Report: More than Half of B2B Marketers Don’t Believe Their Campaigns Are Effective

According to a recent study by Annuitas, nearly 60 percent of marketers in the B2B sector don’t think their marketing campaigns are effective, especially when it comes to demand generation.

Conversely, only about 3 percent of B2B marketers believe their campaigns actually are effective. The data shows that quality of leads was the most important goal for 77 percent of marketers surveyed. The other top answers were volume of leads, brand awareness, customer cross or up-sell and customer retention.

Some of the ways those surveyed determined the success of their demand generation campaigns and efforts included:

  • Revenue Generated: 27.4 percent
  • Qualified Leads Delivered: 19.8 percent
  • Pipeline Generated: 17 percent
  • Opportunities Delivered: 12.3 percent

The study also found that almost 8 percent of B2B marketers don’t have any consistent measurement of success, which can make it difficult to determine whether or not current marketing efforts are effective.

Content and Client Pain Points

In addition, the survey pointed out that more than 50 percent of marketers don’t align their content strategy to buyer’s pain points, which makes it much more difficult to entice customers to make a purchasing decision.

Lee Anne Wimberly, director of strategy at Annuitas, said in a previous post, “Buyer personas can be invaluable to B2B Enterprise marketers if they’re intentional and insightful instead of something that just “checks the box.” Becoming experts on the buyer will ensure that marketers build programs that have the right starting point, with clear guideposts along the way to building a Demand Generation program that delivers results.”

Other stats from the survey can be found in the below infographic:

Annuitas B2B survey

“KoMarketing understands how to present and execute recommendations across the organization, from the IT professional to strategic marketing leadership. They go beyond expectation in working with the client to evaluate, execute, and implement program initiatives.”

— Silvina El Baba, Senior Manager, Web Marketing, EFI

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