According to a survey from Corporate Visions, 80% of B2B marketing and sales professionals say their demand generation campaigns are ineffective to semi-ineffective, Among those, content is the
biggest challenge. 37% say the single most important factor hampering successful demand generation campaigns is "... (it) isn't engaging or provocative," while 31% cite a lack of sales and
marketing alignment, and 12% cite budget constraints.
Reasons For Ineffective
Demand Generation Campaigns (Of Those Responding Ineffective) |
Reason | %
of Respondents |
Content isn’t engaging or provocative | 37% |
Lack of marketing/sales alignment | 31 |
Budget constraints | 12 |
Not enough content | 9 |
Lack of executive
buy-in | 8 |
Source: Corporate Visions, July 2012 |
Moreover, campaign messaging lacks a customer focus, says the report. 60% of B2B marketing and sales professionals say their organization's demand generation campaigns focus solely on their own
company's products, features, and services, rather than focusing on their customers' pain points.
As a result, nearly two-thirds (65%) of sales-specific respondents say their sales teams use
less than one-half of the demand generation content their marketing department produces.
Tim Riesterer, chief strategy and marketing officer for Corporate Visions, concludes that "... survey
results... show us that organizations are facing serious challenges when it comes to creating and executing effective demand generation campaigns... creating engaging content and developing messages
that clearly address customer pain points... “
About the data: Findings are from Corporate Visions' Q2 2012 Sales and Marketing Messaging Report, based on a
poll of more than 440 B2B salespeople and marketers in the second quarter of 2012.
Please access the complete
PDF infographic here