In 2014, ANNUITAS conducted a study to analyze current enterprise-level B2B demand generation strategies and discover key patterns, including where B2B marketers produce the best results and where they continue to struggle. This survey was unique in that it focused exclusively on the B2B Enterprise (organizations with revenues that exceeded $250M in annual revenue). More than 100 B2B enterprise marketers responded to the study.

Overall, the marketing departments are still grappling with achieving success in the world of demand generation. The results of this study show that there is plenty of room for improvement and that some organizations are gaining ground. The following study is complete with commentary from the strategy team at ANNUITAS and is intended to cast light on the survey as well as supply some advice on areas for improvement.

Findings include:

  • The top goal for demand generation programs is generating quality leads
  • Marketers plan to increase their spending on content marketing this year
  • Just over half of organizations have a standard set of KPIs to track demand generation success

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