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What’s Working In Demand Generation In 2019?

Fearless Marketers Rethink Traditional Channels, Test New Tactics To Boost Buyer Interest

As buyers grow more selective with their content consumption and time, generating and maintaining demand is becoming a more elusive task for B2B brands. But fearless marketers are plowing ahead, experimenting with different channels and investing in demand generation to kickstart conversations with potential customers.

This special report will explore what's working in demand generation and spotlight success stories from companies such as Radius, Bottomline Technologies, SAP Concur and more.

Download the report to learn about:

  • The growing role of ABM in demand generation;
  • The reemergence of direct mail as a top-tier strategy;
  • How marketers are refreshing webinars with new approaches, such as panels and interactivity;
  • How influencers can extend content reach and credibility; and
  • Why more B2B companies are turning to review sites in their demand gen process.

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  • Published in Reports

B2B Marketers Looking To Better Track Activity Across Buyer Stages, Channels & Campaigns

As marketers are being increasingly tasked to tie their campaigns and other investments to top- and bottom-line results, B2B organizations such as MarcomCentral and MakerBot are looking beyond basic activity metrics to understand tracking activity at different stages of the buying funnel. In addition to validating marketing’s impact, this push for deeper insights aims to enhance content and messaging in those stages, enabling marketing teams to provide more relevant and contextual experiences that accelerate deals.

Advanced Attribution Models Emerge For B2B Marketers

Marketing attribution models and tools are emerging that enable B2B marketers to tie sales to specific marketing campaigns and initiatives that contributed to revenue, experts note. And while most companies are not there yet due to the complexity of full-funnel attribution, those who are doing so are seeing a significant payoff.

LinkedIn Expands Marketing Solutions With Lead Gen And Nurturing Product

LinkedInLogoLinkedIn has expanded its Marketing Solutions portfolio with the introduction of LinkedIn Lead Accelerator, a lead generation and nurturing product designed to connect companies to the right professionals with the right content as they make their way through the purchase decision process.

This addition reflects the integration and enhancement of Bizo’s Multi-Channel Nurturing product, which LinkedIn acquired in August 2014.

Oracle Marketing Cloud Upgrade Boosts Targeting And Segmentation

Oracle Eloqua logoMore powerful targeting and segmentation capabilities, robust dashboards and a wizard for building email campaigns are some of the key highlights in the latest version of the Oracle Eloqua Marketing Cloud.

“Having spent a little time with it, I would have to say they are hitting all segments of their customer base, from the power user to the casual user, with some strong capabilities,” Tom Svec, Solutions Architect at DemandGen International, told Demand Gen Report.

Sales Enablement In The Spotlight As Pressure Builds To Convert More Leads

Sales EnablementMarketing used to just “throw leads over the wall” to the sales department and hope that a good number of them would stick. But now that marketing is responsible for a revenue contribution goal, the walls are tumbling down. It is no longer a question of how many leads marketing can generate, but how they can provide the right content and other resources to sales to ensure that as many leads as possible turn into deals.

The increased pressure to contribute to revenue, along with buyers delaying their engagement with sales until later in the decision-making process, has resulted in rising interest in sales enablement tools over the past six months, industry observers noted.

Marketing Measurement: Lost In Translation


At a DemandCon event session earlier this month, Jon Russo, Founder and CEO of B2B Fusion Group, asked a room full of marketers how many were still using Excel spreadsheets to track their performance. About 90% of them raised their hands.

Russo said he wasn't surprised at the show of hands. But he is definitely concerned about it.

"This is risky business for a marketing organization," he said. "Executives are now accustomed to seeing metrics integrated with tools like Salesforce. When they see these reports dumped onto spreadsheets, they're going to question the validity of the data."

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