Research Roundup: What’s New in B2B Marketing?

 In B2B Engagement Marketing, Content Marketing, Demand Generation, Uncategorized

For marketers, original research is the gift that keeps on giving. It provides us with punchy statistics to share on social media, supporting evidence to include in presentations, and firm numbers to benchmark ourselves against our peers.

But perhaps more importantly, research gives us data to better shape our future marketing plans. Do marketers who use lead scoring see better overall success? Or do those who have documented content strategies see higher ROI? Research answers questions like these, which can lead to self improvement.

Fortunately, there’s no shortage of marketing research being published right now. In the past month alone, three excellent studies have been released on various facets of B2B marketing. In this post, we’ve rounded up these reports and their most tweetable takeaways — check them out below.

2016 B2B Enterprise Demand Generation Survey
ANNUITAS

Summary: Even though this is only the third edition of the survey, this particular report already feels like the authoritative source on enterprise demand generation. This year, ANNUITAS saw several improvements in how enterprise marketers are approaching demand generation, including a 9% increase in the number of organizations who say they’re seeing demand gen success.

Tweetable takeaways: The majority of enterprises have large #demandgen teams — 41% have 20+ people focused on demand gen. 

The primary success metric for enterprise #demandgen teams: pipeline generated. Twitter_logo_blue

The number of enterprise orgs that use buyer personas in #demandgen planning is up 22% since 2014. Twitter_logo_blue

The State of B2B Lead Scoring
Demand Gen Report

Summary: I always enjoy research from Demand Gen Report, because they really zone in on specific aspects of B2B marketing. This year’s edition of their lead scoring report contains excellent insights, stats, and tips from top leaders in B2B marketing, including Justin Gray of LeadMD, Matt Heinz of Heinz Marketing, and Scott Benedetti of the Pedowitz Group.

Tweetable takeaways: “Marketers need to be confident in providing answers, and data can help provide that confidence.” @jgraymatter Twitter_logo_blue

49% of marketers say their lead scoring initiatives need improvement. Twitter_logo_blue

Marketers’ biggest #leadscoring challenge? A shortage of data to accurately score leads. Twitter_logo_blue

The State of Pipeline Marketing Report 2016
Bizible, Heinz Marketing, Radius, ReachForce, Uberflip

Summary: This 45-page report is jam packed with insights about the current state of B2B marketing, with everything from budgets to tech stacks to measurement and so much more. It provides a comprehensive look at today’s modern marketers and the challenges they tackle each day.

Tweetable takeaways: 73% of marketers say they experience positive ROI from their #marketing efforts. Twitter_logo_blue

34% of marketers say they do not use an attribution model. Twitter_logo_blue

46% of marketers say generating more leads/demand is their highest priority. Twitter_logo_blue