2018需求生成基准调查报告（英文版）_10页_443kb

Tapping Multichannel Marketing & Data As Key Engines For Growth Summary

Core Content Overview

The 2018 Demand Generation Benchmark Survey highlights the evolving priorities and challenges faced by B2B marketers in driving revenue growth. Marketers are increasingly focused on lead quality, conversion rates, and cross-channel strategies to meet aggressive revenue targets and adapt to changing buyer behavior.

Main Priorities for 2018

Marketers are prioritizing the following areas in 2018:

• Lead Quality Over Quantity (73%)
• Improving Conversion Rates/Campaign Results (72%)
• Generating Increased Lead Volume (62%)
• Improving Ability to Measure and Analyze Marketing Impact (61%)
• Improving Database Depth and Accuracy (48%)

These priorities reflect a shift towards more strategic and data-driven approaches to demand generation.

Revenue Growth Expectations

• 63% of respondents expect their company's revenue to grow by more than 20% in 2018.
• 25% of companies are projecting revenue growth of more than 30%.
• 28% of marketing organizations have specific revenue-based quotas.
• 30% of marketers now use pipeline influenced as their primary performance metric.
• 27% have introduced account-based quotas as a key KPI.

This indicates that marketers are being held accountable for not just lead generation but also for the actual revenue impact of their efforts.

Channel Effectiveness and Usage

• Email remains the go-to channel for 67% of marketers.
• Search is the most effective channel for early-stage engagement, with 56% of marketers citing it as the most successful.
• In-person events (68%) and webinars (61%) continue to be top engagement tactics.
• Online ads have increased in effectiveness, with 44% of marketers citing them as a key tactic.
• Retargeting, direct mail, and telemarketing are emerging as more effective in later stages of the funnel.

New Tools in the Martech Toolbox

Marketers are actively planning to adopt new tools in 2018, including:

• Account-Based Marketing (ABM) – Still the top priority, with 49% of marketers selecting it.
• Multichannel Lead Nurturing – 41% of marketers are focusing on this.
• Content Planning/Syndication – 37%
• Retargeting – 37%
• Marketing Automation – 33%
• Predictive Lead Scoring – 29%

Measurement and attribution tools are also rising in importance, with:

• 34% focusing on content measurement
• 30% on attribution modeling
• 28% on data enrichment

Database and Data Accuracy

• 38% of marketers are actively reviewing their databases for accuracy.
• 53% already measure campaign attribution and influence.
• 36% plan to add this capability within the next 12 months.
• Only 10% believe their database is current and provides complete coverage of key segments.
• 31% admit their database has many incomplete or inaccurate contacts.

This shows a growing recognition of the importance of accurate and comprehensive data in driving effective marketing strategies.

About the Survey

• Conducted in November and December 2017.
• 160 marketing executives participated.
• Predominantly from North America (87%), with 8% from EMEA and 5% from APAC.
• Industries represented:
  • Software/Tech (51%)
  • Business Services (24%)
  • Financial Services (6%)
  • Manufacturing (4%)
  • Others: Healthcare, Telecom, Retail
• Organization sizes:
  • 16% $500 million and above
  • 12% $100 million to $500 million
  • 28% $10 to $50 million
  • 32% $10 million or below

Content Demand and Partnerships

The document also promotes Content4Demand (C4D) and Integrate, two B2B marketing agencies and software providers, respectively. Both emphasize the importance of multichannel marketing, data accuracy, and lead generation. demandcentr from Selling Simplified is highlighted as a DIFM (Do It For Me) platform that provides:

• Account-Based Leads at all funnel stages
• Data Cleansing and Enrichment Suite
• Instant on, always on marketing automation

These tools are designed to help marketers accelerate funnel velocity and drive conversions.

Key Takeaways

• Marketers are under pressure to deliver revenue growth and attributable revenue.
• Cross-channel strategies are essential for modern demand generation.
• Data accuracy and measurement are becoming more critical than ever.
• New martech tools are being adopted to improve efficiency and effectiveness.
• Email, search, and in-person events remain top channels, but retargeting, direct mail, and telemarketing are gaining traction for conversion.

This report underscores the need for marketers to adopt a more integrated, data-driven, and customer-centric approach to drive sustainable growth in 2018.