Demand generation efforts are struggling according to a new survey from Corporate Visions. After surveying more than 400 sales people and executives, researchers found a startling 80% believe their demand-gen campaigns are not helping them meet sales or marketing goals. ”This quarter’s survey results clearly show us that organizations are facing serious challenges when it comes to creating and executing effective demand generation campaigns,” said Tim Riesterer, chief strategy and marketing officer for Corporate Visions. “Ironically, the survey revealed that the two largest disconnects are the two most important factors to achieving demand generation success: creating engaging content and developing messages that clearly address customer pain points. If salespeople and marketers are able to work together to implement these two strategies successfully into their campaigns, they will be able to motivate prospects and win more business.”
Earlier this year, comScore revealed some key findings from a broad study of online brand campaigns in connection with the launch of its ad verification service called Validated Campaign Essentials. Among the highlights, it found that nearly a third (31%) of online display ads are never seen, and 72% of campaigns had at least some ads running next to objectionable content.
Content Marketing Inst.
A new content marketing study by Altimeter Group, an advisory firm that conducts independent research on new technologies, found that marketers plan to add more video, images and infographics to content marketing campaigns, as well as implement more mobile- and location-based initiatives. These changes come as marketers become more ambitious technologically and try to reduce reliance on advertising.
With the primary goals of gaining new customers and raising brand awareness, 66% of b2b marketers will launch new ad campaigns this year, according to BtoB’s “2012 Outlook: Marketing Priorities and Plans” study.
The report, now in its ninth year, was based on an online survey of 343 b2b marketers, conducted between Nov. 21 and Dec. 12. It found that the top goal of b2b marketers this year is customer acquisition (cited by 75% of respondents), followed by brand awareness (15%) and customer retention (10%).