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Research

The Audience & Demand Planning Benchmark Survey Report

Marketing's ability to be effective and efficient is directly related to how much a company knows about its customers and total audience. Having the right total audience metrics — insights that go a step beyond the traditional total addressable market assessment — is necessary for key marketing tasks, such as persona modeling, potential customer identification, buyer journey creation, account-based marketing…

2019 Database Strategies & Contact Acquisition Survey Report

Improvements In Data Initiatives Continue As B2B Orgs Strive To Meet Buyer Expectations, Privacy Regulations Effective database management and contact acquisition practices are the lifeblood of effective marketing and sales efforts. As buyers grow to expect more meaningful, relevant engagement and information during the buying process, companies must position themselves with the right insights to meet those expectations. Last year's…

2018 ABM Benchmark Survey Report

Account-based marketing continues to generate buzz, but B2B organizations are quickly looking to move beyond the initial hype around the category and are pressing to show ROI from their targeted programs. Demand Gen Report's third annual ABM Benchmark Survey revealed most organizations are still in the early stages of ABM — they are starting to see some early growing pains…

2018 B2B Buyers Survey Report: Sales Representatives Play Greater Role Within Critical 1-3 Month Active Buyer Timeframe

B2B buyer preferences have heavily evolved over the years since Demand Gen Report began conducting its annual B2B Buyers Survey in 2012. From the get-go, buyers have gone through long-term research processes, added more internal team members to the decision-making journey and relied on content and social media to make purchase decisions. While these criteria still hold true today, buyer…

2018 Marketing Measurement & Attribution Benchmark Survey Report

New Research Shows B2B Marketers Struggling With Metrics, But Striving For Specific Insights On Investments By Channel & Impact By Stage Effective marketing measurement and attribution continues to be a top priority, as well as an ongoing challenge for B2B marketers. Findings from Demand Gen Report’s 2018 Marketing Measurement and Attribution Benchmark Survey show that the majority (87%) of respondents…

2018 Content Preferences Survey Report

 Blogs, Podcasts Gain Interest As B2B Buyers Look To Trustworthy Sources For Credible Content That Proves Value The results are in! Demand Gen Report's 2018 Content Preferences Survey revealed that buyers are becoming more discerning and selective in the content they decide to consume. A majority (88%) agree that content producers need to focus less on product specifics and more…

2018 Demand Generation Benchmark Survey Report

Tapping Multichannel Marketing & Data As Key Engines For Growth The core goal of driving growth remains unchanged and fundamental to performance marketing executives. For those marketers directly charged with influencing pipeline, expectations are only increasing as revenue projections become more aggressive and KPIs become more laser focused. The good news from the 2018 Demand Generation Benchmark Survey is budgets…