As ANNUITAS is now running the 2015 version of their B2B Enterprise Demand Generation Survey online, I decided to analyse the 2014 version, first to give you my impression about the 2014 survey’s results, but also to be ready to compare this with the upcoming study.
For those who wouldn’t know about ANNUITAS, this is a B2B Demand Generation Strategy based in the US in Atlanta (HQ), Boston and SF. On their homepage they describe themselves as a team of passionate B2B marketers, technologists and strategists that thrive on helping clients drive perpetual revenue through an integrated and holistic demand generation strategy.
First of all I think this is important to precise that this study only exceeded $250M in annual revenue, which is not so common for such studies, as SMB are very often taken into account.
By the way, before I start, if you don’t feel so comfortable with the concept of Demand Generation, I like the definition that HubSpot give on their on their blog.
Demand Generation Overview
The first element that struck me is the wording of the first question: “How many Demand Generation programs/campaigns do you run on an annual basis?”. I must admit that I am a little bit surprised that the concepts of marketing programs and marketing campaigns are not differentiated here. 60% of the B2B marketers declared that they performed more than 15 marketing programs/campaigns in a year, but IMHO this number doesn’t mean much as far as we don’t differentiate “marketing campaign” from “marketing program”. E.g. You can create a marketing program aimed at reinforcing your new business generation, which will be supported by a series of dedicated campaigns: a cross-selling campaign (trigger marketing via your marketing automation tool), a worldwide telemarketing prospection campaign, a online advertisement campaign (LinkedIn pay-per-click) and so on. So the conclusion should be that B2B marketers focused more on quantity and quality, but that they don’t perceive the difference between a campaign and a program.
I couldn’t agree more with ANNUITAS’ conclusion about the below chart: “This shows that there is a wide gap between what marketers are saying they want to do and what they are actually able to measure.”