Black Friday Sale - Up To 57% Off
Use the RACE Growth System to develop your digital strategies, improve process
efficiency and stay relevant with the latest digital marketing techniques including AI
See what's includedAllocating budget and resources to the right channels is always a challenge, even after fully analysing your personas, past campaigns and competitor activity. Properly defining demand generation and then integrating into your strategy is key to developing a future-proof marketing plan.
The B2B Demand Generation Report from marketing technology SoftwareAdvice.com explores what companies are investing in to 'fuel their Demandgen'.
This four quadrant presentation can help prioritise your focus according to your business goals. For generating high quantity and quality leads, Trade Shows, Referral Marketing and in-house email marketing were the best channels. Bear in mind, that this is from a sample of 200 B2B marketing organisations in the United States.
The top 2 channels are videos and surveys. This is a little surprising, but perhaps shows that videos are becoming more focused towards lead generation, in addition to creating trust, as companies are incorporating CTAs, lead capture forms for 'gating' and annotations are being added to YouTube.
Content Development Director at the CMI, Michele Linn says that surveys are a type of content that 'people don’t mind [registering] for,' thanks to the high value of quality, original research. In addition, she emphasizes the value of surveys as content that 'you can repurpose in a lot of different ways,' such as by creating an infographic from the data collected. 
You can read the full report on the Software.advice.com website.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
This blog post has been tagged with:
Demand GenerationTurbocharge your results with this toolkit containing 11 resources
The Digital Marketing Strategy And Planning toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
Evaluating technology options for innovation in marketing – do you know your Hype Cycles? If you’re involved in marketing strategy development, you will be constantly making judgments and reviewing with colleagues which digital technology innovations are most relevant to your …..
How to strategically manage your marketing spend with 8 integrated simple marketing budget templates Setting strategic and channel direction, working toward commercial objectives and KPIs, and monitoring your success is great. But if you’re not tracking your ROI per channel …..
Using capability maturity models to audit your digital maturity and set targets to improve digital marketing effectiveness We’ve been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and …..
