A quarter of enterprise B2B marketers noted that limited resources were their biggest obstacle to meeting their demand gen goals, according to a new study from Annuitas. The demand gen consulting company said marketers also cited lack of budget (18%) and lack of a defined strategy (15%). In addition, more than half of these organizations (57%) have a dedicated demand generation team, but 61% say that this team is run by the corporate marketing or product marketing teams.
The 2016 B2B Enterprise Demand Generation Survey surveyed enterprise organizations earning more than $250 million in annual revenue. When asked to select their top-three goals for their demand generation initiatives, many of the marketers surveyed stated that their primary goal is to increase lead quality, followed by increasing cross-sell and upsell opportunities and lead volume.
More than half of respondents (56%) said they run 15 campaigns or more in a year, compared with the 49% who ran more than 15 campaigns in 2015.
Other findings from the report include:
- Close to two-thirds (65%) utilize buyer personas to plan demand gen program;
- Only half (50%) of demand gen marketers are leveraging their KPIs to optimize program performance; and
- Roughly a third (32%) of those leveraging KPIs review them monthly, followed by quarterly (21%) and weekly (19%).