What Really Matters for Enterprise Marketers
Enterprise B2B Marketers focus on a multitude of areas to successfully drive pipeline and revenue. Key areas of focus include building a Demand Generation Strategy, content development, effective use of core technology like marketing automation to enable programs, to use of analytics and continual optimization of the entire process. What areas matter most to marketers and their organizations? Can marketers excel in one area and not another and still have successful programs and marketing effectiveness? It’s not an easy answer.
According to the ANNUITAS B2B Enterprise Demand Generation Study, marketers and their teams have more than a few areas to work on to feel confident in their abilities and achieve their goals and this leads to a few key insights:
- Marketing departments still struggle to achieve goals with their demand generation efforts. A shocking 97.2% of respondents said they were only somewhat effective or not effective in achieving primary goals in demand generation
- Lack of marketing skills continues to be a big challenge for organizations today with only 7.5% indicating they are highly skilled. This indicates that CMOs need to focus on training in 2015 and beyond to ensure teams can effectively drive revenue.
Take a look at the new B2B Study Infographic for some quick statistics that might surprise you about the state of B2B marketing and where to focus for improved results. We have a long way to go to reach true marketing effectiveness, but at least now we can see where we are starting from. Only one way to go marketers… and that is up.
Author: Erika Goldwater CIPP/US @erikawg is Vice President, Marketing for ANNUITAS
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