Professional Documents
Culture Documents
2
Content Marketing and Demand Gen
Critical to Overall Marketing Strategy
Content marketing and content creation 72% However,
only
Account based marketing (ABM) 57%
Other 1%
Q. When looking at your marketing objectives over the next 12 months, which of the following do you feel will be most critical to your
marketing strategy? AND Q. How do you view your Content Marketing strategy?
3
Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
Investments in Content to Fuel Demand Gen
Aligning our content more to our demand
28%
generation strategy
Q. When looking at demand generation in 2017, what do you see as being your core area of investment?
4
Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
ABM is a Focus of Lead Gen Activities
There will be an increased focus on Account Based Marketing 59%
We aim to drive users to our own landing pages websites 46% Tech vendor
websites rank
We are now looking at our own database and nurture platforms 46%
Q. Which of the following would best describe your lead generation activity?
5
Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
ABM Adoption is Increasing
We currently have no
11%
89% of tech marketers are
plans to undertake this adopting or evaluating ABM
strategies.
Q. How would you currently describe your Account Based Marketing Strategy?
6
Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
Challenges Facing ABM Adoption
7
Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
Quality is the Most Important Factor in Leads
#1
Cost 72%
Other 4%
Q. When looking at third party suppliers who provide leads, what do you view as important considerations?
8
Source: IDG Demand Generation Experience Survey 2016; U.S. Vendor Marketer responses only
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