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BizReport : Research archives : June 27, 2012

Survey: 80% feel demand-gen campaigns falling short

Demand generation efforts are struggling according to a new survey from Corporate Visions. After surveying more than 400 sales people and executives, researchers found a startling 80% believe their demand-gen campaigns are not helping them meet sales or marketing goals.

by Kristina Knight

"This quarter's survey results clearly show us that organizations are facing serious challenges when it comes to creating and executing effective demand generation campaigns," said Tim Riesterer, chief strategy and marketing officer for Corporate Visions. "Ironically, the survey revealed that the two largest disconnects are the two most important factors to achieving demand generation success: creating engaging content and developing messages that clearly address customer pain points. If salespeople and marketers are able to work together to implement these two strategies successfully into their campaigns, they will be able to motivate prospects and win more business."

Some interesting findings include:

• 20% of respondents say demand-gen campaigns are 'fully effective'
• 37% say their content 'is not engaging enough'
• 31% say efforts fall short because sales and marketing departments aren't properly aligned
• 29% say budget issues, lack of content or executive buy-in cause campaigns to fall short

Also of interest more than half (65%) say sales teams are using at most half of the content created by marketing departments for demand generation campaigns while 60% say demand-gen campaigns are focused on their brand's products/services. They believe content should also include 'customer's pain points' so that prospects are offered solutions and if/then suggestions.

Those types of content can more deeply engage a consumer by offering added value to the ad - rather than saying Brand A Coupe gets 35 miles per gallon, for example, pain-point information might also include how competitor brands fall short and how Brand A's Coupe could solve that problem for the buyer.

Tags: advertising, Corporate Visions, demand generation campaigns

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