ANNUITAS Releases 2015 Enterprise B2B Demand Generation Research Study

ATLANTA, Oct. 29, 2015 /PRNewswire/ -- Almost 45 percent of B2B enterprise marketers don't use buyer personas in their demand generation programs and nearly half of content marketers don't align content to their buyer's pain points. That's according to recent survey conducted by ANNUITAS, a Demand Generation strategy and change management firm. The "2015 Enterprise B2B Demand Generation Research Study" focused on marketers in the B2B enterprise space with more than 2,000 employees and $250 Million or more in annual revenue. ANNUITAS will discuss all of the findings and study insights during a webinar on Nov. 5.

"The study found that more than 75 percent of surveyed enterprise companies do have a content marketing strategy in place, but many of them are not applying all the best practices to understand their buyers and address their needs," said Carlos Hidalgo, CEO and Principal of ANNUITAS. "This is the second year we have conducted this survey and again we have discovered that enterprise-level companies are struggling to effectively use and apply demand generation strategies and technology."

One reason for this may be that less than half of those surveyed have a dedicated demand generation department to oversee all demand generation activities and only 13 percent of respondents said their marketing personnel were effective in executing demand generation strategies. As a result, more than 27 percent of respondents say they don't have time to review their demand generation key performance indicators (KPIs) on a regular basis. This means that even though the data is generated, it's not analyzed and optimized to leverage performance.

According to Hidalgo, enterprise-level companies are scrambling to market effectively to B2B buyers and are facing many challenges when it comes to optimizing their use of demand generation. "Companies are spending millions of dollars on demand generation and content marketing tactics, and for so many to fall short of the desired results is a serious problem. This survey is an important tool to understand to benchmark where enterprise organizations are and identify what problems continue, so companies can focus on improving the application and performance of their demand generation programs."

Other significant findings from the 2015 survey include these observations:

• More than 65 percent of marketers don't create content that speaks to every member of the buying committee
• More than 24 percent still don't define the purchase process of the buyer
• Less than 50 percent put lead scoring value on their content based on where it falls in the purchase process
• More than 40 percent of those running lead nurturing campaigns treat it as a separate component of their demand generation strategy and only 35 percent them are creating content specific to lead nurturing

"Understanding the strategies and results of B2B enterprise marketers helps us benchmark ourselves and our organizations better," said Hidalgo. "This survey allows us to understand how B2B enterprises are succeeding in their marketing efforts as well as showing us what areas still need attention and improvement."

The complete survey results will be shared via webinar on Nov. 5 at 1 pm ET. All webinar registrants will receive a copy of the survey results to use to benchmark their organizations. Register for the webinar here: https://cc.readytalk.com/cc/s/registrations/new?cid=8ogdmd8npl1j

About ANNUITAS

ANNUITAS is a Demand Generation Strategy firm that helps B2B marketing and sales leaders at enterprise organizations build and execute demand generation that is more buyer-centric, revenue-optimized and operationally-minded. Known for its Demand Process℠ methodology, ANNUITAS works with clients to determine their demand strategy and implement processes that lead to self-sustainability and longer-term optimization. Learn more at http://www.ANNUITAS.com.

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