We participated June 22 in the BtoB LeadingEdge Virtual Trade Show, where we offered our booth visitors a short demand-generation survey on key areas critical to effective demand generation. Here are some of the results, along with some comparisons to recommended best practices in these areas. We'll publish the full results in the July issue of Marketing Watchdog Journal.
Are you generating enough demand? More than half (55%) of those who responded to the 
question "Are you generating enough demand (sales leads) to satisfy your sales team?" said No, and 33% were not sure. Surprising? Your Sales team probably agrees with those findings. Frost & Sullivan, the Growth Partnership Company, indicates that in its comprehensive survey of sales executives in North American and Europe, the number one challenge facing sales teams today is a lack of qualified prospects.
How good is your lead nurturing? One-third of those who responded to the question "Do you have an effective lead nurturing process?" were confident, answering "Yes." Another one-third said no, and the rest were not sure. View our white paper "Using Lead Nurturing to Build an Ongoing Dialog that Drives Prospect Conversion" for more on the benefits and structure of lead nurturing programs.
The content challenge. Having enough interesting, up-to-date content to drive complex BtoB marketing is one of the top concerns of marketers. The survey results reflected that, as 44% of respondents said No to the question "Do you have sufficient content to support multiple messages?" and another 20% were not sure. Our white paper "Six Building Blocks for a Content Strategy to Fuel Marketing Automation-Driven Demand Generation" covers content planning and creation. View it now.
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