2021年需求生成报告-30页_4mb

State of Demand Gen 2021 Summary

Core Content

The State of Demand Gen 2021 survey, conducted by Activate Marketing Services in May 2021, highlights the resilience and growing importance of Demand Generation (Demand Gen) in the B2B tech industry despite the challenges posed by the pandemic. The survey received 179 responses, with 152 being qualified for analysis. The findings emphasize the effectiveness of Demand Gen, the shift in tactics and strategies, and the evolving expectations of buyers.

Main Findings

Demand Gen Activity Growth

• 73% of marketers increased their Demand Gen activity since the start of 2021.
• The proven ROI of Demand Gen is a key driver for this growth, alongside increased sales and marketing targets.
• Only 26% of marketers changed their activity levels or KPIs in response to the pandemic, and 86% of those who did met or exceeded their original or adjusted KPIs.

Lead Quality Evaluation

• 81% of marketers revised their lead quality evaluation methods due to changes in buyer behavior.
• Lead scoring based on content and engagement is now the most common approach.
• Technology-driven processes (such as marketing automation) have become the primary method of lead qualification, surpassing SDR-based screening for the first time.

Event Strategy Shift

• 80% of marketers believe they were successful in replacing face-to-face events with other tactics.
• Online events were the most common replacement, though 90% of marketers feel buyers are becoming fatigued with them.
• Live events are expected to see a resurgence in the coming months.

Channel and Tactics Trends

• Account-based marketing (ABM) programs and high-quality lead programs are expected to grow significantly in the next 12 months.
• Content syndication, paid search, and inbound marketing are also seen as important growth areas.
• Video marketing and email marketing remain key tools, while online events are expected to decline in growth due to buyer fatigue.

Lead Qualification and Technology

• More than half (52%) of marketers now use technology-driven processes as their primary lead qualification method.
• BDR-based qualification is becoming less common, with technology taking the lead.

Measurement and KPIs

• Around 60% of marketers measure campaign success through new pipeline opportunities / revenue.
• 87% expect KPIs to be even more closely tied to revenue in the future.
• Only 1 in 5 did not change their lead scoring process in 2020, indicating a widespread shift in evaluation methods.

Budget and Future Outlook

• Two-thirds (67%) of marketers expect their Demand Gen budgets to increase in the next 12 months.
• High-quality lead programs and ABM are seen as critical for future success.
• Content consumption is expected to grow, but the challenge of sourcing quality leads remains a top concern.

Key Challenges

• Finding sources for quality leads is the biggest challenge for marketers.
• Buyer fatigue with online events is a growing concern.
• Lead scoring complexity and attribution modeling are also cited as challenges.

Conclusion

The State of Demand Gen 2021 underscores the resilience and adaptability of Demand Gen strategies in a post-pandemic world. Marketers are increasing budgets and activity, placing greater emphasis on technology-driven qualification, high-quality lead programs, and ROI-focused metrics. While online events have been a key tool, concerns about buyer fatigue may limit their long-term growth. Overall, the future of Demand Gen looks promising, with a clear focus on revenue generation and strategic alignment with sales and marketing goals.