle to realize the full value of their investment because they have not implemented a systematic process for lead flow that is not only comprehensive, but also scalable. Moreover, organizations that are not optimizing the technology are unable to garner key metrics to analyze and refine campaign effectiveness. This brief highlights the need for process-based insight, a global view of the buyer/customer and the key steps to optimize the value of marketing automation investments, as well as strategies to transform artistic marketing teams into revenue engines.

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The State of Demand Generation 2012 is a complimentary download that features trending insight and forecasts from nearly a dozen experts in the field. The report highlights demand generation trends on deck for 2012, including socializing the salesforce, connecting marketing to the C-Suite and mobile marketing, as well as strategies to create killer content and demonstrate clear value propositions.  

The influx of prospect, customer and target market information has caused a dilemma for sales practitioners. While this flood of data provides sales with endless resources, it also presents the possibility that the best sales opportunities are drowned out by irrelevant information. Sales intelligence allows sales teams to improve the quantity/quality of leads, maximize selling time, and accurately unify customer information to increase cross-sell and up-sell opportunities.

Download the Aberdeen Group brief, titled “Chance Favors the Prepared Mind: Understanding the Science of Sales Intelligence.” This in-depth report will provide insight on Best-in-Class companies that have tapped into sales intelligence to experience a number of company-wide benefits, including: 

• Increased customer retention rate; 
• A boost in year-over-year total company revenue; and
• Consistent growth in team attainment of sales quota. 

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